With the increase in the numbers of online shoppers across Europe, cross-border E-Commerce is becoming more important for both the consumers and the retailers.
However, companies face many challenges when pushing cross-border E-Commerce, i.e. they would have to build brand awareness and face market entry costs.
From the consumer perspective, even in Europe, there is still a large number of consumers that are afraid of online fraud, preventing them from online shopping. A Europe-wide mandatory online shop security accreditation system might be the answer.