Since electronic commerce could not exist without consumers it is important for businesses that the views and interests of consumers are fully recognised in developing appropriate regulations, codes of practice and redress and dispute solving mechanisms. The EU and governments should ensure that consumer organisations are fully involved at all levels of decision making. The international consumers' organisation, Consumers International, is conducting a comparative global survey of consumers' experiences of Internet shopping. Its findings, including recommendations for good practice, are due for publication in July 1999. Proper consideration must be given to finding practical and workable solutions at a global level that take account of the needs of consumers before electronic commerce can become a safe and reliable trading environment.
Electronic commerce has the potential to offer consumers an enormous choice of goods and services.
However, industry needs to gain the confidence of consumers if electronic commerce is to fulfil its expectation as the trading medium of the future.