Therefore, to accelerate e-commerce, a new European approach is needed that helps business and consumers to overcome the confidence barrier blocking the development of a Single Online Market. It should ensure that the overwhelming majority of on-line transactions will be trouble free. Member States and businesses should then be able to reassure consumers that, when problems arise, they can be resolved in a transparent, quick, effective and unexpensive way. Linking up existing ADR schemes is a first step in the development of a comprehensive redress system. Disputes can be resolved by the ADR in the country of origin of the business, but consumers have the reassurance of knowing that they can access this body from their own Member State, via the network.
Urgent attention is needed to encourage appropriate on-line solutions such as cybertribunals.
So that, when all else fails, consumers could seek redress through the courts in their own Member State. This approach minimises the regulatory burden on business and encourages the evolution of a service driven Single Online Market benefiting consumers and business alike. Finally, at a global level, when shared interest exists, the Commission should work closely with the US to set up the rules of the game for the emerging e-commerce marketplace. European business can then build on its strength to develop a competitive service culture and to generate growth in the global new economy. In this way we can quickly get our consumers to buy into the electronic revolution with proper incentives and adequate safeguards.