Retailers’ attitudes towards cross-border trade and consumer protection 2018 : final report.
Date: 2020-09-01
Institutions: Consumers, Health, Agriculture and Food Executive Agency
Subjects: alternative dispute resolution, consumer information, consumer law, consumer protection, cross-border dimension, electronic commerce, report, retail trade, trade policy

Ref. Ares(2019)2801217 - 25/04/2019

European
Commission

Retailers' attitudes towards 
cross-border trade and 
consumer protection 2018

Final Report

KANTAR PUBLIC=

Contract n° 2017 85 03 under FWC EAHC 2013/CP/03 Lot 2 -TNS 

Written by: Kan tar Public 

Publication: 2019

EUROPEAN COMMISSION

EUROPEAN COMMISSION

Produced by Consumers, Health, Agriculture and 'Food Executive Agency (Chafea) on behalf of

Directorate-General for Justice and Consumers 

Unit E.G3 (Economic Analysis and Evaluation)

E-mail; JUST-03@ec.europa.eu

European Commission 
B-1049 Brussels

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Retailers' attitudes towards 
cross-border trade and 
consumer protection 2018

Main Report

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EUROPEAN COMMISSION

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PDF ISBN 978-92-9478-149-9 doi: 10.2818/08156 EB-01-19-343-EN-N

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Reproduction is authorised provided the source is acknowledged.

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TABLE OF CONTENTS

1.  Knowledge and Trust..................................................................... 12
1.1.  Retailers' knowledge of consumer rights........................................................ 12
1.2.  Trust of retailers..................................................................................................... 34

2.  Compliance and Enforcement............... ........ ....................................41
2.1.  Unfair commercial practices................................................................................ 41
2.2.  Compliance with consumer legislation..............................................................73
2.3.  Enforcement of consumer and product safety regulation.......................... 85

3.  Complaints and Dispute Resolution......... ..................................... 102
3.1  Alternative dispute resolution (ADR) mechanisms......................................102
3.2  Consumer complaints............... ............................................. .......................... 107

4.  Retailers in the Digital Single Market........................................... 126
4.1.  Domestic and cross-border online sales........................................................126
4.2.  Drivers of, and barriers to e-commerce.........................................................149

5.  Cross-border Sales in the Internal Market.................................. 182
5.1.  Current level of cross-border sales................................................................. 182
5.2.  Languages used to sell to final consumers................................................... 192

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INTRODUCTION

The internal market of the EU has the potential to be the largest retail market in the 

world. Consumer spending accounts for 53.7% of EU27_2019 GDP, making it a critical 
factor in the European economy1, and consumer conditions are positively related to 
economic situation in Member States.

This report presents the results of the survey "Retailers' attitudes towards cross-border 
trade and consumer protection", carried out in May and June 2018. The present survey is 
designed to add to the general knowledge base of national and European consumer and 
retailer conditions by investigating the perceptions and experiences of European retailers 
in a number of areas:

•  Characteristics of retailers in terms of the sales channels used, as well as the 

languages used to sell to consumers;

•  Current levels of cross-border trade;
•  Current levels of online sales, confidence to sell online, and obstacles to developing 

domestic and cross-border online sales;

•  Knowledge of their legal obligations towards consumers;

•  Knowledge of and compliance with consumer legislation, as well as views on 

product safety;

•  Consumer complaints and awareness of alternative dispute resolution mechanisms.

This survey follows on from a series of consumer protection surveys targeting retailers, 
conducted since 2006 on behalf of the European Commission, "Retailers' attitudes 

towards cross-border trade and consumer protection 2016" (2016) and DG SANCO - 

Flash Eurobarometer surveys 396 (2014), 359 (2012), 331 (2011), 300 (2010), 278 

(2009), 224 (2008) and 186 (2006)2. There have been no changes in the methodology 
since 2016.

1 Source: Eurostat (national accounts)

} All reports can be found at http://ec.europa.eu/consumers/strateav/facts eurobar en.htm

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Structure of the results

For sections one to five of the report, the analyses presented for each of the different 

survey topics follow the order presented below. Only statistically significant3 findings are 
discussed.

Figures at EU27_20194 level weighted by number of companies visualized with bar 
charts;

Figures at the level of EU27_2019, EU28 and differences between regions, as well as 
year-to-year differences;

Figures at the countries level in the current survey and, if available, comparison with 
prior editions of the study; these and the two former analysis are presented in maps and 
tables in the main body of the report;

Analysis of figures by characteristics of retailers (e.g. size, sector), with tables in the 
annex of the report.

The following points are related to the visual elements of this report:

In tables presenting current year figures and year-to-year change, current year figures 

are expressed as percentages (%), while changes are expressed in percentage points 
(pp), unless another methodology is explicitly mentioned;
Base sizes accompanying charts, tables and other graphic elements refer to the 
unweighted sample size;

In a few cases, results for some countries are based on a very small sample (less than 
100 observations) and should therefore be considered as mainly indicative. We have 
included a specific footnote to highlight these cases.

This survey was carried out by the Kantar Public Brussels network in the 27 Member 

States of the European Union and in Iceland, Norway and the United Kingdom between 
02 May and 26 June 2018. The target companies are retail companies selling goods or 

services directly to end consumers and employing at least 10 people5. Eligible 

respondents were individuals with decision-making responsibilities6. In each country 
around 400 retailers were interviewed, with the exception of Cyprus, Luxembourg, Malta 
and Iceland (each around 150). In those four countries, the margin of errors is therefore 
higher than in the other countries surveyed (as explained in the technical specifications).

3 Statistical significance is determined by observing the p-value obtained from a Student's t-test across two 
dimensions. The first one is about means, or whether the difference between EU mean and average figures for 
the Eurozone, regions and countries, is too wide to be random, based on all the observations of the sample 
(e.g. the figures falls out of the range within which theoretically 95% of the observations would be found). The 
second one is about Increase or decrease, or comparing the change in the figure from one year to the other and 
whether such difference can be considered as random at a specific level of confidence (e.g. "T-test at 95% 
level" means there is a 5% theoretical probability the difference is random). Please note that significance 
testing in the report is based on rounded data.

* The EU as it will be in 2019 - excluding the United Kingdom.

5  More specifically, the target population is defined as "all enterprises established in the country surveyed, 
selling to final consumers and employing at least 10 persons, belonging to the following NACE Rev2 categories: 
D3512, D3514, D3523, G45, G47, H49, H50, H51, H52, H53, 155, 156, J5914, J61, J62, K64, K65, L68, N77, 
N79, S95 and S96".

6  Whenever a company was eligible the selected respondent had to be someone with decision making 
responsibilities in the company (managing director, CEO) or leading the commercial activities of the company 
(Commercial managers, sales managers, marketing managers). When there are several decision-makers, the 
respondent selects oneself.

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All interviews were carried by telephone, using the Kantar e-Call centre (our centralized 
CATI system). The sample was selected from a combination of international and local 
business databases.

A technical note on the manner in which interviews were conducted is appended as an 
annex to this report.

Note: In this report, countries are referred to by their official abbreviation. The 
abbreviations used in this report correspond to:

BE
BG
CZ
DK
DE
EE
IE
EL
ES
FR
HR
IT
CY
LV

IS
NO
UK

EU28

Region
North7

Region
South

Belgium
Bulgaria
Czech Republic
Denmark
Germany
Estonia
Ireland
Greece
Spain
France
Croatia
Italy
Republic of Cyprus*
Latvia

Iceland
Norway
The United Kingdom

LT
LU
HU
MT
NL
AT
PL
PT
RO
SI
SK
FI
SE

Lithuania
Luxembourg
Hungary
Malta
The Netherlands
Austria
Poland
Portugal
Romania
Slovenia
Slovakia
Finland
Sweden

EU27_2Q19

European Union 27 Member States 
(excluding the UK)

European Union - 
States

28 Member

DK, EE, LT, LV, FI, SE

EL, ES, IT, CY, MT, FT

Region East

Region West

BG, CZ, HR, HU, PL, RO, SI, SK 

¡

BE, DE, IE, FR, LU, PJL, AT

* Cyprus as a whole is one of the 28 European Union Member States. However, the 'acquis communautaire' has 
been suspended in the part of the country which is not controlled by the government of the Republic of Cyprus. 
For practical reasons, only the interviews carried out in the part of the country controlled by the government of 
the Republic of Cyprus are included in the 'CY' category and in the EU28 average.

7 Contrary to the final report for the 2016 wave of the survey, Estonia, Lithuania and Latvia have been included 
in the Northern region (they were Included in the Eastern region in final reports for the waves up to the 2016 
one). 

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KEY FINDINGS

The figures in this section represent the average of the 27 European Union Member 
States in 2019 unless explicitly mentioned otherwise.

Average retailers' knowledge of consumer's rights is at around 55%

On average, only around half (55.2%) of the answers about consumer rights in all five 
target areas are correct:

o Retailers are most likely to know it is not prohibited to promote products for 

children by directly targeting the parents in the advertisements (72.2%).

« Two thirds (67.8%) know it is prohibited to describe a product as "free" although 
it is only available free of charge to consumers calling a premium rate phone 
number.

o Almost six in ten (59.9%) know it is prohibited to include an invoice or a similar 

document seeking payment in marketing material, 

o Just over four in ten are aware that it is it is prohibited to run a promotional 
campaign stating "we offer a discount of 60%" although the products offered 
with a 60% discount are almost out of stock (42.9%). 

o Just over three in ten retailers selling non-food products know a consumer is 
entitled to free repair or replacement of a new durable good which breaks down 
without any fault on his/her part 18 months after the purchase (33.2%).

Around four in ten retailers (41.9%) know a consumer who bought a good online, by mail 

or by phone has 14 days from receipt of the good to change his/her mind and cancel the 
order.

Most retailers in EU27_2019 think non-food products are safe, and only around 

one third report product withdrawals or public safety warnings

Almost three quarters of retailers (74.8%) think non-food products are safe.
Seven in ten retailers (70.8%) agree most environmental claims made about goods or 
services in their sector are reliable.
More than one third of all retailers (34.8%) say public warnings on product safety by 

public authorities have taken place in their sector in the last 24 months.
One third of companies (36.6%) say product withdrawals by public authorities have 

taken place in their sector in the last 24 months.

Less than three in ten have come across unfair commercial practices by 

competitors in their own country, and the majority are positive about 

compliance with consumer legislation

Retailers in EU27_2019 are much more likely to have come across unfair commercial 
practices by competitors in their own country (29.6%) than in other EU countries (6.4%) 
in the last 12 months.

Retailers are most likely to have come across domestic competitors pressuring 

consumers with persistent commercial calls or messages (42.8%), writing fake reviews 

which are in fact hidden adverts or hidden attacks (37.1%), or competitors advertising 

falsely that a product is available only for a limited period (36.7%).

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No more than 10% of the retailers that sell cross-border have experienced each unfair 
commercial practices from a competitor in another EU country, with the most common 
being writing fake reviews that are in fact hidden adverts or hidden attacks on 
competitors (9.9%).

The majority of retailers agree it is easy to comply with consumer legislation in their 
sector in their own country (70.2%), that the costs of compliance with consumer 

legislation in their sector are reasonable (66.7%) and that their competitors comply with 
consumer legislation in their own country (66.1%).

For retailers that sell to other EU countries, 57.1% agree it is easy to comply with 

consumer legislation for their sector in other EU countries, 52.0% agree costs related to 

compliance with consumer legislation are reasonable in other EU countries and 50.8% 
agree companies competing with them in other EU countries comply with consumer 
legislation.
Nearly three quarters of companies (73.6%) agree public authorities actively monitor and 

ensure compliance with product safety legislation in their sector, 65.5% agree public 

authorities actively monitor and ensure compliance with consumer legislation in their 
sector. Six in ten (57.8%) agree consumer NGOs actively monitor compliance with 
consumer legislation and 56.1% agree self-regulatory bodies actively monitor respect of 
codes of conduct or codes of practice in their sector. Almost half of all companies 
(47.5%) agree the media regularly report on businesses which do not respect consumer 
legislation in their sector.

Almost four in ten retailers in EU27_2019 have received complaints from 

domestic consumers in the last 12 months, and a large majority of these were

about the product itself

More than one third of retailers (35.1%) have received complaints from consumers in 
their own country in the past 12 months. Only 15.5% of retailers selling cross border 
received complaints from consumers located in other EU countries.
Complaints are much more likely to come via in-house customer service than via any 

other medium (from consumers located In their country: 23.9%, from consumers located 
in other EU countries: 11.0%).

Retailers are most likely to say complaints from consumers in their own country were 

about the product (79.1%), while just over one quarter say complaints were about late 
or non-delivery (27.2%).

For retailers selling in other EU countries, complaints received from consumers in other 
EU countries are most likely to have been about the product (80.8%), while 21.7% say 

complaints were received about late or no delivery.
Just over half of all companies (54.2%) are aware of ADR bodies, while just over three in 
ten (32.6%) participate in ADR mechanisms.

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Four in ten retailers in EU27_2019 sell via mobile commerce or e-commerce

More than half of all retailers (53.1%) are currently engaged in distance selling, with e­

commerce (37.8%), mobile commerce (18.4%) and telesales (17.9%) the three most 

common methods.

o Overall, four in ten retailers sell via e-commerce or mobile commerce (41.5%).

More than one third of retailers (36.4%) sell online to final consumers in their country, 

13.7% sell online to consumers in non-EU countries and 13.6% to those in other EU 

countries.
Almost all companies that currently sell online plan to continue to do so over the next 12 

months (91.8%), while 18.4% of those that do not currently sell online are interested in 

doing so in the next 12 months.
Just over half of all retailers (55.5%) are confident to sell online.
For retailers that currently sell online, the most important obstacles to the development 

of online sales to other EU countries are differences in national tax regulations (38.1%), 
the higher risk of fraud and non-payments (36.6%) or differences in national consumer 

protection rules (34.8%).
For retailers that do not sell online, the most important obstacles to developing online 

sales are the nature of their business (46.5%), additional consumer protection rules 
(44.8%), while mention a higher risk of fraud and non-payment (38.8%).
More than seven in ten companies (71.0%) only sell to consumers in their own country, 

while one quarter (27.7%) sells to consumers in at least one other EU country. In all 
countries, the majority of retailers only sell to consumers in their own country.

More than half of retailers (54.7%) say 0%-10% of their total sales to final consumers 

are cross-border sales to consumers in other EU Member States.
Most retailers (53.4%) only sell in their country’s language. Almost one quarter of 

retailers (24.6%) sell in two languages, while less than one in ten sells in three (10.4%) 
or in four or more languages (10.4%).

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DETAILED RESULTS

1.  Knowledge and Trust

The first part of this report investigates retailers' knowledge about the rights of 

consumers in areas including guarantees for faulty products, the use of premium rate 
numbers and the promotion of products to children. Retailers' trust in products, as well 
as their trust in environmental claims made about products will also be discussed.

1.1.  Retailers' knowledge of consumer rights

Retailers in EU27_2019 were asked about their knowledge of consumer rights in the 
following areas: faulty product guarantees, promoting products for children, using 

premium rate phone numbers for free products, including invoices for payment in 
marketing material, and running discount promotions with insufficient stock. An indicator 

called "Retailers' knowledge of consumers rights" was created by calculating the average 
number of correct answers to five questions at country level, each question covering one 
of these areas. A score of 0% in this indicator means none of the answers are correct, 
while a score of 100% means all the answers to all five questions are correct.

Overall, on average, just above half of the answers are correct (55.2%). The result is 

slightly higher when looking at the figures weighted by the total number of people 
employed by the companies that responded (56.9%).

Kc_r Retailers' knowledge of consumer rights

(% - EU27_2019)

0 

20 

40 

60

Average knowledge of 
consumer rights

55.2

56.9

Enterprises

4Persons employed

Base: All retailers in EU27_2019 (N=9796) for four questions composing the indicator 
Retailers in EU27_2019 selling non-food products (N=4061) for one of the questions

composing the indicator

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The map below illustrates that average knowledge of consumer rights in the five areas 

asked about is lower in the eastern regions of EU27_2019, compared to those in other 
regions. The exception is represented by Romania, where average knowledge is middle 
to high (50-75%).

Kc^r Retailers' knowledge of consumer rights

(AVERAGE KNOWLEDGE OF CONSUMER RIGHTS)

High performance 

(top 25% of results)

Middle to high performance 

(50-75% of results)

Middle to low performance 
(25-50% of results)

Low performance 
(bottom 25% of results)

Base: All retailers (N=10747) for four questions composing the indicator 

Retailers selling non-food products (N=4542) for one of the questions composing the
indicator

Within the EU27_2019, the highest average knowledge of consumer rights is observed in 
Belgium (61.5%) and Germany (60.9%), while the lowest can be found in Croatia 
(37.8%), Lithuania (38.5%) and Bulgaria (38.7%). The highest level of knowledge of any 
country in the study is observed in Iceland (64.0%).

There has been no change since 2016 at EU27_2019 level. At a country level, the largest 
increase in retailers' average knowledge of consumer rights is seen amongst companies 

in the Czech Republic (+5.7 pp), and the largest declines amongst those in Latvia (-7.9 
pp), Estonia (-7.7 pp) and Cyprus (-7.4 pp).

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Retailers' knowledge of consumer rights

(AVERAGE KNOWLEDGE OF CONSUMER RIGHTS)

EU27_2019 H

EU28

И

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

® 

- 

55.2

53.6

52.9

53.0

48.6

58.9

61.5

38.7

54.1

57.7

60.9

47.1

42.0

42.9

55.2

57.0

37.8

53.5

39.9

43.9

38.5

54.7

43.7

41.3

56.3

II
uà

I

I

hm
■ ■
■i

—
II
:ē

ZZ
II
s
II

s
tm

■

55.6
в 49.3
B
55.5
II
te
ш
-ł-

55.6

46.0

47.3
56.5
57.1

in
■
Ш

64.0

57.8

44.0

BE

BG

CZ

DK

DE

EE

IE

EL

ES

FR

HR

IT

CY

LV

LT

LU

HU

MT

NL

AT

PL

PT

RO

SI

SK

FI

SE

IS

NO

UK

45
ä

«
o
HJ

-

▲ 0.1

f 1.7
Á 2.2
A 0.3
T 0.7

A 1.7
T 1.6
A 5.7
A 1.1
T 1.4
T 7.7
T 3.3
A 2.8
A 4.6
T 0.9
A 1.6
A 1.0
T 7.4
▼ 7.9
T 1.0
A 3.7
T 6.2
T 5.0
A 0.6
T 1.7
▼ 0.2
A 1.3
A 0.7
▼ 1.3
A 2.2
A 0.6
T 4.4

A 6.5
A 3.7
A 0.4

4
1
0
2
-
6
1
0
2

f 1.2

T 0.8

T 2.1
▼ 3.6
"T 1.8
▼ 0.2

A 2.1
▼ 2.8
T 0.6
T 4.4
▼ 1.0
A 5.7
▼ 1.3
T 9.9
T 3.6
T 1.0
A 0.2
f 4.2
A 14.1
A 5.1
T 6.6
T 2.8
T 4.5
T 11.0
A 0.4
A 2.5
▼ 1.1
A 0.9
T 1.4
T 4.3
▼ 3.0
T 1.2
▼ 1.6

T 2.2
T 2.9
A 2.0

Base: All retailers (N=10747) for four questions composing the indicator 

Retailers selling non-food products (N=4542) for one of the questions composing the
Indicator

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A review of company characteristics shows that retailers in the trade sector have slightly 
better knowledge of consumer rights than those in the services sector (56.6% vs 
53.9%). In addition, the longer the company has been established, the better their 

knowledge. For instance, the average for companies established before 1990 is 57.6%, 
compared to 52.8% for those established in 2000 or later.

Results for each of the five areas are presented in detail in the following sections.

a)  Knowledge on faulty product guarantees

- One third of retailers selling non-food products know the rights of consumers 
in relation to defective durable goods -

The first question relates to faulty product guarantees. Just over one third of retailers 
in EU27_2019 that sell non-food products (33.2%) know a consumer is entitled to 

free repair or replacement of a new durable good which breaks down without 
any fault on his/her part 18 months after the purchase. This represents 35.6% of 
the total persons employed at the companies surveyed.

More than six in ten retailers (62.2%) answer incorrectly: 42.1% say entitlement 

depends on the product, while 20.1% say a consumer does not have the right to free 

repair or replacement in this scenario. Finally, almost one in twenty retailers (4.6%) do 
not know what the consumer's rights are in this situation8.

Q5 Imagine that a consumer bought a durable good new 18 months 

ago and it breaks down without any fault on his part. He didn't 
buy or benefit from any extended commercial guarantee. Does he 
have the right to have it repaired or replaced for free?
(% - EU27 2019)

0 

10 

20 

30 

40 

50

Don’t know

4.6
61

% of enterprises

% of persons employed

Base: All retailers in EU27_2019 which sell non-food products (N=4061 )

8 All results in this report are presented with one decimal. In the case of single answer questions, results are 
rounded, in order for the sum of individual answers not to exceed 100%.

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Countries in the southern (44.3%) and eastern (35.2%) regions are more likely to know 
the consumer has the right to a free repair or replacement in this situation than those in 

EU27_2019 overall. There is no difference between the western and northern regions and 
EU27_2019 overall.

Q5 Imagine that a consumer bought a durable good new 18 months ago and it breaks down without any 
fault on his part. He didn't buy or benefit from any extended commercial guarantee. Does he have the 
right to have it repaired or replaced for free?
(% - YES)

High performance 
(top 25% of results)

Middle to high performance 

(50-75% of results)

Middle to low performance 
(25-50% of results)

Low performance 

(bottom 25% of results)

Base: All retailers which sell non-food products (N=4542)

Retailers selling non-food products in the Czech Republic (59.1%), Denmark (55.2%) 
and Italy (49.7%) in EU27_2019, as well as those in Iceland (61.0%) are the most likely 

to give the correct answer. In contrast, fewer than one in five of these companies in 
Slovenia (13.0%), Finland (14.9%) and Hungary (20.6%) are aware of the consumer's 
rights in this situation.

Companies selling non-food products in Germany (29.2%), Finland (24.3%) and 

Lithuania (21.3%) are the most likely to think a consumer doesn't have the right to 
have repaired or replaced for free a durable good bought new 18 months ago

(incorrect). In comparison, just 3.3% of these companies in the Czech Republic, 7.5% in 
Romania and 7.9% in Malta give this answer.

In seven countries more than half of these companies think the consumer's rights 
depends on the product (incorrect), with those in Slovenia (62.9%), Luxembourg 

(55.9%) and Hungary (55.3%) the most likely to say this. This compares to 27.1% in 
Denmark, 29.6% in Cyprus and 32.9% in the Czech Republic.

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More than one in five of these companies in Ireland (21.1%), followed by 16.0% in Malta 
and 12.5% in Sweden say they do not to know the consumer's rights in this situation, 

compared to^a small minority in Germany (1.5%), Luxembourg (3.2%) and the 

Netherlands (3.6%).

Comparing the current results to those from 2016 shows the proportion of retailers 

selling non-food products in EU27_2019 aware of consumers' right to have such a good 

repaired or replaced for free has decreased (-2.6 pp). There have been increases in the 
proportion who say the consumer does not have this right (+1.8 pp), that it depends on 
the product (+2.4) or that say they don't know (+3.4 pp).

Within EU27_2019, the largest increase since the previous survey in the proportion of 
companies that give the correct answer is seen amongst retailers in Italy (+15.9 pp). 

The largest decreases have been recorded amongst retailers in Malta (-32.0 pp), Estonia 
(-14.7 pp), Sweden (-13.7 pp) and Germany (-11.2 pp).

Retailers in Germany are now more likely to say a consumer doesn't have the right to 

a free repair or replacement, compared to 2016 (+9.6 pp), while those in Slovenia (-15.8 

pp) and Romania (-11.1 pp) are now less likely to do so.

Since the last wave, there have been increases in 9 EU27_2019 countries in the 
proportion of retailers that think it depends on the product, as well as in Norway. The 

largest increase is observed amongst those in Slovenia (+25.4 pp). Ireland is the only 
country where there has been a decline in the proportion of companies giving this answer

(-16.2 pp).

In four EU27_2019 countries, and most notably in Ireland (15.3 pp), companies selling 
non-food products are now more likely to say they do not know. The opposite is true in 

Germany (-4.4 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

17

Imagine that a consumer bought a durable good new 18 months ago and it breaks down without any fault on his part. He didn’t buy or benefit 

from any extended commercial guarantee. Does he have the right to have it repaired or replaced for free?

<%)

Yes

2,6 У i.6

EU27.2019 I 

EU28 I 

REGION NORTH 

REGION SOUTH 

REGION EAST 

REGION WEST 

BE 

BG
cz
OK 

DE 

EE 

IE 

EL 

ES 

FR 

HR 

IT 
CY 
IV 

LT 

LU 

HU 

MT 

NL 

AT 

PL 

PT 

RO 

SI 
SK 

FI 

SE 

IS 

NO 

UK

T ‘12  A17.Í
T  74  A  5.3
T  2.9  У  3.6
У  2.2  T  9.6
A  2.3  ▼  4.5
T 0.5
У 32 0 
5 7  A  0.9
У 
У 
1.5  A  2.3
У  7.7  A  5.7
У  9.2  A  0.1
A  0.9  У  9 4
У  8 2  У  3.6
У  2.0  T  4.2
A 
1.8  A  5.1
У13.7  У 1.8
A  10.1  A  3 5
2.1  У  5.1
У 
A 
1.8  У  53

o
o

CO

T
o

νό

CNJ

It depends on

the product

eo
o

ЧО 
O 

4?
O

«0_______ 40

CM 

rv

Don't know

A 1.0 ш 42.1 mm* ™
A 0.8
A 0.8 y 3.1
41.8
S A 0-8
A 7.3 | У 0.6
R T 6.1
У 0.3
У 5.7 
38.3
476 1 A 34 
R У 6.5
T 5.2
У 4.8
A 2 7 
R A 4.7
41.8

A 2.4
T 0.5
A 7.6
A 2.0
T 1.2

41 7

.4 23 0  У 30.9
f 1.1
A 5.8 
T 0.9
A 2.1 
|’T 17.3 
A 6.2 T 1.2 
У 1.8 
У 5.5
A 7.0 
A 9.0 
У 7.5
______ Ml 3.7
У 10.5
A 4.5 
12.0  T 12
T "4.4
A 25.4 
A 5.0
= 
У 8.6 
У 9.1
ШШШ У 0.4 
У 20.8
A 4.4 
У 7.0
á 13.4 
A 0.6
▼ 9 1 

Results Holistically significantly higher than EU results IT-test at 95% level) 

Results statistically significantly lower than EU results (Trestat 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T- test at 95% level)

Base: All retailers which sell non-food products (N=4542)

2019

Directorate-General for Justice and Consumers 
EU Consumer Programme

18

The analysis of company characteristics9 shows companies that give the correct 

answer are more likely to:

o have 250 or more employees (39.6%);
o be retailers where the respondent is a marketing manager (40.7%);
» They are less likely to be in the service sector (29.9%).

Retailers that are not aware of the consumer's rights in this scenario are most likely 

to:

o have 10-49 employees (62.7%);
<> belong to sector L - real estate activities (69.2%); 
o be retailers where the respondent is a general manager (66.8%).

b)  Knowledge of authorized or prohibited commercial practices

The remaining four questions used to compile the index relate to retailers' knowledge 
about authorised or prohibited commercial practices are discussed below.

- Only 15.4% of retailers in EU27_2019 provide correct responses to all 4 of the

commercial practices asked about -

Retailers in EU27_2019 are most likely to know it is not prohibited to promote 
products for children by directly targeting the parents in the advertisements 

(72.2%). More than two thirds (67.8%) know it is prohibited to describe a product as 

"free" although it is only available free of charge to consumers calling a 
premium rate phone number, while almost six in ten (59.9%) know it is prohibited to 

include an invoice or a similar document seeking payment in marketing 
material. However, only a minority of retailers (42.9%) are aware that it is prohibited to 
run a promotional campaign stating "we offer a discount of 60%" although the 

products offered with a 60% discount are almost out of stock.

For each of these four practices, around one in ten retailers say they do not know 

whether the practice is prohibited or not.

9 For all of the analyses in this report the results for NACE service sector D - Electricity, gas, steam and air 
conditioning supply will not be discussed due to very low base size (n=5-20, depending on the question).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

19

EUROPEAN COMMISSION

Q6 I will read 4 statements concerning legislation in (OUR COUNTRY) related to commercial practices. Some of them are 

prohibited and some are not. For each statement, please tell me if you think it is prohibited or not?
(% - EU27_2019)

To promote products for children by directly targeting the parents in 
the advertisements (CORRECT ANSWER: NOT PROHIBITED)

To describe a product as "free" although it is only available free of 
charge to consumers callinq a premium rate phone number 
(CORRECT ANSWER: PROHIBITED)

To include an invoice or a similar document seeking payment in 
marketing material (CORRECT ANSWER: PROHIBITED)

To run a promotional campaign stating "We offer a discount of 60%" 
although the products offered with a 60% discount are almost out of 
stock (CORRECT ANSWER: PROHIBITED)

Enterprises 

Persons employed

189 Щг9 

17 6 įjU 8 8

22.0 Ц 10.2 
20.4 f '1 9.7

49.1 H 80 

48 2 Ц 71

Correct answer

Incorrect answer

Don't know

Base: All retailers in EU27_2019 (N=9796)

Retailers in the western region (74.0%) are more likely to know promoting products 

for children by directly targeting the parents in the advertisements is not
prohibited compared to EU27_2019. Those in the eastern region (64.9%) are less likely 

to know this practice is not prohibited, compared to EU27_2019. There is no difference 
between EU27_2019 and the northern or southern regions.

Companies in the western (73.9%) and northern (68.7%) regions are more likely to 
know that it is prohibited to describe a product as "free" although it requires 

calling a premium rate phone number, compared to EU27_2019. Those in the 
eastern (58.9%) and southern (60.1%) regions are less likely to know this.

Companies in the western region (68.4%) are more likely to know it is prohibited to 
include an invoice or a similar document seeking payment in marketing 

material, compared to EU27_2019. Those in the eastern (49.7%) and southern (48.7%) 

regions are less likely to know this is prohibited. There is no difference between 
EU27_2019 and the northern region.

Retailers in the western region (48.7%) are more likely to know it is prohibited to run a 

promotional campaign offering a discount when the discounted product is 
almost out of stock, compared to EU27_2019 overall. Those in the northern (33.3%), 

eastern (34.2%) and southern (39.0%) regions are less likely to know this than retailers 
in EU27_2019 as a whole.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

20

EUROPEAN COMMISSION

Q6.3 I will read 4 statements concerning legislation In (OUR COUNTRY) related to commercial practices. 
Same ol them are prohibited and some arc not For each statement, please lell me It you Ihmk it is 
prohibited or noti
To promote products for children by directly targeting the parents in the advertisements 
(% NOT PROHIBITED)

Q6.4 I -.vili read 4 statements concerning legislation hi (OUR COUNTRY) related to commercial practices 
Some of tliem are prohibited and some an* not For each statement, please tell me il you think it is 
prohibited or not?
To describe a product as ‘free' although tt Is only available free of charge to consumers calling a 
premium rate phone number
(% PROHIBITED)

I High pedotmance 
(top 25% of results)

I Middle to high pedormante 

(50-75% of results)

Middle to low pedormanco 

(25-50% ol results)

I low pedormance 

(bottom 25% of results)

I High pedormance 

(top 25% of resulis)

I Middle to high performance 

(50-75% of results)

I Middle to low pedormance 

(25 50% ot results)

I low pedormance 

Ibotlom 25% of results)

Q6.1 I will nead 4 statomoms concerning legislation m (OUR COUNTRY) related lo commercial practice·. 
Some ol them are prohibited and some are not For each statement, please tell me it you dunk it is 
prohibited or not?
To include an Invoice or a similar document seeking payment In marketing material 
{% PROHIBITED)

Q6.2 I will read 4 stalements concerning legislation in (OUR COUNTRY) related to commercial practices. 
Some ol them are prohibited and some are not For each statement please tell me if you Ibink il ts 
prohibited or not?
To run a promotional campaign stating "We offer a discount of 60%" although the products 
offered with a 60% discount are abnost out of stock
(% - PROHIBITED)

■I High pedormance 
(top 25% of results)

■I Middle lo high pedormance 

(50-75% ol resulis)

■If Middle lo low performance 

(25-50% of results)

■i lo« performance 

(botlom 25% of resulis)

I High performance 

(top 25% of results)

I Middle to high performance 

(50-75% of results)

I Middle to low pedormance 

(25-50% of results)

I Low performante 

(bottom 25% of results)

Base: All retailers (N=10747)

More than eight in ten retailers in Finland (88.1%), the Netherlands (84.9%), Italy 
(81.7%) and Sweden (81.4%) know it is not prohibited to promote products for 

children by directly targeting the parents in the advertisements. The lowest 
proportions of retailers that are aware this is not prohibited are seen amongst retailers in 
Cyprus (35.1%), Hungary (40.7%) and Greece (44.3%).

Since the last survey in 2016, there has been a decrease in knowledge at EU27_2019 

level (-5.0 pp). At country level, the largest increase in the proportion of companies that 

know that it is not prohibited to promote products for children by targeting the 

parents is seen amongst those in Malta (+11.6 pp), while the largest decrease is 
recorded in Hungary (-14.9 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

21

EUROPEAN COMMISSION

Q6.3 I will read 4 statements concerning legislation in (OUR COUNTRY) 

related to commercial practices. Some of them are prohibited and 

some are not. For each statement, please tell me if you think it is 

prohibited or not?

To promote products for children by directly targeting the 

parents in the advertisements 

(% - NOT PROHIBITED)

ID 

-šT

EU27_2019 m
EU28 m

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

BE 
BG 

CZ 

DK 

DE 

II 
ü¡ I 

¡s

ШЛ 

EE  Ш 

IE 

EL 

es 
FR 

11

’M

ξ:
II

HR  S
IT 

III

CY

LV 

ET 

LU

HU
MT 

NL 

AT 

Sľ

Bi

11

ZZ

72.2

71.0

71.6

73.0

64.9

74.0

74.8

73.4

68.6

50.7

44.3

77.4
C
p
O
48.3

▼ 5.0

▼ 4.0

▼ 3.9
▼ 2.4

▼ 5.4
T 6.7
f 3.3
f 2.8 

A 1.6
▼ 3.2
T 7.7
▼ 10.6
T 5.2
A 2.1
▼ 4.8
T 5.0
▼ 5.0

64.1

51.1

35.1

40 7

66.8

6.3.0

84.9

81,7

? 0.1
A 0.2
T 11.6
T 7.6
T 1.1
▼ 14.9
A 11.6
A 1.2
T 10.7
T 4.6
▼ 1.2
T 6.6
T 0.2
▼ 2.8
T 1-2
881 Ц
6 Г.-4 Щ T 2.2

67.8

70.9

63:9

61,4

PL 
72.2
н 
PT  BB 52.6

II 

te

ai

HH

:=

RO 

SI 

sk 

FI 
se 

IS 

NO 

UK 

5S 

IS 

70.6

A 9.7
A 5.1
Ш Į Ш A 1.8

69.8

▼ 0.2

▼ 0.1

T 1.0
▼ 1.0
T 3.9
Á 1.2

f 7.9

▼ 3.4
T 5.5
A 1.7

▼ 48
▼ 10.8
T 1.3
A 0.6
A 3.9
A 3.6
T 6.4
▼ 1.7
T 7.0
T 3.9
T 19.3
▼ 11.2
T 3.5
A TO O
T 5.0
T 10.2
A 4.2
A 5.1 ■
T 6.5
▼ 2.3

? 1.9

▼ 10.9

f 8.4
A 2.6

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

22

EUROPEAN COMMISSION

Retailers in Denmark (78.4%), Sweden (76.6%) and France (76.5%) in EU27_2019, as 
well as those in Iceland (83.0%), are the most likely to know it is prohibited to 

describe a product as "free" although it is only available free of charge to 

consumers calling a premium rate phone number. Those in Cyprus (36.9%), 

Croatia (46.5%) and Greece (46.7%) are the least likely to know this, although this still 

represents more than one third of companies.

Compared to 2016, retailers in EU27_2019 are now more likely to know this is prohibited 
(+1.9 pp). At country level, the largest increase in awareness is observed amongst 

retailers in Spain (+10.4 pp). Hungary is the only country where there has been a 

decrease (-11.8 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

23

EUROPEAN COMMISSION

Q6.4 I will read 4 statements concerning legislation in (OUR COUNTRY) related to commercial 

practices. Some of them are prohibited and some are not. For each statement, please tell me if 

you think it is prohibited or not?

To describe a product as "free" although it is only available free of charge to consumers 

calling a premium rate phone number 

(% - PROHIBITED)

8
1
0
2

6
1
0
2
-
8
1
0
2

4
1
0
2
-
6
1
0
2

EU272019 m 67.8

EU28 ш 66.2

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

BE

BG

CZ

DK

DE

II

hi
fea

ss

■■

68.7

60.1

58.9

73.9

70.3

47.9

54.9

78.4

74.7'

EL

ES

EE — 57.8
Il

IE

52.9
46.7

ΊΖ

65.5

II

FR
765
HR x 46.5
Il

56.2

IT

CY

LV

LT

LU

HU

MT

>*—1

ÖÊ

73.5

55.8

46.8

NL

75.1

pm
SS·
AT
73.0
PL Q 67.3
PT n ШШШШ
RO

ni

II

te

SI
SK ш 1

+-

Fl

SE

64.0

į

68.8

IS ■ 83.0
se
NO
78.9
=łr

55.7

UK

A 1.9
▼ 2.1
A 1.7 | ▼ 1.0
A 2.0
A 2.6
A 2.9 
A 1.0

▼ 2.5

▼ 3.5

▼ 1.8

▼ 3.1

▼ 1.8

▼ 3.7

A 8.0

A 5.8
▼ 0.4

▼ 3.4

▼ 7.4

A 80
A 0.6
▼ 2.9
O
'·&■
▼ 4.7 -
C
▼ 5.2
A 5.2
A 10.4 

▼ 6.2

▼ 2.1

▼ 11.2

▼ 1.5
A 2.5
▼ 4.8

A 4.5
▼ 11.8
A 4.2
A 8.1
A 8.3
A 6.1
k 6.8

A 7.3
A 3.3
A 4.7
A 1.9
▼ 0.5

A 1.5
A 11.0
▼ 0.7

▼ 1.7
A 2.1
▼ 3.6

6.8
9.4
A 4.9
A 1.4
▼ 10.4

▼ 2.8

▼ 6.0

▼ 3.5
A 7.3
▼ 3.1

▼ 4.5

▼ 0.5

▼ 3.8

▼ 17

A 2.6
▼ 5.6
A 8.7

2
1
0
2
-
4
1
0
2

▼ 0.8

▼ 1.9

▼ 4.5

▼ 2.2

▼ 15
A 0.9

A 0.1
▼ 7.8
I A 12.5
A 1.5
▼ 2.7
▼ 4.0
A 3.1
A 0.3
▼ 5.2
I A 10.1

▼ 4.3
A 2.8

▼ 9.2 

f 12.5

▼ 9.5

▼ 8.8

▼ 16.5

▼ 0.9

▼ 2.0

▼ 2.5

▼ 10.8

▼ 15

▼ 5.5
A 1.3
▼ 10.3

▼ 3.8

▼ 8.4

▼ 7.6

▼ 10.1

1
1
0
2
-
2
1
0
2

0
1
0
2
-
1
1
0
2

A 5.0 

A 1.2

A 5.0 Si A 0.5
|A 3.7
A 1.3
A 6.9 1 ▼ 0.5
A 0.8
▼ 0.2
A 6.1
A 1.7

A 0.9
A 3.1
▼ 7.9

▼ 4.4

A 6.8
A 6.5
▼ 4.8
A 3.3
A 4.8
A 7.9

NA

*10.4

6.3

5.9

3.9
A 12.5
▼ 0.4

▼ 1.8
A 3.3
A 6.1
A 75
A 3.6
A 0.6
A 5.3
A 3.4
4 69
A 2.0

A 5.7
A 6 2
A 5.0

A 2.5
A 2.7
▼ 6.8
' A 9.1
▼ 0.2
▼ 17.5

A 10.6

▼ 10.8

A 8.2
1 ▼ 1.2

NA

▼ 9.1

▼ 11.4
A 2.2 
A 6.6
▼ 19.7
A 6.9
? 16.1
A 14.8
A 0.3
A 3.4
á 9.1
▼ 1.2

▼ 3.3

▼ 11.8

▼ 7.6
A 5.0

A 3.6
A 4.4
▼ 5.3

9
0
0
2
-
0
1
0
2

A 0.5

A 0.8

A 1.5
▼ 4.5
A 7.4
A 1.3
A 9.2
A 291
A 9.8
▼ 11.3
A 2.2
A 15.6
▼ 10.6
A 7.5
▼ 6.3

▼ 0.1

NA

▼ 8.0

26.2 
A 2.5
A 11.4
A 12,6
▼ 7.6
A 30.7
A 0.1
A 1.2
=
A 2.5
A 10.5 1
A 8.5
*12 8
A 4.0
A 4.2

A 1.3
▼ 9.4
A 2.1

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

24

EUROPEAN COMMISSION

More than seven in ten retailers in Finland (73.1%), Germany (71.6%) and Denmark 
(71.0%) know it is prohibited to include an invoice or a similar document seeking 

payment in marketing material. At the other end of the scale, 23.3% in Croatia, 
26.9% in Bulgaria and 31.5% in Latvia know this is prohibited.

There has been an increase in the proportion of EU27_2019 retailers that know this 
(+2.4 pp) compared to 2016, and this builds on the positive change since 2011. At an 
individual country level, the largest increase since 2016 is observed amongst retailers in 

Denmark (+10.4 pp). Latvia (-9.6 pp) and Estonia (-7.7 pp) are the only countries where 
there has been a decrease in awareness that this practice is prohibited.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

25

EUROPEAN COMMISSION

Q6.1 I will read 4 statements concerning legislation in (OUR COUNTRY) related to commercial 

practices. Some of them are prohibited and some are not. For each statement please tell me if 

you think it is prohibited or not?

To include an invoice or a similar document seeking payment in marketing material 

(% - PROHIBITED)

8
1
0
2

6
1
0
2
-
8
1
0
2

4
1
0
2
-
6
1
0
2

EU27.2019 Ш

EU28 H

59.9 ИИ A 1.1
A 2.4
A 1.7

1 58.4

1
1
0
2
-
2
1
0
2

0
1
0
2
-
1
1
0
2

9
0
0
2
-
0
1
0
2

▼ 1.3

A 1.3
A 1.6 1 ▼ 1.1

2
1
0
2
-
4
1
0
2

A 34

A 2.1

▼ 2.4
A11.2
A 6.3
▼ 0.9

▼ 6.5
A 3.5
▼ 58

▼ 10.8

A 1.3
▼ 0.2

*31
A 3.3

? 1.3

▼ 2.0
A 0 .4
A 2.2

A 4.4
A 4.5
A 4.7
▼ 1.4
A 9.6 1 A 0.1
A 10.4
▼ 4.9
A 1.4
i 7.1
A 8 .4
? 7.7
A 5.9
▼ 13.0

T 1.0

▼ 1.4

▼ 3.4
A 3.6
▼ 1.4
A 12,1
A 14.1
A 8.9
A 6.7
A 11.7
▼ 2.0
An 3 j ▼ 10.8
A 12.8 1 ▼ 0.8
▼ 6.3
▼ 1.7 f 0.1 

▼ 2.8

▼ 3.0
A 3.5
A 4.0
▼ 2.9
T 0.7
▼ 6.4
A 4.8
T 9.6
A 1.9
1 5.2 

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

II

fetaB

BE

BG

CZ

DK

DE

Si
EE
IE D
EL Ш

ES

FR

II
HR S
II
1 erļ

IT

CY

57.4

48.7

49.7
į 68 4

66 7

26.9

45.6
71 0
I" 71 6

34 9

49.5

42.6

49.8
1 65.0

23.3

46 6

36.1

31.5
fl 33.6

BB

61.7 

55.4 

LV

LT

LU

HU

MT

NL

AT

PL

PT

RO

SI

SK

FI

SE

? 5.8 

▼ 0.2 

■

md
Ē3
II
ta
ÉÉ

+-

; "

62.0

▼ 4.0

64.0
B 66 9

ШЯШ  ^ 14 
65 Ž

T26.4 
A 8.6
▼ 6.1
A102
■■■ A 3.3
▼ 0.1
A 5.5
A 1.4
A 2.8
A 2.1
▼ 1.8
▼ 5.7
A 7.1 1 ▼ 4.1
A 0.7
▼ 3.6

■ 7ill A 0.7
▼ 3.6

44.5

37.2

62.7

7.8 

5.8 
1 6 

▼  1.3 
A  4.5 
A  6.9 

f 6.4 

▼ 1.0 

▼ 9.7

▼ 3.7
A 8.9
▼ 0.4

A 23.2
A 3.5
▼ 3.8

▼ 2.3

▼ 2.3

▼ 10.7

▼ 14.8
T  6 8

A 2.7
-

▼ 5.0
1>2.3

1A116
▼ 1.4

▼ 9.1
A 5.9
▼ 11.2

▼ 7.2
A 1.1
▼ 12.3
A 3.3
A 6.6
NA

▼ 5.5

A 4.0
A 43 ■
▼ 5.6
A 9.2
A 10.4 1

▼ 7.0
A 16.0 1
A 9.7
▼ 4.8

▼ 1.8

▼ 7.9
A 9.1
▼ 15.0

▼ 6.8
A 40.6 fl
NA
A 2.4
▼ 3.2
A 19.4

▼ 1.9
A 9.0
▼ 8.3
A 13.2 fl ▼ 25.4
A 9.3
▼ 5.1
A 6.7
▼ 24.7
A 29.7
▼ 12.5
A 5.3
A 1.1
▼ 0.7
A 12.9

A 2.7
A 4.5
▼ 1.6

▼ 3.7
▼ 2.4

A 0.5
▼ 0.9

▼ 0.2

A 3.4

A 2.8
▼ 1.6

▼ 2.1
A 5.3
A 9.2
▼ 0.3

▼ 5.4
A 6.7

▼ 6.7

NA

1 1.0 
A 0.7 
A 4.9
A 1.0
A 1.1
A 4.5
A 2.9
A 3.8
A 4.0
▼ 4.4

▼ 3.7

▼ 4.0
A 2.9
A 3.6

▼ 4.6
A 2.5
A 1.3
A 14 8 f A 1.4

▼ 15.3
A 0.6
A 4.5
▼ 4.2
▼ 5.2 f 4.2 A 36.1
A 16
A 8.5 
f 14.5 
A42.4
A16 3
▼ 5.8

▼ 1.1

Results statistically significantly Ivgher than EU results (T test at 95% level) 

Results statistically significantly lower than EU results (I test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

26

EUROPEAN COMMISSION

Just over half of all retailers in Germany (53.7%) and Belgium (52.3%), as well as 
46.8% in Luxembourg know it is prohibited to run a promotional campaign stating 

"we offer a discount of 60%" although the products offered with a 60% 

discount are almost out of stock. At the opposite end of the scale, retailers in 
Bulgaria (21.3%), Denmark (26.2%) and the Netherlands and Latvia (both 26.7%) are 
the least likely to know this is prohibited.

At an EU27_2019 level, there has been an increase in the proportion that know this 

practice is prohibited (+3.3 pp), reversing the trend between 2014 and 2016. Spain is 
the only country where there has been an increase in the proportion of companies that 

know this practice is prohibited (+7.8 pp). The largest decline is observed amongst 
retailers in Cyprus (-19.2 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer,Programme

27

EUROPEAN COMMISSION

Q6.2 I will read 4 statements concerning legislation in (OUR COUNTRY) 

related to commercial practices. Some of them are prohibited and 

some are not For each statement, please tell me if you think it is 

prohibited or not?

To run a promotional campaign stating "We offer a discount 

of 60%" although the products offered with a 60% discount 

are almost out of stock

(% - PROHIBITED)

CO
o
Ovi

EU27_2019 ■

42.9
1 1 Ш 41.5

333

39;0

34.2

4:8.7

6
1
0
2
-
8
1
0
2

A 3.3 

A 2.6 

f 1.4 
i 3.5 
A 1.2 
à 4.4 

4
1
0
2
-
6
1
0
2

T 3.0

f 3.0

T 1.7
T 4.1
T 1.6
f 3.9

EU28

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

BE

BG

CZ

DK

DE

EE

IE

EL

ES

FR

HR

IT

CY

LV

LT

LU

HU

MT

NL

AT

PL
PT

RO

SI

SK
FI
SE

II
wm
Ibi
■
■
и

I

I

—
35.9
D 35.9
:e
45.6
42.7

II
3Ľ
11 m
ĒJ
s
H·
ΞΓ

36.1

21,3

52.3

53 7

26.2

42.7

41,4

a 0.8
A 5.1 
A 3-8
▼ 6.0 
f 2.7
A 5.2 
▼ 4.3
▼ 1.0 
T 7.5
A 4.1 
f 0.8 
▼ 0.6
A 0.2
T 4.9 
A 3.5 
▼ 15.8
? 3.7
ft. 7.8 
A 0.7
A 0.9 
A 4.4 
▼ 1.2
T 4.9
A 0.5 
A 29.1
T 19.2 
45.1
26,7 J| T 6.5 
A 2.0
f 6.8
A 1.4 
34.1
A 12.0 
▼ 3.6
▼ 0.8 =
? 7.0
? 0.8
? 4.4
? 2.4
A 6.0
T 0.9
T 13.0
A 0.5
f 5.5
A 0.8

46.8

■
ZI

46.1
2@3 Ш ▼ 10.4 
26,7 ХЩ A 3.7 
A 1.5 
44.1
- m m A 2.1 
m
A 4.4 
43.7
Шл I T 1.0 
II
A 0.3 
Qm
44.5
36.8 Щ A 4.0 
Ш
▼ 0.3 
■b
37.6
T 2,1 
siä
A 3.2
se h 33,0 Ш T 1.3
ш I
▼ 2.4

43.5

363

32.7

▼ 5.0
f 0.3
T 2.7

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

Directorate-General for Justice and Consumers
EU Consumer Programme

28

 
 
EUROPEAN COMMISSION

The analysis of company characteristics illustrates retailers that know it is not prohibited
to promote products for children by targeting the parents are more likely to:

o belong to sector K (79.1%) or J - Information and communication (77.5%), and 

less likely to belong to sector N (56.6%);

o be companies where the respondent is a commercial or sales manager: 76.0%.

Companies that know it is prohibited to include a document seeking payment in 

marketing material are more likely to:

o belong to sector N (68.3%) or sector J (66.8%), and less likely to belong to 

sector I (57.1%);

o have 50-249 employees: 63.5%;
o be the oldest companies (established before 1990): 62.0%; 
o be engaged in distance sales (61.9%) or online sales (62.4%); 
o sell non-food products: 62.7%;
o be retailers where the respondent is a general manager: 63.6%.

Retailers that know it is prohibited to run a promotional campaign offering 
discounts on items that are almost out of stock are more likely to:

o be in the trade sector (45.4%), or in services sector N (50.3%), sector K 
(49.0%) or sector L (48.5%) and less likely to belong to sector I (38.9%) or 
sector J (37.9%);

o have 50-249 employees: 48.7%;
o be the oldest companies (established before 1990): 48.3%; 
o be retailers where the respondent is a general manager: 46.5%.

Companies that know it is prohibited to describe a product as "free" although it 
requires calling a premium rate phone number are more likely to:

o belong to the trade sector (69.7%), but less likely to belong to service sector J 

(60.6%);

o have 50-249 employees: 71.7%; 
o be the oldest companies:70.1%;
o be retailers selling via distance (70.2%) and in particular via online sales 

(70.0%);

<» retailers selling non-food products (70.4%);
« be where the respondent is a general manager: 70.8%.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

29

EUROPEAN COMMISSION

c)  Knowledge of cooling off period

Retailers that sell non-food products online, by mail or by phone were asked about 

consumer's rights when it comes to the cooling off period.

- Fewer than half of all retailers know consumers have 14 days to change their

mind after receipt of the good -

Just over four in ten retailers in EU27_2019 (41.9%) correctly answer that a consumer 
who bought a good online, by mail or by phone has 14 days from the receipt of the 
good to change their mind and cancel the order. This represents 42.7% of the total 
persons employed by retailers in the survey.

Fewer than one in five companies in EU27_2019 (18.2%) incorrectly think the consumer 

can change their mind and cancel the order for 7 days from the receipt of the item. 
Just over one in five retailers (21.7%) think the consumer can cancel the order for 14

days from the confirmation of the purchase, which is also incorrect. Almost one in 
five companies (18.2%) do not know the consumer's rights in this situation.

Q4b You have sold a good online, by mail or by phone. Legally, how 
many days can the consumer still change his/her mind and 
cancel the order?
(% - EU27.2019)

0 

10 

20 

30 

40 

50

7 days from the receipt of the 
good by the consumer

14 days from the confirmation of 
the purchase

14 days from the receipt of the 
good by the consumer (CORRECT 
ANSWER)

% of enterprises

% of persons employed

217

210

182

218

419 

42 7

Base: All retailers in EU27_2019 who sell non-food products online, by mail or by
telephone (N=2024)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

30

EUROPEAN COMMISSION

Companies in the northern (44.5%) and eastern regions (50.9%) are more likely to give 
the correct answer ('14 days from the receipt of the good by the consumer') in this 

situation compared to retailers in EU27_2019 as a whole. There is no difference for 
companies in the southern and western regions, when compared to EU27_2019.

Q4b You have sold a good online, by mail or by phone. Legally, how many days can the consumer still 

change his/her mind and cancel the order?
(% - 14 DAYS FROM THE RECEIPT OF THE GOOD BY THE CONSUMER)

High performance 

(top 25% of results)

Middle to high performance 

(50-75% of results)

Middle to low performance 

(25-50% of results)

Low performance 

(bottom 25% of results)

Base: All retailers who sell non-food products online, by mail or by telephone (N=2302)

There are only seven countries where at least half of these retailers know the consumer 
can cancel the order for 14 days from the receipt of the good, with those in 
Estonia (69.7%), the Czech Republic (65.9%) and Poland (62.3%) the most likely to do 
so. Outside of EU27_2019 more than half in Norway are also aware of this (55.6%). At 
the other end of the scale, 20.8% of retailers in Malta, 25.2% in Luxembourg and 25.8% 
in Cyprus know the correct answer.

Compared to 2016, retailers in EU27_2019 are now more likely to know the consumer 
can cancel the order for 14 days from the receipt of the good (+6.8 pp). However, there 

has been an even larger increase in the proportion who think the customer has 14 days 
from the confirmation of the purchase ( + 8.6 pp). There has been a decrease in the 

proportion who think the customer has 7 days from receipt of the good (-3.5 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

31

EUROPEAN COMMISSION

In 11 countries, retailers are now more likely to know the consumer can cancel the order 
for 14 days from the receipt of the good, with the largest increase seen In Croatia (+21.7 

pp). On the other hand, the largest decline in awareness is observed in the Ireland (-11.5 

pp). The largest increase in the proportion who think the customer has 14 days from 

confirmation of the purchase is seen in Hungary (+21.3 pp). There are no decreases. The 

largest decrease in the proportion who think the customer has 7 days from receipt of the 
good is observed amongst retailers in Slovenia (-22.7 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

32

EUROPEAN COMMISSION

Q4b You have sold a good online, by mail or by phone. Legally, how many days can the consumer still 

change his/her mind and cancel the order?

(%)

CU Q.» £ -C
I ž
'S

I
T5 to 
r- £

EU27_2019 I 

EU28 I 

REGION NORTH 
REGION EAST 
REGION SOUTH 
REGION WEST 

18.2  f 3.5 
16.4 f 4.5
10.2  |f 3.9 
147 f 5.9
1¿6.S ] f 7.3

17.6 

=

BE 
BG
cz

19.5
9.7

A 6.1

31 9

lii

11.0

14.9
13.7

Ш 11.4
A 37
À 14.8
DE
A 9,5
ШШ
f 8.2
0.0
EE
f 0.2
A 3.0
18.8
IE
A 2.7
f 3.3
25.3
EL
A 2.6
2= Ш I f 2.1
ES
12.3
f 2.3
35.1- f 9.9
18.0
FR
II
f 5.3
f 6.0
26.4
2E
HR
37
A 8.3
f 14.4
17.1
IT
28.6
II
f 9.9
CY s
A 11.6
0.0
8,0 I A 0.5
f 4.9
LV
13.5 f 1.0
f 8.5
17.0
LT
f 3.8
4П A 14.7
7.8
LU
f 4.1
A 21.3
27.6
12.7
HU
f 3.1
14.1
MT
14.0
.4Ю.9
A 3.8
f 5.2
19.5
NL
13.3
19.7 A 3.3
f 16.1
AT
6,5
A 7.3
f 3.1
14.5
PL
11.8
A 4.3
f 5.7
B 16.1
11.8
PT
f 7.6
15.2
11
A 9.3
17.2
RO
f 227
A 1.8
16.0
SI
8.5
f 12.4
A 6.1
13.2
13.4
SK
A 11.5
f 5.3
287
12.9
FI
f 3.1
f 2.4
11.5
SE
- 7,8
f 10.1 ШШ f 0.2
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15.1
f 1.6
f 9.0
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SB
7.3
SB
7,4
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41.9

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3,1.6.
9.7

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14 7
A 10.0
65.9 A 18.2

44.0 A 3.9
69 7 J A 13.6
28.8 f 11-5
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A 7.1
41.1
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46.9 À217
A 6.2
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25.8 A 2.9
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A. 20.2
50.0
A 12.3
25.2 A 4.3
A 3.5
29.0
20.8 f 7.7
A 5.3
40.2
5 ¿8 A13.3
62 3 A 7.9
A 12.8
43.1
45.3 A12.1
47.9 A18.2 
42.0
38.9 f 6.2
1 31J A144
A 14.0
A 13.9
1 2.76 f 19.0

38.8
5S..6

12.7 f 22.4
f 14.9
15.4
A 8.7
38 7
27.5 1 f 14.8
18.4 f 7.6
A 5.1
14.3
23.0 f 10.4
f 0.1
19.2
24.6 f 4.6
f 15.8
27.5
f 2.8
19.5
23.9 f 15.2
30.7 f 20.7
f 0.1
■51 1
f 3.9
27.0
21.0 f 0.5
11.4 f 12.1
f 11.4
f 14.3
A 2.7
f 10.9
=
1 49.6 · f 8.9
1 гш f 3.7
21.9 f 22.1
1 54 2 f À 29.6 į

1 29.0

19.5

22.3
27.6
A 17.2  1314

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers who sell non-food products online, by mail or by telephone (N=2302)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

EUROPEAN COMMISSION

The analysis of company characteristics shows retailers that know consumers have 14 
days from receipt of the good to cancel their order are more likely to belong to 
sector G - trade (49.0%) and be retailers where the respondent is a marketing manager 
(68.8%). They are less likely to belong to the services sector (27.2%) - particularly 

sector N (21.1%) - and they are less likely to be retailers selling food products (27.0%) 
or services (33.0%)

1.2.  Trust of retailers

This section explores retailers' trust in the safety of non-food products, as well as their 
perceptions of environmental claims made about goods or services in their sector.

a) Trust in non-food product safety

Retailers that sell non-food products were asked to what extent they believe these 
products are safe or unsafe.

- Most retailers think non-food products are generally safe -

Overall almost three quarters (74.8%) of retailers in EU27_2019 think non-food products 

are usually safe10. More than one in five think essentially all non-food products are 

safe (22.3%), while just over half think a small number of these products are 
unsafe (52.5%). Looking at the results based on the proportion of persons employed 

shows 25.6% think essentially all non-food products are safe, and 50.0% think a small 
number of non-food products are safe.

Almost one in five retailers (19.2%) think a significant number of non-food products

are unsafe (17.0% of persons employed), while more than one in twenty (6.0%) say 
they do not know (7.4% of persons employed).

10 This is the sum of the answers "Essentially all non-food products are safe" and "A small number of non-food 
products are safe".

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

34

EUROPEAN COMMISSION

Q4a "Product safety" relates to consumer products only and does not 
include industrial products. Unsafe products are those which fail 
to comply with safety standards. Here we are not talking for 
example about rifles or knives. Thinking about all non-food 
products currently available in your market in (OUR COUNTRY), 
do you think that...?
(% - EU27-2019)

20

40

60

80

Essentially all non-food products 
are safe

A small number of non-food 
products are unsafe

52.5

500

A significant number of non-food 
products are unsafe

Don't know

60

74

Total 'Non food products are 
safe'

% of enterprises

74.8 

75 6

of persons employed

Base: Retailers in EU27_2019 selling non-food products (N=4222)

Retailers in the northern region (80.3%) are more likely to think non-food products 
are safe, while those in the south (69.8%) are less likely to do so, compared to 

EU27_2019. Companies in the western and eastern regions are not different from 

EU27_2019 as a whole.

Q4a "Product safety" relates to consumer products only and does not include industrial products. Unsafe 

products are those which fail to comply with safety standards. Here we are not talking for example 
about rifles or knives. Thinking about all non-food products currently available in your market in (OUR 
COUNTRY), do you think that...?
(% - TOTAL NON FOOD PRODUCTS ARE SAFE')

High performance 

(top 25% of results)

Middle to high performance 

(50-75% of results)

Middle to low performance 

(25-50% of results)

Low performance 

(bottom 25% of results)

Base: Retailers which sell non-food products (N=4542)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

EUROPEAN COMMISSION

In all countries, the majority of retailers think non-food products are generally safe, 
with proportions ranging from 90.1% in Finland, 85.5% in Belgium and 84.8% in 
Hungary and Slovenia to 51.3% in Malta, 52.3% in Bulgaria and 58.2% in Romania. 
Outside of EU27_2019, more than nine in ten in Norway also think this way (93.6%).

Across EU27_2019, there has been no change in the proportion of companies that say 
that generally non-food products are safe.

At a country level, the largest increase since 2016 in the proportion of companies that 
think that generally non-food products are safe is observed in Slovenia (+10.9 pp). 
The largest decline is observed amongst those in Malta (-38.6 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

36

EUROPEAN COMMISSION

Q4a "Product safety" relates to consumer products only and does 

not include industrial products. Unsafe products are those

which fail to comply with safety standards Here we are not 

talking for example about rifles or knives. Thinking about all 

non-food products currently available in your market in (OUR 

COUNTRY), do you think that...?

(% - TOTAL NON FOOD PRODUCTS ARE SAFE )

8
1
0
2

EU27_2019 m 74.8

EU28 m 74.4

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

80 B

69.8

72.6

76.0

6
1
0
2
-
8
1
0
2

T 0.4

f 2.0

▼ 3.0 

▼ 0.2
A 1.9
f 1.2

DE
EE — j

76.3

70.5

69.8

75.9

71.3

70.8

84.6

¡S
!И!

II
HI
b.

II
IZ
II
II]
55
BB

86.5 J A 9.4 
▼ 5.9
52.3
T 2.3
▼ 2.1
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-
T 2.1
ΙΊ
80.2
y¡¡ швш T 5.0
A 0.9
71.3
T 3.1
A 3.8
▼ 1.4
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▼ 1.9
T 4.9
A 6.8
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T 38.6
▼ 2.0
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A 4.1
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I A 6.5
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A 0.4
Hb ШЛ Į ▼ 1.9
Pi:
▼ 4.6

83.0

73.8

78.7

84.8

51.3

79.1

80.1

■

I

I

■
■

ЯН
PL
79.2
PT B 73.9
II
RO
58,2
84.8
йя
SI
SK ш 78.5
FI

BE

BG

CZ

DK

IE

EL

ES

FR

HR

IT

CY
LV

LT

LU

HU

MT

NL

AT

SE

IS

se
se
NO
UK ш 72.2

75.4
93 J-

λ 5 5
A 9.6
T 12.3

4
1
0
2
-
6
1
0
2

A 2.2

A 1.8

/ 4.4
A 2.9
A 2.8
A 0.5

T 2.7
▼ 5.2
i 96
T 0.1
A 0.1
A 0.4
▼ 1.4
A 5.0
A 0.9
A 2.4
A 5.6
A 6.3
T 12.4
A 0.7
A 8.5
T 7.7
A 3.1
A 9.7
A 1.7
▼ 6.3
A 5.3
T 3.8
T 0.5
? 3.3
A 7.0
▼ 1.7
A 5.8

▼ 6.5
A 3.9
A 12

2
1
0
2
-
4
1
0
2

T 2.1

▼ 2.0

? 5.4
▼ 35
T 4.2
T 0.1

A 4.9
A 0.6
▼ 9.9

▼ 10.3

▼ 2.2

V 8.7

▼ 2.6
? 1.4
▼ 1.3
A 4.3
▼ 1.9
8 5
A 27.5
A 9.6
f 29
▼ 3.2
T 7.2
▼ 1.4
▼ 6.3
A 8.2
▼ 0.5
A 2.5
T 6.4
▼ 1.2

▼ 2.2
T 2.7
▼ 5.5

▼ 2.7

▼ 5.9
T 1.9

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: Retailers which sell non-food (N=4542)

2019

Directorate-General for Justice and Consumers 
EU Consumer Programme

37

 
 
EUROPEAN COMMISSION

The analysis of company characteristics shows retailers that think non-food products
are generally safe are more likely to:

o be in service sector N: 85.1%; 
o be medium sized companies: 81.1%; 
o sell food products: 78.1%.

b) Trust in environmental claims

Retailers were asked their opinion about the reliability of environmental claims made 
about goods or services in their sector.

- More than two thirds of companies say the environmental claims made about 
goods or services in their sector are reliable -

Almost seven in ten retailers in EU27_2019 (69.4%) agree most of the environmental 
claims are reliable, with 17.0% strongly agreeing and 52.4% agreeing. Just over one in 

five retailers (23.2%) disagree: 19.7% disagree and less than one in twenty (3.5%) 
strongly disagree. Fewer than one in ten retailers (7.4%) say they do not know.

The results for the total persons employed follow the same pattern, with only minor 
differences in proportions.

Q12 Please tell me whether you strongly agree, agree, disagree, or 

strongly disagree with the following statement:
Most environmental claims about goods or services in your 
sector in (OUR COUNTRY) are reliable (% - EU27_2019)

0

20

40

60

52.4

54.4

Strongly agree

Agree

Disagree

Strongly disagree

Don't know

17.0

16.9

19.7
177

3.5

2.6

7.4

8.4

% of enterprises

‘ % of persons employed

Base: All retailers In EU27_2019 (N=9796)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

38

EUROPEAN COMMISSION

Retailers in the northern region are more likely to agree most environmental claims 
about goods or services in their sector are reliable (74.5%), while those in the western 

region are less likely to agree (67.4%) compared to EU27_2019. There are no differences 
between the eastern or southern regions and EU27_2019.

Q12 Please tell me whether you strongly agree, agree, disagree, or strongly disagree with the 

following statement:
Most environmental claims about goods or services in your sector in (OUR COUNTRY) 
are reliable
(% - TOTAL AGREE )

High performance 

(top 25% of results)

Middle to high performance 

(50-75% of results)

Middle to low performance 

(25-50% of results)

Low performance 
(bottom 25% of results)

Base: All retailers (N=10747)

In ail but one country, the majority of companies agree most environmental claims in 
their sector are reliable. Those in Finland (85.3%), Ireland (82.6%) and Luxembourg 

(81.8%) within EU27_2019, as well as those in Norway (85.1%), are the most likely to 
agree, while those in Estonia (49.5%), Bulgaria (52.8%) and Lithuania (55.3%) are the 
least likely to do so.

The EU27_2019 trend since 2016 shows a slight increase in the proportion of companies 
that agree with the idea that most environmental claims about goods or services in their 
sector are reliable in their country ( + 1.9 pp). This is a reversal of the trend seen in the 
previous wave.

Since the last survey, the largest increase in the proportion of companies that agree is 

observed in Malta (+12.6 pp), and a larger decrease is observed in Estonia for EU 

countries (-15.2 pp), and in Iceland if non-EU27_2019 countries are considered (-15.3 

PP)·

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

39

EUROPEAN COMMISSION

Q12 Please tell me whether you strongly agree, agree, disagree, or strongly disagree with the following statement

Most environmental claims about goods or services in your sector in (OUR COUNTRY) are reliable

(%)

Total 'Agree' 

Total 'Disagree' 

Don't know

TJ·
o

CD
o
CM

CO
o
r\J

ЦЗ
Ò 

CO 

O 
rvj 

o

CD

O
CM

Ä 1.7

7.4

A 0.1 

f 0.1

7.4

▼ 0.3

A 1.6
▼ 2.0 ШШ f 1.2 
A 13
A 2.1 
7.3
A 1.4
A 2.7 *63
▼ 1.1
A 3.7
A 2.7
▼ 2.8
A 3.7

. m A 3.4 

▼ 0.9 

1»

5.8

8.4

9.4

a 1.4
▼ 0.4
A 1.2
▼ 0.6 ▼ 0.6

a 0.6
A 6.8 g A 0.3
a 3 9
▼ 5.2 
a 9.5
▼ 12.0 

? 1.1

irø:..

А 6.6
▼ 2.5
m 63 1
11 fe, >’85
А 1.8
7 Щ А 6.8 
fi·
▼ 3.9
ti·
f 0.8
Hb ШЗ
■ ■■
■ mm * ш А 0.3
▼ 15.3
А 3.9
А 3.2

ÍS
6Ü.0
»B m i.
m 71а.

А 2.0
А 0.4
▼ 6.3
А 7.6
А 2.2
А 3.8
А 2.7

А 13.4
А 2.4
▼ 2.2

13.5
30 i
14,4

14,3
28.6
ю.о
15.7

26.0
'11.6
12.8

▼ 4.6
А 4.5
▼ 4.8
▼ 7.5
▼ 0.7
▼ 1.1
А 1.2

А 13.8
▼ 0.5
▼ 0.9

▼ 0.2
▼ 5.2
А 5.2
▼ 1.7
А 1.3
▼ 3.6
▼ 1.4

▼ 12.9
▼ 3.9
А 2.0

5.2
6.8
7.1
6.9
I и
4.7
43
'5,1 /-Т
-ч<4.и
3.3
7.4

▼ 1.8
▼ 2.0
А 4.8
▼ 2.0
А 3.0
A u
А 0.7
▼ 5.9
А 4.6 Щ ▼ 3.5
▼ 0.2
А 1.9
▼ 1.3
▼ 1.5

А 1.5
▼ 3.4
▼ 2.3

▼ 0.5
А 1.5
А 0.2

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

The analysis of company characteristics illustrates retailers that agree most 
environmental claims in their sector are reliable are more likely to be those in the 

trade sector (71.5%) or service sectors N (78.8%) or L (79.3%), medium sized 

companies (75.3%) or those selling non-food products (71.6%).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

40

EUROPEAN COMMISSION

2.  Compliance and Enforcement

This chapter considers a range of issues to do with consumer legislation. Firstly, retailers' 
experience of unfair commercial practices will be reviewed. Next, their views on 

compliance with consumer legislation will be discussed, including the cost of compliance 
and perceptions of compliance by competitors. Retailers' perceptions about the 

enforcement of consumer legislation by a range of authorities and bodies will be 
considered, followed by a discussion of retailers' experience of warnings or recalls 
relating to non-food products.

2.1.  Unfair commercial practices

Retailers were asked whether they had experienced a range of unfair commercial 
practices - that fall within the scope of the Unfair Commercial Practices Directive - in the 
last 12 months. The results examine the experience of unfair practices from local as well 
as cross-border competitors.

A composite indicator has been built from retailers' response about whether they had 
come across unfair commercial practices (UCPs), in six categories, by competitors in their 
own country. As explained in more detail in section 6 of this report, each retailer is given 

a percent-based score depending on the number of categories they have come across 
with and an average is calculated at EU, regional and country level.

At EU27_2019 level, 29.6% of retailers have faced at least one UCP from domestic 
competitors - this is a slight decrease since 2016 (-1.8 pp).

Retailers in the eastern (40.7%) and southern regions (31.9%) are more likely to report 
the incidence of unfair commercial practices from competitors in their country, while 

those in the western (26.0%) and northern (24.7%) are less likely to do so, compared to 
EU27_2019 as a whole.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

41

EUROPEAN COMMISSION

Cc1_r Prevalence of UCPs in the sector, domestically

(AVERAGE INCIDENCE OF 6 UCP)

8
1
0
2

29.6

283

24.7
3U9
40.7
26.0

21.1
46.9

38.9
18.7

26.9

'7.1
22.1
34.6

42.2

26.1

27.6

23.5

29.4

26.0

29.2
17.4

29.3
20.2
21.8

6
1
0
2
-
8
1
0
2

T 1.8

T 1.8

▼ 0.4
A 0.8
T 3.7
T 2.0

T 2.1
T 1.5
f 0.8

á 5.2

T 1.3
T 3.1
T 5.1
T 5.9
A 9.8
▼ 3.2

▼ 3.5

T 5.1
▼ 7.4

A 1.3
T 2.5

T 2.5

▼ 4.7

T 9-9

▼ 5.5

T 3.3
26.7
52.3 Щ T 4.3
A 4.1
30.7
T 1.1

36.5

▼ 5.8
25.8
383 ■ T 9.1
A 0.3
32.4
▼ 2.7

23.5

21.7
21.6
19,8

f 2.0
T 2.8
T 3.1

4
1
0
2
-
6
1
0
2

▼ 4.0

T 3.6

f 1.6
T 6.1
T 3.5
T 3.7

T 0.7
T 2.6
T 6.2
? 4.8
▼ 5.2

T 5.2
f 0.9
T 6.3
T 7.8
▼ 2.0
T 11.7
▼ 4.4
A 4.5
T 4.2

A 13
▼ 2.5

▼ 13.3

T 4.9

T 4.5
A 1.3
A 0.1
T 6.0

f 3.7
A 5.8
f 1.9
A 0.5
T 3.0

T 6.1
f 5.3

A 0.4

EU27.2019

11

EU28 ■

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

BE

BG

CZ

DK

DE

EE

IE

EL

ES

FR

HR

IT

CY

LV

LT

LU

HU

MT

NL

AT

PL

PT

RO

SI

SK

FI

SE

IS

NO

UK

II
■1
Ite
ss

II

ш

îi

x
II
j=ľJ

ss

Bi
¡S»

■

SI

B

II
te
ш
■Ь

:=
se

se

ш

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

42

EUROPEAN COMMISSION

- Retailers are much more likely to have experienced unfair commercial 

practices from competitors in their own country than from those elsewhere in

EU27_2019 -

More than four in ten retailers in EU27_2019 (42.5%) say in the past year their domestic 
competitors have been pressuring consumers with persistent commercial calls or 
messages. Less than one in ten retailers who sell cross-border to other EU countries has 
experienced this practice from competitors in other EU countries (6.8%).

More than one third of retailers in EU27_2019 (36.8%) say domestic competitors have 
been writing fake reviews which are in fact hidden adverts or hidden attacks on 

competitors. Far fewer - 9.9% - have experienced this from cross-border competitors.

More than one third of retailers in EU27_2019 (36.3%) say domestic competitors have 

been advertising falsely that a product is available only for a limited period, a
much higher proportion than retailers who have experienced this practice from 

competitors in another EU country (6.9%).

Almost one quarter of retailers in EU27_2019 (23.4%) say domestic competitors have 
been offering products as free of charge even if they actually entail substantial 
charges. Fewer than one in twenty companies (3.4%) has experienced this from 
competitors in another EU country.

More than one in five retailers in EU27_2019 (21.7%) have experienced other unfair 
commercial practices from domestic competitors, while 7.3% say this in relation to a 
competitor in another EU country.

Finally, more than one in ten retailers in EU27_2019 (17.1%) mentions that in the past 
year domestic competitors have been sending unsolicited products to consumers, 

asking them to pay for the products. It is much less common for retailers to have 
experienced this practice from competitors in another EU country (4.1%).

2019

Directorate-General for Justice and Consumers
ELI Consumer Programme

43

EUROPEAN COMMISSION

Q7abR Unfair commercial practices by competitors

(%- EU27.2019)

■ Total (base: all retailers, N=9,796)
■ In retailers' own country (base: all retailers, N=9,796)
■ Yes, in another EU country (base: retailers selling in other EU countries, N=2,921)

Pressuring consumers with persistent 
commercial calls or messages

Writing fake reviews which are in fact hidden adverts 
or hidden attacks on competitors

Advertising falsely that a product is available 
only for a limited period

Offering products as free of charge even 
if they actually entail substantial charges

Other unfair commercial practices

Sending unsolicited products to consumers, 
asking them to pay for the products

Retailers in the eastern region are more likely to have experienced each of these unfair 

commercial practices from domestic competitors in the last 12 months compared to 
EU27_2019 as a whole. Those in the southern region are also more likely to report 
domestic competitors offering products as free of charge even if they actually 
entail substantial charges, pressuring consumers with persistent commercial 

calls or messages or advertising falsely that a product is available only for a 

limited period. Retailers in the north are more likely to report domestic competitors 
engaging in other unfair commercial practices.

In the maps below, countries where the incidence of unfair commercial practices by 
domestic competitors is lower are presented in green, whereas the countries where it is 
higher are displayed in red.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

44

EUROPEAN COMMISSION

Q7abR.3 Unlair commercial prat lites by rompelilors

Q7abR.4 Unlair commercial practices by competitors

Advertising falsely that a product is available only for a limited period 
(% IN RETAILERS' OWN COUNTRY)

Writing fake reviews which are in fact hidden adverts or hidden attacks on competitors 

(% IN RETAILERS OWN COUNTRY)

I High perl ormante 

(top 25% of results)

I Middle to lugh performance 

(50-75% of results)

I Middle to low performance 

(25-50% of results)

I Low performance 

(bottom 25% o( results)

I High performance 

(top 25% of results)

I Middle to high performance 

150-75» of results)

I Middle to low performance 

(25 S0% ol results)

I Low performance 

(bottom 25% ol results)

Q7abR.2 Unfair commercial practices by competitors

Q7abR.S Unían rom mereiai practlcesbycompetitors

Pressuring consumers with persistent commercial calls or messages 
(% - IN RETAILERS OWN COUNTRY)

Sending unsolicited products to consumers, asking them to pay for the products 
(» - IN RETAILERS OWN COUNTRY)

I High performance 

(top 25% of results)

I Middle to high performance 

(50-75% ol results)

■ Middle to low performance 

(25-50% ol results)

I Low performance 

(bottom 25% of results)

I High performance 

(top 25% o( results)

I Middle to high performance 

(50-75% ol results)

I Middle to low performance

(25 50% ol results)

I Low performance 

(bottom 25% ol results)

Base: All retailers (N=10747)

In the following pages, the country level results for each of these practices will be 
considered first for domestic competitors, and then for competitors in other EU countries 

(for retailers that sell cross-border in other EU countries).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

45

EUROPEAN COMMISSION

UCPs in retailers' own country

In five Member States at least half of all retailers say their domestic competitors have 
been pressuring consumers with persistent commercial calls or messages:
Poland (68.3%), Spain (61.0%), Bulgaria (58.7%), the Czech Republic (53.7%) and 
Slovakia (50.7%). This compares to 21.0% of retailers in Luxembourg, 22.0% in Estonia 

and 22.9% in Denmark. At the EU27_2019 level there has been a small decrease in the 
proportion of retailers facing this UCP (-2.2 pp). At a country level, the largest decrease 
is seen in Malta (-17.7 pp), and the largest increase in Spain ( + 11.4 pp).

Q7abR-2 Unfair <ommertlal practic·» by competitors

Pressuring consumers with persistent commercial calls or messages 
(4 - IN RETAILERS OWN COUNTRY)

Q7abR-6 Unlair commercial practices by competitors

Other unfair commercial practices 

(% · IN RETAILERS OWN COUNTRY)

I High performance 

(top 25% of results)

I Middle to high performance 

(50-75% of results) 

i Middle to tow performance 

<25-50% of results)

I low performance 

(bottom 25% of results)

I High performance 

(top 25% of results)

I Middle to high performance 

(50-75% of results)

I Militile to low performance 

(25-50% of results)

I low performance 

(bottom 25% of results)

Q7abR.l Unfair commercial practices by competitors

Offering products as free of charge even if they actually entail substantial chargr 

(% - IN RETAILERS OWN COUNTRY)

Q7abR. 1 Unfair commercial practices by competitors

Advertising falsely that a product is available only fora limited period 
(% IN RETAILERS OWN COUNTRY)

I High performance 

(top 25% of results)

I Middle to high performance 

(50-75% of results) 

i Middle to low performance 

(25-50% of results)

I low performance 

(bottom 25% of results)

I High performance 

(top 25% of results)

I Middle to high performance 

(50 75% of results)

1 Middle to low performance 

(75-50% of results)

I low performance 

(bottom 25% of results)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

46

EUROPEAN COMMISSION

Q7abR.4 Unfair commercial practices by competitors 

Q7abR.S Unfair commercial practices by competitors

Writing fake reviews which are In fact hidden adverts or hidden attacks on competitors 
(% - IN RETAILERS- OWN COUNTRY) 

Sending unsolicited products to consumers, asking them to pay for the products
<% IN RETAILERS OWN COUNTRY)

■■ High performance 

(top 25% ol results)

■■ Middle to high performance 

(50-75% ol results) 

i i Middle to low performance 

(25-50% ol results)

■■ Low performance 

(bottom 25% ol results)

I High performance 

(top 25% of results)

I Middle to high performance 

(50-75% of results)

! Middle to low performance 

(25-50% ol results)

I Low performance 

(bottom 25% ol results)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

47

EUROPEAN COMMISSION

Q7abR.2 Unfair commercial practices by competitors

Pressuring consumers with persistent commercial calls or 

messages

(% - IN RETAILERS' OWN COUNTRY)

EU27_2019 ■

42.5
Ш Щ 40.9

EU28

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

8
1
0
2

33.8
5Ö.1
: 52.9

37.1

33,9

58.7

53.7

22.9

38.6

22.0

29:5

43.3
т 

II
HE

ШШЛ

■■
Ifl
Ш

ю
о
(N
со
о
гм

? 2.2

Т 2.4

▼ 2.3
А 0.4
? 5.6
Т 1.9

А 1.2
Т 1.2
А 1.1
А б.з
А 1.0
Т 14.6
▼ 3.6
Т 8.1
>14

'í
о
гд
c¿

О
СМ

Т б.б

Т 6.1

▼ 2.7
Т 6.1
▼ 2.5

▼ 8.4

▼ 4.0
А 0.9
Т 5.3
▼ 9.0

▼ 13.6

▼ 2.8

f 5.3

▼ 10.1

45.1

39.7

42.6

45.3

39.0

II
z
II

▼ 5.4
А 0.7
▼ 7.6
А 0.7
Т 18.5
Т 6.3
▼ 6.1
▼ 15.1
А ю.о
▼ 5.6
2¡ « А 2.1
▼ 6.4
вя
А 1.3
■HZ I
▼ 3.5_____ I Т 11.0
? 13.7
▼ 9.2
▼ 4.4
Т 17.7
? 8.4
Т 3.5
? 10.9
А 1.9
Т 9.8
А 2.9
▼ 0.4
▼ 6.5
I ▼ 4.9

30.5
29.0
3.0.7
68:3
41.7

ш
..

43.9

21.0

38.5

B
II
te
«■ 
4*
:= i 
sal
LJ
ш i

▼ 
Т 6.9
▼ 8.8
А 2.6
Ep¡5 ▼ 5.6

41.1
50.7
43.4

4 ю.о Ж
▼ 3.6
А 2.1
Т 5.4

770
31.2

Т 3.4
Т 3.1
Т 4.5

Т 6.4
f 9.6
▼ 1.3

BE

BG

CZ

DK

DE

EE

IE

EL

ES
FR

HR

IT

CY

LV

LT

LU

HU

MT

NL

AT

PL

PT

RO
SI
SK
FI
SE

IS
NO

UK

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

48

EUROPEAN COMMISSION

There are three countries where the majority of retailers say their domestic competitors 

have been writing fake reviews which are in fact hidden adverts or hidden 
attacks: Poland (66.6%), Bulgaria (62.7%) and the Czech Republic (52.9%). Companies 

in Luxembourg (20.8%), Malta (21.6%), Estonia and Denmark (both 23.3%) are the 
least likely to have experienced this practice from a domestic competitor.

At EU27_2019 level there has been an increase in the proportion reporting this practice, 
compared to 2016 (+2.2 pp). At country level, the largest increase in the proportion of 
companies that say domestic competitors have done this is seen amongst retailers in 
Spain (+16.3 pp), while the largest decrease is recorded in Malta (-22.4 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

49

EUROPEAN COMMISSION

Q7abR.4 Unfair commercial practices by competitors

Writing fake reviews which are in fact hidden adverts or 

hidden attacks on competitors 

(% - IN RETAILERS’ OWN COUNTRY)

8
1
0
2

36.8

354

30.2 

111

51 1

33.3

26.6
62.7

23.3

31.6

23.3

29.9
44.4

46 7

41.4

EU27_2019  ■

EU28  Щ

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

1 1

ЩШ

:s

■"

*
li

Ш

II

4
1
0
2
-
6
1
0
2

T 2.3

T 0.9

▼ 0.1

▼ 3.6
T 2.8
▼ 2.3

T 2.3
T 5.3
▼ 8.2

▼ 2.9
A 0.3
A 0.6
▼ 4.6

▼ 5.6
T 7,0
T 5.7
▼ 7.2

6
1
0
2
-
8
1
0
2

À 2.2
A 0.9

A 4.9
A 4.3
á 2.9
A 1.1
A 3.2
A 6.6
A 4.8
A 9.3
A 1.1 
T 4.7
▼ 2.6
A 2.4
163
A 3.8
▼ 1.4
T 6.1
? 14.6
A 5.4
A 4.1
T 7.6
T 2.0
T 22.4
T 0.6
A 0.7

S 
35.2
II· 29.1

29.1

h 

S 
SS

38.2
20.8
30 7
21:6

▼ 0.1
A 7.2
T 2.9
A 1-3
A 8.0
ΖΓ
T 11.0
¡*1
A 7.5
” 
▼ 4.2
Ц 
A 0.7
_ ш 66.6 m A 86 Щ T 1.2
ia 
▼ 6.1
n
A 1.6
йш
Λ 11.8
ш
▼ 4.4
Hh
A 0.6
T 0.1

33.3
45.6 jļ
28.8
44;0 1
35.5

* 75
A 1.8
T 6.7
=
A 3.5
A 5.6

34.5

35.5

SS 
5Ē
Ш

34.5

18.5

26.3

A 2.1
A 1.5
▼ 7.7

▼ 7.9
T 0.1
A 9.5

BE 

BG 

CZ

dk 

DE 

EE 
IE 

EL 

ES
FR 

HR 
IT 

CY 
LV 

LT 

LU
ни 
MT 

NL 

AT 
pl 
PT 

RO 

SI 
SK 

Fl 

IS 

NO 

UK 

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

50

EUROPEAN COMMISSION

Retailers in Poland (62.6%), Bulgaria (54.9%) and Spain (53.2%) are the most likely to 
say their domestic competitors have been advertising falsely that a product is 

available only for a limited period. Those in Estonia (17.2%) and the Netherlands 

(22.7%) are least likely to mention this practice.

Compared to 2016, there has been no change at an EU27_2019 level. At a country level, 
the largest increase Is observed amongst retailers in Spain (+14.9 pp), and the largest 

decrease is seen in Greece (-11.8 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

51

EUROPEAN COMMISSION

Q7abR.3 Unfair commercial practices by competitors

Advertising falsely that a product is available only for a 

limited period

(% - IN RETAILERS' OWN COUNTRY)

▼ 4.6

▼ 5.3

▼ 1.6
Ш 7.4
▼ 4.2
T 4.1

T 5.5
T 5.4
A 1.1
T 4.8
T 7.8
T 4.6
T 8.9
T 6.6
A 8.0
T 5.2
T 0.5
f 3.3
T 18.5
? 10.4
T 0.7
A 3.9
A 2.4

T 3.4
A 4.3
IT 0.9
A 1.3
A 1.2

f 3.9
▼ 11.0
T 7.7

A 0.9
▼ 4.4
T 4.2
T 11-8
A 14.9
A 1.2
T 2.1
? 1.3
T 0.4
A 3.2
A 2.1
A 6.8
T 2.1
f 3.0

▼ 3.0

▼ 3.7
T 1.2

T 0.2
T 5.2
T 3.1
A 1.5
T 4.1

A 2.9
A 3.0
A 2.3

II

33.1

34.3

43.1

53 2

34.3

33.1

11

26.5
IT 46.6
34.4

36.0

29.2

31.7

26.5

22.7

33.4

62.6

441

32.0

36.0

33.4

28,9

30.8

25.2

SI

SK

FI

SE

IS

NO

UK

¡tai

ш
+-

I

I

■
■

5€
se
ДД

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

52

 
 
EUROPEAN COMMISSION

Less than half of the retailers in each country say that in the past year their domestic 

competitors have been sending unsolicited products to consumers, asking them to 
pay for the products, with those in Poland (42.9%), the Czech Republic (33.1%) and 
Slovakia (28.0%) the most likely to mention this. Retailers in Estonia (7.4%), the 

Netherlands (8.2%) and Luxembourg (8.9%) are the least likely to have experienced 

this.

Since the last survey in 2016, there has been a decrease in the proportion of EU27_2019 
retailers reporting this practice (-2.2 pp). At a country level the largest increase in the 
proportion of retailers that mention this as a practice by domestic competitors is 

observed in Spain (+9.4 pp), while the largest decrease in EU27_2019 is observed in 
Slovakia (-8.3 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

53

EUROPEAN COMMISSION

Q7abR.5 Unfair commercial practices by competitors

Sending unsolicited products to consumers, asking them to

pay for the products

(% - IN RETAILERS’ OWN COUNTRY)

33.1
9.9
3.2
T 4.1
16.0
7.4
T 3.1
▼ 1.8
10.1
A 0.1
19.4
26,0 Ü 9.4
10.1
5.7
11.0
9.4

6
1
0
2
-
8
1
0
2

▼ 2.2

▼ 2.2

A 0.3
A 1.9
? 3.0

▼ 3.8

4.4
2.6
4.2

6.7
T 4.0
A 2.3
Á 2.2
A 0.5
T 1.1
f 3.4
T 2.7
▼ 7.1
A 2.0
▼ 4.4
A 4.8
=
T 5.1
▼ 8.3
f 0.2
▼ 1.8

co
or\J

17.1

15.9

m
17.2
28.5
14,4

12.8

2G.9

17.2

10.3

13.1

8.9
23.9
9.4

8.2

20.6
42.9
18.7

18.5

1-1.5
28.0 ijj

18.1

W

9.1 

13.9

4
1
0
2
-
6
1
0
2

T 0.6

▼ 0.4

T 1.9
▼ 4.7

? 13
A 1.4

0.5

1.9
1.8

0.9
A 1.7
▼ 1.4
A 1.2
T 4.3
a ▼ 6.8
2.4

6.1
T 3.4
A 7.7
T 5.8
f 0.6
T 2.4
T 15.0
▼ 4.1

▼ 3.3

f 1.7
A 4.4
T 1.9
▼ 5.4
A 2.5
A 0.9
▼ 1.6

▼ 4.4

' ▼ 9.5
▼ 1 6
T 1.9

1 A 3.7
T 4.8
A 1.5

EU27_2019

EU28

REGION NORTH 

REGION SOUTH 

REGION EAST 

REGION WEST 

BE 

BG 

CZ 

DK

DE

EE

IE

EL

ES

FR

HR

IT

CY

LV

LT

LU

HU

MT

NL

AT

PL

PT

RO

SI

SK

FI

SE

IS

NO

UK

ta
ta
II

II

s
es
O

□1

ЕЯ
II
ta
ta 1

■É

ÎS

słs 1; 
se
Ш !

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

EUROPEAN COMMISSION

Retailers in Bulgaria (38.0%), Romania (37.8%) and Spain (36.9%) are the most likely 
to say their domestic competitors have been offering products as free of charge 
even if they actually entail substantial charges. At the opposite end of the scale, 

retailers in Luxembourg (8.8%), Denmark (10.1%) and Estonia (10.7%) are the least 
likely to say this.

At EU27_2019 level, the proportion of retailers saying domestic competitors offering 
products as free of charge even if they actually entail substantial charges has declined 

since 2016 (“5.1 pp). At a country level the biggest decrease is seen amongst retailers in 
Slovakia (-19.1 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

55

EUROPEAN COMMISSION

Q7abR.1 Unfair commercial practices by competitors

Offering products as free of charge even if they actually entail

substantial charges

(% - IN RETAILERS’ OWN COUNTRY)

8
1
0
2

23.4

22.2

17.3
27.4

31.S

20.1

12.2

38 0

22.8

10.1

21.9

10.7

15.2

31.6

369

15.8

22.8

19.5

18.7

16 2

21.2

8.8

o
ГМ
CO
o
r\l

f 5.1

▼ 5.0

▼ 3.8

▼ 1.8

? 9.0

▼ 5.1

T 6.6
T 9.8
T 9.2
? 1.2

? 4.6

? 1.6
T 5.1
▼ 8.2
A 2.0
▼ 7.8

? 7.2
T 3.1
T 13.2
▼ 0.1

T 2.7

f 4.2

? 7.7
22.4
15-1 Щ ▼ 6.8
? 5.5

21.0

22.2

25.9

' īv '

183

29.5

28.8

15.5

11.8

17.8

14.3

▼ 3.0

▼ 15.3
A 4.8
A 1.5
T 5.7
▼ 19.1

f 1.3

▼ 8.8
T 8.7
▼ 6.6

▼ 5.2

•^r
o
CM
UD
O
ги

▼ 4.0

▼ 3.3
T 0.8
▼ 7.0
T 3.3
▼ 3.4

! ▼ 0.6
▼ 2.0
T 5.0
▼ 2.0
▼ 6.7
▼ 6.8
T 1.6
f 8.1

5.5
A lt
? 12.0
T 6.2
A 2.5
T 6.5
! A 2.7
Ī 4.2
f 6.7
Ī 9.4
Ī 6.7
A 3.5
A 02 '
▼ Í Ш

: ▼ 5.7
A 2.4
▼ 6.4
A 1.9
▼ 3.6
T 9.5
▼ 6.8
A 2.4

EU27_2019

EU28

EĦ

Ш

REGION NORTH
REGION SOUTH

REGION EAST

REGION WEST

BE

BG

CZ

DK

DE

EE

IE

EL

ES
FR

HR

IT

CY
LV

LT

LU
HU

MT

NL

AT

PL

PT

RO

SI

SK

FI

SE

IS

NO

UK

II
a

b*

sss

es

18

Ш
*r~
II

II
Ξ

ш
zz

*—

■

a
II
Û·

£■
+■
■ H
■ H
ΞΞ
SĒ

Ш

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly tower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

56

EUROPEAN COMMISSION

Four in ten retailers in Poland (40.7%) and Bulgaria (40.2%) say their domestic 
competitors have exposed them to other unfair commercial practices. This compares 

to 11.0% in Italy and 13.8% in Ireland. At the EU27_2019 level, there has been a 

decline in the proportion of retailers that claim having faced this problem is recorded 
since 2016 (-4.0 pp). The largest decline is observed amongst retailers in Slovakia (-15.0 

pp). The only increase is observed in Estonia (+9.5 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

57

EUROPEAN COMMISSION

Q7abR.6 Unfair commercial practices by competitors

Other unfair commercial practices 

(% - IN RETAILERS' OWN COUNTRY)

CO

oCM

21.7

20,5

23.1

20.7
32.7

18ï7

15.7

40.2

28.9

18.2

20.5

21.8

138

25.6

29.3

15.2

20.6
Т1.0

UD
o
r\J
CO
o 
гм 

Т 4.0

1 Т 3.5

▼ 2.5
? 4.0

Т 5.9

Т 3.0

Т 3.8

т 6.3

▼ 4.3

А 3.5
Т 1.7
А 9.5
Т 12.9
Т 9.9
А 45

▼ 3.1

▼ 4.3

▼ 10.1

Т 3.4

▼ 5.0

25.9
¿ Ш:

™ I

i

21.7
ШШ
Д 15.9

▼ 12.4
▼ 4.9
Т 3.7
▼ 6.8
L. шшт ▼ 8.0
? 4.9

18.3

■

17.9
40.7

? 3.6

27.5

▼ 1-4
Т 8.0
28.1
Т 5.2 
23.2
31 1 Л ▼ 15.0
32.3 Щ ▼ 4.3

21.0

19.8

19.8

▼ 1.7

А 4.5
▼ 9.7

EU27_2019 m

EU28

ш

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

BE

BG

CZ

DK

DE

EE

IE

EL

ES

FR

HR
IT

CY

LV

LT

LU

HU

MT

NL

AT

PL

PT

RO

SI

SK

FI

SE

IS

NO

II
Ш1

:s
f—

И1

U

T~

II
x
II

HU

B
II

tM
+■

SC
se

o
гм

▼ 6.1

▼ 5.9

▼  2 4

▼ 7.9

▼ 6.8

Т 5.8

А 3.0
▼ 6.3

Т 6.2

▼ 4.2

? 7.8

▼ 15.5
А 3.9
Т 4.9

▼ 14.3

Т 5.9

▼ 17.3

Т 3.7

Т 8.6
А 1.0
А 3.2
▼ 25

▼ 14.8
Т 8.5
Т 8.7
Т 0.7
? 8.1
Т 2.4
Т 4.6
Г А 3.7
А 2.9
Т 0.9
▼ 5Æ

▼ 12.8

А 0 6
T 2.1

UK =ł= BBH ▼ 1.5 

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

58

EUROPEAN COMMISSION

The analysis of company characteristics illustrates several consistent patterns. 
Medium sized companies are less likely to report each practice, with the exception of 

sending unsolicited products to consumers. Large companies are also less likely to report 
each practice, with the exception of advertising falsely that a product is available only for 
a limited period and sending unsolicited products to consumers.

In addition, the analysis highlights the following differences.

Companies that have experienced domestic competitors pressuring consumers with 

persistent commercial calls or message are most likely to be found in the following 
groups:

o trade sector companies (46.1%). They are less likely to be service sector 
companies (40.4%), and in particular those in sectors H (37.8%), N (33.4%) or 
J (29.6%);

o companies established between 1990 and 1999: 45.4%; 
o companies that seli non-food products: 45.3%.

Companies that have experienced domestic competitors advertising falsely that a 
product is available only for a limited period are most likely to be found in the 
following groups:

o companies in the trade sector (42.8%). They are less likely to be in the service 
sector (32.5%), and particularly in sectors H (28.6%), J (28.6%) or S (21.4%); 
o companies engaged in online sales (39.1%) or distance sales generally (38.0%); 
o retailers selling non-food products (41.2%).

Retailers that have experienced domestic competitors writing fake reviews which are 
in fact hidden adverts or hidden attacks on competitors are most likely to be found 

in the following groups:

o companies in service sector I: 44.8%. They are less likely to be in service 

sectors N (29.4%), H (28.8%), S (28.3%), K (26.5%) or L (25.8%);

- o companies established in 2000 or later: 40.6%; 

o companies that sell online: 41.2%; 
o companies selling food products: 41.6%.

Retailers that have experienced domestic competitors sending unsolicited products to 

consumers, asking them to pay for the products are most likely to be found in the 
following groups:

o trade sector companies (19.7%). They are less likely to be service sector 
companies (15.6%), and particularly those in sectors J (10.5%), S (13.3%) and 
H (13.4%);

o companies established between 1990 and 1999: 18.9%.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

59

EUROPEAN COMMISSION

UCPs in another EU country

There are no differences between different regions.

Each UCP will be discussed separately in the following pages.

Companies in Luxembourg (24.8%), Belgium (13.2%) and Austria and Latvia (both 

12.9%) are the most likely to mention competitors in another EU country pressuring 
consumers with persistent commercial calls or messages, while retailers in the 

Netherlands (2.9%), Slovakia (3.1%) and Estonia (3.4%) are the least likely to mention 
this11.

Compared to 2016, there has been no change in the proportion that mention competitors 
in another EU country pressuring consumers with persistent commercial calls or 
messages. There are no differences at a country level.

11 Results from Cyprus (n = 16), Norway (n=43), Finland (n=46) and Malta (n=47) are not included in the 
discussion due to very low sample size. Results from the following countries should be interpreted with caution 
due to small sample size (50-99): Luxembourg (n = 54), Poland (n = 57), Iceland (n = 58) the United Kingdom 
(n=85), Romania (n = 77), Denmark (n = 89), the Czech Republic (n=95), Estonia (n=99), the Netherlands 
(n = 99). The same sample sizes also apply to Q7a.l, Q7a.3( Q7a.4, Q7a.5 and Q7a.6.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

60

EUROPEAN COMMISSION

Q7a.2

Please tell me if you have come across any of the following unfair 

commercial practices by your competitors in the last 12 months 

(MAX. 2 ANSWERS):

Pressuring consumers with persistent commercial calls or 

messages

(% - YES, IN ANOTHER EU COUNTRY)

CO
o
гм

6.8

6.4

7.4

8.0

7.0

6.1

10.1

4.1

4.1

3.7

3.4

6.5

4.6

9.6

7.3

7.7

7.5

2.0

129

12.1

24 8

6.4

2.6

2.9

3.6

11.0

10.9

3.1

8.3

5.9

6.6

7.0

3.3

EU27_2019 ■

EU28

■

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

BE

BG

CZ

DK

DE

EE

IE

EL

ES

FR

HR

IT
CY
LV

LT

LU

HU

MT

NL

AT

PL

PT

RO

SI

SK

FI

SE

IS

NO

UK

II
шш

Ьм

■ яж 
ишш

—

Шк

II
ш

T*

II
s
II

hi

■
Ц

n
II
Qm
ш
+-
■ 
■
Hl
SłS
Ш

I

I

▼ 4.5 m 83

6
1
0
2
-
8
1
0
2

A 0.5

A 0.3

A 0.1
A 1.4
▼ 0.3
A 0.4

A 3.9
T 0.1
T 0.4
A 1.7
▼ 3.2

▼ 2.1
T 4.2
A 1.7
T 3.6
A 1-6
A 2.4
▼ 9.6
A 7.5
T 3.5
▼ 2.3
T 1.1
? 4.3
A 1.8
T 7.0
f 6.6
A 6.8
A 1.8
A 0.9
▼ 4.3
T 5.2
A 1.6

A 0.7
T 1.4
▼ 0.5

4
1
0
2
-
6
1
0
2

▼ 1.6

▼ 2.0

▼ 0.1
▼ 1.3
A 1.4
? 2.8

A 2.2
▼ 3.7
A 1.5
T 4.8
A 1.7
▼ 3.3
A 1.4
T 0.6
A 2.6
A 1.6
T 0.2
A 9.1
▼ 3.7
A 6.6
T 1.5
A 1.8
▼ 8.5
▼ 7.0
A 2.4
A 5.7
▼ 10.5
A 5.4
A 3.0
T 4.3
A 5.2
T 7.3

A 0.5
▼ 13.1
▼ 5.6

Results statistically significantly higher than EU results (T-test at 9596 level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers selling in other EU countries (N=3107)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

61

 
EUROPEAN COMMISSION

Just over one in five companies in Austria (21.3%), as well as 16.5% in Croatia and 
15.7% in Greece have experienced competitors in another EU country writing fake 

reviews which are in fact hidden adverts or hidden attacks, compared to 2.5% of 
retailers in Hungary, 6.6% in Italy and 7.1% in the Czech Republic, Ireland and 
Luxembourg.

Since 2016 the proportion of companies experiencing this has increased at the 
EU27_2019 level (+3.1 pp). At country level, the largest increase is observed amongst 

retailers in Portugal (+10.2 pp), and the largest decrease amongst those in Luxembourg 
(-14.4 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

62

EUROPEAN COMMISSION

Q7a.4 Please tell me if you have come across any of the following unfair 

commercial practices by your competitors in the last 12 months 

(MAX. 2 ANSWERS):

Writing fake reviews which are in fact hidden adverts or hidden

attacks on competitors

(% - YES. IN ANOTHER EU COUNTRY)

8
1
0
2

6
1
0
2
-
8
1
0
2

7.1

7.1

7.3

7.2

8.3

9.6

9.5

9.5

9.9

9.9

■

■■

14.3

11.4

13.5

13.0

ИВ

II

II
10.4
s
165
II
б.б
fēļ ■ 26.0
14.3

6 3.1
å 3.3
А 4.7
А 2.5
А 2.8
А 3.4
Т 1.8
А 1.7
А 2.9
А 5.1
А 4.2
А 1.5
Щ
Т 0.8
II
■ĻH K 15.7 Ш ▼ 3.4
А 7.9
А 0.5
А 6.2
▼ 3.3
А 13.5
А 8.9
А 5.7
Т 14.4
Т 2.0
А 0.2
А 5.5
А 1.1
А 1.5
А 10.2
А 8.3
А 1.6
А 2.5
Т 3.2
А 7.0
Т 1.7
А c
oÖ
А 5.2

7.1
Ifc 2.5
12.4

H
Ш
11

ss
m

12.5

15.2

10.8

11.0

11.1

Hh

ss

(S

■ Ш

8.9

8.2

7.8

9.6

9.8

8.3

1.4

■

EU27_2019

EU28

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

BE

BG
cz
DK

DE

EE

IE

EL

ES

FR

HR

IT

CY

LV

LT

LU

HU
MT

NL

AT
PL
PT
RO

SI

SK

FI

SE

IS

NO

UK

4
1
0
2
-
6
1
0
2

▼ 2.1

т 2.0
▼ 3.8
▼ 2.5
=
т 2.0
А 3.2
А 4.7
Т 1.4
▼ 2.7
Т 3.1
А 2.4
Т 4.0
▼ 0.1
1 ▼ 4.9
А 0.6
А 1.2
Т 1.5
А 6.6
i ▼ 1.3
▼ 2.6
А 4.8
А 1.2
Т 5.3
▼ 4.0
А 4.1
А 2.4
1 т 5.1
т 3.6
А 3.8
Т 6.8
Т 4.1
1 ▼ 8.9

А 3.1
▼ 10.4
Т 0.6

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers selling In other EU countries (N=3107)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

63

EUROPEAN COMMISSION

Retailers in Luxembourg (16.9%), Spain (15.1%) and Austria (13.7%) are the most 
likely to have experienced competitors in other EU countries advertising falsely that a 

product is available only for a limited period. At the opposite end of the scale, 
companies in Hungary (2.4%), Denmark (2.8%) and Estonia (3.0%) are the least likely 
to have experienced this.

Compared to 2016, there has been no change in the proportion experiencing this. At 
country level, retailers' likelihood of experiencing competitors in other EU countries 
advertising falsely that a product is available only for a limited period has 

increased in Spain (+9.1 pp) and the Netherlands (+7.6 pp) and decreased in Greece 
(-10.5 pp) and Slovakia (-6.2 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

64

EUROPEAN COMMISSION

Q7a.3 Please tell me if you have come across any of the following unfair 

commercial practices by your competitors in the last 12 months 

(MAX. 2 ANSWERS):

Advertising falsely that a product is available only for a limited 

period

(% - YES, IN ANOTHER EU COUNTRY)

co
orv

CO
orv
ob
orv

■v
orv
ub
orv

EU27_2019 ■
■

EU28

3.1

3.1

6.1

9.1

3.0

5.9

5.0

8.5

2.8

7.0

6.9

8.8

II

9.1
4.1

6.5
m
6.1

A 0.2
A 0.3
A 0.6
A 0.9
▼ 0.3
? 0.1
▼ 2.0
A 0.8
▼ 3.5
A 0.5
▼ 3.3
A 3.0
A 0.7
T 10.5

A 0.4
A 0.4
▼ 2.0
A 1.3
A 0.8
A 0.1
A 3.8
A 0.1
Ibi
A 2.2
▼ 1.5
■ Hi
—■
A 0.4
Hi
T 1.7
T 0.7
IH
:s
A 2.0
Г K 15.5 ■ A 9.1 ■ ▼ 1.6
▼ 0.7
II
A 1.8
A 5.3
A 11.0
▼ 5.8
▼ 0.9
A 3.6
▼ 1.5
▼ 5.4
T 4.5
A 4.2
T 1.8
▼ 6.0
A 7.6
T 1.7
T 2.7
A 0.4
T 3.2
T 1.2
▼ 10.3
A 0.3

A 5.4
A 2.4
II
▼ 3.7
[VĮ ■■ A 3.6
A 4.0
A 3.1
■ 16.9 m T 4.5
f 1.1
T 1.3
A 7 6
ЯШШШ ▼ 2.4
A 2.1
A 5.3
T 0.7
A 2.5
▼ 6.2
T 6.2
T 2.7
A 0.8
T 0.4
A 1.4

n
m
II
ta
tm
■Ь

«в
se
ш

3.1
1.4

шш

12.6

8.2 

4.4

7.6

3.4

9.2

3.5

5.6

7.5

5.8

2.4

5.0

9.1

■

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

BE

BG
cz
DK

DE

EE

IE

EL

ES

FR

HR

IT

CY

LV

LT

LU

HU

MT

NL

AT

PL

PT

RO

SI

SK

FI

SE

IS

NO

UK

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers selling in other EU countries (N=3107)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

EUROPEAN COMMISSION

Austria is the only country where at least on in ten of this group of retailers say 
competitors in other EU countries have been offering products as free of charge 

even if they actually entail substantial charges (12.3%), followed by 9.8% of 
retailers in Romania and 8.5% in Luxembourg. In contrast, just 1.0% of companies in 

Germany, 1.1% in Lithuania and 1.4% in Poland also say they have experienced this.

Since 2016, there has been a decrease at the EU27_2019 level in the proportion of 
retailers that mention having come across this practice in another EU country (-1.7 pp). 
At country level, there has been a decrease In the proportion of retailers in Belgium (-9.9 
pp) and Greece (-7.8 pp) that have experienced this.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

66

EUROPEAN COMMISSION

Q7a.1 Please tell me if you have come across any of the following unfair 

commercial practices by your competitors in the last 12 months 

(MAX. 2 ANSWERS):

Offering products as free of charge even if they actually entail

substantial charges

(% - YES, IN ANOTHER EU COUNTRY)

8
1
0
2

3.4

3.5

1
1
0
2
-
8
1
0
2

T 1.7
T 1.5

EU27_2019 ■
■

EU28

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

BE

BG

CZ
DK

DE

EE

IE

EL

ES

FR

HR

IT

CY

LV

LT

LU

HU
MT

NL

AT

PL

PT

RO

SI

SK

FI

SE

IS

NO

UK

1.0

3.0

2.8

3.2

3.0

2.0

2.9

3.6

3.9

4.3

6.6

2.2

4.7

Ш

b.
■ mm

H
II
X
II

II ____  5.8
ľ ■

T 0.2
▼ 14
A 0.2
T 2.5
T 9.9
A 3.2
T 3.2
A 0.6
▼ 2.5
T 1.1
■■
II в ШШЛ ▼ 1.6
:e
T 7.8
▼ 2.6
T 5.0
A 0.5
A 0.6
T 4.8
T 0.6
T 1.2
яшяшш T 5.4
▼ 0.3
T 1.3
▼ 0.4
A 0.7
T 2.5
A 3.2
A 5.3
A 0.7
T 2.8
A 2.8
▼ 2.1
A 4.4
A 6.5
A 1.1

mâ
Ш
II
te
ш
-ł-
я яш
SS
se
se

52
ШШ

5.8
4.7

4.4

4.4

0.0

5.8

5.4

5.0

2.4

1.8

1.4

■

5.1

6.1

яш 

1.1

T
o(N
vb
O(N

T 1.6
▼ 1.9

T 0.1
T 3.6
T 0.5
T 1.2
1 11.1
T 2.5
A 0.6
▼ 0.3
‘ T 3.4
A 1.3
A 4.9
T 2.7
T 3.8
A 1.3
5.3
T 1.9
A 2.4
T 0.1
T 1.1
T 6.4
A 0.6
T 7.0
T 1.8
A 2.5
A 0.8
▼ 7.5
▼ 5.3
T 1.5
T 0.4
A 1.0
T 0.7
▼ 4.9
▼ 11.8
T 5.2

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers selling in other EU countries (N=3107)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

67

EUROPEAN COMMISSION

Companies in Luxembourg (20.1%), Latvia (16.9%) and Austria (13.6%) are the most 
likely to say competitors in other EU countries have exposed them to other unfair 
commercial practices, while those in Italy, Denmark (both 2.9%) and Hungary (3.2%) 
are the least likely to say this.

There has been no change in the proportion of retailers experiencing this compared to 
2016. At country level, the largest increase in the proportion of retailers that mention 
having come across this practice in another EU country is observed in Luxembourg 
(+13.6 pp), while the largest decrease is seen amongst retailers in Belgium (-9.1 pp).

2019

Directorate-Genera! for Justice and Consumers
EU Consumer Programme

68

EUROPEAN COMMISSION

Q7a.6 Please tell me if you have come across any of the following unfair 

commercial practices by your competitors in the last 12 months 

(MAX. 2 ANSWERS):

Other unfair commercial practices 

(% - YES, IN ANOTHER EU COUNTRY)

EU27_2019 ■

EU28

Ш

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

8
1
0
2

7.3

6.9

7.4

6
1
0
2
-
8
1
0
2

▲ 1.2

A 1.0
▼ 0.5

II
■■

b.
■
I 2.9
■

I

8.1

4.1

3.6

7.8

8.4

8.6

6.2

6.8

5.4

ΊΑ

8.4

11.2

13.2

▼ 0.4
A 0.2
A 2.2
T 9.1
=
A 2.0
▼ 0.5
A 2.4
A 3.1
▼ 6.2
▼ 2.9
▼ 1.1
A 2.8
A 9.1
A 0.9
A 1.4
A 2.0
T 2.5
13.6
T 4.0
A 3.3
A 1.9
1 JUMJ A 6.4
A 3.6
A 2.5
¥ 5.0
T 6.6
T 0.8
A 2.5
▼ 1.2

7.5
9.4

13.0

20.1

4.6

4.0

2.9

3.2

7.5

7.5

5.6

6.4

5.5

9.1

7.6

2.6

3.8

A 7.6
T 8.5
A 0.3

BB

II
ш
<
II
z : 
II

tm

—

m
II

ш
+·
■ ■■

ss

se

Ш

4
1
0
2
-
6
1
0
2

▼ 1.0

T 1.0
T 0.1
T 2.8
A 0.1
▼ 0.4

16.1
A 4.2
▼ 3.3
▼ 2.1
T 1.5
T 2.1
A 3.3
▼ 5.9
▼ 2.4
A 1.0
▼ 0.7
T 0.5
A 5.7
▼ 3.0
A 2.0
▼ 12.0
A
C
O
▼ 9.3
T 4.2
▼ 1.5
? 3.9
▼ 3.9
A 4.0
1 Al 9.0 
▼ 6.3
T 4.8
A 3.2
▼ 7.5
A 0.2
T 1.2

r
n

1 ;J

BE

BG

CZ

DK

DE

EE

IE

EL

ES

FR

HR

IT

CY

LV

LT

LU

HU

MT

NL

AT

PL

PT

RO

SI
SK

FI

SE

IS

NO

UK

Results statistically significantly higher than ELI results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers selling in other EU countries (N=3107)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

69

 
EUROPEAN COMMISSION

Companies in Luxembourg (13.5%), Austria (10.4%) and Romania (10.1%) are the most 
likely to have experienced competitors in other EU countries sending unsolicited 
products to consumers and asking them to pay, while no companies in Finland in 
EU27_2019, nor in Iceland outside EU27_2019 report this.

Compared to 2016, there has been an increase in the proportion of companies in 
EU27_2019 experiencing this (+1.0 pp). The only change at country level is an increase 
in retailers in Croatia reporting this practice (+5.4 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

70

EUROPEAN COMMISSION

Q7a.S Please tell me if you have come across any of the following unfair 

commercial practices by your competitors in the last 12 months 

(MAX. 2 ANSWERS):

Sending unsolicited products to consumers, asking them to pay 

for the products

(% - YES, IN ANOTHER EU COUNTRY)

EU27_2019 H

EU28

BH

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

co
o
гм

4.1 

3.7

3.1
■ 2.3
4.4

4.8

5.4

3.5

4.3

3.2

4.3

1.0

5.3

3.3

3.8

4.0

Ю
o
f\l
co
o
r\j

Į

1.0

A 0.9
A 1.3
▼ 0.6
A 1.2
A 1.5

▼ 2.2
A 2.5
A 1.6
A 0.5
A 1.7
A 1.0
A 2.6
▼ 0.9
▼ 0.5
▼ 0.7
A 5.4
▼
oÖ
c

6.6 
Il ■ 0.3
0.0

■

3.1

5.3

5.8

0.8

шт
= ■

▼ 3.9
A 2.6
A 2.8
1 A 6.7
▼ 2.5
A 3.1
A 2.2
' A 3.7
A 0.5
A 0.8
Ш
II ■ШШ 1 A 4.2
▼ 0.6
te
? 5.1

= ■ . 

3.3
:,.S; 

4.0

3.7

2.9

2.5

' 

0.0

2.5

0.0

1.7

0.0

=
A 2.5
=
A 1.7
=

II
BS
Ita
■ SI
■■

■■
II

ΊΓ"
II

tim
+■

se
■į—

m

•^r
o
ГМ
UD
o
(NJ

▼ 0.4

▼ 1.0

▼ 0.2
f 1.0
A 0.5
T 0.5
A 2.1
▼ 2.3
A 0.7
A 2.0
T 2.2
T 1.9
A 0,1
▼ 2.2
? 0.5
A 4.4
A 0.3
T 0.1
A 1.5
T 6.2
A 0.2
T 5.6
▼ 1.4
T 5.7
▼ 0.5
A 0.9
A 2.9
T 3.7
A 3.7
T 1.6
T 1.5
▼ 1.3
? 1.3

▼ 1.8
T 14.0
T 8.1

BE

BG

CZ

DK

DE

EE

IE

EL

ES

FR

HR

IT

CY

LV

LT

LU

HU
MT

NL

AT

PL

PT

RO

SI

SK

FI

SE

IS

NO

UK

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers selling In other EU countries (N=3107)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

71

EUROPEAN COMMISSION

The analysis of company characteristics shows the following differences:

Companies that have experienced competitors in other EU countries writing fake 
reviews which are in fact hidden adverts or hidden attacks on competitors are 

most likely to be found in the following groups:

o service sector (3.5%), and particularly sector I: 4.6%. They are less likely to 

belong to the trade sector (1.8%); 
o companies selling services: 3.7%; 
o companies selling in four or more languages: 8.6%.

Retailers that have experienced competitors in other EU countries pressuring 
consumers with persistent commercial calls or message are most likely to be 
found in the following groups:

o medium sized companies: 3.1%; 
o companies that sell services: 2.5%;
o companies that sell in two (2.7%) or four or more languages (5.1%).

Companies that have experienced competitors in other EU countries advertising falsely 
that a product is available only for a limited period are most likely to be found in 

the following groups:

o service sector N (5.1%) or sector I (3.1%). They are less likely to be in the trade 

sector (1.3%);

o companies that sell services: 2.7%;
o companies that sell in three (3.9%) or four or more (5.3%) languages.

Retailers that have experienced competitors in other EU countries offering products as 
free of charge even if they actually entail substantial charges are more likely to 

sell in four or more languages (2.5%).

Companies that have experienced competitors in other EU countries sending 

unsolicited products to consumers, asking them to pay for the products are most 
likely to be found amongst retailers in service sector S (2.6%), or amongst companies 

that sell services. (1.6%).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

72

EUROPEAN COMMISSION

2.2.  Compliance with consumer legislation

Retailers were asked their opinions about the ease and costs of compliance with 
consumer legislation, and the extent to which competitors in their sector comply 

with this legislation, both in their own country and in other countries (for retailers that 
sell cross-border). For the perceived compliance with consumer legislation, index variable 

Cc2_r has been calculated based upon retailers' responses on to what extent they agree 

with three statements about compliance.

a) Compliance perceptions, domestically

At EU27_2019 level, a retail company agrees on average with just over two of the 

statements related to compliance with consumer legislation in their own country. The 
average agreement rate is 67.7%.

Retailers in the eastern region (63.0%) have the lowest agreement rate, particularly 

compare to those in the north (70.7%).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

73

T
δ
CM
vb

CNJ

A 0.1
T 0.1
A 0.7
A 2.4
A 0.3
▼ 1.6

▼ 1.8
A 2.1
T 5.7
A 0.4
f 4.9
A 4.6
A 2.6
A 1.0
A 3.0
A 5.9
A 8.6 ļ

EUROPEAN COMMISSION

CC2_r Perception of compliance

(AVERAGE RATE OF AGREEMENT)

o
(M

EU27_2019 ■

67.7

EU28

Sü Шй 69.0

VO
δ
(M
CO

C4J

A 1.0
A 0.9
A 0.3
A 5.3
A 2.1
T 1.5
A 0.6
f 3.7
A 1.9
A 2.0
T 3.7
▼ 3.7

70.7

67.9
■ 63.0

68.5

71.4

53.9

54.8

69.1

64.6

73.2

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

BE

BG

CZ

DK

DE

EE

IE

EL

ES

FR

HR

IT

CY

LV

LT

LU

HU

MT

NL

AT

PL

PT

RO

SI

SK

FI

SE

IS

NO

UK

II
■■
Ibi

ÎS

ra

—
ii

II
ΖΞ
II
jlJ
S
tm

■
=

Bl
m
II
Û·
Ш
■H

I

I

■
■

SS
SS
=tr

77,1

63.1

62.1

65.4

60.8

79.9

59.8

72.9

63.4

80.5

63.4

76.4

A 7.3
T 3.1
T 1.7
A 3.4
▼ 2.7
A 14.1  1 A 1.6
A 0.8
A 1.0
f 5.8
▼ 0.8
T 4.0
A 2.9
A 4.4
T 1.3
A 5.8
f 4.6
A 5.7
A 1.1
f 0.8
T 1.0
A 3.8
T 0.5
71.7
63.0 Ę A 1.1
A 4.5
T 0.5
A 5.8
59.8
75.4 
A 4.4
=
A 3.5
A 2.3
T 3.3
▼ 1.6
f 1.5
A 0.6
A 0.4
f 1.0
▼ 3.6

S 77.9 į A 1.9
A 0.3
A 0.1
74.1
72.5 fel A 0.5
A 1.1
77.4

72.8

60.6

72.0

55.8

¡

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

74

 
 
EUROPEAN COMMISSION

- Retailers are more likely to be positive about compliance with consumer 
regulation in their own country than in other EU countries -

Retailers in EU27_2019 are most likely to agree it is easy to comply with consumer 

legislation in their sector in their own country (70.2%), with one in five strongly 
agreeing (21.6%). For retailers that sell cross-border to other EU countries, the majority 

also agrees it is easy to comply with consumer legislation for their sector in other 
EU countries (57.1%), although only 13.9% strongly agree.

More than two-thirds of retailers in EU27_2019 (66.7%) agree the costs of compliance 

with consumer legislation in their sector are reasonable, with 15.7% strongly 
agreeing. More than half (52.0%) of retailers who sell in other EU countries agree costs 
related to compliance with consumer legislation are reasonable in other EU 
countries, although fewer than one in ten strongly agree (9.4%).

Two-thirds of retailers (66.1%) in EU27_2019 agree their competitors comply with
consumer legislation in their own country, with 15.8% saying they strongly agree. 
Amongst retailers that sell to other EU countries, 50.8% agree companies competing 

with them in other EU countries comply with consumer legislation, with fewer 
than one in ten (9.7%) strongly agreeing.

It is worth noting there is a much higher level of uncertainty about compliance when it 
comes to other EU countries, with more than one in five retailers in EU27_2019 that sell 
in these countries unable to answer each question.

Q10Q11 I will read you similar statements about compliance with consumer legislation in (OUR COUNTRY) / other EU 
countries. Please tell me whether you strongly agree, agree, disagree, or strongly disagree with each of them:
(%- EU27^2019)

■ Total 'Agree' ■ Total 'Disagree' ■ Don't know No answer (SPONTANEOUS)

It is easy to comply with consumer 
legislation in your sector

Domestically*

Cross-border**

The costs related to compliance with consumer 
legislation in your sector are reasonable

Domestically*

Cross-border**

Companies competing with you comply with 
consumer legislation

Domestically*

Cross-border**

Base (domestically): all retailers in EU27_2019 (N=9796)
Base (cross-border): retailers in EU27_2019 selling in other EU countries (N=2921)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

75

EUROPEAN COMMISSION

Across EU27_2019, there has been no change in the proportion of retailers that agree
domestic competitors comply with consumer legislation. At country level, retailers 
in Italy (+16.5 pp) are now more likely to agree than in 2016, while those in Estonia are 
less likely to do so.

There has been no change in the proportion of EU27_2019 retailers that agree companies 
competing with them in other EU countries comply with consumer legislation. At a 
country level the largest increase is observed in Hungary (+16.2 pp).

The regional analysis shows retailers in the northern (73.7%) and southern (74.4%) 
regions are more likely to agree it is easy to comply with consumer legislation in 
their sector, compared to EU27_2019 as a whole. Those in the western region are more 
likely to agree competitors in their country comply with consumer legislation

(71.4%), while those in the eastern and southern regions are less likely to do so. 
Companies in the north are more likely to agree the costs of compliance are 

reasonable (72.5%), compared to EU27_2019 as a whole.

Q10.2 I will mod you three statements about compliance wtlh comuni« legislation in (OUR COUNTRY) 

Ríeme tell me whether you strongly agree, agree disagree, or strongly disagree with each ol 
them
It is easy to comply with consumer legislation In your sector 
(% TOTAI 'AGREE')

Q 10.3 I will read you Ihr« statements about compiiamo with consumer legislation In (OUR COUNTRY) 

Please tell me whether you strongly agree, agree, disagree, nr strongly disagree with each of 
them
The costs ol compliance with consumer legislation in your sector are reasonable 
(% - TOTAI AGREE )

I High performance 
Hop 2S* of results)

I Middle to high performance 

(SO- 75% of results)

I Middle to low perfonnance 

(25-50% ol results)
I tow perfor mance 

(holtom 25% ol results)

I High performance 
Hop 25% of results)

I Middle to high performance 

(SO-75% ol results)

I Middle to tow performance 

(25- 50% ol results)
I tow performance 

(bottom 25% of results)

QX0.1 I will redd you three statements about compliance with commuer legation in (OUR COUNTRY) 

Pifian tell me whether you strongly agree agree, disagree, or strongly disagree with each of 
them:
Your competitors comply with consumer legislation 
(% - TOTAL AGREE )

I High performance 
(top 25% of results)

I Middle to high performanci 

(50-75% of results) 

ļ Middle to low performance 

(75-50% of results)
I Low performance 

(bottom 25% of results)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

76

EUROPEAN COMMISSION

The majority of retailers in all countries agree it is easy to comply with consumer 

legislation in their sector in their country, with proportions ranging from 83.8% in 

Italy, 83.2% in Luxembourg and 82.4% in Malta to 51.5% in the Czech Republic, 53.9% 
in Slovakia and 57.1% in Slovenia. Large majorities in Iceland (82.0%) and Norway 

(79.7%) also agree.

In all but three countries, at least half of all retailers agree their competitors comply 

with consumer legislation, with those in Ireland (83.4%), France (79.0%) and the 
United Kingdom (77.5%) the most likely to do so. The exceptions are retailers in Bulgaria 
(42.7%), Malta (48.4%) and Poland (48.6%), but even in these countries almost half 

agree.

The majority of retailers in each country agree the costs of compliance with 

consumer legislation in their sector are reasonable, ranging from 88.1% in Malta, 
82.8% in Romania and 82.2% in Luxembourg to 53.6% of retailers in the Czech 

Republic, 57.8% in Bulgaria and 57.9% in Spain.

b) Compliance perceptions, in other EU countries

Retailers in the eastern region (56.8%) are more likely to agree companies competing 
with them in other EU countries comply with consumer legislation, compared to 
EU27_2019. Companies in the southern region are more likely to agree it is easy to 

comply with consumer legislation in their sector in other EU countries (63.5%). Retailers 

in the northern region, on the other hand, are less likely to agree with each of these 
statements, compared to EU27_2019.

In 19 countries, at least half of all retailers that sell in other EU countries agree the 
costs related to compliance with consumer legislation in their sector are 

reasonable in other EU countries. Retailers in Luxembourg, Romania (both 71.3%) 
and Latvia (64.9%) are the most likely agree with this statement. At the other end of the 
scale, those in Sweden (34.2%), Poland (36.3%) and Germany (41.7%) are the least 
likely to do so12.

In 20 countries, the majority of retailers that sell in other EU countries agree it is easy 
to comply with consumer legislation in their sector in other EU countries. More 
than two thirds of these retailers in Romania (78.9%), Luxembourg (74.0%) and Italy 
(65.5%) agree, compared to 34.2% in Sweden, 36.2% in Denmark and 38.2% in 
Estonia.

12 Results for Cyprus (N = 16), Norway (N=43), Finland (N=46) and Malta (N=47) are not Included in the 
discussion due to very small sample size Cyprus. Results for the following countries are based on a small 
sample (50-99 observations) and should therefore be interpreted with caution: Luxembourg (N = 54), Poland 
(N = 57), Iceland (N = 58), Romania (N = 77), United Kingdom (N=85), Denmark (N = 89), the Czech Republic 
(N=95), Estonia (N=99), the Netherlands (N=99). The same sample sizes apply to Qll.l, Q11.2 and Q11.3.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

77

EUROPEAN COMMISSION

In 20 countries, at least half of the retailers that sell in other EU countries agree 
companies competing with them in other EU countries comply with consumer 
legislation. Three quarters of retailers in Luxembourg (75.2%) agree, as do 69.8% in 

Latvia and 69.3% in Greece. In contrast retailers in Finland (33.9%), Germany and 
Denmark (both 37.9%) are the least likely to agree.

Trends

EU27_2019 level trend analysis for companies complying with consumer legislation 
domestically or cross-border shows no changes since 2016. At a country level, the 
largest increase in the proportion of companies that agree companies competing with 

them domestically comply with consumer legislation is observed in Italy (+16.5 pp); 
the largest decrease is found amongst those in Estonia (-7.4 pp).

Retailers in Hungary recorded the highest increase in the proportion that agree it is easy 
to comply with consumer legislation in their sector in other EU countries (+16.2 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

78

EUROPEAN COMMISSION

Q10Q11.1 I will read you three statements about compliance with consumer legislation, Please tell me whether you

strongly agree, agree, disagree, or strongly disagree with each of them:
Companies competing with you comply with consumer legislation
(% - TOTAL AGREE1)

Domestically’

Cross-border*

EU27_2019  I

66,1

EU28 

Б

REGION NORTH 
REGION SOUTH 
REGION EAST 
REGION WEST

BE 
BG 

I
B

É
:¡
■

CZ 
DK 
DE 
EE —
II
IE
EL ш
ES
II
FR
HR z
II
IT

65.9
62.1
5-1Λ
ПА
ПА
42 1
59.3
64.8
67.9
60.7

83.4

50.6

56.3

79 0

53.9
71.4

А
А

▼т

1.0

0.6

0.4

6.5
0.8
1.5

0.9

1.8

5.8
0.4
3.3
▼ 7.4
A 0.5
▼ 3.3

2.4

4 2.4

А
А
А

3.5

4.7

2.8
0.5

2.0
3.1 
1.9
2.2
3.6
A 6.2
* 84
A 4.6
A 5.9

▼ 1.3
I a 6.8 m
A 1.8
1 A 11.5
▼ 4.3
A 165 ■ A 5.1

50.8 

51.7

ш
54.9
5б:8
48.3

55.6
37.9
379
44.2
St

51.3

53.3
52.7

А
А
▼
▼
А
А

1.5

2.4

1.5
4.8
1.9

4.7

7.6
3.6 
09 
2.3 
3.8
▼ 2.1
A 1.0
A 0.4
▼ 9.2
A 2.9
▼ 9.0
▼ 4,5

1.8

22

2.3 
3.2
2.4 

0.7 

3.9 
5.0 
0.7 
0.5 
8.6
A 5.3
A 5.2
T 7.1
T 2.3
A 13.7
A 6.6
T 4.2

Results statistically significantly higher than EU results (T test at 95% level) 

Results statistically significantly lower than EU results (T test at 95% level) 

Statistically significant increase from one year to the other (7 test at 95% level) 

Statistically significant decrease from one year to the other (T test at 95% level)

Base (domestically): all retailers (N=10747)
Base (cross-border): retailers selling in other EU countries (N=3107)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

79

EUROPEAN COMMISSION

The EU27_2019 level trend analysis since 2016 shows no change in the proportion of 
retailers that agree it is easy to comply with consumer legislation in their sector in 

their country, or when it comes to cross-border legislation (+1.7 pp).

At a country level, the largest increase in the proportion of companies that agree it is 
easy to comply with domestic consumer legislation in their sector is observed in 
Luxembourg (+11.7 pp) and Italy (+11.6 pp); the largest decrease is found amongst 
those In Germany (-6.5 pp).

Retailers in Hungary recorded the highest increase in the proportion that agree it is easy 

to comply with consumer legislation in their sector in other EU countries (+17.7 pp). 
During the same period the proportion of retailers in Austria that agree has declined 
(-17.5 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

80

EUROPEAN COMMISSION

Q10Q11.2 I will read you three statements about compliance with consumer legislation. Please tell me whether you

strongly agree, agree, disagree, or strongly disagree with each of them.
It is easy to comply with consumer legislation in your sector
(%- TOTAL AGREE )

Domestically*

Cross-border **

8
1
0
2

6
1
0
2
-
8
1
0
2

4
1
0
2
-
6
1
0
2

8
1
0
2

6
1
0
2
-
8
1
0
2

57.1

A 1.7
58.1 m 3.1

4
1
0
2
-
6
1
0
2

T 1.4
1 ▼ 2.0
A 1.1
A 0.3
T 2.7
1 ▼ 1.3
A 7.7
? 1.6
T 4.9
A 1.9
? 9.5
A 4.6
T 4.6
▼ 7,6
▼ 1.3
A 13.4
f 5.1
A 1.4
A 3.5
T 9.9
▼ 1.3
i 18.4
T 13.2
A 18.4
A 6.7
A 15,3
A 12.6
T 1.3
T 14.9
A 5 4
▼ 7.2

T 5.9
▼ 3.7
A 2.2
|A 4.7
▼ 15.8
T 7.1
A 5.0
f 5.7
A 11.6
T 4.0
A 3.0
T 3.2
T 3.1
T 1.1
A 8.2
▼ 7.1
A 7.4
▼ 0.9
▼ 11.6
A 2.7
A 17.7
V 15.4
▼ 8.1
▼ 17.5
▼ 15.3
A 4.0
A 7.4
A 1.9
▼ 6.0

REGION NORTH
REGION SOUTH
REGION EAST
REGION WEST

EU27_2019 ■

70.2

EU28 Ш

41,3

63.5

58.2
55.7

55.6
52.7
53.0
36,2
54.1
3,8:2
62.9
645
60.5
61.3
62.3
65.5
55.7
59.2
5 1.9

82,1

68.4

? 0.9

72.9
65,6

‘ tu j : ,
74.4
68.3

80:0
67.1
68.0
73.5
67.4
ÉÜ

T 0.1
▼ 1.6
▲ 0.3
A 3.0 I ▼ 1.3
A 0.5
A 4.0
1A 2.7 a T 0.7
▼ 1.6
T 1.1
A 0.2
▼ 8.4
A 15 Щ T 2.6
T 6.5
▼ 4.8
I A 6.8
▼ 3.8 
A 7.5 -fl A 1.3
T 2.1
A 2.1
A 1.9
Ψ 2.8
A 4.3
A 3.3
T 1.7
A 6.4
? 2.4
A 1.9
▼ 5.3
A 1.1
f 6,1
T 7.3
A 8.3
▼ 0.3
T 3.2
A 4,8
A 5.9
A 0.1
A 1.8
T 6.8
3.1 

▼ 3.5
T 1.1
II
66.8
BE
T 6.1
BG
'  oi,’. ■
■в
Ita m A 0.3
CZ
DK
■ mm
DE m
EE —
II
IE
EL
ES
II
FR
HR X
II
IT
CY
LV
LT
LU
HU
MT
NL
AT
PL M
PT B
11
RO
SI
te
SK
FI
SE

▼ 3.8
A 3.2
, ▼ 64__
A 117
A 8.6
A 8 5
T 6.1
A 3.5
A 3.4
f 0.6
A 6.3
A 1.5
? 3.2
A 6.2
A 3.7 
A 2.4
T 3.2
A 3.5
Results statistically significantly higher than EU results (T-test at 95% level) 

70.4
72.1
75.3
62.3

■
SS I
m i

66.6
74.6
65.8

śm
5? I

t 81,0

¡H
tai

IS
NO

m

4.8
8.2

64.8

te

**"*

72.0

1.6 

82 4

79,7

53.9

83.2

116

1.4 

l

i

UK

■

.

57.8
51.8
54.4

55.0
64.4

49.9

42.3

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base (domestically): all retailers (N=10747)

Base (cross-border): retailers selling in other EU countries (N=3107)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

 
EUROPEAN COMMISSION

Since 2016, the proportion of EU27_2019 retailers that agree costs related to compliance 
with consumer legislation in their sector are reasonable domestically has increased 

(+1.9 pp). At country level, companies in Malta recorded the largest increase in the 
proportion that agree the costs of compliance with domestic consumer legislation in 
their sector are reasonable (+17.2 pp).

The proportion of EU27_2019 retailers that agree costs related to compliance with 

consumer legislation in their sector are reasonable in other Ell countries has also 

increased since 2016 (+4.7 pp), reversing the trend seen in the last wave. At a country 
level, retailers in Hungary (+18.7 pp) are now much more likely to agree.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

82

EUROPEAN COMMISSION

Q10Q11.3 I will read you three statements about compliance with consumer legislation. Please tell me whether you

strongly agree, agree, disagree, or strongly disagree with each of them:
The costs related to compliance with consumer legislation in your sector are reasonable
(% - TOTAL AGREE")

Domestically*

Cross-border**

(M
ώ
o
ÍVJ

T 1.1
T 1.1
A o.i
A 2.1
T 1.5
▼ 2.9

▼ 2.2

o
r\J

ÍVJ
CO
o
ÍVJ

EU27_2019  I

66.7

A 1.9

67.8

A 1.6
B 72 Ş ■ ▼ 1.7
Á 5.6
A 2.7
A 0.5
■. 73 5. Ш A 1.8

67.4
66.3
65.6

EU28 

I

REGION NORTH 
REGION SOUTH 
REGION EAST 
REGION WEST

I

i
I

BE 

BG 
CZ 

DK 
DE 
EE 
IE 
EL 
ES 
FR 
HR 
IT 
CY 
LV 
LT 
LU 
HU 
MT 

NL 
AT 
PL 
PT 
RO 
SI 
SK 
FI 
SE

IS 
NO 
UK

CO
o
ÍVJ

6
1
0
2
-
8
1
0
2

4
1
0
2
-
6
1
0
2

52.9

53.5

52.0

▼ 6.1

▼ 4.0

? 3.9

52.1
50.0

A 4.7 
A 5.9
■ ШШ
A 1-3
Ш 57.9 Ш A 1.1
▼ 2.2
A 2.2
? 4.5
A 73  1 ▼ 32
A 2.8
A 0.8
T 0.5
? 5.9
▼ 9.8
A 2.3
? 6.9
▼ 17.4
T 2.1
A 7.3
f 0.4
=

▼ 11.0
56.2
T 3.0
46.6
A 1.3
51.1
A 11.1
49.4
Ш A 11.4
A 6.6
42.4
62.8 -Ш A 7.9
■ 64.9 Ш A 10.8
T 3.7
A 1.8
A 0.3
A 0.5
A 41.5
■ <54.9 1 ? 1.9
A 3 .4
■ 1 ? 2.2
A 18.7
▼ 62
T 9.1
▼ 3.1
m ш я ▼ 14.1
A 0.1
■mm i A 8.6
A 1.3
▼ 4.2
T 2.8
■ВШ A 1.6

55.3
*42.0

50.4
58.8
74.6

49.3
56.0

55.1
55.5

52.7

57.0

56.5

▼ 28.0
▼ 3.0
▼ 14.8
A 11 4
▼ 9.6
A 24.4 Щ
A 10.3
A 12.5 fl
f 2.8
A 2.0
T 18.4
A 4.3
▼ 7.1
▼ 5.8
▼ 6.6

66.6

A 25.0 .
A 10.7
54.8
mm A 17.1

▼ 14.8
T 8.0
T 7.3

Results statistically significantly higher than EU results (T test at 95% level) 

Results statistically significantly lower than EU results (T test at 95% level) 

Statistically significant increase from one year to the other (T test at 95% level) 

Statistically significant decrease from one year to the other (T test at 95% level)

Base (domestically): all retailers (N=10747)
Base (cross-border): retailers selling in other EU countries (N=3107)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

83

EUROPEAN COMMISSION

The analysis of company characteristics for factors relating to domestic consumer 
legislation shows a range of differences:

Companies that agree it is easy to comply with consumer legislation in their sector

are more likely to belong to sector N (81.7%), sector S (80.7%), sector J (75.5%) or 
sector H (74.8%), or to be companies where the respondent is a marketing manager 

(74.8%). They are less likely to belong to sector K - financial and insurance service 

activities (61.5%), or sector I (68.0%). They are also less likely to sell food products 
(65.7%).

Retailers that agree their competitors comply with consumer legislation are more 
likely to:

o belong to sector N (77.4%), sector L (74.4%) or sector K (72.1%);
<> be medium (73.3%) or large (74.2%) companies;
<> have been established before 1990: 69.3%; 
o sell cross-border: 71.5%;
<> sell non-food products: 68.5%;
o be companies where the respondent is a marketing manager (73.1%) or a 

commercial/sales manager (69.6%).

Companies that agree the costs of compliance with consumer legislation in their 
sector are reasonable are more likely to be found amongst those that:

<> belong to sector S (76.3%), sector L (74.2%) or sector N (73.8%), and least 
likely to be found amongst retailers that belong to sector K (58.5%) or sector I 
(64.6%);

<> are medium (70.5%) or large (77.2%) retailers; 
o are companies where the respondent is a marketing manager: 73.8%.

The analysis of company characteristics (for companies that sell in other EU countries) 

for factors relating to consumer legislation in other EU countries shows the following 
differences:

Retailers that agree it is easy to comply with consumer legislation in their sector 
in other EU countries are more likely to be in sector J (67.7%) or sector H (62.9%), 

but less likely to be in the trade sector (53.2%). They are more likely to be medium sized 
companies (62.4%), to have been established in 2000 or later (60.8%) or to sell in four 
or more languages (62.2%).

Retailers that agree companies competing with them in other EU countries 

comply with consumer legislation are more likely to be medium-sized (56.7%) or to 

have been created between 1990 and 1999 (56.6%). However, they are less likely to be 
in the trade sector (46.4%).

Companies that agree the costs related to compliance with consumer legislation 
in their sector are reasonable in other EU countries are more likely to be in sector S 

(68.9%) or sector H (62.5%), but less likely to be in trade (43.3%) or service sector N 
(36.1%). They are more likely to be medium-sized (60.5%), sell in three languages 
(61.6%), or be a retailer where the respondent is a marketing manager (63.5%).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

84

EUROPEAN COMMISSION

2.3.  Enforcement of consumer and product safety regulation

Retailers were asked their opinions about the monitoring and enforcement of 
consumer and product safety legislation by a range of authorities and other bodies. 
For this, they were asked whether or not they agreed with five statements shown in the 
graph below.

a) Enforcement of consumer legislation and product safety legislation

As for previous topics, an aggregate index was calculated to observe the level to which 

retailers agree that consumer and product safety legislation is enforced in their country. 

The index is built using retailers' agreement or disagreement with five statements13. The 

index measures the level of agreement in a percentage scale, where 100% means 
agreement with all five statements. On average, a company in EU27_2019 agrees with 

just over three of the five (60.1%) statements related to the monitoring and 
enforcement of consumer and product safety legislation in their own country. However, 
this rate of agreement varies between statements, and across regions and countries.

The overall rate of agreement is higher amongst countries in the northern (64.9%) 
region, compared to the east (56.8%).

At a country level, the highest average agreement is observed amongst retailers in 

France (77.2%), Ireland (75.4%) and Hungary (74.8%), and the lowest in Poland 
(47.6%), Slovakia and Croatia (both 47.8%).

Compared to 2016, the largest increase within EU27_2019 is recorded in Denmark (+9.6 
pp), and the largest decrease in Malta (-6.5 pp).

13 The answers used to compute this index are those to the five items of Q8 (respectively about enforcement of 
consumer legislation by public authorities, NGOs, self-regulatory bodies and the media, as well as enforcement 
of product safety legislation by public authorities). Each respondent was assigned a score of 1 per item when 
answered that they "agree" or "strongly agree" with the statement. EC2_r is calculated at the level of country 
averages (see table on page 66). It is important to note that Q8.5 (on enforcement of product safety legislation 
by public authorities) has been asked only to retailers that sell non-food products. Therefore, the average level 
of agreement amongst this subgroup of retailers was used for the calculation of the average score in the 
composite index for all retailers in one country.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

85

EUROPEAN COMMISSION

EC2_r Enforcement of consumer and product safety legislation

(AVERAGE RATE OF AGREEMENT)

8
1
0
2

EU27_2019 ■ 60.1

EU28

■ 61.9

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

BE

BG

CZ

DK

DE
EE

IE

EL
ES

FR

HR

IT

CY

LV

LT

LU

HU

MT

NL

AT

PL

PT

RO

SI

SK

FI

SE

IS

NO

UK

64.9

60.7

56.8

60.0

69.8

49.0

53.3

69.0

52.4

50.7

75.4

53.9
52.7

77.2

47.8

68.7

56.4

52.3

63.2

70.7

74.8

65.2
67.7

II
■■

■5

■i

II

ΞΖ
II

II

ZI
tm

*■

65.1
ц 47.6
ш 60.3
II
68.1
57.7
ta
m 47.8
+-
72.5
■ H
■ ш

65.3

m 48.8
я 74.4
ш 73.1

VO
δ
см
co
δ
см

=

▼ 0.1

A 2.1
A 3.2
A 4.7
▼ 3.4

▼ 2.5
A 3.7
A 4.7
A 9.6
T 4.4
▼ 1.6
T 0.4
A 4.6
A 0.2
▼ 1.5
A 1.4
A 5.6
A 2.9
A 1.2
A 2.1
▼ 1.3
A 8.5
▼ 6.5
A 1.1
A 7.1
A 4.4
▼ 4.0
A 1.9
A 3.3
▼ 3.5

▼ 2.3

▼ 0.9

▼ 8.3
A 5.2
=

■7
δ
см
vb
δ
см

A 0.6
A 0.1
A 1.9
A 4.2
▼ 1.0

▼ 1.3

A 2.2
▼ 1.6
A 2.3
▼ 4.1

▼ 2.0

▼ 2.3
A 2.3
? 1.0
A 3.1
A 5.0
A 1.5
A 4.5
▼ 2.5
▼ 3.8
A 7.0
A 6.5
▼ 4.1
A 15.1
▼ 0.1
▼ 0.7
A 3.6
A 8.2
▼ 4.3
A 4.3
A 0.5
A 1.3
A 7.1
A 9.8
▼ 8.7

▼ 4.0

CM
δ
см
4
δ
см

▼ 4.8

f 4.9

▼ 4.0

f 6.8

▼ 7.0

▼ 2.9

A 1.1
f11.2

▼ 5.7

▼ 6.8

▼ 4.7
A 3.7
▼ 2.8
▼ 0.7
▼ 13.0
A 0.6
▼ 8.1
▼ 1.7
A 0.3
A 1.6
▼ 5.3
▼ 7.0
A 0.2
▼ 3.5
▼ 2.6
▼ 7.3
▼ 12.5
▼ 12.5

▼ 4.6

▼ 7.2

▼ 4.4

▼ 0.1

▼ 4.9

▼ 7.6
A 6.4
▼ 6.4

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747) for four questions composing the Indicator 

Retailers selling non-food products (N=4542) for one of the questions composing the

Indicator

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

EUROPEAN COMMISSION

- More than six in ten retailers agree public authorities actively monitor and 

ensure compliance with product safety legislation and consumer legislation in

their sector -

Almost three quarters of companies (73.6%) in EU27_2019 agree public authorities 
actively monitor and ensure compliance with product safety legislation in their 

sector, while almost two-thirds (65.5%) agree public authorities actively monitor 
and ensure compliance with consumer legislation in their sector.

More than half of all companies (57.8%) in EU27_2019 agree consumer NGOs actively 

monitor compliance with consumer legislation, while almost as many (56.1%) 
agree self-regulatory bodies actively monitor respect of codes of conduct or 

codes of practice in their sector.

Finally, almost half of all companies (47.5%) in EU27_2019 agree the media regularly 
report on businesses which do not respect consumer legislation in their sector.

Q8 Please tell me whether you strongly agree, agree, disagree, or strongly disagree with each of the following statements. 

' In (OUR COUNTRY):

(% - EU27_2019)

The public authorities actively monitor and ensure compliance 
with product safety legislation in your sector

The public authorities actively monitor and ensure compliance 
with consumer legislation in your sector

Consumer NGOs actively monitor compliance with consumer
legislation in your sector

The self-regulatory bodies actively monitor respect of codes of 
conduct or codes of practice in your sector

The media regularly report on businesses which do not 
respect consumer legislation in your sector

30 6 I 39 

277 f 31

47 3 Щ 5 2 

46.4 ψ 5.3

Enterprises 

Persons employed 

■ 

■ 

■ 

■ 

■

■

Total 'Agree' 

Total 'Disagree' 

Don't know

Base: All retailers in EU27_2019 (N=9796)
Base for 'The public authorities actively monitor and ensure compliance with product 
safety legislation in your sector': All retailers in EU27_2019 selling non-food products
(N=4061)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

87

EUROPEAN COMMISSION

Q8.S piu« um i

e wtretirer you strongly agree. agree, disagree.. 

I strongly disagree with each ol the

' COUNTRY!

Mlowang statements- Io (OUR CO
The public authorities Actively monitor end ensure compílente with product solely 
legislation in your lector
(% · TOTAI AGREE )

Q8.1 Please tell me whether you strongly agree agree, disagree or strongly disagree with each ol the 

following statements In (OUR COUNTRY):
The public authorities actively monitor and ensure compliance with consumer legislation 
In your sector
(% - TOTAL AGREE )

I High performance 
(lop 25% o ( results!

I Middle lo high periormanre 

(50 75* ol results!

Middle to low performance 
<25-50* of results)

I tow performance

(bonom 25% of results!

I High performance 

(top 25% of results)

I Middle to high performance 

(50 75% ol results·

; Middle to tow performance

(25 50% of results)

I Low pedormance 

(bottom 25% of results)

Q8.4 Please tell me whether you strongly agree, agree, disagree, or strongly disagree with each of the 

following statements hi (OUR COUNTRY)
The media regularly report on businesses which do nor respect consumer legislation to
your sector
(% - TOTAL AGREE)

I High performance 
(top 25% of results)

I Middle to high performance 

(50-75% ot results)

I Middle lo low ptvfomtance 

(25-50% of i esulisi 

I low performance 

(borlom 25% of results)

Q8.5: Base: All retailers selling non-food products (N=4542) 

Q8.1, Q8.4: Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

88

EUROPEAN COMMISSION

Retailers in the northern region of EU27_2019 are more likely to agree public 
authorities actively monitor and ensure compliance with consumer legislation 

(73.5%) or with product safety legislation, compared to EU27_2019 as a whole. 
Those in northern (62.1%) and southern (63.8%) regions are more likely to agree self- 
regulatory bodies actively monitor respect of codes of conduct or codes of 

practice. Retailers in the eastern region are less likely to agree with each statement, 

compared to EU27_2019 overall.

In each country, the majority of retailers agree public authorities actively monitor 
and ensure compliance with product safety legislation in their sector. Proportions 

vary from 89.3% in France, 88.6% in Hungary and 87.2% in Ireland to 59.3% in Poland, 

61.1% in Bulgaria and 61.4% in Slovakia and Greece14.

Since 2016, the proportion of EU27_2019 retailers that agree with this statement has not 
changed. At country level, the largest increase in the proportion that agrees public 

authorities actively monitor and ensure compliance with product safety 
legislation in their sector can be seen amongst retailers in Austria (+14.2 pp).

14 Results for Cyprus (n=50), Luxembourg (n=55) and Malta (n=57) are based on a small sample so should be 
interpreted with caution.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

89

EUROPEAN COMMISSION

Q8.5 Please tell me whether you strongly agree, agree, disagree, or strongly

disagree with each of the following statements. In (OUR COUNTRY):

The public authorities actively monitor and ensure compliance with
product safety legislation in your sector (% - TOTAL 'AGREE')

8
1
0
2

6
1
0
2
-
8
1
0
2

4
1
0
2
-
6
1
0
2

2
1
0
2
-
4
1
0
2

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

ES

EL

BE

CZ

BG

DK

61.1

82.0

74.8

78.8

74.9

EU28 m

89.3
63,3
70.1

EU27_2019 ■ 73.6

8.0.2
63.5
71.1

A 0.8
A 0.1

A 17
A 11
A 1.2
A 6.0
A 0.2
▼ 0.8

T~
II
FR
HR z
f 1
IT
CY
LV

68.4
DE
EE Ш 67.4
II
! m*
IE
;s
61.4
67.7

Y 8.3
▼ 7.5
Y 6.5
Y 13.5
Y 11.1
Y 5.1
A 0.5
Y 15.7
Y 2.0
Y 7.0
Y 7.4
Y 2.4
A 4.6
Y 8.6
Y 22.4
Y 5.2
Y 2Ш
Y 9.8
Y 5.0
Y 6.3
Y 0.6
Y 7.0
Y 4.9
A 1.6
A 2.0
Y 7.1
Y 17.7
Y 7.0
Y 9.8
Y 9.4
Y 12.0
Y 0.4
Y 12.6
Y 15.0
A 4,4
Y 3.7
Results statistically significantly higher than EU results (Tuest at 95% level) 

A 1.0
i 6.6
Y 1.8
I Y 2.0
II
I Y 0.3
BÍ
A 6.7
fee
¡S m 1101
T 2.9
Y 1.9
A 4.6
A 10.3
A 3.2
A 0.6
A 1.4
f 1.9
A 7.5
A 4.2
A 8.1
Y 4.9
A 4.7
A 6.1
A 1.6
80.1
83.3 i§ A 14.2
A 8.8
59.3
? 6.1
68.9
A 11.1
A 6.1
Y 3.8
▼ 2.0
A 4.0
▼ 6.2
65.6
85 6 M A 6.9
NO
UK m Ш ▼ 5.4

A 1.3
A 5.7
A 6.9
T 5.0
T 2.5
A 0.4
A 2.1
▼ 2.7
A 7.1
A 8.1
A 12.7
A 5.8
A 4.0
T 1.1
Y 3.5
A 4.0
A 1.6
A 7.9
▼ 3.0
T 7.7
A 1.0
A 8.9
▼ 7.7
A 3.9
A 4.3
A 0.4
A 8.4
A 17.0
▼ 9.4
A 0.7

MT
NL _
AT “ ļ
PL M i
PT B
RO

■ 1 1
te
tm
■ь
шш 
■ ш
SS
SS

77.6
61A
86.9

80.7
I«

IS
шш

70.8

66.8

74.5

82,3

HU

SK

LU

SE

LT

SI

IS

FI

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (Tuest at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers selling non-food products (N=4542)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

90

EUROPEAN COMMISSION

In all but one country, at least half of all retailers agree public authorities actively 
monitor and ensure compliance with consumer legislation in their sector, with 

those in Malta (85.0%), Luxembourg (84.8%) and France (82.3%) the most likely to do 

so. This compares to 48.1% in Poland, 50.3% in Croatia and 54.7% in Slovakia.

At the EU27_2019 level, there has been no change since 2016. At a country level, 
retailers in Denmark show the largest increase in agreement ( + 11.1 pp).

Q8.1 Please tell me whether you strongly agree, agree, disagree, or strongly disagree with each of the following 

statements. In (OUR COUNTRY):
The public authorities actively monitor and ensure compliance with consumer legislation in your 

sector (% - TOTAL 'AGREE')

EU27_2019 fei-i

65.5

EU28 ■

REGION NORTH
REGION SOUTH
REGION EAST
REGION WEST

■ mt

II

■i
Ita

BE
BG
CZ
DK
DE
EE _
II
IE
;s
EL
τ-
ES
FR
Ι 1
HR T
u
IT
CY
LV H
LT —
LU —:
HU
MT
■
NL m
AT
PL H
PT m
RO
II
SI
a·
fen
SK
Hh
FI
■ ■■ 
SE
■ ■I

62.9

66.8

6
1
0
2
-
8
1
0
2

A 1.0
A 0.8
A 3.4
A 5.8
A 5.6
T 3.0

T 1.8
A 6.3
A 4.8
An-1·
▼ 4.4
A 4.3
▼ 0.7
A 6.1
A 5.2
▼ 1.2
A 3.8
A 6.6
A 7.5
A 0.3
A 7.7
A 1.8
A 4.5
A 1.7
A 4.1
A 5.3
A 4.6
T 1.9
A 4.6
A 5.0
▼ 1.2

4
1
0
2
-
6
1
0
2

A 1.9

A 1.3
A 2.3
A 5.6
▼ 1.1
A 0.4
▼ 1.3
A d
A 7.1
▼ 3.1
A 0.6
▼ 34
A 3.8
A 3.2
A 4.7
¿6.6
▼ 0.3
A 4.9
▼ 5.4
? 0.7
A 5.7
A 4.7
T 4.4
A 24.2
▼ 1.2
A 3.2
▼ 1.2
A 10.9
▼ 3.1
A 6.4
▼ 0.7
A 1.8
A 70
A 7.0
▼ 9.5
▼ 5.0

2
1
0
2
-
4
1
0
2

1
1
0
2
-
2
1
0
2

0
1
0
2
-
1
1
0
2

▼ 11.2

▼ 10.2

▼ 9.0
▼ 11.2

A 10.9
A 1-6
A 24
A 4.8

▼ 10.5 - A 0.3
A 1.2
▼ 9.8
A 4.1
A 3.7
▼ 3.3
A 4.2
A 0.5
A 20.3
▼ 8.0
A 6.0
▼ 3.8
▼ 2.5
▼ 5.1
▼ 8.0
A 3.9
▼ 6.8
A 0.5
NA
▼ 4.0
▼ 3.0
A 9.7
A 7.2
A 15.3
▼ 1.9
▼ 5.7
A 16.9
▼ 0.9
▼ 4.9
A mo
A 21.3
▼ 5.1
A 17.9
▼ 7.7
A 10.7
▼ 4.9
▼ 2.9

▼ 1.3
▼ 15.3
▼ 5.7
▼ 13.2
▼ 14.0
A 1.8
▼ 7.3
▼ 4.1
▼ 18.3
▼ 4.5
▼ 13.5
▼ 54
▼ 04
A 0.2
▼ 15.7
▼ 2.6
▼ 3.6
▼ 12.1
▼ 3.7
▼ 17.7
▼ 15.2
▼ 15.8
▼ 12.6
▼ 14.2
▼ 9.4
▼ 2.3
▼ 8.2

▼ 1.0
A 84
▼ 34
à 104
A 7.8
A 15.6
A 12.0
▼ 1.9
A 5.0
A 0.9
NA
A 0.6
A 6.5
▼ 2.8
A 5.2
A 10.3
A12.0
A 16.0
▼ 5.5
A 4.9
A 2.1
▼ 7.6
▼ 0.2
A 13.4
▼ 1.6
A104
A 18.0
A 4.5
A 10.1
A 5.5

A 8.1

9
0
0
2
-
0
1
0
2

▼ 5.0

▼ 4.1

▼ 11.0
▼ 5.4
▼ 5.6
▼ 34

▼ 18.0
A 5.5
▼ 14.5
▼ 7.5
▼ 3.6
▼ 14
▼ 1.2
▼ 2.2
▼ 2.0
A 1.9
NA
▼ 7.8
▼ 12.2
▼ 12.8
A 24
▼ 29.7
▼ 2.5
▼ 23.6
▼ 10.9
▼ 3.3
A 87 f
▼ 13.1
▼ 14.8
▼ 17.6
▼ 25.1
A 0.9
▼ 26.8

▼ 11.1
▼ 3.4
A 1.2

▼ 3.2
▼ 0.6
T 14.6
A 8.0
A 0.3
Results statistically significantly higher than EU results (T test at 95% level) 

ES
IS
NO
se
UK m

▼ 3.4
A 2.9
▼ 4.9

Results statistically significantly lower than EU results (T test at 95% level) 

Statistically significant increase from one year to the other (Ttest at 95% level) 

Statistically significant decrease from one year to the other (T test at 95% level)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

91

EUROPEAN COMMISSION

In 21 countries, the majority of retailers agree self-regulatory bodies actively 
monitor respect of codes of conduct or codes of practice in their sector. Retailers in 

Luxembourg (79.0%), Ireland (77.2%) and Finland (75.4%) are the most likely to agree, 
while those in the Czech Republic (39.5%), Estonia (40.0%), and Slovakia (41.0%) are 

the least likely to agree. Outside EU27_2019, retailers in Iceland (39.6%) are amongst 

the least likely to agree, although this still represents almost four in ten retailers.

Since 2016, the proportion of EU27_2019 retailers that agree with this statement has not 
changed. The country trend analysis shows the largest increase in agreement is amongst 
retailers in Italy (+13.2 pp), and the largest decrease amongst those in Malta (-11.8 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

92

EUROPEAN COMMISSION

Q8.3 Please tell me whether you strongly agree, agree, disagree, or strongly disagree with each of the following

statements. In (OUR COUNTRY):

The self-regulatory bodies actively monitor respect of codes of conduct or codes of practice in
your sector (% - TOTAL 'AGREE')

6
1
0
2
-
8
1
0
2

T 1.1

▼ 1.1
A 2.0
A 6.0
A 5.1
▼ 6.9

T 4.8
▼ 0.1
A 5.7
A 6.0
▼ 8.6

▼ 4.0

▼ 3.5

A 8.3
▼ 1.5
▼ 1.1
A 5.8
113.2
A 2.1
A 16
A 0.1
A 6.2
A 10.6
▼ 11.8
▼ 2.7
A 6.6
A 3.5
▼ 0.5
A 2.5
A 2.6
▼ 1.4
▼ 4.4
A 1.4
▼ 1.1
A 3.3
▼ 0.1

4
1
0
2
-
6
1
0
2

Ì1.4
A 1.2
A 4,2 
A 5.8
A 1.0
▼ 1.1
A 2.8
▼ 0.2
A 2.4
A 3.2
▼ 1.6

▼ 6.7

A 7.0
▼ 2.6
A 6.7
A 3.4
▼ 4.6
A 6.0
▼ 5.3

▼ 6.9

A 9.6
A 12.6
▼ 1.0
A 4.6
A 2.9
A 1.9
¿v 9.1
A 9.2
▼ 4.5
A 6.2
A 1.1
A 6.3
A 5.6
A 1.9
▼ 8.5
▼ 3.6

2
1
0
2
-
4
1
0
2

▼ 4.9

▼ 4.6
A 0.2
▼ 9.4

▼ 7.0

▼ 2.5
A 0.2
▼ 9.5
▼ 6.3

▼ 2.4

▼ 5.4
A 19.8
▼ 5.7
A 2.7
▼ 15.5
A 4.9
▼ 3.2

▼ 5.3
A 3.7
A 6.0
▼ 3.8
▼ 16.4
A 6.0
A 0.7
▼ 0.4
▼ 8.3
▼ 19.5
▼ 16.1
▼ 2.0
▼ 4.9
▼ 3.6
▼ 4.5
A 2.1
A 6.5
A 5.1
▼ 3.3

1
1
0
2
-
2
1
0
2

A «
: 5.9
A 9.9
A 1.7
A 1.6
A 9.5
A 6.5
A 4,8
A 1.2
A 13.9
A 12.6
¿17.8
All 8
A 4.3
A 5.0
A 2.3
NA
▼ 1.5

A 15.3
A 5.4
A 0.7
17.6
A 7.6
18.4
A 5.0
A 16 7
A 1.0
▼ 3.0
▼ 2.4
A 144
▼ 4.0
A 6.0
A 1-1.5
▼ 5.7
A 3.2
A 4.5

0
1
0
2
-
1
1
0
2

A 2.7
A 34

A 4.7
A 1.1
A 9.4
A 1.5
A 20.9

▼ 5.3

▼ 1.4
▼ 2.8

▼ 10

▼ 23.3
▼ 8.8
A 6.2
A 2.1
A 4.2
NA
▼ 3.4
A 1.8
A 9.5
A 13.5
A 20.6
À 13.7
A 24.1
A 13.0
▼ 4.1
A 4.3
A 11.7
À27.4
▼ 13.8
A13.3
▼ 0.9
A 12.1

▼ 4.5
▼ 0.1
A 12 6

9
0
0
2
-
0
1
0
2

▼ 8.7

▼ 9.3

▼ 12.0
▼ 8.5

▼ 6.0
▼ 9.0

▼ 25.6
A 27.5
▼ 18.9

▼ 15.4

▼ 6.8
A 2.2
▼ 5.0
▼ 15.7

▼ 4.3
▼ 8.3

NA
▼ 8.1

▼ 18.8
▼ 16.1
A 2.8
▼ 41.4
▼ 11.4
▼ 47.0
▼ 19.0
▼ 1.0
A 6.8
▼ 21.7
▼ 16.1
▼ 14.7
▼ 25.2
A 8.9
▼ 25.7

▼ 7.5
▼ 7.3
▼ 13.1

56.1

5ÍM

62 1

54.3
52.3

67.2
44,8
39.5

56.7

79.0
69.2
58.8

EU27_2019 ■ 

EU28 E 

REGION NORTH 

REGION SOUTH 
REGION EAST 

REGION WEST

II

BE 
BG 

CZ 

DK 
DE 

EE 
IE 
EL 

ES 

FR 
HR 
IT 

CY 

LV 
LT 

LU 

HU 
MT 
NL 

AT 

PL 
PT 

RO 

SI 
SK 
FI 

SE 

IS
NO 

UK

Results statistically significantly higher than EU results (T-test at 95% level)

Results statistically significantly lower than EU results (T-test at 95% level)

Statistically significant increase from one year to the other (T-test at 95% level)

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

EUROPEAN COMMISSION

In 18 countries, at least half of all retailers agree consumer NGOs actively monitor 
compliance with consumer legislation in their sector, with those in France (79.3%), 

Finland (76.8%) and Luxembourg (75.9%) the most likely to do so. At the other end of 
the scale, 35.8% of companies in Estonia, 41.9% in Croatia and 42.2% in Greece say the 

same - although this is still more than one third of all retailers.

The proportion of EU27_2019 retailers that agree consumer NGOs actively monitor 
compliance with consumer legislation in their sector has not changed. At a country level, 
retailers in Denmark (+11.1 pp) are now more likely to agree than they were in 2016. On 

the other hand, retailers in Malta are now much less likely to agree (-18.4 pp) - a 
reversal of the trend form the last wave.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

94

EUROPEAN COMMISSION

Q8.2 Please tell me whether you strongly agree, agree, disagree, or strongly disagree with each of the following

statements. In (OUR COUNTRY):
Consumer NGOs actively monitor compliance with consumer legislation in your sector
(% - TOTAL AGREE )

6
1
0
2
-
8
1
0
2

4
1
0
2
-
6
1
0
2

2
1
0
2
-
4
1
0
2

REGION NORTH 

REGION SOUTH 

REGION EAST | 

REGION WEST 

EU27^2019 Ш 

EL 

BE 

=£Ē 

59.7

59.6

57.8

72.2

613

42.2

52.6

▼ 0.4

▼ 2.2

57.6
50.9

DE 
EE 
IE 

BG 
CZ 
DK 

▼ 3.3
▼ 1.9

▼ 1.5
▼ 3.1

68.9
42.7
44.6

EU28_______

▼ 1.5
A 1.4
▼ 1.0

▼ 2.4
A 0.6
▼ 1.4

41 9
II  II  '67 9

▼ 3.7
A 0.6
A 3.8
▼ 4.1

A 0.9
▼ 3.7
▼ 2.7
▼ 7.9
▼ 2.3

ES
FR ___
HR  S  I 
IT 

A 1.0
A 13
A 1.4
▼ 0.5
A 26
A то
▼ 1.6
A 1.7
A 2.8
A 11.1
A 2.1
▼ 5.2
▼ 0.7
T 0.5
T 4.5
A 0.3
A 0.3
A 3.4
▼ 2.3
T 0.3
A 4.3
A 0.1
A 10.7
▼ 18.4
A 3.1
A 5.2
A 1.5
▼ 5.9
▼ 0.6
A 4.4
T 4.8
▼ 2.3
▼ 3.8
▼ 6.7
A 3.9
A 3.9
Results statistically significantly higher than EU results (T-test at 95% level) 

▼ 1.0
▼ 1.5
▼ 1.4
▼ 1.9
▼ 6.9
A10.1
A 1-0
A 7.4
A 0.1
A10.6
=
A 1.2
11.4
▼ 7.1
▼ 13.6
▼ 7.8
▼ 13.2
▼ 12.8
▼ 3.6
▼ 8.4
A 1.4
A 1.5
A 3.6
▼ 5.1
A 13.7
▼ 8.8

▼ 1.2
▼ 0.4
▼ 4.6
▼ 4.8
A 1.8
▼ 5.9
▼ 0.5
▼ 2.9
▼ 6.8
A 8.2
A 7.8
▼ 8.4
A 26.6
▼ 1.8
A 0.8
A 7.8
A 4.5
▼ 5.2
A 3.3
▼ 1.4
A 0.7
A 7.9
A 6.1
▼ 8.9
▼ 5.1

PL 
PT 
RO 

AT  ” 

SI 
SK 
FI 

IS 
NO 

HU 
MT 

LV 
LT 

46.0

4 I 

54.0

55.8

59.4

___

CY 

UK

LU

SE

1
1
0
2
-
2
1
0
2

A 7.8 

17.9 

¿10.0
A 8.1
A 3.4
A 9.0
A 6.0
A 7.5
A 3.8
A 13.8
A 9-2
A 20.0
; 12.6
A 1.0
A 10.4
A 10.2
N.A
A 6.1
A 22.4
A 5.3
A 6.1
A 18.7
A 2.8
A 16.0
▼ 0.1
i 12,3
A 6.1
A 9.6
A 0.2
A 20.4
▼ 4.7
A 5.3
A 9.3
À 11.4
▼ 3.0
A 8.2

0
1
0
2
-
1
1
0
2

A 1.5 
127 

A 7,7 
▼ 2.7 
A 6.5 
A 1.2 
A 24.4 

▼ 7.2 
▼ 0.3 
A 11.7 
A 2.2 
▼ 20.3 
▼ 14.0 
A 0.3 
▼ 1.5 
▼ 7.4 
NA 
▼ 7.0 
▼ 3.7 
A 9.5 
A 8.0 
A 3.3 
417.5 
A 22.8 
A 24,9 
A 1.3 
▼ 3.8 
A 9.8 
A 22.9 
▼ 14.0 
114.5 
A 1.2 
A 8.6 
▼ 12.9 
A 0.5 
A 13.4 

9
0
0
2
-
0
1
0
2

▼ Ш9

T11.2

^б.З
J)25

▼ 4.8

▼10.8

▼ 34.2

A 21.4
▼ ТЗЛ

▼ 33.3
▼ 10.6
▼ 2.1
▼ 4.2
▼ 15.1
▼ 7.5
▼ 3.9
N.A
▼ i5.i
▼14.7
▼ 14.0
▼ 1.0
▼гге
VlOJ
▼ 53.1
▼ 22.7
▼11.1
A 8.1
▼ 21.2
1)43
▼ 15.5
▼ 24,5
A 0.5
▼ 18.5
A 2.8
▼ 12.6
▼ 12.7

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

EUROPEAN. COMMISSION

In 11 countries, the majority of companies agree the media regularly report on 
businesses which do not respect consumer legislation in their sector. Within 

EU27_2019 it is companies in Hungary (63.0%), Denmark (61.1%), France and Romania 
(both 60.5%) that are the most likely to agree, although those in Norway outside 
EU27_2019 are even more likely to do so (67.5%). At the other end of the scale 31.2% 
in Croatia, 32.6% in Poland and 32.7% in Slovenia also agree.

Since 2016, the proportion of EU27_2019 retailers that agree with this statement has 
decreased (-1.9 pp). At an EU country level, the largest increase is seen amongst 

retailers in Hungary (+11.6 pp), and the largest decrease amongst those in Lithuania 
(-9.9 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

96

EUROPEAN COMMISSION

Q8.4 Please tell me whether you strongly agree, agree, disagree, or strongly disagree with each of the following 

statements. In (OUR COUNTRY):

The media regularly report on businesses which do not respect consumer legislation in your 

sector (% - TOTAL AGREE')

r\J
o

•4-

r\J

A 0 .4
▼ 1.1

▼ 6.0
A 0.9
▼ 2.2
A 2.1
A 2 .2
▼ 11.4

▼ 11.0

▼ 9.4
A 4.3
A 0.5
▼ 4.5

A 8.5 

▼ 2.0

▼ 1.7
▼ 0.9
A 4.7
A 3.3
▼ 2.8

▼ 6.5

▼ 10.2

▼ 7.8

▼ 1.0
A 2.2
A 4.0
A 3.0
▼ 10.7
A 5.0
A 1.1
A 1.2
A 5.6
▼ 9.6

: -mi
A 5.3
▼ 11.6

A 0.3

▼ 0.4

A 1.1
A 4.7 Щ

▼ 3.2

▼ 1.7
A 7.2 Щ
▼ 10.6

▼ 2.6
T 7.6
f 4.0

▼ 0.3

▼ 1.0
A 1.3
A 1.6
A 4.9
A 5.6
A 6.5
▼ 2.7

▼ 3.3
A 14.9 1
A 3.0
▼ 8.6

A12.1
A  2.6
f  1.2
A  1.1
A  7.3
▼  1.0
A  1.7
▼  0.6
T  3.2
A  6.2

A17.1
T  7.0
T  6.9

O

ro

r\J

▼ 4.8

▼ 4.5

▼ 3.6

▼ 2.3
▼ 7.4

▼ 5.6

▼ 17.4

▼ 8.4

▼ 0.9

▼ 7.7

▼ 6.8
A 4.0
▼ 3.3

▼ 8.0
A 1.8
A 3.7
NA

▼ 6.1
▼ 6.6

▼ 6.2

▼ 4.8
JA18.9
A 7.4
A 2.8
▼ 14.9

▼ 15.8

▼ 15.9
A 1.9
▼ 5.6

▼ 4.5

▼ 11.2
▼ 17.6
A 8.8
A 8.1
▼ 5.1
▼ 2.0

▼ 1.9

▼ 1.4

▼ 1.3
A 3.3
A 3.4
▼ 6.3

▼ 2.3
A 10.5
A 3.3
*9.2
▼ 7.9

▼ 1.0

▼ 1.9
T 1.1
T 1.2
T 6.1
▼ 4.0
A 6.7
A 0.2
A 0.2
T 9.9
T 9.8
Í 11.6
T  9.6 
▼  0.6 
A  4.2 
A  3.4 
▼  5.6 
▼  8.1 
▼  1.4 
▼  6.3 
A  0.6 
▼  5.5 
T  12.9 
A  3.7 
A  1.8 

o
o

r\)

▼ 1.2

▼ 1.3
A 5.0
▼ 7.0
A 2.8
▼ 0.4
A 16.5
A 1.2
A 2.4
A 0.2
▼ 0.7

▼ 8.5

▼ 9.1

▼ 5.3

▼ 13.2

▼ 6.4

NA

▼ 3.7

=
A 3.5
A 7.8
▼ 14.5

▼ 3.9

▼ 13.9
A 13.0
A 2.0
▼ 10.2
A 0.1
A22.7

▼ 13.5
A 7.4
▼ 0.3
A 7.5

▼ 72

▼ 0.4
A 1.9

σ>
o
o

CD

S

▼ 6.7

▼ 6.6

▼ 11.1

▼ 5.1
▼ 2.3

▼ 8.3

▼ 7.7

▼ 5.3

▼ 5.5

▼ 7.9

▼ 10.2

▼ 16.1
A 0.4
▼ 9.0
A 2.0
▼ 3.1

NA

▼ 8.3
▼ 11.8

▼ 13.5

▼ 3.4
A 4.3
▼ 6.3

▼ 4.7

▼ 16.9

▼ 10,7

A11.8
▼ 20.1

▼ 5.2

▼ 17.0
▼ 16.4
A 2.6
▼ 21.1

▼ 3.5

▼ 3.5
▼ 6.5

EU27_2019 ■ 47.5

EU28 m 48.8

REGION NORTH
REGION SOUTH

REGION EAST

REGION WEST

49.1

47.5

48.1

S4.5
41:4

39.0

61.1

BE

BG
CZ

DK

II
hí

b.

■ Hi
■i

EL

43.2
DE
EE — 34.3
II
59 3
IE
•Ш
Т“
II
3"
II

33.3
60 5

FR
HR

54.2

58.5

312

ES

IT

ss

43.3
35.4

CY
LV
LT
LU
33.0
HU “ 63,0
MT

43.3

Hi

NL

AT

PL

PT

RO

SI
SK

FI

SE

IS

NO
UK

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

EUROPEAN COMMISSION

Higher proportions of retailers who agree public authorities actively monitor and 
ensure compliance with consumer legislation are:

o retailers belonging to sector K (76.2%), while retailers belonging to sector J 

(55.4%), sector S (58.5%) or sector H (60.3%) are less likely to agree; 

o medium (69.3%) or large-sized retailers (76.3%); 
o companies selling food products (69.5%) or non-food products (68.2%).

Likelihood to agree consumer NGOs actively monitor compliance with consumer 

legislation in their sector is higher amongst:

o companies from the trade sector (NACE G) (60.8%), or in services sectors K 
(77.1%) or L (65.2%). Companies in sector J (52.6%) or S (40.3%) are less 
likely to agree;

o medium (64.4%) or large retailers (71.4%); 
o those established before 1990 (61.4%);
o companies selling food products (60.4%) or non-food products (62.5%).

Higher proportions of companies that agree self-regulatory bodies actively monitor 

respect of codes of conduct or codes of practice are found in the following groups:

o retailers belonging to the trade sector (50.8%), or sector K (77.8%). Lower 
proportions agree amongst retailers in sector H (50.0%%), sector S (45.8%) 
arid sector N (47.2%);

o medium (61.7%), or large (63.7%) companies; 
o companies selling food products: 60.0%.

Likelihood to agree public authorities actively monitor and ensure compliance 
with product safety legislation in their sector is higher amongst:

o companies belonging to sector I (83.2%), sector K (83.3%) or sector L (82.1%), 

and lower amongst companies in sector J (54.8%); 
o medium (84.4%) or large-sized (85.2%) companies; 
o companies established between 1990 and 1999: 77.8%; 
o companies selling food products: 82.1%.

The proportion of companies that agree the media regularly report on businesses 
which do not respect consumer legislation in their sector is higher amongst:

o cornpanies belonging to sector K (56.3%), sectpr L (53.5%) or sector I (49.8%), 

and lower amongst retailers in sector H (39.7%) and sector S (33.9%); 

o companies selling food products: 52.4%.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

98

EUROPEAN COMMISSION

b) Additional measures from public authorities to insure product safety

Retailers that sell non-food products were also asked whether any product warnings or 
product withdrawals had taken place in their sector last 24 months.

- Less than four in ten companies say that product withdrawals by public

authorities have taken place -

More than one third of companies (36.6%) in EU27_2019 say that product 
withdrawals by public authorities have taken place - this represents 38.9% of the 

total number of people employed.

More than one third of retailers (34.8%) in EU27_2019 say public warnings on 

product safety by public authorities have taken place in their sector in the last 

24 months. This represents 35.4% of the number of persons employed at the 
companies surveyed.

E6_rE7_r With regard to product safety, please tell me whether any of 

the following has taken place in your sector in the last 24 
months:
(% - EU27.2019)

0 

10 

20 

30 

40

Public warnings on product safety 
by public authorities have taken 
place

Product withdrawals by public 
authorities have taken place

% of enterprises

'% of persons employed

36.6

38.9

348

354

Base: Retailers in EU27_2019 selling non-food products (N=4061)

Retailers in the eastern and southern regions (both 29.0%) are less likely to say product 
withdrawals by public authorities have taken place in the last 24 months in their 

country, while those in the western region are more likely to say this (38.3%), compared 
to EU27_2019. There is no difference between EU27_2019 and companies in the 
northern region

Retailers in the northern (30.8%) and eastern (26.1%) regions are less likely to say 

public warnings on product safety by public authorities have taken place in the last 

24 months in their country, compared to EU27_2019. Retailers in the western region are 
more likely to say these have taken place (40.3%). There is no difference between 
EU27_2019 and companies in the southern region.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

99

EUROPEAN COMMISSION

Companies in Finland (49.6%), Austria (44.8%) and France (44.4%) are the most likely 
to say that product withdrawals by public authorities have taken place, while those in 
Lithuania (11.7%), Estonia (14.5%) and Malta (15.7%) are the least likely to say so15.

Companies in Finland (48.7%), Austria (46.3%) and Germany (41.2%) are the most 
likely to say public warnings on product safety have occurred, while those in 
Estonia (14.0%), Malta (17.8%) and Lithuania (18.8%) are the least likely to say this.

E6 r W№ regard to produit wfely. pfcjvc toll mí» wt»ether any of tlie foOowirui hav taken place m yixi» 

£7 ,

vector in the lavt 24 monttu
(% RROOUCT WITHDRAWALS BY PUBLIC AUTHORITIES HAVE TAKEN PLACE)

With regard to product safety. pleave tHI me whether any of the following ha* taken place in your 
vector in the last 24 month*
(% · PUBLIC WARNINGS ON PRODUCT SAFETY BY PUBUC AUTHORITIES HAVE TAKEN PLACE)

■I Higher tnocJencc

(25% »nth highest rate*)
■I Middle to higher incidence 

<25% with tecortd highest rates) 

. Mdittr to 1оле« incidence 

125% w*h second lowest rates)

lower toad«*·
(25% wth lowest rit«)

ШШ Higfw* Incidence

C?5% with highest rates)

ШШ Middle to higher inodener

(25% with second highest rates) 

' Middle to lower incidence 

(2S% with second lowest rates) 

lower inodence 
(25% »nth tones! rates)

Base: All retailers selling non-food products (N=4542)

Since 2016, the proportion of retailers that say product withdrawals by public 
authorities have taken place has not changed. The proportion of EU27_2019 retailers 
saying public warnings on product safety have occurred has, however, increased
(+2.6 pp).

The country trend analysis shows companies in Ireland are now much less likely to say

product withdrawals by public authorities have occurred (-15.7 pp), while those in 

Greece are more likely to do so (+10.4 pp) Companies in Finland are now more likely to
say public warnings on product safety have occurred (+9.4 pp).

15 Due to low sample size, results for Cyprus (n=50), Luxembourg (n = 55) and Malta (n=57) should be 
interpreted with caution.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

100

EUROPEAN COMMISSION

E6_rE7_r With regard to product safety, please tell me whether any of the following has taken place in your sector in 

the last 24 months:
(%)

Product withdrawals by public 
authorities have taken place 

Public warnings on product safety by
public authorities have taken place

to
o
r\J

34.8

33.8

30.6
29.0
29.0

33.1
27.0
31.9

EU27_2019 ■

EU28  Щ

REGION NORTH
REGION SOUTH
REGION EAST
REGION WEST

BE 
BG 
CZ 

II
дщ
Ih·

6
1
0
2
-
8
1
0
2

▼ 1.8

▼ 2.3
Á 3.3
T 4.0
A 2.9
Y 3.8
A 1.5
A 7.4
Y 0.7

Y 15.7
A 10.4
Y 4.9
Y 4.3
A 5.2
Y 81
Y 6.5
I Y 4.2
I Y 1.1
A 1.9
I Y 1.3
I Y 0.9
A 2.6
I A 5.9
A 2.1
Y 1.1
A 6.5
Y 0.6
A 2.8
A 7.6
Y 0.3
Y 7.3
A 4.7
Y 5.7

4
1
0
2
-
6
1
0
2

A 2.0
A 1.9
A 4.7
A 4.0
Y 1.9
A 0.6
A 3.1
Y 11.2
A 91
13.2
1.2 
2.3
A 0.7
1 ▼ 3.3
A 2.4
A 4.1
Y 3.8
A 4.6
A 21.6 II
A 7.7
A 2.2
A 2.0
Y 3.7
Y 26.1
J Y 7.1
A 2.5
Y 2.0
ШКЯЯЯШ

Y 3.1
A 4.6
Y 7.0
A 4.5
Y 6.5
A 11-9
■»
A 1.5 

36.0

30.2

39.1

31.7

I

6
1
0
2
-
8
1
0
2

A 2.6
A 1.2
I A 2.1
A 1-1
I Y 0.3
I A 3.3
A 8.0
I A 2.9
Y 18
Y 1.4
A 2.3
! A 5.6
Y 5.5
A 6.0
A 6.8
A 0.9
I A 4.6
Y 3.6
I A 15.7
I A 2.2
! A 2 .4
A 9.4
I Y 2.6

A 7.2
I A 3.0
I A 0.5
Y 4.0
Y 3.5
Y 3.9
A 4.8
A 94
Y  4.3
Y  3.6
A 6.7
I Y 7.0

4
1
0
2
-
6
1
0
2

Y 0.4
A 1.0
i 4.3
A 2.0
Y 3.1
Y  1.8
Y  3.8
Y 13.0
A 5.4

Y 4.9
Y 4.9
A 2.1
Y 6.0
Y 0.3
A 6.6
Y 7.3
A 2.4
A 9.3
Y 3.0
A 2.7
Y 1.3
Y 1.9
Y 18.5
Y 13.6
A 7.2
? 1.3
ŕ 14.1 m

Y 5-’
A 8.9
Y 8.1
A 1.9
Y 0.3
A 0.9
Y 2.1
A 8.2

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (Т-tesţ at 95% level) 

Statistically significant increase from one year to the other (T test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers selling non-food products (N=4542)

The analysis of company characteristics shows that for both product withdrawals and 

public warnings on product safety the following groups are more likely to say they 

have taken place in their sector: trade companies, those established in 2000 or later, 
those that also sell food products, and companies where the respondent is a general 
manager. For example, 40.9% of companies in the trade sector say product withdrawals 
have taken place, compared to 21.9% in the services sector.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

101

EUROPEAN COMMISSION

3.  Complaints and Dispute Resolution

This chapter begins with an overview of retailers' knowledge about alternative dispute 
resolution mechanisms. Retailers' experiences of customer complaints will then be 
discussed, including the types of complaints received, and the means consumers use to 
make complaints.

3.1 Alternative dispute resolution (ADR) mechanisms

Retailers were asked about their awareness and use of Alternative Dispute Resolution 
bodies (ADR) for settling disputes with consumers in their own country.

- Just over half of all retailers are aware of ADR, although less than a third

participates in ADR -

When asked, a slight majority of all companies in EU27_2019 (54.2%) say they are
aware of ADR bodies, while three in ten (32.6%) participates in ADR mechanisms.

This represents 56.9% and 33.5% respectively of the total persons employed.

In detail, slightly less than a third (32.6%) are willing or mandated by law to use
ADR in connection with consumer complaints, 13.1% are aware of such 
procedures but say they do not exist in their sector, while 8.5% explicitly say they 
are unwilling to use them.

Tl_rPC5_r Awareness and participation in ADR mechanisms

(% - EU27_2019)

0

20

40

60

Aware of ADR

54.2

56.9

Participates in ADR

32.6

335

% of enterprises

4% of persons employed

Base: All retailers in EU27_2019 (N=9796)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

102

EUROPEAN COMMISSION

Retailers in the northern (59.6%), eastern (58.1%) and western regions (56.7%) are 
more likely to be aware of ADR, and those in the north (43.7%) and west (34.0%) are 
also more likely to participate in ADR mechanisms, compared to EU27_2019. 
Retailers in the southern region, on the other hand, are less likely to be aware of, or to 

participate in ADR mechanisms compared to EU27_2019 as a whole

In 17 countries, at least half of all retailers say they are aware of ADR, with the highest 
awareness amongst those in Finland (70.8%), Hungary (70.6%) and the Czech Republic 

(69.5%). At the other end of the scale 29.8% in Italy, 33.0% in Cyprus and 34.1% in 

Lithuania within EU27_2019, as well as 33.1% in Iceland are aware of ADR bodies.

There are only three Member States where at least half of all retailers participate in 
ADR mechanisms: Sweden (68.5%), Hungary (57.5%) and Finland (52.2%). At the 
other end of the scale, companies in Lithuania (7.4%), Latvia (15.8%) and Croatia 

(16.3%) are the least likely to participate.

Tl J Awareness of ADR

(% - AWARE OF ADR)

I Htgh performance

(lop 2Ь% of levdb)

I Middle lo high performance 

(SO 7S% of retulls)

F Middle w low performeriie 

pS-S0%of mult*)
I tow performante 

(bottom 2*>% of results)

PCS r ParîKţxificn in ADR mcchantvm

(4 - PARTICIPATES IN ADR)

ШШ High performance
(top ?S% OÍ results)

■I Mxfcfle to h*gh performance 

<SO-7S%o»f«ulU)

Γ M Middle to tow performance 

(2* S0% of results)

■i Low performance

(bottom of results)

Base: All retailers (N=10747)

It is interesting to note that awareness and use of ADR bodies are not always positively 
related. For example, in Sweden (both 68.5%)16, Finland (70.8% and 52.2%), Hungary 
(70.6% and 57.7%) and the Netherlands (64.2% and 43.5%) there is both high 
awareness and relatively high use of ADR bodies. Outside of EU27_2019 the same 

pattern applies in Norway.

Meanwhile in Italy, awareness of ADR bodies is relatively low (29.8%), but the proportion 

who participate in ADR only slightly lower (21.1%), and a similar pattern applies in 

Malta, Cyprus, Portugal and Hungary. Outside EU27_2019, this pattern is also observed 

in Iceland (33.1% and 27.3% respectively).

16 Please note that in Sweden, this question was formulated in a specific way, which makes results not fully 
comparable to the other country results. 

.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

103

EUROPEAN COMMISSION

On the other hand, some countries have high levels of awareness of ADR bodies, but low 
participation. This is the case in Estonia, where 45.1% are aware but only 17.1% have 

used ADR mechanisms. The same applies in Croatia, Poland, Slovakia and 
Luxembourg.

Retailers in EU27_2019 are more likely to participate in ADR (+1.5 pp) than they were in 
2018

Across EU27_2019, the largest increase in the proportion of companies aware of ADR is 
observed amongst retailers in Denmark (+7.1 pp), and the largest decrease amongst 
those in Malta (+30.4 pp).

Retailers in Romania recorded the highest increase in participation in ADR mechanisms 
in EU27_2019 (+9.8 pp). The largest decline in participation is seen amongst companies 
in Malta (-33.7 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

104

EUROPEAN COMMISSION

T1_rPC5_r Awareness and participation in ADR mechanisms

(%)

Aware of ADR

Participates in ADR

EU27_2019 Ш

EU28 ш

REGION NORTH
REGION SOUTH
REGION EAST
REGION WEST

o

54.2

51.4

594

44.5

58.1

56.7

55.1
50.6

BE
BG
CZ

II

mm
ba

ss

li

6.9. S
DK
56.3
DE и 61.5
EE — 45.1
IE
38.7
EL
ES
II
FR
HR s
II
IT

•ш
T-

48.5

40.6

59.4

44.1

29 8
33 0

60.2

34.1

CY
LV s
tm

LT
LU
HU
MT

50.6
*~ Ш
□1

41.1

zu

NL
AT
tm
PL
PT n
II
RO
SI
fl·
SK Ш
+■
FI
SE

SS
IS
SS
NO
UK Ш

64.2

57.5
58.3
58.6

49.1

67.5
55.0

70.8

33.1
6fLî
34i2: :

UD
O
IŅ
ώ
o
fM

'ί­
ο
го
v¿
O
го

▼ 3.8
A 1.3
▼ 9.5
▼ 0.6
A 2.1
A 3.8
Г ▼ 0.4
! A 5.6

▼ 1.2

A 0.5
fi A 1.0
A 0.8
▼ 1.8
A 1.4
A 1.2
T 0.8
f 0.6
A 2.1
A 7.1 ■ T 3.0
1
: ▼ 4.3
A 7.0
A 0.9
▼ 9.9
f 21.9
A 12.0
▼ 4.2
▼ 16.0
▼ 8.1
: I ▼ 1.1
fi A 7.3
▼ 5.2
I ▼ 5.2
▼ 11.1
▼ 1.5
? 0.2
T 1.1
T 1.3
T 6.2
A 3.9
f 30.4 Ш A 6.3
A 1.3
T 4.9
A 2.5
A 2.8
A I 7
▼ 6.4
ļ |Щ: 15.9
▼ 4.2
A 0.1
4.8
A 2.6
A 10.9
A 1.4
T 0 /
A 3.1
A 3.9
I T 1.9
A 1.3
A 4.4
▼ 19.0
A 11.0 У ▼ 9.5
T 19.8
A 4.3

7.7
A 2.4
1.5
▼ 5.0
T 0.9
1.6

j I

5.3
5.1
1.1
2.9 
0.9
7.1
7.3 

4.1
1.9
2.1 
0.3 

2.0 
0.8
2.4
3.4 

0.7
5.3 
8.8 
2.8 
3.8 
3.0 
2I.6

6.3 
16.1

33.5
21.5
16.3
21.1
20.6
15.8

74

35.2

23.1
45 3

31.1

21 6

52 2

? 0.8
T 5.8
A 0.9
▼ 8.0
y 0.5
A 3.5
T 0.4
T 4.9
▼ 6.1
A 7.5
T 33.7
A 1.0
▼ 3.2
▼ 2.9
▼ 6.9
A 9.8
T 3.9
A 1.8
A 7.3
A 1.3

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T test at 95% level) 

Statistically significant decrease from one year to the other (T test at 95% level)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

105

EUROPEAN COMMISSION

The analysis of company characteristics shows a number of commonalities in the retailers 
more likely to both be aware of ADR and participate in ADR mechanisms:

o companies in sector K, sector L or sector N; 
o large companies;
o companies established prior to 1990; 
o companies selling non-food products;
<> companies engaged in distance sales or online sales; 
o companies that sell in four or more languages;
<> companies where the respondent is a general manager.

In addition, companies in sector I, that do not sell via distance or online are less likely to 

be aware of or participate in ADR mechanisms. Retailers in in sector S and those 
established in 2000 or later are less likely to be aware of ADR.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

106

EUROPEAN COMMISSION

3.2  Consumer complaints

Retailers were asked whether they had received complaints from consumers in their
own country and, if so, the channels used to make these complaints.

a) Incidence of complaints and channels used to receive them

- Retailers are more likely to have received complaints from domestic 
consumers than from consumers in another EU country -

More than one third of retailers in EU27_2019 (35.1%) have received complaints from 

consumers in their own country in the past 12 months, representing 45.0% of the total 

persons employed. In contrast, only 15.5% of retailers selling cross border received 
complaints from consumers located in other EU countries. This is 19.6% of the total 
persons employed.

Looking first at complaints from consumers in the retailer's own country, these are 
most likely to come through in-house customer services (23.9%). Just over one in 
ten mention other channels (11.7%).

Less than one in twenty retailers mention public authorities (3.6%), non­

governmental consumer organizations (3.6%), courts (2.9%) or alternative 
dispute resolution bodies (2.7%).

However, the majority of retailers in EU27_2019 have not received any complaints in the 

past 12 months (63.8%).

Q14T During the past 12 months, has your company received complaints from consumers located in (OUR COUNTRY)? 

(MULTIPLE ANSWERS POSSIBLE)
(% - EU27..2019)

Yes, through in-house customer services

Yes, through non-governmental consumer organizations

Yes. through public authorities

Yes, through courts 
Yes. through alternative dispute resolution bodies (such 
as arbitrators, mediators, ombudsmen, conciliation 
bodies, consumer dispute boards, other out-of-court 
dispute resolution bodies) 
Yes, through other channels

Has not received any complaints (SPONTANEOUS)

% of enterprises

4 % of persons employed

Don’t know

Total ’Yes'

0

10

20

30

40

50

60

70

638
527

Base: All retailers In EU27_2019 (N=9796)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

107

EUROPEAN COMMISSION

For retailers in EU27_2019 that sell in other EU countries, complaints from consumers in 
other EU countries are also most likely to come though in-house customer services 

(11.0%), while 6.5% mention other channels. Channels such as the non-governmental 
consumer organisations, public authorities, courts, European Consumer Centres, ADR 
bodies and the European Small Claims Procedure are mentioned by less than 1.0%.

However, the large majority of these retailers have not received any complaints from 

consumers in other EU countries in the past 12 months (81.9%).

Q15 During the past 12 months, has your company received complaints from consumers located in other EU countries? 

(MULTIPLE ANSWERS POSSIBLE)
(% - EU27_2019)

Yes, through in-house customer services

Yes, through non-governmental consumer organizations 
Yes, through alternative dispute resolution bodies (such 
as ombudsmen, consumer complaints board, arbitrators, 
mediators, or other out-of-court bodies) 
Yes. through European Consumer Centres

I

I
I

I
I

Yes, through courts (other than through the European 
Small Claims Procedure)

Yes, through the European Small Claims Procedure 

Yes, through public authorities 

Yes, through other channels

Has not received any complaints (SPONTANEOUS)

% of enterprises

4'% of persons employed

Don’t know

Total Yes’

10 
m 
■■■ 

20 

30 

40 

50 

60

70

80 

90

no
146

0 9 
1.1
09
10

0.6 
0 7

0.2
0.6

0.2
04

0.2
0.2

65
7.1

2.5
7.4

155
19.6

819 
72 9

Base: All retailers in EU27_2019 selling to other EU countries (N=2921)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

108

EUROPEAN COMMISSION

Complaints received from domestic consumers

Retailers in the northern (55.5%) and western (42.3%) regions are more likely to have 

received complaints from domestic consumers (39.8%), compared to EU27_2019. On the 

other hand, companies in or in eastern (23.3%) or southern (20.7%) regions are less 

likely to have had these complaints than those in EU27_2019 as a whole.

Q14T During the past 12 months, has your company received complaints from consumers located in 

(OUR COUNTRY)? (MULTIPLE ANSWERS POSSIBLE)
(% - TOTAL YES )

Higher incidence 
(25% with highest rates)

Middle to higher incidence 
(25% with second highest rates)

Middle to lower incidence 
(25% with second lowest rates)

Lower incidence 
(25% with lowest rates)

Ä

Base: All retailers (N=10747)

Within EU27_2019, there are only four countries where at least half of all retailers have 
received complaints from consumers located in their country: Finland (69.0%), 

Sweden (67.8%), Denmark (63.7%) and the Netherlands (52.3%), although outside 
EU27_2019 59.4% in Iceland and 52.5% in Norway say the same. At the opposite end of 
the scale, around one in ten retailers in Greece (7.6%), Italy (10.1%) and Cyprus 

(11.7%) have received complaints from domestic consumers.

Looking at the results in more detail, companies in Finland (63.8%), Sweden (54.2%) 

and Denmark (54.2%) are the most likely to have received complaints through in-house 

customer services in EU27_2019. Outside EU27_2019 more than half in Iceland say 

the same (54.6%). In contrast, fewer than one in twenty companies in Romania (2.2%), 
Cyprus (3.9%) and Greece (4.8%) have received customer complaints this way.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

109

EUROPEAN COMMISSION

Retailers in France (6.7%) and Denmark (6.0%) within EU27_2019, as well as in Iceland 
(5.9%), are the most likely to have received complaints through non-governmental 

consumer organizations, while those in Croatia (0.0%), Cyprus (0.4%) Greece and 
Malta (both 0.6%) are the least likely to have done so.

Companies in Spain (10.1%), Denmark (6.2%), Cyprus (5.3%) and Sweden (5.1%) are 
the most likely have received complaints through public authorities, compared to 0.0% 
in Malta, 0.5% in Croatia and 0.7% in Italy.

Retailers in Ireland (6.5%) and Germany (4.8%) are the most likely to have received 

complaints through the courts, while no retailers in Malta and Luxembourg (both 0.0%) 
have received complaints this way.

At least one in twenty companies in Sweden (6.8%), Finland (6.0%) and Denmark 
(5.4%) have received complaints through alternative dispute resolution bodies, 
compared to 0.3% in Slovakia, and 0.4% in Romania and Cyprus.

Retailers in Sweden (21.1%), the Netherlands (18.6%) and Germany (16.7%) are the 
most likely to have received complaints through other channels, particularly compared 

to companies in Estonia (0.8%), Malta (1.9%) and Greece (2.0%).

Since 2016, there has been no significant change in the proportion of EU27_2019 
retailers that have received complaints from consumers located in their country. At a 
country level, the largest increase is recorded in Denmark ( + 12.3 pp) and the largest 
decrease is observed amongst companies in Malta (-22.0 pp).

Since 2016, there has been an increase in the proportion of retailers in EU27_2019 
receiving complaints from domestic consumers via non-government consumer 

organisations (+0.6 pp), through public authorities (+0.9 pp) or through other channels 
(+2.5 pp). The highlights from the country trend analysis (amongst the 27 Member 
States of the EU in 2019) are presented in the table below.

Source of complaint

Laraest increase

since 2016

Laraest decrease
since 2016

In-house customer services

Slovakia (+9.1 pp)

Ireland (-18.0 pp)

Non-governmental consumer 
organizations

Denmark (+3.0 pp)

Public authorities

Denmark (+3.9 pp)

Alternative dispute resolution
bodies

Courts

-

-

-

-

-

Belgium (-3.3 pp)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

110

EUROPEAN COMMISSION

Q14T During the past 12 months, has your company received complaints from consumers located in (OUR COUNTRY)7 

(MULTIPLE ANSWERS POSSlBLEl 

<%)

Yes, through

in-house customer services

Yes. through 

non governmental 

consumer organizations

Yes, through 

Yes.

Yes. through alternative 

dispute resolution bodies 

(tuch as arbitraron, 

mediators. ombudsmen 

public authorities

through courts

conciliation bodies, 

consumer dispute boards.

other our of-court 

dispute resolution bodies/

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EU27.2019 ■ 

23.9 ? 11  T 3 4

EU28 ■ ¡ВЯ T 1 ’  »29

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REGION SOUTH 

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Statistically significant decrease fmm one veat to the other IT-test at 95% level·

2019

Directorate-General for Justice and Consumers 
EU Consumer Programme

111

Base: All retailers (N=10747)

EUROPEAN COMMISSION

Q14T During the past 12 months, has your company received complaints from consumers located in (OUR COUNTRY)’ 

(MULTIPLE ANSWERS POSSIBLE)
(%)

Has not received 

any complaints 

(SPONTANEOUS)

Yes, through 

other channels

5

O

C

O
ГM

REGION NORTH

EU27.2019 ■ 11.7

A 0.1
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▼ 1.8
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REGION SOUTH
REGION EAST
REGION WEST

BE

BG
CZ
DK
DE

EE
IE
EL

E5
FR

HR
IT
CY
LV
LT

LU
HU
MT

N1
AT
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PT
RO

SI
SK
FI

SE
IS SS Г~271 ▼ 
SS 
14.1 
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9.6 
3= 
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Results \:autti<aiit signtfcontly г*дгч* man fty enutn ·' re« nr 9S« lnei

B Results statistically significantly lower than EU results (T-test or 95« level)
ЯШ Statistically significant decrease from one year to the other (7-test at 95% level)

Statistically significant increase from one year to the other (T-rest or 95% level! 

Base: All retailers (N=10747)

2019

112

The analysis of retailer's characteristics shows that retailers who received complaints 
from consumers in their own country are more likely to:

o be in sector K (49.6%), sector N (43.2%) or in trade (NACE G) (40.4%), and are 

less likely to be in sector S (26.1%), sector H (22.5%) or sector J (20.4%); 

o be medium (50.8%) or large retailers (62.2%); 
o sell via distance methods (41.9%) or online (44.4%); 
o sell non-food products (42.1%) or food products (39.0%); 
o be companies where the respondent is a commercial or sales manager (40.0%).

b) Type of complaints received

Retailers who had received complaints from consumers were asked about the nature of 
these complaints.

- The large majority of consumer complaints are about a product - 

Complaints received from domestic consumers

Retailers in EU27_2019 are most likely to say complaints from consumers in their own 
country were about the product (79.1%), while more than one quarter say complaints 
were about late or non-delivery (27.2%). Less than one in five retailers say 
complaints were about extra charges (14.3%), about contractual terms (13.2%), 

or remedies offered by the company following a complaint (12.9%). Less than one 
in ten of these retailers say complaints were about the safety of products (7.5%), or 
other types of complaints (5.6%).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

113

EUROPEAN COMMISSION

The results based on total persons employed show a slightly different pattern, with 
remedies offered after a complaint and contractual terms more likely to be mentioned 
than extra charges. In addition, for each type of complaint the proportion of persons 
receiving complaints is higher.

Q16 What type of complaints has your company received from consumers located in (OUR COUNTRY) during the past 12 

months? Were they complaints... (MULTIPLE ANSWERS POSSIBLE)
(% - EU27_2019)

10

20

30

40

50

60

70

80

79.1
79.6

272
30.4

14.3
15.2

13.2 
18 2

129
167

About the product itself 

About late or no delivery 

About extra charges

About contractual terms

About remedies offered by the company following a
complaint

About safety of products 

Other (SPONTANEOUS) 

% of enterprises

Don’t know

'% of persons employed

Base: All retailers in EU27_2019 that have received complaints from consumers in their

own country (N=3559)

Retailers in the western region are more likely to say complaints were about the product 

(84.0%), late or no delivery (30.6%), extra charges (18.4%) or about contractual terms 
(14.7%), compared to EU27_2019. There are no differences between EU27_2019 as a 
whole and the northern, southern or eastern regions.

Looking at the country level results for complaints received from consumers in a retailer's 

own country shows complaints about the product are the most mentioned. In fact, this 
type of complaint is mentioned by at least half of these retailers each country17. Within 
EU27_2019, companies in Slovakia (89.0%), France (86.7%) and Belgium (85.7%) are 

the most likely to have received complaints about the product from domestic consumers, 

although those in Iceland are even more likely to have done so (92.2%). At the other 
end of the scale, companies in Italy (54.8%), Romania (56.4%) and Hungary (58.1%) 

are the least likely to have received this kind of complaint - although these proportions 
are still high.

Companies in Belgium (40.8%), France (35.3%) and Sweden (32.0%) are the most likely 
to have received complaints about late or no delivery, while those in Slovakia (8.9%) 
Hungary (9.6%) and Estonia (10.9%) are the least likely to have done so.

17 Results from the following countries are not included in the discussion due to very small sample size: Cyprus 
(n = 10), Luxembourg (n=31), Greece (n=36) and Malta (N=44). Results from the following countries should be 
interpreted with caution due to low sample size: Italy (n = 52), Croatia (n = 74), Romania (n = 74), Hungary 
(n = 77), Bulgaria (n=83), Poland (n=86) and Iceland (n=93).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

114

EUROPEAN COMMISSION

Complaints about extra charges are most likely to have been received by companies in 

Austria (24.4%), the Netherlands (20.0%) and Belgium (19.6%), compared to 0.0% of 
companies in Hungary and 2.8% in Slovakia.

Retailers in the Netherlands (21.9%), France (21.8%) and Ireland (19.0%) are the most 
likely to have received complaints about remedies offered following a complaint. At 

the other end of the scale, retailers in Latvia (0.5%), Italy (0.7%) and Hungary (1.3%) 
are the least likely to mention this kind of complaint.

Companies in Italy, Austria (both 19.1%) and France (18.6%) are the most likely to have 

received complaints about contractual terms, while those in Lithuania, Bulgaria (both 
3.4%), Estonia (3.7%) and Hungary (3.8%) are the least likely to mention this kind of 

complaint.

At least one in ten of these companies in Romania (13.2%), France (10.0%) and 

Hungary (8.8%) have received complaints about product safety, compared to 0.7% in 
Italy, 1.7% in the Czech Republic and 2.6% in Latvia and Belgium.

More than one in five companies in Hungary (21.0%), as well as 15.5% in Romania and 

14.6% in Italy mention other types of complaints, compared to 1.2% in Poland and 
2.1% in Sweden and Slovakia.

At EU27_2019 level, increases since 2016 are seen in the proportions of retailers who 

have received complaints from domestic consumers about the product itself (+10.9 pp) 

or about late or no delivery (+4.0 pp). On the other hand, decreases are observed for
complaints about extra charges (-2.4 pp) or other complaints (-5.0 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

115

EUROPEAN COMMISSION

Highlights from the country trend analysis include the following changes:

The largest increase in the proportion of retailers that have received complaints about 
the product itself is observed in Portugal (+33.4 pp);
The largest increase in the proportion of companies that have received complaints about 
late or no delivery is observed in Sweden (+12.2 pp);

Companies in Finland recorded the largest decrease in the proportion receiving 
complaints about extra charges (-5.0 pp);

Retailers in Lithuania are now less likely to report complaints about contractual terms
(-10.1 pp);

The highest increase in the proportion of companies that mention complaints about 
product safety is observed in Romania (+11.4 pp), and the largest decrease is found 
amongst companies in Finland (-3.9 pp);

The largest decrease in the proportion of companies that cite other types of complaints 
is observed in Estonia (-25.5 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

116

EUROPEAN COMMISSION

Q16 What type of complaints has your company received from consumers located in (OUR COUNTRY) during the past 12 months’ Were 

they complaints... (MULTIPLE ANSWERS POSSIBLE)

(%)

About the product itself About late or no delivery

About extra charges

by the company following 

About remedies offered 

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Statistically significant decrease from one year to the other IT-test at 95% level)

Base: All retailers that have received complaints from consumers in their own country (N=4074)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

117

EUROPEAN COMMISSION

Q16 What type of complaints has your company received from consumers located in (OUR COUNTRY) during the past 12 months? Were they complaints. 

(MULTIPLE ANSWERS POSSIBLE)

(%)

About contractual terms

About safety of products

Other (SPONTANEOUS)

EU27_2019 ■

EU28 ■

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REGION SOUTH

REGION EAST

REGION WEST

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Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers that have received complaints from consumers in their own country (N=4074)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

118

EUROPEAN COMMISSION

Highlights from the analysis of company characteristics for retailers who have received

complaints from consumers in their own country are presented below.

Companies that have received complaints about the product are more likely to:

» belong to sector I (85.0%), while those in sector J (61.9%), sector K (69.7%), 
sector L (72.3%) or sector H (69.8%) or are less likely to have received this kind 
of complaint;

o have been established in 2000 or later (82.2%);
o sell food products (87.0%) or non-food products (83.4%);
o Be companies where the respondent is a general manager (81.9%).

Companies that received complaints about late or no delivery are more likely to:

o belong the trade sector (32.9%), or in sector H (39.0%). Companies in sector I 
(19.3%) and sector L (9.1%) are less likely to have received this kind of 
complaint;

«> sell non-food products: 33.7%.

Higher proportions of companies that have received complaints about contractual 

terms can be found in the following subgroups:

<> service sector companies: 15.9%, and particularly those in sector L (34.7%) or 
sector K (36.8%) or sector J (22.1%). Trade sector companies are less likely to 
have received these kinds of complaints: 9.5%;

<> medium-sized companies: 16.6%;
<> companies established before 1990: 17.9%; 
o those engaged in distance sales (16.3%) or online sales (16.5%); 
o companies that sell services: 16.5%.

Companies that mention complaints about extra charges, are more likely to:

<> belong to sector N (26.4%), or sector K (23.5%);
<> be the oldest companies (established prior to 1990): 17.8%; 
o sell services: 17.8%.

Complaints about product safety are more likely to be mentioned by companies in trade 
(9.7%). Retailers in sectors L (2.2%) and J (1.7%) are less likely to have received this 

kind of complaint. Companies that received this type of complaint are also more likely to 
sell food products (10.1%).

Companies that have received complaints about remedies offered following a 
complaint are more likely:

o to be large companies (19.5%);
<> to be engaged in distance sales (15.0%); 
o that they are less likely to be in service sector J (5.1%).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

119

EUROPEAN COMMISSION

Complaints received from consumers in other EU countries

Amongst retailers in EU27_2019 that sell cross-border, those in the northern region 

(22.3%) are more likely to have received complaints from consumers in other EU 
countries, compared to those in EU27_2019 overall. On the other hand, companies in 
eastern (9.0%) or southern (10.8%) regions are less likely to have had complaints from 
these consumers than those in EU27_2019 as a whole.

Q15 During the past 12 months, has your company received complaints from consumers located in 

other EU countries? (MULTIPLE ANSWERS POSSIBLE)
(% - TOTAL YES )

Higher incidence 
(25% with highest rates)

Middle to higher incidence 
(25% with second highest rates)

Middle to lower incidence 
(25% with second lowest rates)

Lower incidence 
(25% with lowest rates)

Base: All retailers selling in other EU countries (N=3107)

Overall, 15.5% of retailers that sell in other EU countries have received complaints 

from customers in other EU countries. Within EU27_2019, Sweden (33.5%) and 

Ireland (27.7%) are the only countries where at least one quarter of this group of 
retailers have received complaints from consumers located in other EU countries. 
However, it is companies in Iceland (52.8%) that are most likely to say this. At the other 
end of the scale 2.1% of this group of retailers in Hungary and 3.2% in Italy say the 
same18.

18 Results from Cyprus (n=16), Finland (n=46), Malta (n=47) and Norway (n=43) are not included in the 
discussion due to very low sample size. Results from the following countries should be interpreted with caution 
due to small sample size (50-99): Luxembourg (n = 54), Poland (n = 57), Iceland (n = 58), Romania (n=77), the 
United Kingdom (n = 85), Denmark (n = 89), the Czech Republic (n=95), Estonia (n=99), the Netherlands 
(n=99).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

120

EUROPEAN COMMISSION

Looking at the results in more detail shows at least one in five of these retailers in the 
Sweden (26.9%), Ireland (23.0%) and Denmark (20.4%) have receive complaints from 
customers in other EU countries through in-house customer services. However, it is 

retailers in Iceland (51.5%) that are the most likely to say this. At the other end of the 

scale none of these retailers in Poland. 0.5% In Hungary and 2.9% in Italy mention this.

Mentions of other mediums for customer complaints are generally very low, and in many 
countries no retailers mention them. Highlights from the country analysis include:

Retailers in Austria (2.8%) are the most likely to have received complaints through non­
governmental consumer organisations;

Retailers in Luxembourg (3.1%) and Denmark (2.9%) are the most likely to have 
received complaints through public authorities;

Companies in Ireland (2.9%) and Poland (1.8%) are the most likely to mention the
courts;

Companies in Spain are the most likely to have received complaints through European 
Consumer Centres (2.3%) or alternative dispute resolution bodies (2.6%);

Retailers in Luxembourg (1.8%) are the most likely to say they have received complaints 
through the European Small Claims procedure;

At least one in ten companies in Portugal (12.6%), Germany (10.5%) and Sweden 
(10.3%) mention receiving complaints through other channels.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

121

EUROPEAN COMMISSION

The following highlights from the trend analysis are worth noting:

There has been an increase in the proportion of companies in EU27_2019 that have 
received complaints through ADR bodies (+0.7 pp) or via other channels (+2.1 pp). 

There have been decreases in the proportion of retailers mentioning public authorities 

(-0.7 pp) or the courts (-0.5 pp);
Retailers in Hungary recorded the highest decrease in the proportion receiving 

complaints (via any means) from customers in other EU countries (-11.0 pp);
The largest increase in the proportion of companies receiving complaints through in­
house customer service in EU27_2019 is found amongst retailers in Croatia (+8.6 pp), 
however retailers in Iceland outside EU27_2019 are now much more likely to report this 

(+24.0 pp). The largest decrease is observed in Austria (-9.4 pp).

Q1S During the paît 12 months, has your company received complaints Irom consumers located in other EU countries? (MUI.TIPLE ANSWERS POSSIBLE)

(%)

Yes, through 

non-governmental 

consumei organizations

Yes, through 

public authorities

Yes, through courts 
(otf)cr than through rhe European 

Small Claims Procedure)

Yes, through European 

Consumer Centres

Yes, through in-house 

customer services

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Base: All retailers selling in other EU countries (N=3107)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

122

EUROPEAN COMMISSION

Q15 During (he paît 12 months, h« your company received complaints from consumers located in other EU countries? (MULTIPLE ANSWERS POSSIBLE?

<%)

Yes through altor native 
dispute resolution bodies 

t\uch at ombudsmen comumer 
complaints t*wrd, wMmton, 
mediatori, or other 
out of-court bodies)

Yes. through 
the European Small 
Claims Procedure

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other channels

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any complaints 
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T 32
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A 12
T 9 6
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T 33
A 18
A 97
4 23
A 07
A 0 7 m A 28
T 43
A 06
T 77
T 4 .2
T 22
T 0 3
HHI A 03
A 58
T 4 5
T83
A 2.1

T 04
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4152
АЧ0
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182
201
65
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08
18
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21
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173

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T 07
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T 6 3
407
467
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T 5.1
T 06
T 69
A 2.8
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T 74
A 14
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A 06
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1
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S

Hnuiti siatatieęlty n gnifkontty high*' than i.u mult i1 f mt nr 9b % lew!) 
Rttuitt Matuttcnlly ngnificantfy lorn* than Ш mutri 'T tnt at 9St- iifvO 
Statistically significant increa íe fiúm one year !o the other П rest at 95% level) 
fl Statistically ugnificùhl devrcoas from one year to the other (Г- tm ot 95% feveø

Base: All retailers selling in other ELI countries (N=3107)

Retailers selling in other EU countries that have received complaints from consumers 
in other EU countries are more likely to:

o belong to sector I (24.6%), and less likely to belong to sector S (3.3%), sector J 

(8.6%), sector H (10.3%), or the trade sector (9.7%); 

o be medium-sized: 22.9%;
o be engaged in online sales (20.9%) and particularly selling online to other EU 

countries (24.7%); 

o be selling food products: 26.4%;
o sell in four or more languages (26.3%), and they are less likely to sell in one 

(11.5%) language.

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EUROPEAN COMMISSION

Complaints received from consumers in other EU countries

- Complaints from consumers in other EU countries are also most likely to be
about a product -

For retailers in EU27_2019 that sell in other EU countries, complaints received from 

consumers in other EU countries are most likely to have been about the product 
(80.8%). Just over one in five of these companies (21.7%) say they received complaints 
about late or no delivery. Less than one in five retailers received complaints about extra 
charges (15.8%), remedies offered following a complaint (14.0%), or about contractual 

terms (13.9%). Fewer than one in twenty retailers (4.5%) received complaints about the 
safety of products, while 6.7% cite other type of complaints.

The overall pattern for the results based on the proportion of persons employed is fairly 
similar, although contractual terms are more likely to be mentioned than extra charges 

and remedies offered following a complaint. In most cases, the proportion of persons 
receiving complaints about contractual terms or product safety is higher than that based 
on the number of companies.

Q17 What type of complaints has your company received from consumers located in other EU countries during the past 12 

months? Were they complaints... (MULTIPLE ANSWERS POSSIBLE)
(% - EU27 2019)

0 

10 

20 

30 

40 

50 

60 

70 

80 

90

80 8 
81.8

About the product itself 

About late or no delivery

About extra charges

About remedies offered by the company following a
complaint

About contractual terms 

About safety of products 

Other (SPONTANEOUS) 

% of enterprises 

Don't know

5.2
36

'% of persons employed

Base: All retailers In EU27_2019 who have received cross-border complaints (N=478)

As the country samples range from 3 retailers in Hungary to 41 in Sweden, country 
analysis could not be performed for complaints from consumers based in other EU 
countries.

Since 2016, there has been an increase in the proportion of companies receiving 
complaints about the product ( + 21.6 pp) from consumers in another EU country, but 
decreases in complaints about product safety (-6.2 pp). Due to small sample sizes 
country trend analysis could not be performed for complaints from consumers based in 
other EU countries.

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Due to low sample sizes in many categories19, only a limited analysis of company 
characteristics for retailers who have received complaints from consumers in other Ell 

countries could be conducted. The results show:

o Companies in the trade sector are more likely to say the complaint was about 
late or no delivery (36.3%). Retailers in service sector I are more likely to 
mention complaints about the product (87.4%), but less likely to mention 
complaints about late or no delivery (10.4%). On the contrary, companies in 
sector H are more likely to mention complaints about late or no delivery 
(63.4%), but less likely to mention those about the product itself (66.0%);

o Companies established in 2000 or later are more likely to mention complaints 

about late or no delivery (32.0%);

o Companies that sell food products are more likely to say they received 
complaints about the product (89.4%), while those that sell non-food products 
are more likely to mention complaints about late or no delivery (31.3%).

19 The categories for which samples are too small for a relevant analysis are: By sector, sector D (n=l), sector 
S (n=6), sector L (n=17), sector N (n=30), sector J (n=19), sector K (n=38); also, companies not engaged in 
sales to other EU countries (n=16), companies interested in selling online (n=49), companies that do not plan 
to continue online selling (n=26), companies where the respondent is a marketing manager (n=41).

2019

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EUROPEAN COMMISSION

4.  Retailers in the Digital Single Market

This chapter of the report focusses on the digital single market. The proportion of 
retailers selling online and the channels they use are discussed and future intentions to 

sell online are also canvassed. Retailers' confidence to sell online, as well as perceived 
obstacles to selling online are also considered.

4.1.  Domestic and cross-border online sales

This first section investigates domestic and cross-border online sales, as well as retailers' 
interest in either continuing or commencing online selling in the future.

a) Online sales domestically and cross-border

Retailers were asked whether they sell online, either domestically or cross-border.

- A small majority of retailers in EU27_2019 sell via distance methods, with 

more than one third selling online -

Direct retail is the most popular form of selling (62.9%), although more than half of all 
retailers (53.1%) currently sell via at least one distance method20.

E-commerce is the most common form of distance selling (37.8%), followed by mobile 
commerce (18.4%) and telesales (17.9%). Just over one in ten retailers use mail order 
(12.7%), sales reps visiting consumers' homes (11.2%) or other methods (13.8%).

?n Distance selling includes e-commerce, mobile commerce, telesales or call center, door-to-door sales and mail 
orders.

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EUROPEAN COMMISSION

Compared to the proportion of retailers, the proportion of persons employed that sell via 
e-commerce (45.3% vs 37.8%), mobile commerce (24.0% vs 18.4%), and telesales 

(20.8% vs 17.9%), mail order (14.6% vs 12.7%) or sales through representatives 
(15.7% vs 11.2%) is higher.

D5 Do you use the following sales channels for retail? (MULTIPLE ANSWERS POSSIBLE)

(% - EU27 2019)

62.9

62.0

Direct retail sale (i.e. shops)

E-commerce

Mobile commerce (i.e. the buyer makes the purchase via 
special applications on mobile devices like smartphone
or tablet)
Telesales / call centre (e.g. phone sales, TV shopping) 
excluding e-commerce

Mail order (by post)

Sales through representatives visiting consumers at their
homes

Other (SPONTANEOUS)

% of enterprises

Don't know

'% of persons employed

Base: All retailers In EU27_2019 (N=9796)

Overall, just over four in ten retailers sell via e-commerce or mobile commerce 
(41.5%), representing 48.8% of the total persons employed.

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EUROPEAN COMMISSION

Companies in the western region are more likely to use at least one distance sales 
channel (57.4%), and in particular ecommerce (44.8%). Retailers in the eastern region 

are less likely to use distance selling (39.3%) and are less likely to use each distance 
method.

D5 Do you use the following sales channels for retail? (MULTIPLE ANSWERS POSSIBLE)

(% - TOTAL E-COMMERCE OR MOBILE COMMERCE )

High proportion of companies 
(top 25%)

Middle to high proportion 
of companies (second higher 25%) 

Middle to low proportion 
of companies (second lower 25%) 

Low proportion of companies 
(bottom 25%)

Base: All retailers (N=10747)

CP'

In 13 countries, more than half of all retailers are engaged in distance selling. More 

than seven in ten retailers in Spain sell via at least one distance channel (72.7%), as do 

66.8% in Greece and 65.6% in France. However, it is Iceland, outside of EU27_2019, 
that has the highest proportion of distance sellers (75.2%). At the other end of the scale 
27.6% in Hungary, 32.1% in Estonia and 33.7% in Italy also sell via distance methods.

There are five countries where at least one quarter sell via telesales: Spain (40.6%), 
Denmark (29.6%), Cyprus (25.9%), Greece (25.5%) and Austria (25.1%). This 

compares to 1.8% in Estonia, 3.1% in Hungary and 3.6% in the Czech Republic.

Retailers selling via sales reps visiting consumers at home are most likely to be 

found in Luxembourg (23.6%), Spain (20.4%) and Belgium (18.1%). Within EU27_2019 

they are least likely to be found in Estonia (3.5%), Romania (5.5%) and Greece (5.6%), 
and in Iceland (5.1%) when non-EU countries are included.

Companies in Spain (24.1%), Lithuania (18.8%) and Austria (18.1%) are the most likely 

to sell via mail order in EU27_2019. Within EU27_2019 those in Estonia (1.4%) and 
Sweden (3.6%) are the least likely to do so, as well as those in Norway (3.7%).

2019

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EU Consumer Programme

128

EUROPEAN COMMISSION

There are six countries where at least half of all retailers sell via mobile or e­

commerce: France (58.0%), Greece (56.4%), Spain (54.0%), Ireland (51.2%) and 

Denmark (50.5%) in EU27_2019, and Iceland (64.2%). This compares to 20.8% of 
retailers In Hungary, 24.8% In Slovenia and 28.4% in Italy.

Since 2016, the proportion of EU retailers selling via at least one distance channel 
has remained stable. At a country level, the largest increase in the proportion of 

companies that are currently engaged in distance selling is observed amongst retailers in 
Portugal (+11.4 pp). This is a reversal of the trend seen in the last wave. Including 

countries outside EU27_2019, the largest increase is seen amongst retailers in Norway 

(+16.0 pp). The largest decline is observed amongst retailers in Hungary (-15.7 pp).

Looking specifically at e-commerce and mobile commerce, there has been no change 

at EU level. However, there have been changes at country level. There are six countries 
where the proportion of retailers selling by mobile or e-commerce has increased, with the 

largest observed in Finland (+13.6 pp). Conversely, the proportion of retailers in Hungary 
selling this way has declined (+10.7 pp).

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EU Consumer Programme

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EUROPEAN COMMISSION

D5 Do you use the following sales channels for retail? 

(MULTIPLE ANSWERS POSSIBLE)

(% - TOTAL E-COMMERCE OR MOBILE COMMERCE )

8
1
0
2

6
1
0
2
-
8
1
0
2

4
1
0
2
-
6
1
0
2

A 0.4

▼ 6.2

▼ 2.6

Į 12.8

A 0.7
A 13
A 5.9
A 0.2
T 0.8
=

A 10.2
▼ 0.9

▼ 3.6
A 2.3
▼ 5.0

▼ 2.1
A 1.0
A 0.3
á 7.0

▼ 1.0
A 2.1
▼ 0.3
A 1.8
=
T 3.5
A 2.1
A 3.1
▼ 1.6
A 2.0
▼ 1.9
A 2.4
A 8.4
T 7.4
▼ 5.5
A 4.5
A 6.7
A 10.8
▼ 3.1
A 3.5
A 3.8
A 5.1
A 4.9
A 4.4
A 6.1
A 0.1
T 6.6
A 0.5
A 0.6
? 2.9
A 3.1
A 6.6
▼ 7.9
A 11.4
A 13.2: * ▼ 8.5
▼ 9.5
A 4.7

A 1.4
▼ 1.4
A 0.4
A 13.2
k 7-5
▼ 0.1

A 13.6
A 3.1

▼ 10.7

▼ 1.2

▼ 6.0

▼ 0.4

▼ 5.5

▼ 0.7

▼ 5.8

2
1
0
2
-
4
1
0
2

▼ 7.4

f 10.1

▼ 12.2

▼ 10.3

▼ 10.0

▼ 4.0

1
1
0
2
-
2
1
0
2

A 9.5
A 9.9

... 11.0

ÈL 16.3
A 5.8
A 6.7

▼ 9.2

▼ 3.5

▼ 10.0

▼ 16.9

▼ 14.5

A 9.3
A 6.5
A 5.1
A 12.4
A 3.8
▼ 2.1
▼ 6.5 mm
▼ 4.3
▼ 16.5
A 14.0
A 20.0
A 15.8
NA
A 13.8
A 19.3
A 18.2
A 4.7
A 15.4
A 5.5
A 25.3

▼ 6.1
A 2.6
▼ 17.6

f 16.6

▼ 14.0

▼ 16.4

▼ 10.3

▼ 3.5

▼ 9.4

▼ 18.5

▼ 31.1
A 0.1
▼ 8.6
▼ 10.6

▼ 4.7

▼ 8.5

▼ 12.8

▼ 15.3

▼ 10.6
▼ 4.9
▼ 6.0
▼ 29.7

A 11.5
▼ 6.9
A 5.0
A 13.7
A 4.1
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Á 8.3

i 15.6
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A 4.9
1. 9 1
' 13.0

EU27_2019 ■ 41.5

EU28

Hi

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

40.5

42.0

41.6

29.7

II
BE
BG w 36.7
28,7

h.

CZ

DK

DE

EE

IE

EL

ES

FR

HR

IT

CY

LV

LT

LU

HU

MT

NL

AT

PL

PT

RO

SI

SK

FI

SE

IS

NO

UK

:=
ШЯ

50.5
422
29,1
■—
II
51.2
ш 56.4
ΊΖ
II
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II

54:0

28,4

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И·

■

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11

fi·

iVm

41.9

29.9

29.4

32.5

20.8

44.2

45.2

41.5

31.0

40.3
29.6
24.8
28.9
48.3

4-
■ ■■
44.6
■ ш
e«
se
se
39.3
ш 34.7

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

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EU Consumer Programme

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EUROPEAN COMMISSION

The analysis of company characteristics shows higher proportions of companies
currently engaged in distance selling in the following subgroups:

o retailers in sector N (66.8%) and sector I (55.4%). Those in sector S are less 

likely to engage in distance selling (41.5%); 
o medium (62.3%) or large companies (67.4%); 
o companies established before 1990: 56.2%; 
o companies selling cross-border to other EU countries: 76.2%; 
o companies that sell services (54.8%);
o companies that sell in two (59.4%), three (59.9%), or four or more languages

(68.1%);

o companies where the respondent is a commercial or sales manager (60.7%).

Higher proportions of companies currently selling via mobile commerce or e­
commerce can be found in the following subgroups:

o retailers in sector N (56.7%) or sector I (49.3%). Those in sector ] (30.1%) and 
sector S (22.3%) are less likely to sell via e-commerce or mobile commerce; 

o medium (51.9%) or large companies (60.1%); 
o companies selling cross-border to other EU countries: 63.9%; 
o companies that sell non-food products (43.4%);
o companies that sell in two (46.8%), three (52.2%), or four or more languages 

(58.9%);

o companies where the respondent is a marketing manager (49.4%) or a 

commercial or sales manager: 46.7%.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

131

EUROPEAN COMMISSION

Just over a third of retailers (36.4%) sell online to final consumers in their country, 
representing 44.0% of the total persons employed. More than one in ten (13.7%) sell 

online to consumers in non-EU countries and 13.6% sell online to those in other EU 
countries.

However, the majority of retailers do not sell online (58.5%) - this represents 51.2% of 
persons employed.

D6TT Please tell me which of the following statements apply to you: 

(MULTIPLE ANSWERS POSSIBLE)
(% - EU27_2019)

0 

20 

40 

60

You sell online to final consumers 
in (OUR COUNTRY)

You sell online to final consumers 
in other EU countries

You sell online to final consumers 
in other non-EU countries

You don't sell online

36 4 

44.0

S8.5
512

Don't know

29

2.4

% of enterprises

\ % of persons employed

Base: All retailers in EU27_2019 (N-9796)

Retailers in western regions (55.2%) are more likely to say they don't sell online than 

those in EU27 2019 as a whole

Retailers in the western region are more likely to sell online to consumers in their 

own country (40.3%), while those in the eastern region are less likely to do so (25.1%) 

compared to all retailers in EU27_2019

Retailers in the western region are more likely to sell online to consumers in other EU 
countries (15.8%), while those in northern (9.6%) and eastern (7.5%) regions are less 

likely to do so, compared to EU27_2019 overall.

As was the case for selling online to consumers in other EU countries, retailers in the 
northern (11.3%) and eastern (6.2%) regions are less likely to sell online to 

consumers in non-EU countries, while those in the south are more likely to do so 
(16.8%).

2019

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EU Consumer Programme

132

EUROPEAN COMMISSION

D6TT Please tell me which of the following statements apply to you:

(MULTIPLE ANSWERS POSSIBLE)
(% - YOU SELL ONUNE TO FINAL CONSUMERS IN OTHER EU COUNTRIES)

High proportion of companies 

(top 25%)

Middle to high proportion 

of companies (second higher 25%) 

Middle to low proportion 

of companies (second lower 25%) 

Low proportion of companies 

(bottom 25%)

D6TT Please tell me which of the following statements apply to you; 

(MULTIPLE ANSWERS POSSIBLE)
(% - YOU SELL ONUNE TO FINAL CONSUMERS IN (OUR COUNTRY))

High proportion of companies 

(top 25%)

Middle to high proportion 
of companies (second higher 25%) 

Middle to low proportion 
of companies (second lower 25%) 

Low proportion of companies 
(bottom 25%)

Base: All retailers (N=10747)

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EU Consumer Programme

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EUROPEAN COMMISSION

D6TT Please tell me which of the following statements apply to you:

(MULTIPLE ANSWERS POSSIBLE)
(% - YOU SELL ONLINE TO FINAL CONSUMERS IN OTHER NON-EU COUNTRIES)

High proportion of companies 
(top 25%)

Middle to high proportion 
of companies (second higher 25%) 

Middle to low proportion 
of companies (second lower 25%) 

Low proportion of companies 
(bottom 25%)

Base: All retailers (N=10747)

France is the only country in EU27_2019 where a majority of retailers sell online to final 
consumers in their country (52.2%), although 56.4% of retailers in Iceland say the 
same. Almost half in Greece (48.0%) and Spain (47.2%) also sell online to domestic 

consumers. In contrast 16.9% of retailers in Hungary and 20.1% in Slovenia also sell 
online to consumers in their country.

Three in ten companies in Greece (30.0%) as well as 22.5% in Cyprus and 21.7% in 
France sell online to consumers in other EU countries. At the other end of the scale, 
companies in Hungary (4.6%), Estonia (5.3%), Slovenia and Poland (both 5.6%) are the 
least likely to do so.

Companies in Greece (33.7%), France (21.4%) and Ireland (19.9%) are the most likely 

to sell online to final consumers in other non-EU countries, compared to 3.5% of 
retailers in Hungary, 3.8% in Slovakia and 5.0% in Romania.

Since 2016, the proportion of companies that sell online to final consumers in other non­
EU countries (+2.2 pp) and in other EU countries (+1.7 pp) has increased. There have 
been no other changes.

The country level trends from 2016 to 2018 show the largest increase in the proportion 
of companies that sell online to consumers in their own country occurred in Portugal 

(+10.4 pp), while the largest decrease is observed amongst retailers in Hungary (-7.5 
PP)·

2019

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EU Consumer Programme

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EUROPEAN COMMISSION

Retailers in 

France (+8.8  pp)  within  EU27_2019, and  Iceland ( + 10.8  pp) outside

EU27_2019 recorded the largest increase in the proportion  of retailers that  sell online to
consumers in other non-EU countries. The largest decrease is seen amongst retailers 
in Malta (-10.3 pp).

Retailers in 

France (+9.4  pp)  within  EU27_2019, and  Iceland ( + 15.5  pp) outside

also recorded the  largest 

increase in the  proportion selling online to
EU27_2019 
consumers in other Ell countries. The proportion saying this in Malta has decreased 
since 2016 (-16.1 pp).

Compared to the previous survey, the largest increase in the proportion of companies 
that don't sell online can be observed amongst retailers in the Flungary (+10.7 pp) 

while the largest decrease is found amongst retailers in Finland (-13.6 pp).

D6TT Please tell me which of the following statements apply to you (MULTIPLE ANSWERS POSSIBLE) 

<%)

You sell online to 

You sell online 

You sell online 

hnal consumers 

to final consumers 

to final consumers 

You don't sell online

in (OUR COUNTRY)

in other EU countries

in other non-EU countries

364  A  0.6  T 0.6
35.4  A  1.0  f 1.5

36.5  A 3.8 : A 2.0

35.3  A  1.3  Y 5.2
25.1 

I A 0.4

_ -ШЩ  Y 0.6

13.6 HHi A 0.2
13 1 jBBBH A 0.2
I A 0.1

14.1 a 1.2 Y 0.7

58.5

14 1 

13.7 

Y 14 
Y 1.0 
i, 22  AW 
_ _ _ _ Y 02 A 0 1 —
A  1 9  A 0.4 

58.0

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59.5

14.9 штш Y 2.8 

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Y 0.1  AĮ£__■■
Y  2.5  a 5 Ч 
63.3
Y 0.7  Y 0.1

âS
32 _____
=E Bffifl A 2.9 

................ .............

jļ Resu/fs statistu ally significantly higher ihm LU reuniu ff test ír ЧЬ t- level.i 
Ц Results statistically significantly lower than Ш results IT-test at 95% level,1 

Ц Statistically significant increase leom ane yent ta the athpr IT-test at 95%levet) 

ĮĮ Statistically significant decrease from ane year to the other IT - test at 95% leveli

Base: All retailers (N=10747)

Y 0.7
Y 13
Y 59
Y 02 
A 0.8
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A 36
Y 2.3
A 5.0
Y 12.8
A 2.6
A 2.1
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Y 03
Y 7.0
Y 10.2
A 0.9
A 6.2
A 6.0
A 04
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A 5.8
Y 14
A 14
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1.5

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Y 08
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A07
A 1.4
Y 0.6
IA 1.6 Y 2 3

4.1
lUàm 1 5
2.1

2.3

1.5

1.0

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

135

EUROPEAN COMMISSION

The analysis of company characteristics shows the proportion of companies that sell 
online to consumers in their own country is higher amongst companies:

o in sector N (48.5%) or sector I (42.6%), and lower for those in sector H 

(27.3%), sector J (27.2%) or sectors (16.5%); 
o that are medium (46.5%) or large in size (55.7%); 
o established prior to 1990: 38.8%;
o selling to other EU countries (54.9%), and particularly selling online to other EU 

countries (88.1%); 

o selling non-food products: 39.7%;
o selling in two (41.3%), three (45.7%) or four or more languages (49.6%); 
o where the respondent is a commercial or sales manager (40.6%) or a general 

manager (41.8%).

Companies that sell online to final consumers in other EU countries, or to 

consumers in other non-EU countries are more likely to:

o be in the service sector, particularly in sector I - accommodation and food 
service activities. Companies in the trade sector and in sector S, sector J and 
sector H are statistically less likely to do this; 

o be medium sized; 
o sell services;
o sell in two or more languages;
o be retailers where the respondent is a marketing manager or a commercial or 

sales manager.

Moreover, companies that sell online to final consumers in other EU countries are
also more likely to be large companies (21.2%) or in sector N (19.9%).

Finally, almost half (46.9%) of retailers that are engaged in cross-border sales to other 

EU countries also sell online to consumers in other EU countries.

I

I.

1

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

136

EUROPEAN COMMISSION

b) Future interest in online selling

Retailers were asked about their future plans for online selling. Those who do not 
currently sell online were asked if they planned to start online sales, while those who 
currently sell online were asked if they plan to continue to do so.

- Almost half of all retailers are interested in selling online in the next 12

months -

Overall, 48.8% of all retailers are interested in selling online in the next 12 months.
This proportion of companies represents 55.2% of the total persons employed.

01_r Interest in online selling
(% - EU27J2019)

0 

10 20 30 40 50 60

Interested in online selling

Not interested in online selling

488

552

512

448

Base: All retailers in EU27_2019 (N=9796)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

137

EUROPEAN COMMISSION

Companies in the northern region (54.8%) are more likely to be interested in selling 
online in the next 12 months, while those in the eastern region (42.6%) are less likely 

to be interested than those in EU27_2019 overall.

Ol^r Interest in online selling

(% - INTERESTED IN ONLINE SELLING)

High proportion of companies 
(top 25%)

Middle to high proportion 
of companies (second higher 25%) 

Middle to low proportion 
of companies (second lower 25%) 

Low proportion of companies 
(bottom 25%)

Base: All retailers (N=10747)

In 14 countries, at least half of all retailers are interested in online selling, with those 

in Greece (67.0%), Spain (66.7%) and France (65.8%) the most likely to be so. 
However, it is companies in Iceland, outside EU27_2019, that are most likely to be 

interested (75.4%). At the other end of the scale 30.8% of companies in Hungary, 
32.6% in Italy and 34.9% in the Czech Republic are interested in online selling.

Across EU27_2019, the proportion of retailers interested in online selling has fallen since 
2016 (-1.5 pp). Retailers in Romania within EU27_2019 ( + 10.7 pp) and Norway outside 
EU27_2019 (+10.7 pp) are now more likely to be interested in online selling, while those 
in Italy are less likely to be so (-18.4 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

138

EUROPEAN COMMISSION

01_r Interest in online selling

(% - INTERESTED IN ONLINE SELLING)

8
1
0
2

6
1
0
2
-
8
1
0
2

4
1
0
2
-
6
1
0
2

EU27_2019

EU28

*

REGION NORTH
REGION SOUTH
REGION EAST
REGION WEST

o 
» 
c
t
^
-

*
t
-

o
c

°
p

T 1.5
T 0.7
54 .S ■ i 4.1
50.0
▼ 4.5
▼ 0.6
42.6
49.3
▼ 1.5

BE
BG
CZ
DK
DE
EE
IE
EL
ES
FR
HR
IT
CY
LV
LT
LU
HU
MT
NL
AT
PL
PT
RO
SI
SK
FI
SE

IS
NO
UK

II
ш
b.
■s
«
—
IJ
уц
—

Il
x
II
*r I
s
—

■

B
II
te
ш
4-
■ M
■ ш
■p
■n
B
m

44.1
▲ 1.3
T 1.4
49.3
f 0.9
34.9
59.8
& 9.7
44.3
▼ 3.1
T 0.9
41.8
f 5.9
57.1
T 6.3
67.0
£ 10.4
66.7
A 6.5
65.8
A 0.1
54.0
f 18.4
32.6
61.0 ■ ▼ 4.3
▼ 0.5
51.7
T 5.8
39.6
A 0.1
44.5
f 6.9
30.8
T 10.5
52.2
f 3.8
51.6
A 2.2
51.8
? 6.3
41.6
A 4.9
48.4
A 10.7
50.7
A 3.8
46.4
A 1.6
36.5
A 2.7
59.2
A 6.9
58.9
k 10.4
i 10.7
A 3.5

75.4
52.8
41.3

T 2.1
T 3.3
T 0.1
T 5.6
A 0.5
T 0.8
T 2.8
A 0.1
T 1.3
T 1.6
A 0.5
▼ 14.9
A 4.3
A 1.3
T 14.0
T 1.7
T 0.2
A 0.9
A 11.9 II
T 7.1
A 8.1 Щ
A 1.2
A 1.1
T 5.8
T 1.0
A 4.9
A 1.4
T 4.3
A 2.4
A 5.0
T 13.6
A 2.2
A 0.6
T 4.4
T 8.0
▼ 9.9

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

139

 
 
EUROPEAN COMMISSION

The analysis of company characteristics shows retailers interested in selling online in 
the next 12 months are more likely to:

<> be in service sector N (55.5%), sector K (54.6%) or sector I (54.3%). They are 

less likely to be in service sector J (38.2%) or S (31.0%); 

o be medium (57.8%) or large companies (66.8%); 
o be the oldest companies (established before 1990): 52.4%; 
o sell non-food products (52.8%), and are less likely to sell food products 

(43.2%);

o sell in two (54.0%), three (62.2%) or four or more languages (64.1%); 
o already sell online (91.8%), or sell online to other EU countries (97.8%);
<> be confident to sell online: 80.7%;
o be companies where the respondent is a marketing manager (56.9%).

- Almost every retailer currently selling online plans to continue to do so over

the next 12 months -

Amongst companies in EU27_2019 that currently sell online, more than nine in ten 
(91.8%) plan to continue to sell online over the next 12 months, which represents 
93.4% of the total persons employed in this group of retailers.

Around four in ten of these companies (42.0%) plan to sell online only to consumers in 
their country over the next 12 months, while almost half (48.5%) plan to sell online 
consumers in their own and in other EU countries. Around one in a hundred companies 
plan to sell online only to consumers in other EU countries (1.3%) in the coming year.

Less than one in ten (7.0%) do not plan to continue to sell online over the next 12 
months.

Qlb Does your company plan to continue to sell online over the next 

12 months?
(% - EU27_2019)

Yes, only to consumers in (OUR 
COUNTRY) 

Yes, only to consumers in other 
EU countries

Yes, to both consumers in (OUR 
COUNTRY) and in other EU
countries

No

Don't know

Total 'Yes'

0 

20 

40 

60 

80 

100

42.0
4 u

485 
51 1

1-3
11

70
55

12
11

91.8 
93 4

% of enterprises

4% of persons employed

Base: All retailers in EU27_2019 currently selling online (N=3825)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

140

EUROPEAN COMMISSION

Retailers in the northern (93.0%) and southern (93.6%) regions are more likely to say 
they are planning to continue to sell online, while those in the eastern region 

(88.0%) are less likely to say this compared to EU27_2019 as a whole.

Qlb Does your company plan to continue to sell online over the next 12 months?

(% - TOTAL YES )

High proportion of companies 
(top 25%)

Middle to high proportion 
of companies (second higher 25%) 

Middle to low proportion 
of companies (second lower 25%) 

Low proportion of companies 
(bottom 25%)

Base: All retailers currently selling online (N=4234)

In all countries, at least eight in ten retailers who already sell online plan to continue to 
do so over the next 12 months, ranging from 98.8% of retailers in Cyprus, 97.2% in 
Estonia and 96.7% in Slovenia to 80.6% in Malta, 84.4% in the Czech Republic and 
84.7% in the United Kingdom.

Looking at the results in more detail shows these retailers in Finland (65.4%), Sweden 

(55.2%) and the Netherlands (54.4%) in EU27_2019, as well as those in Norway 
(66.4%), are the most likely to be planning to continue to sell online only to consumers 

in their own country. This compares to 14.1% of retailers in Luxembourg, 19.5% in 
Austria and 24.1% in Greece.

Retailers in Luxembourg (67.2%), Greece (66.7%) and Austria (65.9%) are the most 
likely to plan to continue to sell online to consumers in their own or in other EU 

countries. Retailers in Finland (23.0%) in EU27_2019, and those outside EU27_2019 in 
Norway (26.3%) are the least likely to say this.

Retailers in Cyprus (10.4%) and Hungary (8.4%) within EU27_2019, as well as those in 
Iceland (8.5%), are the most likely to be planning to continue to sell online only to
consumers in other EU countries.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

141

EUROPEAN COMMISSION

Compared to 2016, there has been an increase in the proportion of retailers planning to 
continue to sell online to domestic and other EU consumers (+5.6 pp)r and a 

decrease in the proportion planning to continue to sell online only to domestic 

consumers (-4.7 pp).

At a country level, the largest increase in the proportion of companies that plan to 
continue to sell online over the next 12 months is found in Slovakia (+15.8 pp), 
reversing the trend seen in the last wave. Companies in Finland are less likely to say they 

plan to continue to sell online (-10.8 pp).

Retailers in France are less likely to say they plan to continue to sell online over the next 
12 months only to consumers in their country, compared to 2016 (-13.6 pp).

Retailers in Hungary are more likely to say they plan to continue to sell online over the 
next 12 months only to consumers in other EU countries (+6.1 pp).

The largest increase in the proportion of companies that plan to continue to sell online 
over the next 12 months to consumers in their country and in other EU countries 
can be observed amongst retailers in France (+11.9 pp) and the largest decrease 

amongst those in Italy (-12.9 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

142

EUROPEAN COMMISSION

Q1b Does your company plan to continue to sell online over the next 12 months? 

(%)

Yes. only to consumers 

Yes, only to consumers 

in (OUR COUNTRY)

in other EU countries

Yes. to both consumers 

in (OUR COUNTRY) and 

in other Ell countries

CO
o

6
1
0
2
-
8
1
0
2

EU27.2019· 

42.0 T 47

EU28 ■ 

41.1

T5.3

REGION NORTH 

REGION SOUTH 

REGION EAST 

REGION WEST

V. ? ' IT 2.5
'6 5 '|T 2.8
45.6 T 0.4
42.0 T 6.7
T 6.3
38.1
40.9 T 4.8
T 8.1
38.2

42.2  T 5.6
IP 
« 
49.0  A 5.6
I I  Г32S  f ▼ 3.0

zZ 

Ш L ■'"■IT 5.5
40.0  T 8.5
468  T 13.6
I I 
~ »mm a 3.5
39.3  A 9.3
I I 
28.0 
41.8

“ 

Ш 

472

IS 

NO 

UK

ТГ7 SB

A 4.9
T 7.9
T 04
A 7.7
A 3.3
T 8.8
A 6.3
T 11-7
T 8.0

T132'
T 6.2
T 1.8
T 0.8
A 4.8
T 1.0
T 6.8
T 12.8
T 8.4
T 1.8
A 2.1
A 8.0
A 10
T 9.7

1.8
~5S
2.1

0.4

2.9

0.0

10.4

1.7

1.9

0.0

1.4

2.7

0.8

0.8

2.8

1.2

50

0.0

0.0

Й.5

0.0

03

Don't know

Total 'Yes-

No

VO
δ
rsi
CO
δ
rvj

4
1
0
2
-
6
1
0
2

iü*c: ▼ 2.6

■■■▼ 0.7

A 3.6

I A 2.1 

A 03 
T 18
ffiä

T 1.7 mm
T 1 i mm

A 0.8
A 16 1
A 1.8
A 0.8

8
1
0
2

7.0

7.8

5.7

A 03

9.1

7.7

ш3 a 0.1
mi|T 0.3
T 2.9
T 2.4
A 3.4
1A 3.6
T 0.4
T 5.6
1 A 18

4.7

8.8

8.4

10.1

5.8

3.9

3.8

4.2

12.3

T 03
A 14
|T 4.5
A 0.2
T 0.1
A 18
T 04
A 9.7
T 8.5
|A 60
T 3.3
1A 3.9
1A 7.1
A 19
5 9
10.6 T 8.2
T 0.3

10.7

5.3

1.2
H 4.4

■) 

m 3.3

T 1.1
=
A 2.7
T 0.2
A 1.4
T 3.3

2.1

2.5

2.5

1.8

0.0

0.0

0.8

0.0

A 0.5
T 01
A 10

=
T 0.5
|A 4.6
=
A i-o
=
A 0.3
A 0.7
T 02
A 0.8
A 06
=

95.0 T 0.2
A 0.3
A 2.1
T 24
T 3 .8
T 02 ■ 96.1 IT 1.3
A 4.0
A 3.7
T 3.9
963 A 3.5
A 02
T 0.8
90.9 T 44
A 1.1 ИЯ1 A 42 B T 0.3
T 2.4
T 2.5
98.8 A 01
A 4.9
T 0.3
T 0.7
93.5 T 13
A 10
T 47
T 4.2
A 6.4
T 1.7
89.6
87.7 T 9.7
T 6.3
A 63
=
A 0.8
A 4.4
86.8 A 7.5
T 52
A 0.6 Щ IT 60
T 5.6
A 5.0
T 1.2
93.6 A 3.0
A 10
A 02
T 0.9
T 1.0
A 1.9
T 4.6
881
T 3.7
T 24 Щ ÍT 6.9
A 6.1
92.3 T 2 .7
A 04
A 2.1
T 2.5
T 3.5
T 19
A 5.4
87 7 A 7.6
967 A 03 _>10.4
T 3.3
T 7.1
A 15.8 T 17.4 
89.3
T 10.8 A 0 7
T 18 
A 4 6
94.1 T 2.1
A 1.9 
92.7 T 17
? 2.7 
847 1T 49
A 4.0

T 1.9
A 2.0
T 02

=
A i.o
A 0.9

=
A 07
T 3 8

88.4 

95.0

0.7

0.0

0.9

0.0

1.7

0.7

1.8

1.8

1 1

A 2.6 A 1.2 

A 0.3 

=

i T 7.3
T 3.7

58 A 2.1
5.5 A 0.7
:  JI13Ü м-ι f A 40

Щ Results statistically significantly higher than EU results (T-test at 95% leveli 

■ Results statistically significantly lower than PJ results (T-test at 95% level) 

Statistically significant increase from one year ro the other IT-test at 95% level)

, Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers currently selling online (N=4234)

2019

Directorate-Genera! for Justice and Consumers 
EU Consumer Programme

143

EUROPEAN COMMISSION

The analysis of company characteristics shows that retailers that plan to continue to 
sell online in the next 12 months are more likely to belong to the following subgroups:

<> companies in service sector I (93.6%). They are less likely to be found in sector 

S (85.3%);

<> companies engaged in cross border sales to other EU countries (95.3%), those 
engaged in online and cross-border sales (97.2%), and particularly those 
engaged in online sales to other EU countries (97.8%); 

o companies that are confident to sell online (97.2%). Those that are not confident 

are less likely to be planning to continue online sales (50.9%);

« companies selling in three (95.9%), or four or more languages (96.2%).

- Less than one in five retailers currently not selling online would be interested 

in starting to do so in the next 12 months -

Retailers that do not currently sell online were asked whether they would be interested in 

doing so in the next 12 months. Almost one in five (18.4%) retailers in EU27_2019 say 

they would be: 10.7% would be interested in selling online only to consumers in their 
country, while 7.2% would be interested in selling online to consumers in their own and 
in other EU countries. Less than one in one hundred retailers (0.5%) would be interested 
in selling online only to consumers in other EU countries.

However, the majority of retailers in EU27_2019 that don't currently sell online would not 
be interested in doing so in the next 12 months (79.7%), representing 78.2% of the total 
persons employed by this group of retailers.

Qla Would your company be interested in selling online in the next 12 

months?
(% - EU27_2019)

0 

20 

40 

60 

80

Yes, only to consumers in (OUR 
COUNTRY)

10.7
m 11.4

Yes, only to consumers in other 
EU countries

1

Yes, to both consumers in (OUR 
COUNTRY) and in other EU 
countries

■
■

0.5
0.6

7.2

6.9

ΒΗΗΒΜβββϋΗΕΣ1

No

79.7

78.2

Don't know

1
1

19

2.9

Total 'Yes'

mmm 184
■n 189

% of enterprises

4 % of persons employed

Base: All retailers in EU27_2019 currently not selling online (N=5971)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

144

EUROPEAN COMMISSION

This group of retailers in the northern (27.2%) and eastern (23.4%) regions are more 
likely to be interested in selling online in the next 12 months, while those in the 
western region are less likely to be interested (15.0%) compared to EU27_2019 as a 
whole.

Qla Would your company be interested in selling online in the next 12 months?

(% - TOTAL YES )

High proportion of companies 
(top 25%)

Middle to high proportion 
of companies (second higher 25%) 

Middle to low proportion 
of companies (second lower 25%) 

Low proportion of companies 
(bottom 25%)

Base: All retailers currently not selling online (N=6513)

In all countries, only a minority of the retailers that don't currently sell online would be 
interested in doing so in the next 12 months. At least one third in Romania (35.0%), 

Cyprus (33.8%), Latvia (33.7%) and Spain (33.6%) in EU27_2019, as well as 41.8% in 
Ireland say they would be interested, compared to 9.5% in Italy, 10.7% in Germany and 
14.9% in the Czech Republic.

Looking at the results in more detail shows companies in Romania (26.3%), Finland 

(23.4%) and Denmark (22.5%) in EU27_2019, as well as those in Iceland (25.3%) are 
the most likely to be interested in selling online only to consumers in their own 

country. At the other end of the scale, companies in Italy (5.6%), Germany (5.7%) and 
Portugal (7.6%) are the least likely to be interested.

Companies in Spain (18.1%), Slovenia (15.1%) and Greece (14.4%) in EU27_2019, as 

well as those in Iceland (16.5%) are the most likely to be interested in selling online to
consumers in their own and other EU countries. This compares to 2.1% in 
Denmark, 2.6% in Estonia and 3.9% in Italy.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

145

EUROPEAN COMMISSION

Retailers in Malta (4.2%) and Romania (2.3%) are the most likely to be interested in 
selling online only to consumers in other EU countries.

Across EU27_2019, there has been a decrease of 4.2 pp in the proportion of this group of 

retailers that would be interested in selling online in the next 12 months. Specifically, 
there have been declines in the proportion of retailers that would be interested in selling 
online only to consumers in their country (-2.6 pp), or to domestic consumers and 

those in other EU countries (-1.8 pp) since the last wave in 2016.

At a country level, retailers in Spain (+11.8 pp) are now more likely to be interested in 
selling online in the next 12 months. Those in Italy (-18.1 pp) are now less likely to be 
interested.

Retailers in Romania (+10.9 pp) recorded an increase in the proportion that would be 
interested in selling online only to consumers in their country, while those in Greece 
(-9.7 pp) recorded the largest decline.

Compared to the previous survey, the biggest increase in the proportion of companies 

that would be interested in selling online to consumers in their own and in other EU 
countries can be observed amongst retailers in Spain (+7.4 pp), and the largest decline 
is observed amongst those in Italy (-15.5 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

146

EUROPEAN COMMISSION

Q1 a Would your company be imet esled in selling online in the next 12 months’

(%)

Yes, only to consumers 

Yes, only to consumers 

in (OUR COUNTRY)

in other EU countries

Yes, to both consumers 
in (OUR COUNTRY) and 

in other EU countries

EU272Q191 

EU28 I

T 2 6 TI9 

T2.3  ▼ 2.6

79.7 Ц^НИН

TDJ A 02 

I T 0.5  ▼ 0 1

REGION NORTH ■ÍÍ27 ▼ 24
▼ 74
REGION SOUTH
REGION EAST

9.1  ▼ 1.3

04  A01
1ТЧ 0 ШШ 404

02 =

= 
▼ 01
= 

6.7 

6 5 

'

1

747 Į f 03 A 1.9

77,9
-423 A 10

A 9.0
A 77
▼ 22

A 63
▼ 27

A 4 5
! A 53
▼ 1.7

A 13
▼ 4S

▼ 36

A 13

▼ 01

A 3 6

A 0.1
A io

¡5

FI
SE

+■ ' Ш ▼ 44
IS ■ If АЮ2 ▼ M3

A 24
▼ 4.6

A 36

▼ 26

NO Я
UK

9.1

A 28
▼ i.1

0.0
00

= 

= 
= 

8 5 A 25
82 Ali

= T 20 HHI A 15 шт

55 A 0.6

A 11

oo
00
0.6  ▼ 08 A13

▼ 24 Ж A is

▼ 39

=

▼ 75

A 13

A 0 .9

▼ 2.3
1 A 5 7 BIBI A 10

2 4

2.6

0.0

9S

A 1.5 Hi ▼ 0.9
▼ l8 i
▼ 0.7
▼ 27 ▼142 518ииа> T 0 9
Lggę*; A o i
A 02 ▼ 0.4
▼ 58
▼ 3.1
▼ 12
A 63
16
4 Έ ▼ 0.7 ■n· 162 ▼ 24
▼ 90
■'.13

A 05

▼ 05

23.7

18.7

16

16 9 ▼ 11.0

▼ 62

214
188 ▼ 36
A 63
A 51
15.0 A 0 3 

A 59
A 04

A 03
▼ 0.4

A 22
▼ 02

▼ 39

A 4 0
A οι
A 14
A 03
▼ 2.3

▼ 1-7

▼ 0.6

A 0.4
▼ 12

1.4

2.0

1.5
2<л
2.0

14

1.6
1.1

0.0
2.0

A oi шяяшT ■■

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▼ 42 A10 I
A 0.5 I
▼ 47

▼ 29

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18.1 A 2 4

▼ 2.4
▼ 5.0

A 52
▼ 73

A 53
▼ 60
▼ 08

▼ 104

▼ 5.7
1A 14
▼ 0.9
A 2.3
A 3.8
A 2.6
▼ 8.6

▼ 4.6

▼ 1.1
▼ 15

Results statistically significantly higher than ILI mu/fs fT-rest at 954 level,1 

Sesuto statistically significantly town than (U results 17-rest at 95% leveO 

Statistically significant increase fiam one year ta the other f 7-rest at 95% levelĮ 
ļ Statistically significam decrease fiam one year ta the other (T-rest or 95% levelI

Base: All retailers currently not selling online (N=6513)

201°

Directorate-General for Justice and Consumers 
EU Consumer Programme

147

EUROPEAN COMMISSION

The analysis of company characteristics highlights retailers interested in selling 
online in the next 12 months are more likely to:

o be in the trade sector (NACE G) (22.7%), and less likely to be in the services 
sector (15.8%), and particularly in sectors N (10.5%), H (15.2%) ori (16.2%);

o have been established in 1990 or earlier: 21.1%;
o be engaged in distance sales (27.0%) or be engaged in cross-border sales to 

other EU countries (27.1%);

o be confident to sell online: 47.8%;
o sell non-food products (22.5%) - they are less likely to sell food products 

(15.8%);

o sell in two (21.5%) or three languages (25.2%). They are less likely to sell only 

in their country's language (16.5%).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

148

EUROPEAN COMMISSION

4.2.  Drivers of, and barriers to e-commerce

All retailers - irrespective of whether or not they currently sell online - were asked how 

confident they are to sell online. They were also asked to evaluate the importance of 
specific obstacles to developing online sales.

a) Confidence to sell online, domestically and cross-border

More than half of all retailers are confident to sell online -

Retailers were asked if their company was confident to sell online - most in EU27_2019 
(55.5%) say they are. This represents 61.6% of total persons employed.

Just over one quarter of retailers in EU27_2019 are confident only when selling to 

consumers in their country (25.6%), while slightly more are confident to sell to 

consumers in their own or in other Ell countries (29.3%). Less than one company in 
a hundred say they are only confident when selling to consumers in other EU countries 
(0.6%). Finally, just over one third (35.2%) say they are not confident to sell online.

Q2 Would you say that your company is confident to sell online?

(% - EU27_2019)

0 

20 

40 

60

Yes, but only when selling to 
consumers in (OUR COUNTRY)

Yes. but only when selling to 
consumers in other EU countries |

Yes, when selling to both
consumers in (OUR COUNTRY) 
and in other EU countries

No

Don't know

Total Yes'

% of enterprises

' % of persons employed

25 6 

27.7

29.3

33.3

352

302

0.6

0.6

9.3

82

555

616

Base: All retailers In EU27_2019 (N=9796)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

149

EUROPEAN COMMISSION

Retailers in the northern region (64.9%) are more likely to be confident to sell online, 
while those in the east (43.6%) are less likely to say they are confident, compared to 

EU27_2019 overall.

Q2 Would you say that your company is confident to sell online?

(% - TOTAL YES )

High performance 
(top 25% of results)

Middle to high performance 

(50-75% of results)

Middle to low performance 

(25-50% of results)

Low performance 

(bottom 25% of results)

Base: All retailers (N=10747)

In 19 countries, the majority of retailers say they are confident to sell online. Retailers in 
Slovenia (79.6%), Spain (74.5%) and Greece (73.7%) in EU27_2019, as well as those in 
Iceland (76.6%) are the most likely to be confident, while those in Hungary (25.9%), 
Estonia (31.8%) and Slovakia (37.9%) are the least likely to be so.

Looking at the results in more detail shows companies in Finland (50.6%), Denmark 
(41.2%) and the Netherlands (36.6%) are the most likely to be confident to sell online 

only to consumers in their country, while those in Luxembourg (7.3%), Hungary 

(13.6%) and Estonia (16.8%) are the least likely to say this.

There are only two countries where at least half of all retailers are confident to sell online

to consumers in their own and in other EU countries: Slovenia (61.8%) and Greece 
(50.1%), compared to 10.8% in Hungary, 11.8% in Slovakia and 14.4% in Estonia.

Companies in Greece (4.4%) and Cyprus (3.8%) in EU27_2019, as well as those in 
Iceland (4.5%) are the most likely to say that their company is confident, but only when 
selling online to consumers in other EU countries.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

150

EUROPEAN COMMISSION

Since 2016, retailers in EU27_2019 have become less likely to say they are confident to 
sell online (-3.5 pp), and in particular when selling only to consumers in their own 

country (-4.1 pp) or only to those in other EU countries (-0.3 pp). Confidence in selling to
consumers in their country and in other EU countries has not changed.

At a country ievel, the largest increase since 2016 in the proportion of companies that 
are confident to sell online is observed amongst retailers in Denmark (+12.5 pp), while 
the biggest decrease is observed amongst those in Italy (-23.1 pp).

The largest increase in the proportion of retailers that say their company Is confident, 

but only when selling to consumers in their country is recorded amongst retailers 
in Romania (+9.8 pp), while the highest decrease is recorded amongst retailers in France 
(-10.4 pp).

Compared to the previous wave, the biggest decrease in the proportion of companies 

that say that their company is confident only when selling online to consumers in 
other EU countries is observed amongst retailers in Malta (-6.5 pp).

Compared to the previous survey, the largest increase in the proportion of companies 
that are confident when selling to consumers in their country and in other EU 

countries is seen in Sweden (+12.0 pp). In contrast, the largest decrease is observed 
amongst retailers in Italy (-21.4 pp).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

151

EUROPEAN COMMISSION

Would you say ihat your company is confident to sell online?

<%)

Yes, but only when 

Yes, but only when 

selling to consumers 

selling to consumer s 

in (OUR COUNTRY)

in other EU countries

Yes. when selling to 

both consumers in 

(OUR COUNTRY) and 

in other EU countries

CO 
O 
evi 

O
rc
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VO
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EU27 2019

EU28 ■ 26.1 T 3.9 A07
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REGION SOUTH

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22.7 T 26 ■SM 08 T 1.7
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BG

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IE

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ES

FR

HR

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IA 3,5 T 8 5 

0.4 T 1.3 A 13

■

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HU

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SI
SK m 236 T 9.0 T 2.7 į
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0.0 T 2.8 A io
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¡T 65
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129

99 T  0.6  A 14

A ! 1
____  
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111 ▼ 58  таз

A 4.0 ppjA 

o.i  T 0.6

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a 48 

114 T 04  A 6.1

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Ц Resulti statistically significantly higher than Ш results (T-test at 95% levelI 

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И Statistically significant increase from ane year to the other IT- rest at 95% leveli 

Statistically úgnif cant decrease from orie year to Ore other fT-test at 95% inel)

Base: All retailers (N=10747)

2019

Directorate-General for Justice and Consumers 
EU Consumer Programme

152

EUROPEAN COMMISSION

The analysis of company characteristics shows higher proportions of retailers that 
are confident to sell online in the following subgroups:

o retailers belonging to sector I (61.9%). Retailers in sector H (44.2%) or S 

(35.9%) are less likely to be confident;

«> medium (62.3%) or large companies (72.4%);
« companies engaged in distance sales (78.6%) and those that sell cross-border to 

other EU countries (73.2%);

o companies selling online (89.0%), and those selling online to other EU countries 

(96.2%);

o companies interested in selling online in the next 12 months (82.3%), or 

planning to continue selling online in the next 12 months (94.3%);

<> companies selling non-food products (59.3%). Those selling food products are 

less likely to be confident (52.2%);

« companies selling in two (62.1%), three (66.0%) or four or more (66.6%) 

languages;

o companies where the respondent is a marketing manager (63.4%).

b) Obstacles to the development of online sales:

o Obstacles to developing online sales to the other EU Member States amongst retailers 

currently selling online

Retailers that currently sell online were asked to evaluate the importance of a number of 
possible obstacles to the development of their online sales to other EU Member States.

- Differences in tax regulations and the higher risk of fraud and non-payment 

are the most mentioned barriers to developing online sales to other EU

countries -

Almost four in ten retailers in EU27_2019 that currently sell online mention differences 
in national tax regulations (38.1%), while almost as many (36.6%) mention the 
higher risk of fraud and non-payments as important obstacles to the development of 
online sales to other EU countries. Around one in five companies say each of these 
obstacles are very important.

More than one third of companies (34.8%) mention differences in national consumer 
protection rules, while 34.7% mention higher transport costs, 34.4% mention 
differences in national contract law and 33.9% the potentially higher costs 
involved in resolving complaints and disputes as important obstacles to the 
development of online sales to other EU countries.

Just over three in ten companies (31.2%) say the higher costs of cross-border 

delivery cross-border are an important obstacle, while 29.4% mention extra costs 

from after-sales service in cross-border transactions and 25.8% mention 
restrictions on cross-border sales imposed by manufacturers or suppliers. Just 

over one in ten (21.8%) say extra costs arising from language differences are an 
important obstacle.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

153

EUROPEAN COMMISSION

Q3a How important are the following obstacles to the development of online sales to other EU countries by your 

company?
(% - EU27_2019)

Differences in national tax regulations (e.g. VAT rules)

Higher risk of fraud and non-payments in cross-border sales

Differences in national consumer protection rules

Higher transport costs due to geographic distance

Differences in national contract law 

Potentially higher costs involved in resolving complaints and
disputes cross-border 
Higher costs of cross-border delivery compared to domestic
delivery

Extra costs from after-sales service in cross-border transactions

Restrictions on cross-border sales imposed by manufacturers or
suppliers

Extra costs arising from language differences

Total 'Important'

Total 'Not important' 

Don't know

% of enterprises

Base: All retailers in EU27_2019 currently selling online (N=3825)

Amongst companies that currently sell online, retailers in the eastern and southern 
region are more likely to say each of these issues are important obstacles to the 
development of online sales to other EU countries, compared to EU27_2019 overall. 
Retailers in the southern region are also more likely to mention each obstacle, with the 
exception of the higher risk of fraud and non-payments. Retailers in the north are 
less likely to consider each of these issues to be important obstacles to the development 

of online sales to other EU countries, with the exception of higher transport costs due 

to geographic distance, compared to all retailers in EU27_2019.

Finally, companies in the western region are less likely to consider each of these issues 

as important obstacles, with the exception of higher transport costs due to geographic 
differences, than those in EU27_2019 as a whole.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

154

EUROPEAN COMMISSION

1.3 How important are thi* following obstaří« to the development of online safes to other EU countries 

Q3a.2 How important are the following obstacles to the dcvefopmenl of online sales to other £U countries 

by your company’
Differences in national contract law 
(14 - TOTAL IMPORTANT )

High proporiam of companies 

(top 25%)

Middle to high proportion 

of companies (second higher 25%)

Middle to low proportion 

of companies (second lower 25%)

Low proportion of companies 

(bottom 25%)

by your company’
Differences in national consumer protection rules 
(% - TOTAL IMPORTANT)

■ High proportion ol eompanl«

(top 25%)

■I Middle to high proportion

ol companies (second higher 25%)

Middle to low proportion 

ol companies (second tower 25%)

Low proportion ol companies 
(bottom 25%)

Qia.4 How important are II«' tallowing obstactos to Iho development of online sales lo other EU muñirte·, 

QJa.8 How important are the tallowing obstacles In Ilte development ol online sales to ölhet EU countries 

by your company’
Higher costs ol cross-border delivery compared to domestic delivery 
(% - TOTAL ‘IMPORTANT·)

by your company’
Extra costs from aftersales service in cross border transactions 
(% - TOTAL IMPORTANT )

High i įropoti ion of companies
(top 25%)

Middle to high proportion 
oi companies (second higher 25%l 

Middle to low proportion 
ol companies (second lower 25%) 

Low proportion ol compani«
(bottom 25%)

High proportion of companies 

Пор 25%)

Middle to high proportion 

ol compani« (second higher 25%) 

Middle to low proportion 

ol compani« (second low« 25%l 

low proportion of companies

Iboitom 25%)

Q3a.9 How Important are the billowing obstacles to the development of online sales to other Ell countries 

Q3a.7 How Impartant arv lhe tallowing obstacles to the development ol online sales to other EU countn« 

by your company’
Restrictions on cross-border sates imposed by manufacturers or suppliers 
(% - TOTAL IMPORTANT )

I· High proportion oi compani« 

(lop 25%)

H Middle to high proportion

of comparsi« (second high« 25%) 

Middle to tow proportion 
ol compare« (second lower 25%) 

Low proportion ol companies 

(bottom 25%)

by your company’
Extra costs arising from language differences 
(% - TOTAL IMPORTANT )

High proportion ol compani«
(lop 25%) 

\ " }

Middle to high proportion 

ol compare« (second higher 25%)

Middle to low proportion

ol compani« (second low« 25%)

Low proportion ol companies 

(bottom 25%)

Base: All retailers currently selling online (N=4234)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

155

EUROPEAN COMMISSION

Potentially higher costs involved in resolving complaints and disputes cross-border 
(K. - TOTAL IMPORTANT )

QÍ.I.1Q Hnw imporl.int -m 
by your company*
Higher tramport costs due to geographic distance 
(% - TOTAI IMPORTANT )

High proportion ol com 
(top 25%)

Middle to high proporti· 
ol companies (second hi

Middle to low proportio 
ol companies (second lo

low proportion ol com) 
(bottom K%)

Base: All retailers currently selling online (N=4234)

Overall, companies in Portugal, Poland, Romania and Spain are generally amongst the 
most likely to consider each issue as an important obstacle to the development of online 
sales to other EU countries, while those in Denmark and Estonia are fairly consistently 
amongst the least likely to do so.

The following pages present the country level results for each of the obstacles. Please 

note that due to very low base size results for Cyprus (n=35) and Luxembourg (n=40) 
will not be included in the discussions. Results for Malta (n = 71), Hungary (n=80), the 

Czech Republic (n=89) and Iceland (n=95) should be interpreted with caution due to low 
base size.

Companies in Portugal (59.2%), Spain (56.0%) and France (56.2%) are the most likely 

to say the higher risk of fraud and non-payments in cross border sales is an 

important obstacle, compared to less than one in twenty retailers in Italy (16.7%), 
Estonia (17.7%) and Denmark (18.4%).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

156

EUROPEAN COMMISSION

Q3a.6 How important are the following obstacles to the development of 

online sales to other EU countries by your company?

Higher risk of fraud and non-payments in cross-border sales 

(% - TOTAL IMPORTANT )

EU27_2019 m

EU28

Щ1

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

CO
o
fM

36.6

38.4

31.4

41.8

45.3
Щ.2

47.8 ļ

38.4

45.7

18.4

20.6
17.7

s«

36.8

II

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▼ 1.1
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▼ 4.6

'ť
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co
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▼ 12.9
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▼ 14.3
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A 7.6
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a 12.3 m

BE

BG

CZ

DK

DE

EE

IE

EL

ES

FR

HR

IT

CY
LV

LT

LU

HU
MT

NL

AT

PL
PT

RO

SI

SK

FI

SE

IS

NO

UK

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly tower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers currently selling online (N=4234)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

157

EUROPEAN COMMISSION

Companies in Portugal (60.7%), Poland (57.6%) and Romania (54.6%) are the most 
likely to mention differences in national tax regulations as important obstacles to the 

development of online sales to other EU countries. This obstacle is least mentioned by 
companies in Estonia (14.2%), Slovenia (20.4%) and Finland (23.3%).

Q3a.1 How important are the following obstacles to the development of 

online sales to other EU countries by your company?

Differences in national tax regulations (e.g. VAT rules)

(% - TOTAL IMPORTANT )

co
δ
tv

38.1

39.4

28.4

442

45.3

35.5

50.0
38.1

36.4

26.6

27.7

14.2

47.2

40.5

51.7

483

35.4

29.8

36.1

40.7

46.6

55.2

27.8

233

34.0

51.1

57.6

60.7

54.6
20.4

39.8

23.3
26.9

36.2

28.6

487

VO 
o 
ÍM 
00 
ο 
cv 

▼ 0.8

▼ 0.2
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A 6.0
A 3.1
A 1.3
A 3.0
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▼ 13.1
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A 0.4
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1

EU27_2019 ■
EU28 ■

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

BE

BG

CZ

DK

DE

EE

IE

EL

ES

FR

HR

IT

CY

LV
LT

LU

HU

MT

NL

AT

PL

PT

RO

SI

SK

FI

SE

IS

NO

UK

II
в
Ья
ss
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II
\ш
ΊΖ
II
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mm
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ss
sfs

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All currently selling online (N=4234)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

158

EUROPEAN COMMISSION

Poland (66.1%), Portugal (56.3%) and Spain (55.4%) are the only countries where at 
least half of all retailers who sell online say differences in national contract law is an 

important obstacle to the development of online sales to other EU countries. This 
compares to 13.4% in Estonia, 19.3% in Slovenia and 19.4% in Italy, and to 17.8% in 

Norway (outside EU27_2019).

Q3a.3 How important are the following obstacles to the development of 

online sales to other EU countries by your company?
Differences in national contract law 

(% - TOTAL IMPORTANT )

EU27_2019 H
EU28 ■

REGION NORTH 
REGION SOUTH 
REGION EAST 
REGION WEST

BE
BG
CZ
DK
DE
EE
IE
EL
ES
FR
HR
IT
CY
LV
LT
LU
HU
MT
NL
AT
PL
PT
RO
SI
SK
FI
SE

IS
NO
UK

•

■■

39.2

23.8

34.4

34.8

43.2
Ό

13.4
43.8

II !
BB

▼ 3.5
T 3.3

T 3.5
T 2.7
1.6
5.5 
0.5
3.5
A 3.2
T 1.1
A 0.2
▼ 8.1
A 16.4 ■ A 0.7
■ ШШ
▼ 4.5
A 4.5
«
T 6.8
T 1.4
И-
A 5.1
▼ 9.0
▼ 1.3
T 0.5
II
:£
T 9.8 ■ ▼ 3.5
τ-
A 1.5
T 0.2
мри 10.2
1 1 « f 18.5
T 9.7
A 0.6
X
▼ 9.6
p ■вя· T 1.0
A 12.1
T 6.1
T 7.2
▼ 5.8
A 5.0
T 9.7
T 11.4
A 8.5
▼ 8.9
T 2.9
▼ 1.3
T 5.5
T 0.1
f 8.6
16.1
7.7
3.1
7.1

30.3
■ ■ ψ?

25.3
23.4

55
—

A 
A 

*:■

24.9

37.0

37.0

35.4

24.1

A■_

15.2
▼ 15.1
3.9 
6.1 

▼ 10.4

3.0 
0.1 
3.8

Results statistically significantly higher than EU results (T test at 95% level) 

Results statistically significantly lower than EU results (T test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T test at 95% level)

Base: All retailers currently selling online (N=4234)

2019 

Directorate-General for Justice and Consumers
EU Consumer Programme

159

EUROPEAN COMMISSION

Companies in Portugal (69.1%), Spain (58.0%) and Austria (57.5%) are the most likely 
to mention differences in national consumer protection rules, while those in Estonia 
(14.2%), Italy (16.8%) and Denmark (17.4%) are the least likely to mention this.

Q3a.2 How important are the following obstacles to the development of 

online sales to other EU countries by your company?

Differences in national consumer protection rules 

(% - TOTAL IMPORTANT )

co
o
fNJ

34.8

36.0

23.4

425

46,3

30.8

6
1
0
2
-
8
1
0
2

Т 2.4

▼ 1.4
I т 4.9
▼ 1-2
А 0.8
▼ 2.9

EU27_2019 m
m

EU28

REGION NORTH

REGION SOUTH

REGION EAST

REGION WEST

BE

BG
cz

DK
DE

EE
IE
EL

ES

FR

HR

IT

CY
LV

LT

LU

HU

MT

NL

AT

PL
PT

RO

SI

SK

FI

SE

IS

NO

UK

II
HI

I

I

■
 И
■■

Mi
IJ
:e
zz
II
2Г
40.8
II ; 16.8
38.7

шт

■

41.1
'гШ
27.0

50.6 î ▼ 6.2
t 16

40.9
455
17.4

14.2

20.2

42.0

53.5
30.3

58,ö
44.7

* 16.8
I А 2.5
А 2.8
▼ 2.9
А 4.5
? 6.9
А 4.5 
Т 18.0
▼ 3.3
▼ 11.6
А 8.1
Т 1.7
Т 2.1
▼ 0.1
Т 5.4
▼ 10.3
▼ 19.0
А 11.2
А 0.5
А 12.9
Т 9.2
52.6
¿2.0 Щ Т 23.2
Т 6.5
37.4
шш i Т 15.2
▼ 3.1
20.9
А 5.5
Т 4.5
А 5.4

31.9

25.5

28.5

575

SS.7

69.1

zz
—
m
II
ta
Ш
4-
ss
SS ! — '21.2 " '
ns
ш

4
1
0
2
-
6
1
0
2

▼ 5.3

▼ 4.9
А 1.8
▼ 6.3

▼ 3.7
? 5.6

А 10.5
Т 10.1
▼ 12.9

▼ 4.3
▼ 11.7
А о.з
А 1.8
▼ 6.8
ļ Т 6.8
А 9.2
▼ 6.2
А 2.0
А 5.1
Т 4.7
А 8.5
▼ 8.0
А 3.4
▼ 1.6
А 9.5
¿ 20.7
А 5.3
▼ 1.1
f 7.8
А 7.9
Т 6.5
А 8.4
А 3.2
▼ 9.7
А 6.4
Т 1.3

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant, decrease from one year to the other (T-test at 95% level)

Base: All retailers currently selling online (N=4234)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

160

EUROPEAN COMMISSION

Higher transport costs due to geographic distance are most likely to be mentioned 
as an important obstacle by companies in Portugal (57.5%), Romania (50.3%) and 
Lithuania (49.6%), and least likely to be mentioned by those in Estonia (15.9%), 
Denmark (21.3%) and Malta (23.9%).

Q3a.10 How important are the following obstacles to the development of 

online sales to other EU countries by your company?

Higher transport costs due to geographic distance 

(% - TOTAL IMPORTANT )

8
1
0
2

34.7

34.4

31.8
39.4

43.Ö
31,4

6
1
0
2
-
8
1
0
2

▼ 2.0

T 2.8

T 2.5
▼ 4.9

▼ 1.1

EU27_2019

EU28

■
Ü

REGION NORTH 
REGION SOUTH 
REGION EAST 
REGION WEST 

BE 
BG 
CZ 
DK 
DE 
EE 
IE 
EL 
ES 
FR 
HR 
IT 
CY 
LV 
LT 
LU 
HU 
MT 
NL 
AT 
PL 
PT 
RO 
SI 
SK 
FI 
SE

IS
NO
UK

■■
■H

II
HI
Ital
ss
■■
щ
n
:e

40.5
41.3
43.3
2:1.3
26.4
15.9
37.8
32.0
46.1
H
II
42.0
s
39.2
n 27.3
40.8
45 3'
496
46.7
26.3
a 23.9
_
31.3
31.9
47.1
57 į

▼ 4.1
T 1.2
i 15.9
f 3.4
A 6.6
f 10.0
T 8.1
▼ 5.7
? 7.9
▼ 18.6
A 1.7
? 2.8
A 5.3
A 0.1
T 1.1
A 14.3
▼ 4.5
▼ 7.7
▼ 11.6
▼ 0.9
▼ 4.0
A 6.3
. ■■tl··.: T 11.7
? 22.7
T 3.0
▼ 15.3
A 6.6
A 8.2
A 3.3
T 8.7

tm
4-
:s
SS
SS
m

26.2
36.0
29.4
34.6

M
n
II
fl·

31.1
27.5
32.8

4
1
0
2
-
6
1
0
2

T 5.8

▼ 5.5

T 3.9
f 10.7
? 4.1
▼ 3.1
A 7.8
▼ 11.9
f 15.2
▼ 11.3
▼ 7.3
▼ 09
A 2.2
T 13.1
▼ 9.6
A 11.4
▼ 1.7
T 4.5
A 8.1
T 98
▼ 2.7
▼ 15.7
f 2.3
f 3.3
Â 11.6 Щ
A 8.1
? 2.0
f 9.4
A 8.2
A 6.0
▼ 5.6
A 8.0
? 0.3

T 10.8
? 8.6
▼ 2.3

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers currently selling online (N=4234)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

161

EUROPEAN COMMISSION

There are four countries where the majority of these companies say the potentially 
higher costs involved in resolving complaints and disputes cross-border are an
important obstacle to the development of online sales: Portugal (60.8%), Poland 

(53.3%), Spain (51.1%) and Romania (51.2%). At the other end of the scale 15.4% in 

Estonia, 18.0% in Italy and 18.2% in Denmark say the same.

Q3a.5 How important are the following obstacles to the development of 

online sales to other EU countries by your company?
Potentially higher costs involved in resolving complaints and 

disputes cross-border 

(% - TOTAL 'IMPORTANT)

8
1
0
2

33.9

34.5

27.8
39.4
45.9.
J0.Ö

6
1
0
2

8
1
0
2

▼ 1.9

T 1.7

T 3.3
f 5.1
T 1.4
f 0.1

4
1
0
2
-
6
1
0
2

▼ 3.7

▼ 3.7
A 0.8
▼ 4.8
A 1.5
T 3.8

EU27_2019  ■

EU28  Щ

REGION NORTH
REGION SOUTH
REGION EAST
REGION WEST

BE 
BG 
CZ 
DK 
DE 
EE 
IE 
EL 
ES 
FR 
HR 
IT 
CY 
LV 
LT 
LU 
HU 
MT 
NL 
AT 
PL 
PT 
RO 
SI 
SK 
FI 
SE 

IS
NO 
UK

Results statistically significantly higher than EU results (T test at 95% level)

Results statistically significantly lower than EU results (T-test at 95% level)

Statistically significant increase from one year to the other (T test at 95% level)

Statistically significant decrease from one year to the other (T test at 95% level)

Base: All retailers currently selling online (N=4234)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

162

 
EUROPEAN COMMISSION

Retailers in Portugal (53.9%), Romania (48.3%) and Poland (45.6%) are the most likely
to say higher costs of cross-border delivery compared to domestic delivery as an

important obstacle, compared to 13.4% in Estonia, 20.8% in Italy and 21.3% in 
Germany.

Q3a.4 How important are the following obstacles to the development of 

online sales to other EU countries by your company?
Higher costs of cross-border delivery compared to domestic 
delivery
(% - TOTAL ‘IMPORTANT1)

8
1
0
2

31.2

31.7

27.3
35:5
40.8
27,9

■X) 
o
CŅ1
CO
O
ÍNJ

▼ 3.1

▼ 2.9

▼ 4,8
▼ 5.7
▼ 0.7
▼ 2.1

EU27_2019  ■

EU28  Ш

REGION NORTH
REGION SOUTH
REGION EAST
REGION WEST

BE
BG
CZ
DK
DE
EE
IE
EL
ES
FR
HR
IT
CY
LV
LT
LU
HU
MT
NL
AT
PL
PT
RO
SI
SK
FI
SE

IS
NO
UK

ss

44,3

BB
!ľľ

Ί2.4
25.2

37.4
38.2

213
13.4

34.5
20.8
S1.7

■—
II 1
¡Eg

II
■■
Ita. 1.. m .
■ ■■

▼ 1.2
▼ 3.9
k 14.9
A 4.3
A 2.7
▼ 9.9
A 0.4
▼ 9.8
T 8.4
<
III■E· ▼ 13.8
X
▼ 3.8
II
▼ 3.0
A 24,5
▼ 1.2
T 8.5
A 12.1
▼ 6.8
▼ 9.6
_
f 11.5
▼ 0.8
тя I
A 1.1
A 2.2
Q 1
11 1ШЯШШШ f 19.7
? 19.8
УЯ
▼ 0.4
tím
f 19.6
+·
A 0.1
A 6-4
f 7.0
▼ 2.0

40.1
43.1
23 2
23.4
29.4
33.8
3Ά .

25.2
33.9
25.1
26.8

на
5Ē 1
Ш

m m 
л m

35.7

22.1

■

:

-sr
o
OvJ
ώ
o
r\l

▼ 4.4

У 4.0

▼ 0.1
У 7.2
▼ 3.1
▼ 3.2
A 1.3
T 5.0
T 12.5
▼ 8.4
f 6.8
▼ 1.5
A 0.8
T 10.6
y 3.1
A 10.4
y 0.4
y 4.0
A 2.8
У 1.6
A 0.8
У 20.7
A 3.9
A 2.7
A 3.1
A 8.5
У 3.0
У 5.0
A 9.5
i 4.4
У 17.9
A 11.4
A 2.5
У 10.9
=
У 1.0

Results statistically significantly higher than EU results (T test at 95% level) 

Results statistically significantly lower than EU results (T test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers currently selling online (N=4234)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

163

EUROPEAN COMMISSION

At least half of all companies in Poland (54.0%), Romania (53.1%) and Portugal (51.2%) 
consider the extra costs from after-sales service in cross-border transactions to
be an important obstacle to the development of online sales. At the other end of the 
scale 8.6% in Estonia, 14.4% in Denmark and 16.7% in Finland say the same.

Q3a.8 How important are the following obstacles to the development of 

online sales to other EU countries by your company?

Extra costs from after-sales service in cross-border 

transactions

EU27_2019

EU28

HO 

И

REGION NORTH
REGION SOUTH 
REGION EAST 
REGION WEST 

8
1
0
2

29.4

29.7

21.4

36.0
44 0
24.6

6
1
0
2
-
8
1
0
2

▼ 1.2

T 1.5

▼ 4.7
▼ 0.9
A 3.2
▼ 17

34.7
T 1.5
A 3.8
30.6
4S2 M A 139
A 4.1
A 2.9
▼ 8.4

14.4
18.3
8.6

II
■■ 

■ an
■ Mi
K!
Hi

lí

ш
7~

II

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4 ■ 

“ 
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II I

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36.9
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21.7

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32.8

▼ Т/
T 7.1
A 3.4
mm. ▼ 14,1
T 8.5
T 4.2
▼ 9.1
A 2.9
▼ 5.6
A 8.7
A 0.2
T 11.8
▼ 8.7
A 1.4
A 3.2
; T 5.6
; T 4.3
▼ 25.7

51.2' 
53 1 

32.2
23.9

24.3
32.3

54.0

36.3

te

20.9
29.7
йш
+■ H 16.7
■ Hi
■ тя

T 5.0
T 11.8
20:5 Ж T 2 5

se
se
ш

20.0
18.9
32.6

▼ 1.7
▼ 6.9
T 3.0

4
1
0
2
-
6
1
0
2

? 3.5

í ? 2.7

1 0.2

T 2.7
▼ 3.4
▼ 3.8
A 0.8
f 12.9
▼ 8.5
▼ 8.0 

▼ 8.3
T 3.2
T 0.3
A 0.6
V 5.9
A 11.8 11

▼ 12.2
A 4.8
A 7.4
A 0.9
A 15 ~
T 27.1
A 1.7
A 5.8
A 7.1
A 3.9
A 1.3
A 5.1
A 3.6
A 7.8
T 10.1
A 2.4
A 5.0
▼ 0.5
f 6.9
A 4.0

BE 
BG 
CZ 
DK 
DE 
EE 
IE 
EL 

ES 
FR 
HR 
IT 
CY 
LV 
LT 
LU 

HU 
MT 

NL 

AT 
PL 
PT 

RO 
SI 
SK 
FI 
SE 

IS
NO
UK

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers currently selling online (N=4234)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

164

EUROPEAN COMMISSION

Companies in Romania (47.1%), Spain (45.3%) and Poland (45.3%) are the most likely 
to mention restrictions on cross-border sales imposed by manufacturers or 

suppliers, while those in Estonia (8.9%) and Germany (13.7%) in EU27_2019, as well 
as those in Norway (15.4%) are the least likely to do so.

Q3a.9 How important are the following obstacles to the development of 

online sales to other EU countries by your company?

Restrictions on cross-border sales imposed by manufacturers 

or suppliers

(% - TOTAL IMPORTANT )

EU27_2019

EU28

REGION NORTH

AT
PL
PT
RO
SI
SK
FI
SE

IS
NO
UK

323
45 3
40.3

47.1
17.7
32.9
21.4
20.1

20.8
15.4
f$b

m
II
e·

ш
Hh
■ wm 
mm

2£
SIS
3=

▲ 7.6
f 5.4
f 3.8
▼ 0.6
f 15.7
A 2.0
▼ 6.1
A 1-1
A 2.2
▼ 10.1
A 41

A 0.9
A 8.8
A 6.1
f 1.5
A 8.1
▼ 14.5
▼ 1.1
A 2.9
T 0.3
T 0.6
T 3.6

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers currently selling online (N=4234)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

165

EUROPEAN COMMISSION

Extra costs arising from language differences are most likely to be mentioned as an 

important obstacle by companies in Romania (41.8%), Poland (40.0%) and Spain 

(38.5%), and least likely to be mentioned by those in Denmark (8.1%), Estonia (10.8%) 
and Germany (10.9%).

Q3a.7 How important are the following obstacles to the development of

online sales to other EU countries by your company?
Extra costs arising from language differences 

(% - TOTAL IMPORTANT )

8
1
0
2

21.8

21.7

16.3

28.2
33,5
' 17.5 '

EU27_2019 m
Ш

EU28

REGION NORTH
REGION SOUTH
REGION EAST
REGION WEST

BE
BG
CZ
DK
DE
EE
IE
EL
ES
FR
HR
IT
CY
LV
LT
LU
HU
MT
NL
AT
PL
PT
RO

SI
SK
FI
SE

IS
NO
UK

ви

II

li
:s

28.6
25.0
fcba m
ШЯШ
8.1
10,9
10.8
25.0
17.3
38.5,
27.2
19.7
15.6
14.8
28.5

ξ:
II
s
II

ļļļ

—

““

■
_

Ei
нг
te

26.9
23.4
16.6
25.1
2ВД

40.0;
37.4

41 S·
15.7

19.3
+■
19.6
Sã 1 Sli
se
17.4
se
16.0
as
21.0

cO
O
ГЧ)
CO
O
ГЧ1

▼ 3.4
T 4.3
▼ 5.4
T 1.5
▲ 1.5
▼ 4,7

▼ 3.8
▼ 12.4
18.2
▼ 1.0
▼ 2.8
T 10.7
A 1.0
▼ 3.0
T 1.0
▼ 20.0
T 2.7
▼ 0.2
▼ 0.1
T 3.2
A 6.0
A 6.4
A 7.9
▼ 6.9
A 7.8
A 1.8
T 5.2
▼ 2.3
A 5.1
▼ 9.5
▼ 5.3
▼ 10.1
T 7.0
A 3.3
T 2.6
? 11.4

rr
o
r\J
ώ
o
ГМ

T 2.7
1 T 2.0
T 0.7
▼ 7.2
A 0.4
T 0.8

▼ 0.8
A 5.1
1 A 1.0
T 6.8
T 3.3
T 4,4
▼ 4.5
▼ 8.3
1 T 7.4

15.4 Щ

▼ 6.9
T 1.4
A 5.9
A 4.9
▼ 6.2
T 18.5
T 13.8
▼ 1.6
▼ 1.4
A 8.9
A 7.2
A 2.3
A 0.5
▼ 3.1
▼ 9.1
1 t 2.1
A 4.8
A 1.8
A 3.0
A 3.2

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: AH retailers currently selling online (N=4234)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

166

EUROPEAN COMMISSION

Since 2016, there have been the following changes in the proportion of retailers in 
EU27_2019 mentioning each of these issues as obstacles:

a decline in the proportion of companies that mention restrictions on cross-border 
sales imposed by manufacturers or suppliers (-3.0 pp);
a decrease of 3.4 pp in the proportion of companies that mention extra costs arising 
from language differences;
a decrease in the proportion of companies that mention higher costs of cross-border 
delivery compared to domestic delivery (-3.1 pp);
a decline in the proportion of companies that mention differences in national contract 
law (-3.5 pp);
a decline in the proportion of companies that mention differences in national 
consumer protection rules (-2.4 pp).

The highlights from the country trend analysis are presented in the table below. They 
show retailers in the Czech Republic are much more likely to consider a range of these 

obstacles as important, compared to 2016. In contrast, retailers in Slovenia are less 
likely to do so.

Potential important obstacle

Higher risk of fraud and non-payments in 
cross border sales

Differences in national tax regulations

Differences in national contract law

Differences in national consumer protection 
rules
Higher transport costs due to geographic 
distance
Potentially higher costs involved in resolving 
complaints and disputes cross-border
Higher costs of cross-border delivery 
compared to domestic delivery
Extra costs from after-sales service in cross­
border transactions
Restrictions on cross-border sales imposed 
by manufacturers or suppliers

Extra costs arising from language differences

Lamest increase

Lamest decrease

since 2016

since 2016

the Czech Republic 
(+14.3 pp)
The Czech Republic & 
Romania (both +11.9 pp)
the Czech Republic 
(+16.4 pp)
the Czech Republic
( + 16.8 pp)
the Czech Republic 
( + 15.9 pp)
the Czech Republic
(+16.1 pp)

Slovenia (-16.8 pp)

Slovenia (-25.1 pp)

Slovenia (-32.6 pp)

Slovenia (-23.2 pp)

Slovenia (-22.7 pp)

Slovenia (-24.0 pp)

Cyprus (+24.5 pp)

Slovenia (-19.8 pp)

the Czech Republic 
( + 15.9 pp)
the Czech Republic 
(+14.1 pp)
the Czech Republic
( + 18.2 pp)

Slovenia (-25.7 pp)

France (-19.7 pp)

France (-20.0 pp)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

167

EUROPEAN COMMISSION

The analysis of company characteristics shows relatively few consistent patterns 
across the different obstacles asked about:

o Companies in the trade sector are more likely than service sector companies to 

consider each issue an obstacle;

o Companies in service sector H are more likely to mention each obstacle, with the 
exception of differences in national consumer protection rules, differences* in 
national contract law, higher risk of fraud and non-payment, or extra costs from 
äfter-sales service in cross-border transactions;

o Companies that sell non-food products are more likely to think all but one of 
these issues are obstacles. The exception is are the extra costs arising from 
language differences;

o Commercial or sales managers are consistently less likely to say each issue is an 
obstacle, with the exception of the higher risk of fraud and non-payments in 
cross-border sales.

o Obstacles to developing online sales amongst retailers not currently sellina online

Retailers that do not currently sell online were asked to evalúate the importance of a 
number of possible obstacles to their company developing online sales.

- The nature of their business is the most important obstacle to retailers

starting to sell online -

Almost half of the retailers in EU27_2019 who do not currently sell online say the nature 
of their business is an important obstacle to the development of online sales (46.5%) - 
in fact almost one third consider it a very important obstacle (30.7%).

More than four in ten (44.8%) mention additional consumer protection rules, while 

38.8% mention a higher risk of fraud and non-payment. Almost four in ten (38.5%) 
say the extra need for IT skills is an important obstacle to the development of online 
sales.

At least one third mention the extra need för capital for investment in development 

of IT applications (35.1%), higher costs of delivery (34.6%), or extra costs from 

after-sales service (33.0%). Almost one third (32.9%) mention the potentially 
higher costs involved in resolving complaints and disputes online.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

168

EUROPEAN COMMISSION

Q3b How important are the following obstacles to the development of online sales by your company?

(% - EU27 2019)

The nature of your business 

Additional consumer protection rules 

Higher risk of fraud and non-payment

Extra need for IT skills

Extra need for capital for investment in development of IT
applications

Higher costs of delivery

Extra costs from after-sales service

Potentially higher costs involved in resolving complaints and
disputes online

Total 'Important' 

Total 'Not important' 

Don't know

% of enterprises

Base: All retailers in EU27_2019 currently not selling online (N=5971)

Amongst retailers that do not currently sell online, those in the eastern region are more 

likely to mention the potentially higher costs involved in resolving complaints and 
disputes online, the higher risk of fraud or non-payment, extra costs form after­

sales service, extra need for IT skills, and extra need for capital for investment 
in development of IT applications as important barriers. Those in the south are also 

more likely to mention extra need for capital for investment in development of IT 

applications.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

169

EUROPEAN COMMISSION

Retailers in the northern region are less likely to mention each obstacle, while those in 
the west are less likely to mention a higher risk of fraud and non-payment, higher costs 
of delivery, extra need for capital for investment in development of IT applications, or 
potentially higher costs involved in resolving complaints and disputes online.

Q3b 8 How importan! are the following obstacles to the development ot online sale« by your company··

The nature of your butine»
(% - TOTAL IMPORTANT)

High proportion ot companiet
(top 35%)

Middle to high proportion 
of companies (second higher 25%) 

Middle lo low proportion 
ol companies (second lower 25%) 

Low proportion of comparées 
(bottom 25%)

Q3b.4 How Important arc the following obstacles to the development ot online talet by your company*

Higher risk of fraud and non payment 
(ft - TOTAL IMPORTANT )

I· High proportion ot companies 

(top 35*)

■I Muidle to high proportion

ot companies (second higher 35%) 

Middle to low proportion 
ot companies (second lower 35%) 

low proportion ot companies 
(bottom 25%)

Base: All retailers currently not selling online (N=6513)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

170

EUROPEAN COMMISSION

Q3b.l How important .ur lhe łofciwing obstać les lo Ihr dcwłopmenl ol online sales by уош <cmporty’

Q3b.6 How importan! are the following obstar,let Io »hr developnsent ol onime salev by your comp-wry*

Addition*! consumer protection rulet 
(% - TOTAL IMPORTANT )

■1 High proportion of rompontos

(lop 25%)

■I Middle lo hiqh proportion

of company |veco«id higher 25%) 

Middle to low proportion 
of companies (second lower 25%) 

low proportion of compari tri 
(boltom ?S%>

Extra need for IT «killt 
{% TOTAL IMPORTANT)

I High proportion Ol companies 

(lop 25%)

Middle lo high proportion 
of componi« (second highe« 25%) 

Middle to low propon-on 
ol comp-mies (second lower 25%) 

low proportion of companie« 
(hoitum 25%)

Q3b.2 How important are the foltowngobilaclrt lo Uw dewtofmirn* of onime sales t»r your compjny'

Higher costs ol delivery 
(% TOTAL IMPORTANT )

I High proportion ol companies 

Clop 25%)

I Mhfafc to htgli proportion 

ol compare« (vetruv! higher ?5%) 
Middle lo tow proportion 
ol companies {second lower 25%) 
low proportion ol companies 
(boflom 25%)

Qlb.7 How importirit are Ihr tallowing obstacles to the development ol onlov sales by yoor company'

Extra need for capital for Invest mem in development of IT applications 
(% · TOTAL IMPORTANT )

I High proportion ol companies 

Clop 25%)
Middle lo high proportion 
of companies (second tugłtcr 25%) 
Middle to tow proportion 
ol companies (second tower 254) 

low proportion ol companies 
(bottom 25%)

Q3b.3 How important are the following obstacles to the development ol anbn» sales by your company*

Potentially higher costs involved In resolving complaints and disputes online 
<% · TOTAL IMPORTANT )

Q3b.5 How important are Ни· following obstacles to the development of on/me sales by your company*

Extra costs from after sales service 
(% TOTAL IMPORTANT)

■1 High proportion o I companies 

(top 25%)

KЩ Middle to high proportion

ol companies (second higher 25%) 

Middle to tow proportion 
of companies (second tower 25%) 

Low proportion of companies 
(bottom 25%)

Ш High proportion ol companies 

(lop 25%)

■I Middle to h*3h proportion

ol companies (second higher 25%) 

Matole w tow proportion 
ol companies (second lower 25%) 
low proportion of companies 
(bottom 25%)

Base: All retailers currently not selling online (N=6513)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

171

EUROPEAN COMMISSION

In 16 countries, at least half of the companies that do not currently sell online say the 
nature of their business is an important obstacle to the development of online sales21.

At least seven in ten companies in Poland (74.0%), Spain (71.3%) as well as 69.7% in 

Portugal say this, compared to 18.9% in Hungary, 25.5% in Italy and 26.7% in 
Denmark.

Q3b.8 How important are the following obstacles to the development of 

online sales by your company?
The nature of your business 
(% - TOTAL IMPORTANT')

CO
o
r\J

EU27_2019 ■

46.5

ЮЯ

REGION NORTH
REGION SOUTH
REGION EAST
REGION WEST

: 

.cu
44.9

46.2

cD
O
rsj
CO
§

f 2.9

▼ 2.9

A 2.4
f 13.1
▼ 0.3
=

I

49.5

II . 

▼ 4.5
f 7.1

53.1
71,3
58.6
54:2
25.5
m

65:0
II
BE 
aa·
BG 
34.5
b.
45.4
cz 
D75.
■ ■
I 26.7
▼ 1.6
■■ i ш A 5.6
DE 
f 4.2
■■
EE 
ll| E í®· .
IE 
f 11.0
EL  Ш
A 3.0
A 4.1
ES  Ц
▼ 4.3
FR 
HR  Ξ
▼ 1-1
? 21.7
IT 
II
▲ 13.5 
CY
LV Ц ШШШШШ i á 1.2 
? 6 3 
LT н I 
LU H 69.5
I? A 9.9
A 0.4
HU
18.9
T 3.5
MT
32.1
▼ 2.9
54.1
NL
T 6.7
53.3
AT
A 6.4
LJ
74.0
PL
V 1.6
El №
PT
554
T 5.3
RO
11
f 18.5
47.9
SI
fi·
A 0.3
SK
49.5
▼ 3.0
Fl
A 12.7
SE
A 8.5
A 6.5
У 1.5

«t-
■ ■
I 41.8
se
■ļ—

IS
NO
UK

42.9
43.9

ri
—

I

O
CNI
v¿
§

T 1.6
A о.з
A 0.7
A 2.2
T 0.7
f 4.0

? 0.1
▼ 5.1
▼ 11.5
A 6.4
? 9.4
A 6.8
A 11.8
T 12.3
? 1.0
Á 5.4
▼ 8.0
A 3 8
i A 14 9

? 1.6
A 3.5
▼ 6.4
f 13.9
f 14.5
▼ 7.4
A 28.7
k 9.8
A 4.9
▼ 4.7
A 42.8
A 8.1
T 4.6
▼ 7.8
T 9.4
T 3.1
A 9.5

Results statistically significantly higher than EU results (T test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T test at 95% level)

Base: All retailers currently not selling online (N=6513)

21 For all country analysis for Q3b results from Iceland (n = 55), Cyprus (n = 69), Malta (n=79) and Luxembourg 
(n = 82) should be interpreted with caution due to low base size.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

172

EUROPEAN COMMISSION

In 11 countries, at least half mention the higher risk of fraud and non-payment as an 
important obstacle. Companies in Poland (72.6%), Portugal (64.4%) and Spain (63.2%) 

are the most likely to do so, while those in Estonia (6.9%) and Hungary (17.9%) in 

EU27_2019, as well as in Iceland (18.1%) are the least likely to consider this an 
important obstacle.

Q3b.4 How important are the following obstacles to the development of 

online sales by your company?

Higher risk of fraud and non-payment 

(% - TOTAL IMPORTANT )

8
1
0
2

38.8

412

31.1

40.3
. '?<&& ..

36.2

M. ľ

31.9

29.4

23.9

29 2

6.9

61.6
42.0

63.2

5.3.1

49.8

24,0

51,'i

60.5

33.9

50.6

17.9
23.9

34.7
45.7

72.6

64.4

EU27_2019 m

EU28

til

REGION NORTH
REGION SOUTH
REGION EAST
REGION WEST

BE
BG
CZ
DK
DE
EE
IE
EL
ES
FR

HR
IT

II
■■
|y

■■
■Hí
II !
:ē

H ;
II i
ΖΞ i
II

2

CY
LV
LT
Hi
LU 2
HU
MT
NL
AT
PL
PT

2
2

ΖΛ

ШЛ
II
ta

ΚΩ
O
OJ
co
O
OJ

▼ 4.6

1 ▼ 5.4

▼ 1.3
T 13.9
I T 3.4
T 1.3
T 11.0
T 17.4
A 9.1
A 13.6
A 3.9
▼ 8.4

V 5.8
T 10.3
A 8.2
T 48
T 1.3
▼ 27.0
A 7.0
A 2.5
▼ 20.2

▼ 2.3
T 0.8
▼ 6.1
T 6.4
▼ 2.2
A 0.7
▼ 2.0
▼ 4.4
T 11.1
f 4.7
T 7.5
A 6.1

■'Τ­
ο
Г\|
Ю
Š

▼ 1.8

▼ 0.2
A 0.3
A 1.8
A 0.8
▼ 4.2
T 0.6
▼ 1.8
▼ 12.8
i T 2.3
▼ 5.4
T 9.2
A 12.4
V 1.5
? 11.1
ΓΤ 1.4

V 3.3
A 9.6
A 195
▼ 12.4
A 12:8

▼ 18.9
▼ 13.3
T 21.8
▼ 9.3
A 20.3
A 13.2
▼ 2.6
▼ 3.2
A 25.6 Щ
A 4.0
▼ 4.4
T 1.3
T 5.1
f 11.0
A 5.4

55.3
39.5

RO
SI
SK Щ . 4ÉfcäS
FI
SE I

-I-
■
■

30;7

24:9

I

IS
NO
UK

SS i... rae ▼ 3.2
ss
▼ 2.4
m m T 7.0

32,1

Results statistically significantly higher than EU results (T test at 95% level) 

Results statistically significantly lower than EU results (T test at 95% level) 

Statistically significant increase from one year to the other (T test at 95% level) 

Statistically significant decrease from one year to the other (T test at 95% level)

Base: All retailers currently not selling online (N=6513)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

173

EUROPEAN COMMISSION

In 21 countries, at least one third of retailers mention additional consumer protection 
rules. At least seven in ten retailers in Portugal (74.7%) and Poland (70.6%) say this, as 
do 68.4% in Spain. At the other end of the scale 6.9% in Estonia, 16.5% in Hungary and 

22.1% in Italy say the same.

Q3b.1 How important are the following obstacles to the development of 

online sales by your company?

Additional consumer protection rules 

(% - TOTAL 'IMPORTANT·)

EU27_2019 

EU28 

I

I

REGION NORTH 
REGION SOUTH 
REGION EAST 

REGION WEST

I

I
Ï

II
:ē

II
SC
II
Lid

tm

BE 

BG
CZ 
DK 

EE
IE
EL
ES
FR
HR
IT

CY
LV

LT

LU

—

HU
MT П

NL
AT

PL
PT

RO
SI
SK
FI
SE

IS
NO

UK

m

1 1

im

+-
■ ШВ
■ тя

SS
SS

m
59.4

Ж,о
68.4
601

43.6
22.1
sis .

55.0
32.2

57.!
16.5
36.3
42.4

53.9
70.6
74.7

56,9
43.5
44.0
36.9
245

34.1

3Ő.7

▼ 5.5
▼ 3.3
A 8.9
A 19.6
T 0.3
▼ 5.0
▼ 21.8
A 18.9
A 7.1
▼ 15.7
A 3.5
T 2.3
A 2.4
A 0.8
A 2.6
▼ 0.7
▼ 1.1

▼ 3.8
T 8.3
A 0.1
T 6.2
A 7.0
A 2.2
A 9.0
á 1.4

▼ 6.4
A 5.6
▼ 9.7
T 112
A 0.1
T 1.8
A 13.7
A 15.3
▼ 10.1

à 13.8
T 19.7
▼ 12.3

? 22.4
▼ 4.2

A 24 2
i 12,5
A 7.5
T 5.7
Á. 27.1
A 1.3
A 3.5
A 3.8
A 6.4
▼ 12.4

8.0

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers currently not selling online (N=6513)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

174

EUROPEAN COMMISSION

In 17 countries at least one third of these companies mention the extra need for IT 

skills as an important obstacle. Companies in Poland (70.1%), Spain (66.5%) and 
Portugal (66.2%) are the most likely to mention this, while those in Estonia (8.0%), 
Hungary (14.2%) and the Czech Republic (19.5%) are the least likely to do so.

Q3b.6 How important are the following obstacles to the development of 

online sales by your company?
Extra need for IT skills 
(% - TOTAL IMPORTANT )

EU27_2019 Я

EU28

REGION NORTH

38.5

39.1

30.7

REGION SOUTH
▼ 6.0
REGION EAST Ж \ T 1.0
REGION WEST
▼ 0.5

41.2

36.8

vO 

o
ГМ

-3-

S

▼ 1.9

▼ 2.1

▼ 2.8

T 1.3

? 0.6
A 0.5
T 5.3
A 1.2
T 1.5
A 4.9
▼ 4.3
T 4.8
▼ 10.2
A 7.8
▼ 7.2
A 122¡H ▼ 2.9
T 3.6
▲ 4.5
? 9.7
? 6.7
A 9.6
▼ 5.9
▼ 5.1

▼ 14.8
A 22.7
▼ 7.1

▼ 3.7

▼ 20.3

8.0
T 2.0
T 15.7
A 2.8
T 0.1
? 4.4
T 9.6
▼ 2.7
A 2.0
A 0.2
A 3.0
T 16.9
T 3.7
▼ 11.3
A 7 3
A 13.1
A 3.1
T 6.7

▼ 19.7
A 4.1
T 7.1
A 0.8
A 11.5
T 2.0
i m
T 16.0
▼ 6.9
▼ 9.0

▼ 5.1

A 20.8
A 12.0
A 1.1
T 4.1
A 23.7
A 2.6

▼ 1.6

▼ 6.1

▼ 8.2
▼ 11.2
A 6.9

1 1

a· 1

Ita
■ Hi

IS
ЩЩ
li 1

:s=
< 1
II1

z
II 1

ΞΞ

si

■

_

BE

BG

cz

DK

DE

EE

IE

EL

ES

FR

HR

IT

CY
LV

LT

LU

HU

MT

NL

AT

PL

PT

■ша
wa
II
RO
SI Ш
SK
Si
4- 1
ЯШ
n m

SE

FI

IS

NO

UK

Ξ4Ξ
ÜS
m

303
19.5
26.0
32,0
8:0

54 6
42.5

66.5
48.0·

39.0

48.8

45-5
283
54.4
14.2

36.2
28.1

45.6
ALT

66.2
56 1
34.3

37.3
JM ■
34.2

49.0

37.1

42.5

Щ Results statistically significantly higher than EU results (T-test at 95% level) 
f Results statistically significantly lower than EU results (T-test at 95% level)

II Statistically significant increase from one year to the other (T-test at 95% level) 

ШШ Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers currently not selling online (N=6513)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

175

EUROPEAN COMMISSION

Higher costs of delivery are most likely to be mentioned as important by companies in 
Portugal (63.2%), Poland (58.4%) and Ireland (55.8%), and least likely to be mentioned 

by those in Estonia (8.3%), Hungary (15.3%) and Denmark (15.7%).

Q3b.2 How important are the following obstacles to the development of 

online sales by your company?

Higher costs of delivery 

(% - TOTAL 'IMPORTANT')

8
1
0
2

EU27_2019

34.6

EU28 и ■ 36.6

REGION NORTH ■ 29.9
REGION SOUTH
35.3
REGION EAST ■ 38.3
33.7
REGION WEST

BE

BG

CZ

DK

DE

EE

IE

EL

ES

FR

HR

IT

CY

LV

LT

LU

HU

MT

NL

AT

PL

PT

RO

SI

SK

FI

SE

IS

NO

UK

II

42.5

25.6

19.3

15.7

■ ШВ
F*
30.2
— ■ 8.3
11 !
55,8

ш

«
II
X

11

™ 1

■1
zz
™ 1

■

37.2

53.5

47.6

38.5

203

49,2

46.5

29.5

42.7

28.2

26.7

28.4

zz
—
58.4
КЯ ■ 63:2
II ■ 53.5
te
31.9
■i 1

27.0

4-

■ m ш шш

se

se
Ш 1

31.6

35.5

26.8

36.5

o
(M
co
o
fNJ

T 2.6

▼ 3.3

A 0.9

▼ 10.8
A 0.5
T 0.4

▼ 10.0

▼ 5.7
A 8-2
A 5.0
A 4.2
▼ 8.7
▼ 03

? 3.0

.4 12.8
T 7.4
▼ 4.8
T 29.2
A 14.4
A 0.7
T из
A 4.7
A 2.2
T 0.2
f 1.5

▼ 6.1
A 2.0
A 6.9
A 3.7
T 8.6
T 5 9

▼ 8.5

i да

▼ 8.7
A 3.7
▼ 6.3

”ť
o
(M
UO
o
гм

? 0.8
A 1.2
? 1.0
A 1.7
▼ 3.6

? 0.3
A 2.8
T 5.8
■! T 10.3
I ▼ 5.0
A 1.3
T 2.4
A 3.3
I ▼ 5.3
B f 13.2
A 4.2
T 8.2
A 12.2
A 14.8
▼ 13.6
A 7.6
f 21.4

f 15.0

▼ 24.6

▼ 12.0

A 13.2

A 0.9

▼ 5.5

▼ 4.2
A 17.3  1

: A 1.7
▼ 1.1
1 T 1.1
A 3.8
▼ 8.3
1 A 10.2

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level)

Щ Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers currently not selling online (N=6513)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

176

EUROPEAN COMMISSION

Companies in Poland (60.7%), Portugal (60.2%) and Romania (56.8%) are the most 
likely to consider the extra need for capital for investment in development of IT 

applications as an important obstacle to the development of online sales. Companies in 

Estonia (11.5%), Hungary (15.1%) and Denmark (17.1%) are the least likely to consider 

this obstacle important.

Q3b.7 How important are the following obstacles to the development of 

online sales by your company?

Extra need for capital for investment in development of IT 

applications

(% - TOTAL IMPORTANT )

EU27_2019 m
EU28 m

REGION NORTH
REGION SOUTH
REGION EAST
REGION WEST

11
sa
ь.
:s

BE
BG
CZ
DK
DE
—
EE
II
IE
::=
EL
T~
ES
FR
II
HR S
II
IT
CY
LV

35.1

34.9

264
39.1

41.2
32.1

43.9
29.1
26.4
17 1
26.8
11,5
40.0
51.7
55.5
533
39.7

Щ 5
43.0

LU
HU
MT
NL
AT

PL
PT

RO
SI
SK
FI
SE

IS
NO
UK

▼ 2.4
▼ 3.6
i t 1.2
T 4.2
A 1.7
▼ 3.0
▼ 8.0
1 ? 2.0
A 0.9
▼ 1.2
▼ 1.0
▼ 5.6
T 3.9
=
? 9.4
T 0.2
k 14.9
T 13.3
A 8.3
1 f 4.1
A 1.7
▼ 8.1
▼ 9.1
T 7.7
A
T 16.7
12.0
T 11.1 Гv 2.5
A 13.6
T 15.4
A 3.4
▼ 3.5
Į A 0.8
T 12.3
T 22.3
1 A 6.6
A 12.1
A 5.7
T 2.5
If 2.1

7.9
8.9 
14.5 
3.1
ШШШЯЯ

A 4.4 
▼ 6.8
▼

~Ш

2,0 
6.8 
1.9 

■

1 A 2.4

as

33.4

? 13.4

4.1
f 10.1
A 13.1

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers currently not selling online (N=6513)

2019

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EU Consumer Programme

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EUROPEAN COMMISSION

The potentially higher costs involved in resolving complaints and disputes is
most likely to be considered an important obstacle by companies in Portugal (64.4%), 

Poland (58.1%) and Spain (53.7%), and least likely to be considered important by those 
in Estonia (6.4%), Hungary (15.4%) and Denmark (16.1%).

Q3b.3 How important are the following obstacles to the development of 

online sales by your company?

Potentially higher costs involved in resolving complaints

and disputes online

(% - TOTAL IMPORTANT1)

8
1
0
2

32.9

34 7

.22.2
37.2
38.2
30:3

44.7
24.0
22,6
16,1
25.4
6.4
45.2
43.8
53.7
44.5

6
1
0
2
-
8
1
0
2

▼ 2.9

? 3.0

T 2.8
T 11.3
A 1.5
T 0.9

T 8.4
T 2.2
A 7.7
A 7.5 
A 5.4
▼ 4.1
T 9.2
▼ 3.9
A 3.4
▼ 9.3

T 20.6

4
1
0
2
-
6
1
0
2

T 1.7
T 0.3

A 0.6
A 3.8
T 1.5
T 3.8
A 8.3
T 7.9
T 10.1
T 4.6
T 8.8
? 4.8
A 13.2 9|
T 2.8
▼ 2.9
A 5.2
0.2
7.8
16.0
8.3

9.6

14.6

5.7 
T 29.9 
T 4.5 
;■ 21.4 
л 6.3 
A 3.0 
T 4.1 
2. 193
5.2 
1.1 

1.7

2.2 

7.1 

5.0

EU27_2019 B9
EU28  Ш

REGION NORTH

REGION SOUTH
REGION EAST
REGION WEST

1 1
a·

BE 
BG 
CZ

¡S
DK 
ИЯ
DE 
EE  —
II
IE 
EL  Ш
z:
es 
FR 
II
HR

IT

CY
LV
LT

LU
HU
MT
NL
AT

PL
PT
RO
SI
SK

FI
SE

IS
NO

UK

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers currently not selling online (N=6513)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

178

EUROPEAN COMMISSION

Companies in Portugal (60.0%), Poland (59.9%) and Spain (52.8%) are the most likely 

to say extra costs from after-sales service are an important obstacle to developing 

online sales, while those in Estonia (7.3%), Denmark (12.2%) and Hungary (14.7%) are 
the least likely to do so.

Q3b.5 How important are the following obstacles to the development of 

online sales by your company?

Extra costs from after-sales service

(% - TOTAL IMPORTANT )

8
1
0
2

VO
o
(M
OD
π
f\J

-4-
o
(M
VD

OJ

33.0

33.6

23.6
35.9

II
■1
Ié.

. -Ì7:·!
31.3

▼ 2.8
T 2.2

40.6
19.6
18.8
12.2

T 1.3
▼ 2.1
A 0.8
▼ 0.8
A 4.1
▼ 10.1
A 2.2
T 7.0
A 1.0
▼ 4.2
A 4.9
▼ 7.0
T 7.0
▼ 7.7
A 8.6 Į T 12.2
M ▼ 9.6
A 76
A 87
▼ 5.2
▼ 7.8
T 13.3
:e
ZZ щшт A 8.5
II
r № ▼ 11.1
s
II

▼ 8.8
A 0.7
A 3.0
T 4.6

28.8
SI

*s
WB

—
lí

39.7

32.8

36.2

EU27 2019 Ш

EU28 m

REGION NORTH
REGION SOUTH

REGION EAST
REGION WEST

BE
BG

CZ
DK

DE
EE

IE
EL

ES
FR

HR

IT
CY
LV

▼ 7.2
? 20.4
A 11.6
T 4.2
▼ 8.3

A 21.5
▼ 0.3
r A 6 .7

234
38.8
36.7

25.4
SI.2
14.7
21.2

■■
—*

LT
LU
HU
MT M
NL

AT
PL
PT

RO

SI
SK

FI
SE

IS
NO
UK

20.3
33.7

...
m
6Ű.0
II ..... ...
29.5
йя

▼ 9.6
T 8.1
A 5.8
T 3.2
A 7.8
? 6.7
A 0.1
Ш
A 2.8
+-
■ B ЯШШЯШ A 5.9
Us
=
A 5.8

25.1
29.9

28.8

29.5

36.6

▼ 6.2

SS
m

'1

▼ 5.6
A 5.7
i ▼ 5-4
A 10.3
A 8.2
? 10.8
A 7.9 
▼ 19.6
T 13.5
▼ 31.7
T 4.2
A 23.4 m
T 2.5
A 3.6
T 11.3
A 14.7
? 6.8
A 1.4
A 1.6
T 8.4
T 10.5
▼ 1.0

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers currently not selling online (N=6513)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

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EUROPEAN COMMISSION

Since 2016, there have been decreases in the proportion of this group of EU retailers 
mentioning almost all of these issues as obstacles:

o a decline of 2.9 pp in the proportion that mention the nature of their business;

o a decrease of 4.6 pp in proportion that mention the higher risk of fraud and 

non-payment;

o a decline of 1.9 pp in the proportion that mention the extra need for IT skills; 

o a decrease of 2.6 pp in proportion that mention higher costs of delivery;

o extra need for capital for investment in development of IT applications is

also less likely to be mentioned (-2.4 pp);

o a decline of 2.9 pp in the proportion that mention potentially higher costs 

involved in resolving complaints and disputes online.

Highlights from the country trend analysis are presented in the table below. They show 
retailers in Italy are consistently less likely to consider each of these obstacles as 
important.

Potential important obstacle

La raest increase
since 2016

Lara est decrease
since 2016

Nature of their business

Sweden ( + 12.7 pp)

Italy (-21.7 pp)

Higher risk of fraud and non-payment

Denmark ( + 13.6 pp)

Italy (-27.0 pp)

Additional consumer protection rules

Spain (+19.6 pp)

Italy (-21.8 pp)

Extra need for IT skills

Spain (+22.8 pp)

Italy (-20.3 pp)

Higher costs of delivery

Sweden ( + 13.3 pp)

Italy (-29.2 pp)

Extra need for capital for investment in 
development of IT applications

The Czech Republic 
(+14.9 pp)

Potentially higher costs involved in 
resolving complaints and disputes online

The Czech Republic 
(+7.7 pp)

Ireland (-16.7 pp)

Italy (-20.6 pp)

Extra costs from after-sales service

Luxembourg (+21.5 pp)

Italy (-20.4 pp)

The analysis of company characteristics shows several patterns across obstacles:

o Companies in the trade sector are statistically more likely than those in the 

services sector to consider each issue an obstacle;

« Retailers in service sectors I, J and L are less likely to mention most obstacles;
« Companies engaged in distance sales are more likely to mention each obstacle, 

with the exception of extra costs from after-sales service; 

o Companies that are interested in selling online, and those that are confident to 

sell online are more likely to mention each obstacle; 

o Companies that sell non-food products are more likely to consider each issue an 

obstacle, with the exception of the nature of their business.

2019 

Directorate-General for Justice and Consumers 
EU Consumer Programme

180

EUROPEAN COMMISSION

Other notable results include:

o Medium sized companies are more likely to mention higher risk of fraud or 
non-payment (43.7%). Large companies are more likely to mention the nature 
of their business (60.8%);

o Companies that sell cross-border to other EU countries are more likely to 

mention a higher risk of fraud and non-payment (45.4%);

o Companies that sell food products are more likely to mention higher costs of 

delivery (40.9%).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

181

EUROPEAN COMMISSION

5.  Cross-border Sales in the Internal Market

This final chapter of the report covers cross-border sales within EU27_2019. The 
proportion of retailers already making cross-border sales, as well as the countries these 

sales are made to, will be considered. The approximate proportion of sales that are 
cross-border is also reviewed. Finally, the languages retailers use to sell to consumers 
will be presented.

5.1.  Current level of cross-border sales

a) EU countries to which cross-border sales are made (D2T)

Retailers were asked which countries they sell to when selling to final consumers.

- Most companies only sell to consumers within their own country -

More than seven in ten companies in EU27_2019 (71.0%) only sell to consumers 
within their own country (65.2% of the total person employed) while more than one 
quarter (27.7%) sell to consumers in at least one other Ell country (32.5% of the 
total persons employed).

Looking in more detail, less than one in ten companies in EU27_2019 sell to consumers 
in one (9.6%), two or three (8.7%), or four or more other EU countries (9.5%).

D2T Besides (OUR COUNTRY), to which EU countries do you currently 
make cross-border sales to final consumers? A "cross-border 
sale” is a sale to a final consumer resident in a different EU 
Member State. This includes online/ telephone/ mail sales, but 
not sales made in shops. (MULTIPLE ANSWERS POSSIBLE)
(% - EU27_2019)

0 

20 

40 

60 

80

No other EU country

71.0
65.2

1

4 +

Don't know \

9.6
10.0

8.7
10.4

9.5
12.1

1.3
2.3

At least in one other EU country

27.7
32.5

% of enterprises

% of persons employed

Base: All retailers in EU27_2019 (N=9796)

2019

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EU Consumer Programme

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EUROPEAN COMMISSION

Companies in the western (29.2%) and southern regions (28.8%) are more likely to sell 

in at least one other EU country, while those in the north (21.9%) and east (24.0%) are 
less likely to do so compared to EU27_2019 overall

D2T Besides (OUR COUNTRY), to which EU countries do you currently make cross-border sales to final

consumers? A "cross-border sale” is a sale to a final consumer resident in a different EU Member State.
This includes online/ telephone/ mail sales, but not sales made in shops.
(MULTIPLE ANSWERS POSSIBLE)
(% - AT LEAST IN ONE OTHER EU COUNTRY)

■ High proportion of companies 

(top 25%)

HI Middle to high proportion

of companies (second higher 25%)

Middle to low proportion 
of companies (second lower 25%)

Low proportion of companies 
(bottom 25%)

Base: All retailers (N=10747)

Overall, companies in France (49.7%), Greece (45.9%) and Luxembourg (40.8%) are 
the most likely to sell to consumers in at least one other EU country. In contrast, 

12.6% in Finland and 13.5% in Poland do the same, although it is retailers outside 
EU27_2019 in Norway (10.2%) who are the least likely to do this.

Looking at the results in more detail shows that in all but one country, the majority of 
companies only sell to consumers in their own country. More than eight in ten 
companies in Finland (87.0%), Poland (85.9%) and Romania (81.5%) only sell to 
domestic consumers. Outside EU27_2019, 89.4% of companies in Norway do so. In 
contrast, companies in France (49.8%), Greece (53.6%) and Luxembourg (56.8%) are 
the least likely to only sell to domestic consumers.

There are only eight countries where at least one in ten retailers sell to one other EU 

country, with those in France (27.5%), Austria (15.8%) and Hungary and Slovakia (both 

12.6%) the most likely to do so. This compares to 2.8% in Cyprus in EU27_2019, as well 

as 1.6% in Norway 1.7% in the United Kingdom and 2.5% in Iceland outside 

EU27 2019.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

183

EUROPEAN COMMISSION

Just under a quarter of companies in Luxembourg (24.6%) sell to consumers in two or 
three other EU countries, as do 17.2% in Greece and 13.1% in Lithuania and Latvia. 

Within EU27_2019, companies in Denmark (4.1%) are the least likely to do this, while 
outside EU27_2019 companies in the UK (3.8%) and Norway (3.1%) are even less likely 

to sell to 2-3 other countries.

Within EU27_2019, at least one in five companies in Greece (22.9%) and Croatia 
(20.7%) sell to consumers in four or more EU countries, although those in Iceland are 

even more likely to do this (29.4%). In contrast, less than one in twenty companies in 

Poland (3.0%) and Finland (3.5%) in EU27_2019, as well as 5.4% in Norway do the 

same.

At an EU27_2019 level there has been no change since 2016.

At a country level, the largest increase in the proportion of retailers that sell to 
consumers in at least one other EU country is observed in France (+26.8 pp), 
although the increase in Iceland is almost as large (+21.5 pp) - reversing the trend 
between 2014-2016. Retailers in Denmark, on the other hand, are now less likely to sell 

in at least one other EU country (-18.7 pp).

2019

Directorate-General for Justice and Consumers
EL) Consumer Programme

184

EUROPEAN COMMISSION

D2T Besides (OUR COUNTRY), to which EU countries do you currently make cross-border sales to final consumers? A 

"cross-border sale” is a sale to a final consumer resident in a different EU Member State. This includes 

online/telephone/mail sales, but not sales made in shops. (MULTIPLE ANSWERS POSSIBLE)
(% - AT LEAST IN ONE OTHER EU COUNTRY)

8
1
0
2

6
1
0
2
-
8
1
0
2

4
1
0
2
-
6
1
0
2

2
1
0
2
-
4
1
0
2

1
1
0
2
-
2
1
0
2

0
1
0
2
-
1
1
0
2

EU27_2019 ■ 27.7

EU28

REGION NORTH
REGION SOUTH
REGION EAST
REGION WEST

34.7

ţ.2.%

▼ 2.0

II
■■

27.3
49.7

28.8
24.0
29.2

▼ 7.0
▼ 0.8
▼ 2.1
▼ 1.7

A 8.8
▼ 4.0
▼ 3.8
Vlľ.s
A 0.1
¿9.9
▼ 4.7
A 10.7

A 0.1
Hi m A 0.6
A 0.2
A 0.5
▼ 0.9
A 0.1
A 4.6
A 2.4
▼ 1.8
▼ 18.7
▼ 6.4
A 4.0
▼ 4.6
A 7.3
A 10
A26.8
▼ 7.1
▼ 3.9
▼ 6.7
▼ 3.9
A 1.9
▼ 0.9
▼ 0.2
▼ 3.5
▼ 7.6
? 1 3
▼ 2.1

▼ 2.3 
A 1.9 
A 0.3 
▼ 1.6 
▼ 5.4 
▼ 0.9 
▼ 4.5 
A 9.8 
▼ 3.4 
▼ 16.2 
A 3.0 
A 1.5 
▼ 2.4 
A 1.3 
A 5.0 
A 7.4 
A 6.6 
A 4.2 
▼ 1.8 
A 12 
A 10.7 
A2.6 
▼ 2.9 
▼ 0.2 
▼ 1.9 
27.9 í ▼ 5.9 
A 4.4 
A 1.2
17.7
▼ 5.4 
402
▼ 7.0
▼ 0.4
▼ 4.9 
32.2
▼ 7.2 
A 3.6
12.6
▼ 5.7 
A 10.2
24.6
▼ 18.9 

BE
BG
29.6
CZ
31.0
■ãl
DK
19.3
DE * 22.9
EE — 23.8
II
IE
30.3
:e
EL
T""
ES
II
FR
HR X 38:ø "
II
IT
26.3
bd
CY
21.6
LV
24.8
ZI
LT
27.4
■i
^¡2 i
40.8
LU
HU
30.3
ĒJ
MT
31.2
NL Ц 22.2
AT — 39.0
PL ä 13.5
на
PT
II
RO
ãi
SI
SK
FI
SE

▼ 0.4 
1, 2.8 
▼ 1.0 A 2.8 
A 0.2 
A 3.3 
= 
A 4.0 
▼ 7.1 
A 1.6 
A 1-9 
1 A 16 
A 2.1 
i 1.4 
A 5.1 
A 1-6 
A 1.2
A 9.5 
A 4.5 
N.A
▼ 5.8
A 7.9 
▼ 6.1 A 0.8
▼ 3.1
▼ 3.9 
A 4.4
▼ 4.7 
A 1.8 
▼ 6.4
A 0.2
▼ 9.3 
A11.2 ÌA0.3
A 4.5 
▼ 2.8
A 5.7 
▼ 6.5
A 3.1 
▼ 8.3
A 8.3
▼ 6.6 
▼ 2.9 
A 4.7
. ▼ 6.8
A 12.9 
▼ 0.5 
▼ 6.2
A 6,2 1 ▼ 3.6
▼ 5.6
▼ 1.1 
▼ 5.4

A 20.1 

A21.5

▼ 5.8

4-

se I

явя
яш

38 d

A 2.6
Щ Results statistically significantly higher than EU results (T-test at 95% level)

▼ 2.6

IS
NO
UK

9
0
0
2
-
0
1
0
2

▼ 4.3

▼ 3.5

▼ 0.8
A 1.8
▼ 6.1
▼ 8.1
A 13.6
A 2.4
▼ 9.9
▼ 3.6
▼ 12.8
▼ 9.3
▼ 13.4
▼ 1.6
▼ 1.6
▼ 6.2

Í7.6
A 5.3
A 12.3
A 4.4
A 12.5
A 7.1
A 7.2
A 18.0
A20.5
L19.9
4 8.6
A 2.1
A 86
▼ 1.6
112.7
A 2.4
N.A

▼ 4.5
A 8.1
A13-7
A 6.6
▼ 5.2
A 8.8
▼ 2.1
A 6 8
¿12.1
A13.4
У 8
A 4.1
À20.9
; 15.1
A 4.6

N.A
A 6.5
▼ 4.3
A 5.9
▼ 3.6
A 8.2
A 2.5
A 0.5
A 1.8
▼ 10.7
▼20.5
A 2.0
A 0.7
▼ 6.0
A 1.0
▼ 5.3
A A 3.9
▼ 1.8
▼ 2.7 
A 0.9

▼ 6.4
6.0
Tio.o

8
0
0
2
-
9
0
0
2

6
0
0
2
-
8
0
0
2

▼ 8.5

A 3.5
É 4.6
▼ 8.2
A 0.7
▼ 2.8
A 5.1
▼ 11.4
▼ 9.9
A 7-7
k 2 A
▼ 7.4
▼ 15.5
▼ 5.1
A 4.2
N.A
A 9.3
▼ 26.5
A 5.2
▼ 0.4
A 3.1
▼ 10.0
A 6.2
A 1.2
▼ 5.5
A 15.0 
A 5.6
▼ 1.3
A 1.1
▼ 7.1
A 1.0
▼ 2.1
N.A
N.A
Aí 3.1
▼ 19.2
A 6.2
▼ 12.6
A 3.2
▼ 13.4
f 0.3
▼ 6.2
A 0.7
▼ 10.4
oÖ5 ▼ 3.7
A 1.3
▼ 21.5
A 2.2
▼ 10.6
A 6.5
▼ 10.3
A 1.5
All-4
▼ 5.0
▼ Ю.6
A 5.2
▼ 2.9
▼ 0.8
A 7./
▼ 7.9

▼ 3.2
▼ 16.2
▼ 9.7
A 3.0

NA

N.A

N.A

A 9.0 

▼ 7.2

Щ Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

2019

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EU Consumer Programme

185

EUROPEAN COMMISSION

The largest increase in the proportion of retailers that only sell in their own country is 
observed amongst retailers in Denmark (+18.3 pp), while the largest decrease is seen 

amongst those in France (-26.7 pp).

The biggest increase in the proportion of companies that sell to consumers in four or 
more EU countries can be observed in EU27_2019 in France (+8.1 pp), although the 

increase is much larger in Iceland ( + 18.5 pp) if non-EU countries are included. The 

largest decrease amongst those in Malta (-7.0 pp).

Retailers that sell to consumers in at least one other EU country are more likely to be 
found in the following subgroups:

o services companies (30.4%), and particularly those in sector H (41.9%), or 
sector N (36.1%). They are, however, less likely to be in sector L (20.0%) or 
sector S (13.2%); 

o medium sized retailers: 36.4%; 
o companies engaged in online sales: 42.8%;
o companies that sell services (31.7%). They are less likely to be companies 

selling products (24.4%);

o companies that sell in two (38.2%), three (38.9%), or four or more languages 

(46.8%);

o companies where the respondent is a marketing manager (36.3%) or a 

commercial/sales manager (34.1%).

b) Proportion of cross-border sales to consumers in other EU Member States in 

the total sales

Companies that currently sell cross-border were asked to estimate the percentage of 

their total sales to final consumers that are sales to consumers in other EU Member 

States.

- Just over half of retailers say 0%-10% of their total sales to final consumers 

are cross-border sales to other EU Member States -

A small majority of these retailers in EU27_2019 (54.7%) say between 0% and 10% of 
their total sales to final consumers are cross-border sales to consumers in other EU 
Member States, representing 48.6% of the total person employed. Just over one quarter 
(25.8%) say that between 11% and 50% of their total sales to consumers fall into this 
category, while more than one in ten (12.0%) say 51% or more of their total sales to 

consumers are cross-border sales to other EU Member States. This represents 25.1% and 
13.6% of the total person employed, respectively.

Finally, fewer than one in ten retailers do not know (7.5%).

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EU Consumer Programme

186

EUROPEAN COMMISSION

D3T What percentage of your totai sales to final consumers are 

cross-border sales to consumers in other EU Member States?
(% - EU27_2019)

0 

20 

40 

60

54.7

48.6

% of enterprises

N% of persons employed

Base: All retailers in EU27_2019 selling in other EU countries (N=2921)

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

187

EUROPEAN COMMISSION

Retailers in the western region are more likely to say between 0% and 10% of their sales 
to consumers come from cross border sales (65.2%), while those in the eastern and 
southern region are more likely to say 11% or more come from cross-border sales, 

compared to EU27_2019.

D3T What percentage of your total sales to final consumers are cross-border sales to consumers in other EU 

Member States?
(% - 51% OR MORE)

High proportion of companies 
(top 25%)

Middle to high proportion 
of companies (second higher 25%) 

Middle to low proportion 
of companies (second lower 25%) 

Low proportion of companies 
(bottom 25%)

Base: All retailers selling in other EU countries (N=3107)

In all but five countries, retailers are most likely to say between 0% and 10% of their 
total sales to final consumers are cross-border sales to other EU Member States22. 

Those in Germany (71.1%), France (66.7%) and Poland (64.3%) are the most likely to 

say this, compared to 22.4% in Greece and 24.9% in Romania within EU27_2019, and 

18.8% in Iceland.

In Romania (52.5%) and Croatia (36.9%) in EU27_2019, as well as in Iceland (32.7%), 

retailers are most likely to say ll%-50% of sales to final consumers are cross-border 

sales to other EU Member States.

22 Results for the following countries are not included in the discussion due to very low sample size: Cyprus 
(n=16), Norway (n=43), Finland (n=46) and Malta (n=47). Results from the following countries should be 
interpreted with caution due to low base size: Luxembourg (n = 54), Poland (n = 57), Romania (n=77), the 
United Kingdom (n=85), Denmark (n=89), the Czech Republic (n=95) and Estonia (n=99), the Netherlands 
(n=99).

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In Greece, retailers are most likely to say 51% or more of their total sales to consumers 
are cross-border sales to other EU Member States (50.0%), and Greece is the only 

country where more than one third say this, followed by those in Slovenia (30.9%) and 
Slovakia (29.7%). At the other end of the scale, 2.4% in Germany and 2.6% in Denmark 
and France say this.

It is worth noting that the proportion of retailers that do not know is high in some 
countries, for instance in Ireland (27.0%) within EU27_2019, and the United Kingdom 

(37.8%) and Iceland (22.3%) if considering non-EU countries.

Compared to 2016, companies in EU27_2019 that sell cross-border are now more likely 

to say ll%-50% of their total sales to final consumers are cross-border sales to other 
EU Member States (+2.5 pp), but they are less likely to say 51% or more of their sales 
fit this description (-2.4 pp).

Highlights from the country trend results include:

o Companies in Austria (+15.0 pp) are now more likely to say 0%-10% of their 
total sales to final consumers are cross-border sales to other EU Member States, 
while those in Luxembourg are less likely to do so (-26.6 pp).

o Companies in Romania (+27.6 pp) are much more likely to say ll%-50% of 

their sales fit this description.

o Companies in Greece (+19.8 pp) are more likely to say 51% or more of their 
sales fit this description, while those in Romania are less likely to do so (-16.2 
PP).

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D3T What percentage of your total sales to final consumers are cross-border sales to consumers in other ELI 

Member States?

(%)

EU272019 m 

EU28  Щ 

REGION NORTH 

REGION EAST 

REGION SOUTH 
REGION WEST

0%-10% 

11%-50% 

51% or more 

Don't know

8
1
0
2

54.7

52.6

53.2

6
1
0
2
-
8
1
0
2

A 1.6

=
A 3.9

8
1
0
2

25.8

26.0

26.6

6
1
0
2
-
8
1
0
2

A 2.5

A 32
A 2.6

oo
o
CM

12.0

11.1

10.6

7.5

10.3

BE

BG
cz
DK

DE

EE

IE

EL

ES
FR

HR

IT

CY
LV
LT

LU
HU

MT

NL

AT

PL
PT

RO

SI

SK

FI

SE

IS

NO
UK

56.9

L-i

64.3
Ш 43.7
II
24.9
40.9

ä·
a*·

+“
■ H

36.6

64.4

64.1

Att»
A 8.1
A 7.5
T12.0

▼ 1.4

▼ 6.6

▼ 7.9

▼ 1.7

*№ A 1.3
ss
▼ 7.8
ss
42.4
m 32.Ö

▼ 15.6

20.7

24.2
26.2
1 52.5
24.0

29.1

23.9

25.1

32.7
1 42 7

28.2

▼ 8.4

▼ 1-8

▼ 2.2

¿27.6

▼ 4,5
A 2.9
A 3.8
A 4.9
A 1.4
A 22.2
Aí 0.4

Í8.2

8.4

22.3
16.4

30.9

29.7

0.0
44;

1 26.2
7 4

▼ 8.5

▼ 1.8

▼ 4.8

▼ 16.2
A 6.9
A 4.5
▼ 4.6

▼ 2.0

▼ 10.9
A 2.6
▼ 3.0

4.2

3.1

7.8

6.2

4.2

4.6

11.7

6.4

22.3

7.0
37.2

A 1.9
▼ 4.5

▼ 0.5
A 0.6
▼ 1.0

▼ 0.8
A 8.7
▼ 12

A 8.2
▼ 17.0
A 8.2

Results statistically significantly higher than EU results (T-test at 95% level)

Results statistically significantly lower than EU results (T-test at 95% level)

Statistically significant increase from one year to the other (T-test at 95% level)

ШШ Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers selling in other EU countries (N=3107)

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The analysis of company characteristics shows companies selling between 0% and
10% of their total consumer sales cross-border to other EU Member States are more 
likely to:

o be in the trade sector (78.4%) and less likely to be in the services sector in 
general (44.0%). The exception is retailers in sector K (66.8%) that are more 
likely to say this;

o be companies that sell non-food products: 68.9%; 
o only sell in their own language: 73.4%;
o be companies where the respondent is the general manager: 58.6%.

Companies saying that 51% or more of their total consumer sales are cross-border to 
other EU Member States are more likely to:

o be services companies (16.7%), and particularly those in sector H (19.2%) and I 

(19.0%). They are less likely to be trade companies (1.7%); 

o sell services: 14.4%; 
o sell in four or more languages: 24.5%.

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5.2.  Languages used to sell to final consumers

Retailers were asked which languages they use to sell to final consumers.

- The majority of retailers only sell in their own language -

More than half of all retailers in EU27_2017 (53.4%) only sell in their country's language, 

representing 51.5% of the total persons employed. Almost one quarter of retailers 
(24.6%) sell in two languages, while one in ten sells in three (10.4%) or in four or more 

languages (10.4%).

The proportion of persons employed is slightly lower for those selling only in their 

country's language or in three languages, and slightly higher for those selling in two 

languages, or in four or more languages.

D4T In which languages do you sell to final consumers? (MULTIPLE 

ANSWERS POSSIBLE)
(% - EU27 2019)

In country's language only

2 languages

3 languages

0 

20 

40 

60

S3 4 
515

246

26.2

10.4

92

10.4

11.4

1.2

1.7

4 languages and more

% of enterprises

Don't know I
I

of persons employed

Base: All retailers in EU27_2019 (N=9796)

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Retailers in the north are more likely to sell in two or three languages, compared to 

those in EU27_2019 as a whole. Retailers in the south are more likely to sell in two, 
three or four languages, while those in the east are also more likely to sell in three 

languages than those in EU27_2019 overall.

D4T In which languages do you sell to final consumers? (MULTIPLE ANSWERS POSSIBLE)

(% - IN COUNTRY'S LANGUAGE ONLY)

High proportion of companies 
(top 25%)

Middle to high proportion 
of companies (second higher 25%) 

Middle to low proportion 
of companies (second lower 25%) 

Low proportion of companies 
(bottom 25%)

Base: All retailers (N=10747)

In 11 countries, at least half of all companies sell in their country’s language only. At 
least eight in ten companies in Ireland (81.5%) only sell in their own language, as do 
71.4% of retailers in Hungary. Outside EU27_2019, 80.3% of companies in the United 
Kingdom only sell in their own language. Companies in Cyprus (9.4%) and Slovenia 

(22.6%) in EU27_2019, and Iceland (24.8%) outside of EU27_2019 are the least likely to 
only sell in their own language.

There are three Member States where two languages is the most mentioned answer: 

Cyprus (55.3%), Greece (44.4%) and Luxembourg (44.3%). Outside of EU27_2019 the 
same applies to Iceland (43.4%). At the other end of the scale 4.4% in Ireland sell in two 

languages.

At least one in five companies in Lithuania (30.7%), Slovenia (26.1%) and Cyprus 
(20.9%) sell in three languages, compared to 4.7% in Belgium.

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Within EU27_2019, companies in Portugal (27.0%) and Slovenia (26.9%) are the most 
likely to sell in four languages or more, as are those outside EU27_2019 in Iceland 

(19.3%). At the opposite end of the scale, just 2.8% of companies in Belgium and Latvia 
and 3% in Hungary say the same.

Since 2016, the proportion of companies in EU27_2019 that only sell In their country’s 
language has declined (-1.8 pp).

At a country level, companies in Hungary (+16.0 pp) are now more likely to say they 

only sell in their own language, reversing the trend between 2014 and 2016. 
Retailers in Greece (-18.6 pp) are now less likely to only sell in their own language.

Additionally, there has been an increase of 2.4 points in the proportion of retailers that 

sell in at least one other EU language. At a country level, the largest increase in the 
proportion selling in at least one other EU language is observed amongst retailers in 

Greece (+18.5 pp), while the largest decrease is observed amongst those in Hungary 
(-14.1 pp).

Across EU27_2019, the proportion of companies selling in four or more languages has 
increased by 2.8 points since 2016, reversing the trend between 2014 and 2016. At a 
country level, the biggest increase is observed in Portugal (+14.1 pp), while the largest 
decline is recorded amongst retailers in Malta (-7.8 pp).

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D4T In which languages do you sell to final consumers? (MULTIPLE ANSWERS POSSIBLE)

(% - IN COUNTRY'S LANGUAGE ONLY)

co
o
c\j

53.4

57.1

49.0

42.9

59.0

6
1
0
2
-
8
1
0
2

▼ 1.8

▼ 3.0

▼ 2.5

f 9.2

à 4-6

4
1
0
2
-
6
1
0
2

A 2.8 j

A 4.0 ]

T 1.1
▼ 1.5

▼ 14

EU27_2019 ■ 

EU28 I 

REGION NORTH 

REGION SOUTH 

REGION EAST 

REGION WEST

A22.2 

T11.9

A22.5

BE 

BG 

CZ 

DK 

DE 

EE 

IE 

EL 

ES 

FR 

HR 

IT 

CY 

LV 

LT 

LU 

HU 

MT 

NL 

AT 

PL 

PT 

RO 

SI 

SK 

FI 
SE 

IS 

NO 

UK

▼ 13.7
A 6.3
▼ 1.1

▼ 3.4
A 5.6
A 0.4
A 0.4
Ì.À 16.0
A11.8
▼ 1.9

АЮ.9

A 2.1
▼ l 2.5
ÇÍA 8.6
▼ 6.6
A 3.3
▼ 12.5
▼ 6.9

¿9.8

A 2.4
▼ 8.0

48.0

37.2

25.1

71.4

50.5

24.8

61.8 

80.3

▼ 1.6
A 7.1
▼ 10.5

A 8.4

A 6.6
▼ 9.5

▼ 2.2

▼ 8.4

▼22.7
A 6.2
▼ 8.6
▼ 2.9
á 7.5
A 0.9
▼ 17.5
A 9.2
A 8.8
▼ 0.4

▼ 6.0
A 4,8
A 7.4

▼ 2.0

▼ 16.0

▼ 0.3

▼ 3.1

▼ 3.0
A 4.9
▼ 4.3
¿11.0

A 1.2
▼ 5.9
A 1.9
▼ 4.2
▼ 7.3
.414.8

A 2.3
A 3.2
A 0.1

¿40.1

A 9-1
A 4.7
▼ 7.4

Â23.2

N.A

¿20.1

A 1.0
A 19.4

¿28.0

A 20.2
A 13.4

¿27.8

A35.0

A28.7

A4 5.9

A 29.3
A 2.6
.428.5

A32.6

434.7

▼ 4.7
A 1.1

A22.2

A24.2

▼ 22.6

NA

▼ 3.3

▼ 16.5

▼ 27.4

▼ 13.5

▼ 2.0
A 5.6

A33.5

▼ 16.4
▼ 11.1
▼ 27.5
▼ 30.3
▼ 8.6
▼ 23.2
▼ 17.5
▼ 1.2
▼ 29.6

▼ 24.7
▼ 3.8
▼ 9.8

A 21.9
NA
▼ 2.1

▼ 16.9

A25.7

▼ 2.7
A 5.2
▼ 4.4

▼ 5.1
A 16.2
A 5.4
A 28.4
A 5.3
A12.1
A 6.7
A 12.4
A 2.0
A 23.6

NA

A23.5
▼ 2.3

▼ 1.8

NA
A 11.3 

¿30.9

▼ 9.3
A12.9

A 7.9
▼ 4.5
A 8.2
▼ 8.5
A 7.5

A 10.9

A14.5

NA
A 1.7
▼ 0.9
A 1.3
A 0.9
NA
▼ 3.9
A 6.0

II

se

Results statistically significantly higher than EU results (T-test at 95% level) 

Results statistically significantly lower than EU results (T-test at 95% level) 

Statistically significant increase from one year to the other (T-test at 95% level) 

Statistically significant decrease from one year to the other (T-test at 95% level)

Base: All retailers (N=10747)

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The analysis of company characteristics shows that companies that only sell in their
country's language are more likely:

o to be in the trade sector (65.1%), or in services sectors S (73.3%), N (69.3%), 

K (67.1%), L (64.3%) or H (59.2%); 
o have been established in 1990 or earlier;
«> to sell non-food products (59.3%) - they are less likely to sell services (50.3%); 
o not to sell via distance methods: 61.7%; 
o not to sell online: 60.7%;
« not to be interested in selling online: 62.3%; 
o to say they are not confident to sell online:62.5%.

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ANNEX I:  Determinants of Retailers' Performance in
Consumer Conditions Indices

Throughout the previous sections a number of indices of retailers' performance regarding 

consumer and product safety legislation have been presented. These indices are 

part of a larger initiative called the Consumer Conditions Scoreboard (CCS) and they 
are allocated into three pillars:

Knowledge, awareness, trust: Retailers' overall knowledge of consumer rights23, 
confidence on online selling, trust in product safety and trust in environmental claims. 

Compliance and enforcement: No prevalence of unfair commercial practices, perception 
of competitors' compliance with consumer legislation, and perception of enforcement of 

consumer and product safety legislation.
Complaints and dispute resolution: Participation in Alternative Dispute Resolution bodies 

(ADR).

In the following tables, the relationship between general characteristics of the companies 

and performance on these indices is shown through univariate analyses of variance. A 
regression model is built for each of these indices (as dependent variables) based on 

company characteristics (as independent variables). On the side of the independent 
variables, the characteristics that are taken into consideration are the Ell region where 

the company is based, the sector to which it belongs, the number of persons 

employed (grouped in three ranges), the position of the interview respondent in 
the company, whether the company sells in other language than the national, the 
year in which the company was established (grouped in three periods) and 

engagement in cross-border sales.

The tables on the following pages present the predicted scores for each of these indices.

23  Note that, compared to the Kc_r variable presented in pages 10 to 14 of this report, the index Retailers' 
overall knowledge of consumers' rights observed on the following pages is computed from responses to six 
questions instead of five, and measured always at the individual retailer level.

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Calculated values (estimated marginal means) of relative impact on key indicators *

Retailers'
overall
knowledge of 
consumer rights 
(Kc_r)

Confidence in 
online selling 
in their 
country 
(Q2_r)

Trust in non­
food product 
safety 
(Pl_r)

Trust in 
environment 
al claims 
(P2_r)

Prevalence of UCPs 
(Unfair Commercial 
Practices) (CCl_r)

Perception of 
compliance with 
consumer 
legislation 
(Cc2_r)

Participation in 
ADR
mechanisms
(PC5_r)

NACE
A. Trade

B. Services
Languages

A. Country's language
only

B. At least one other
EU language

Year of establishment

0.554 B

0.495 A

0.681 B

0.630 A

0.859 B

0.827 A

0.733 B

0.785 A

0.624 B

0.888 B

0.847 B

0.788 B

0.733 A

0.847 A

0.818 A

0.738 A

A. Before 1990

B. 1990 - 1999

C. 2000 - 2018

0.537 C

0.540 C

0.509 AB

Company size
A. 10-49
B. 50-249
C. 250+
Position in the company

0.500 B
0.541 A
0.534

A. General manager

B. Commercial/ Sales
manager
C. Marketing manager

0.657

0.681

0.676

0.599 C
0.626 C
0.741 AB

0.625 C

0.606 C

0.717 AB

0.769 C

0.809

0.818 A

0.739 B
0.821 A
0.824

0.795

0.806

0.838

0.869

0.859

0.872

0.802 B
0.881 A
0.846

0.745

0.751

0.747

0.734 B
0.767 A
0.775

0.789 ВС

0.858 A

0.730 BC

0.761 AC

0.876 A

0.804 AB

0.760 B

0.731 A

0.675 B
0.710 A
0.719

0.649 BC

0.696 AC

0.758 AB

0.417 B

0.449 A

0.453

0.449

0.427

0.401 B
0.344 AC
0.469 B

0.413

0.425

0.413

* This table presents the estimated marginal means of each variable as well as the other categories with respect to which there is a statistically 

significant difference (at 95% probability). For example the estimated average for Kc_r for the small enterprises (A) is equal to 0.500 and it is 

statistically significant different from the medium-sized enterprises (B). Conversely, the figure for large enterprises (C) is not statistically 
significant different from the one for the remaining two categories.

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6.1.  EU27_2019 models and results

a.  Knowledge, awareness, trust

The overall knowledge retailers in EU27_2019 have of consumer rights was tested with 

five questions presenting hypothetical marketing strategies to increase sales and asking 
whether it was prohibited or not to do so, and one question about the right to cancel a 

purchase. Individual binary indices were drawn for each question (Q4b, Q5, Q6.1, Q6.2, 

Q6.3, and Q6.4); the composite index presented in the table just above measures overall 
knowledge by tallying the six of them24, at the level of each participating company. 

Awareness was assessed by asking retailers if they were aware of Alternative Dispute 
Resolution bodies (ADR) (see discussion on Tl_r on pages 102 to 106), but this 

variable is not part of the regression analysis presented in this section. Meanwhile, trust 
was evaluated on the areas of product safety and environmental claims (see pages 
34 to 40). Retailers were asked questions about their attitudes towards online selling 

(see pages 126 to 180), while an index measuring confidence in online selling in 
their own country is included in this section.

The composite variable Retailers' overall knowledge of consumers rights is

computed by counting how many of the six questions the respondent representing the 
retailer answered correctly. It is analysed with a Poisson regression to identify which of 

the categories within the independent variables have statistically significantly different 
scores in the index compared to other categories. Each retailer has a score between 0 
and 6 correct answers25.

For this index, company characteristics variables that have a statistically significant 
impact on the score are sector, year the company was established, and the company 
size. Companies selling goods (retail trade) score higher than those selling services. 

Companies established in 1999 or earlier have a statistically significantly higher score 

than those established between 2000 and 2018, and companies with 50-249 employees 
have a significantly higher score than those with 10-49 employees.

The index Confidence in online selling in their own country is a binary response 

variable in which companies are either confident or not about selling online to customers 
in their own country. All company characteristics variables have a statistically significant 
impact on the score. Assuming all other variables remain unchanged, retailers of goods 
are statistically significantly more likely to be confident about online selling in their own 
country than those in the services sector. Retailers that sell in at least one other 

language than their national language are also more likely to be confident about online 

sales in their own country. Retailers with 250+ employees are statistically significantly 

more likely to be confident than companies with fewer employees. There is no difference 

between companies with 10-49 employees and those with 50-249 employees. Finally,

24  Composite variable Kc_r (Knowledge of consumer rights) is calculated on the base of response to questions 
Q4b, Q5 and the four items of Q6.

25  However, the predicted scores have been normalized and they therefore range from 0 (no correct answers) 
to 1 (6 correct answers).

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marketing managers are more likely to be confident than general managers or 

commercial/sales managers26.

Trust in non-food product safety is measured with a binary response index amongst 

companies selling non-food products. Sector is the only variable that does not have a 
significant impact. Assuming aí! other variables remain unchanged, companies that only 
sell in their national language are significantly more likely to trust non-food product 

safety than those that sell in at least one other EU language.

Companies established between 200G and 2018 are more likely to trust than those 

established before 1990, although no statistically significant difference is observed 
between the companies established between 1990 and 1999 and companies established 
earlier or later. In addition, companies with 50-249 employees are significantly more 

likely to trust non-food product safety than those with 10-49 employees. However, 
there is no difference between either of these groups and companies with 250+ 
employees.

Trust in environmental claims was also measured for all the interviewed retailers as a 

binary response index. All variables tested have a significant impact. With remaining 
characteristics constant, retailers of goods trust environmental claims statistically 
significantly more than retailers of services. Companies that only sell in their country's 

language are more likely to trust these claims than those that sell in at least one other 
language.

Companies with 50-249 employees are significantly more likely to trust environmental 
claims than those with 10-49 employees. However, there is no difference between either 
of these groups and companies with 250+ employees. Finally, companies where the 
respondent is a general manager are significantiy less likely to trust these claims than 

those where the respondents is a commercial/sales manager or a marketing manager. 

However, there is no significant difference between the latter two groups.

b.  Compliance and enforcement

Retailers' experience with compliance and enforcement of consumer legislation was 

examined through three sets of questions. The first set is oriented to measure prevalence 
of unfair commercial practices (UCP) and asks for five particular situations as well as a 
question on any other UCP (see pages 41 to 72). Composite variable No prevalence of 
UCPs measures the likelihood of not having faced any of the six situations as a score 

from zero to six (computed as the inverse of the sum of positive responses)27.

26  The categories in the "position in the company" variable refer to the person who replied to the questions 
within the companies interviewed, not to persons with different positions within the same company.

27  After normalisation, the estimated score ranges from 0 (having experienced all the UCPs) to 1 (not having 
experienced any of the UCPs).

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The second set enquires about the Perception of compliance of consumer 
legislation in the domestic market (see pages 73 to 84) and is measured through 

another composite variable. The composite variable tallies responses to three questions 

(Q10.1, Q10.2 and Q10.3). The third set and composite variables are dedicated to 
Enforcement of consumer legislation and product safety legislation28, counting 

the retailers' agreement with four or five statements on the topic, depending on whether 
the retailer sells non-food products29.

The predicted scores for No prevalence of UCPs show each of the variables being 

tested has an impact. All other variables being equal, companies that sell services are 
more likely to report UCPs than those selling goods. Companies selling only in their own 

language are more likely to come across UCPs in their own country than those selling in 
at least one other language. Furthermore, retailers employing 20-249 people are 
significantly more likely to come across UCPs than those with 10-49 employees. Finally, 

marketing managers are the most likely to come across UCPs, followed by 
commercial/sales managers and general managers. The difference between each of these 
groups is statistically significant.

On Perception of compliance with consumer legislation, every variable except 
sector and year of establishment has an impact. The analysis shows that retailers that 

only sell in their country's language are more likely to believe that their competitors 
comply with consumer and product safety legislations than those that sell in at least one 
other language. In addition, retailers with employing 50-249 people are significantly 
more likely to believe this than those with 10-49 employees. Marketing managers are the 

most likely to believe this, and are significantly more likely to do so than commercial or 
sales managers, who in turn are significantly more likely to believe this than general 
managers.

c.  Complaints and dispute resolution

Retailers' experience with complaints and dispute resolution has been evaluated through 
an index measuring Participation in ADR mechanisms (see pages 102 to 106), 

modelled as a binary response index variable through a logistic regression. The model 
shows that, with the exception of sector, each variable tested has an impact.

Retailers that sell in at least one other language are more likely to participate than those 

that only sell in their country's language. Finally, companies with 50-249 employees are 
significantly less likely to participate in ADR than those with 10-49 or 250+ employees.

23 Composite variable on Enforcement of consumer and product safety legislation is calculated at the company 
level, although for companies not selling non-food products, one of the components is extracted from the 
aggregated country average for E5_r.

29 Predicted scores for these two variables are also normalized as to range from 0 to 1.

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6.2.  Regional regressions

The same regression exercises were carried out on a region-by-region basis to see if 
there are substantial differences in between regions.

Independent variables that have a significant effect on retailers' overall 
knowledge of consumers rights (Kc_r) - by region

Retailers' overall
knowledge of consumer 
rights (Kc_r)

NACE
A. Trade
B.  Services

Countries sell to
A.  Not selling in another
EU country

B.  Selling in at least one 
other EU country
Languages

A.  Country's language only

B.  At least one other EU 
language

Year of establishment

A.  Before 1990
B.  1990 - 1999

C.  2000 - 2018

Company size
A.  10-49

B.  50-249

C.  250+
Position in the company

A. General manager

B. Commercial/ Sales 
manager
C. Marketing manager

North

East

South

West

0.498 B
0.461 A

0.478 B
0.426 A

0.523 B
0.468 A

0.597 B
0.549 A

0.527 BC
0.438 AC

0.478 AB

0.458 B

0.496 A

0.484

0.469
0.462

0.472

0.426

0.462

0.443

0.509
0.519

0.492

0.464 C

0.488

0.580 C
0.596 C

0.534 AB

0.555 B

0.617 A

0.548

0.613 C

0.589 C

0.540 A

0.501 AB

* The grey cells indicate that the effect of the independent variable on the dependent 
variable is not significant (p-value > 0,05)

• 

In each region, retailers involved in trade have significantly greater knowledge of 
consumers' rights than those in the services sector.

• 

In the northern region retailers established before 1990 have significantly higher 

knowledge than companies established later. In the western region retailers 

established before 1999 have significantly higher knowledge than companies 
established between 2000 and 2018.

• 

In the northern and western regions, companies with 50-249 employees have 
significantly higher knowledge than those with 10-49 employees.

• 

In the southern region marketing managers have significantly higher knowledge 

than general managers, while, in the western region, marketing managers have 
significantly lower knowledge than respondents in other positions.

) -

Directorate-General for Justice and Consumers 
EU Consumer Programme

¿

EUROPEAN COMMISSION

Confidence to sell online

Independent variables that have a significant effect on retailers' confidence to 
sell online (Q2_r) - by region

Confidence in online 
selling in their country
(Q2_r)

NACE

North

East

South

West

* The grey cells indicate that the effect of the independent variable on the dependent 
variable Is not significant (p-value > 0,05)

• 

• 

• 

• 

In the northern and southern regions, retailers in the trade sector are significantly 
more confident to sell online than those in the services sector.

In each region, retailers that sell in at least one other EU country are significantly 
more confident to sell online than those that only sell in their own country.

In each region, retailers that sell in at least one other EU language are 
significantly more confident to sell online than those that only sell in their 
country's language.

In the northern region, companies with 10-49 employees significantly less 
confident than those with 50+ employees.

• 

In the eastern region, general managers are less likely to be confident than those 

in other positions. In the western region, marketing managers are significantly 

more likely to be confident than general managers or commercial/sales managers. 
General managers are also more confident than commercial/sales managers.

a 

Directorate-General for Justice and Consumers 
EU Consumer Programme

*
*

EUROPEAN COMMISSION

Independent variables that have a significant effect on retailers' trust in
environmental claims (P2_r) - by region

Trust In environmental 
claims (P2„r)

NACE

North

East

South

West

* The grey cells indicate that the effect of the independent variable on the dependent 

variable is not significant (p-value > 0,05)

•  Retailers in the northern, eastern and southern regions Involved in trade are 

significantly more likely to trust than those in the services sector.

• 

In the northern and eastern regions, companies established before 1990 are the 

most likely to trust these claims.

• 

In the eastern region, companies that sell only in their native language are more 
likely ţo trust than those that sell in at least one other EU language.

• 

In the eastern region, general managers are significantly less likely to trust than 

those in other positions. In the southern region, marketing managers are more 
likely to trust than general managers. In the western region commercial/sales 

managers are more likely to trust than general managers. •

• 

In the western region, companies with 50-249 employees are significantly more 
likely to trust these claims than those with 10-49 employees.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

204

EUROPEAN COMMISSION

Independent variables that have a significant effect on Prevalence of UCPs
(Unfair Commercial Practices) (CCl_r)- by region

Prevalence of UCPs (Unfair 
Commercial Practices)
(CCl_r)

NACE

North

East

South

West

* The grey cells indicate that the effect of the independent variable on the dependent 
variable is not significant (p-value > 0,05)

• 

In each region, services companies are more likely to have come across UCPs 
than those selling goods.

• 

In the southern and western regions, those selling In at least one other EU 

country are more likely to ' have come across UCPs than those only selling 
domestically.

• 

In the eastern and western regions, companies selling only in their own language

are more likely to report UCPs than those that sell in at least one other EU 
language. 

*

• 

• 

In the eastern regions, companies established before 1990 are significantly less 
likely to report UCPs than those established later.

In the northern and western regions, companies with 50-249 employees are more 
likely to have come across UCPs than those with 10-49 employees. In the eastern 
region, those with 250+ are significantly more likely to report UCPs than smaller 
companies. •

• In the eastern region, general managers are significantly less likely to report UCPs 

than those in other positions.

2019

Directorate-General for Justice and Consumers
EL) Consumer Programme

205

EUROPEAN COMMISSION

Independent variables that have a significant effect on retailers' perception of
compliance with consumer legislation (Cc2_r) - by region

Perception of compliance
with consumer legislation 
(Cc2_r)

NACE

North

East

South

West

* The grey cells indicate that the effect of the independent variable on the dependent 

variable is not significant (p-value > 0,05)

• 

In the northern region, companies with 50-249 employees are more likely to 

believe that their competitors comply with consumer and product safety 
legislations than those with 10-49 employees.

• 

In the eastern region, companies established between 2000 and 2018 are more 

likely to believe this than companies established before 1990.

• 

In the eastern and southern regions, marketing managers are more likely to 

believe this than general managers. •

• 

In the western region, companies that sell in at least one other EU country are 
more likely to believe this than those that only sell domestically.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

206

EUROPEAN COMMISSION

Independent variables that have a significant effect on retailers' participation in
ADR mechanisms (PC5_r) - by region

Participation in ADR 
mechanisms (PC5_r)

NACE
A. Trade
B. Services

Countries sell to
A. Not selling in another
EU country

B. Selling in at least one
other EU country
Languages

A.  Country's language only

B.  At least one other EU 
language

Year of establishment

A. Before 1990
B. 1990 · 1999

C. 2000 - 2018

Company size
A. 10-49

B. 50-249

C. 250+
Position in the company

A. General manager

B. Commercial/ Sales 
manager
C. Marketing manager

North

East

South

West

\' Щ

. Ł 

fa

t % fi 'J ib
.11 f4
, ! Î

SУ, 

0.267 B
0.207 A

u f V# ¿
įį jfck
ý 
í# ií

■

■ * ла r ? %. t

лЩ *.ψ

il fs 

-i "
;К4Ч #:j¡ r
ÍfZv- j* t.*»1*i ·

0.338

0.336

f V&'PY

' *

r |i ^ ł 0.222 B
0.292 A

' A Hi- ‘
k * 
.

0.554 BC
0.332 A

0.353 A

0.328 8

0.427 A

0.481

0.413

0.382

0.347

0.392
0.337

0.352

0.323

0.350

0.319

0.272
0.271

0.254

0.452
0.482

0.436

0.351 B

0.255 AC

0.592 B

0.422

0.418

0.425

* The grey cells indicate that the effect of the independent variable on the dependent 
variable is not significant (p-value > 0,05)

• 

• 

• 

In the northern region, companies established before 1990 are significantly more 
likely to participate in ADR than those established later.

In the northern region, companies with 50-249 employees are more likely than 
those with 10-49 employees to participate.

In the southern region, companies that sell goods are more likely than those that 
sell services to participate in ADR.

• 

In the southern region, companies that sell in at least one other EU language are 

more likely to participate in ADR than those that only sell in their country's 
language. •

• 

In the western region, companies with 50-249 employees are significantly less 

likely than smaller or larger companies to participate in ADR.

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

207

EUROPEAN COMMISSION

HOW TO OBTAIN EU PUBLICATIONS

Free publications:

•  one copy: via EU Bookshop (http://bookshop.europa.eu);

•  more than one copy or posters/maps: from the European Union's representations 

(http://ec.europa.eu/represent en.htm):
from the delegations in non-EU countries 
(http://eeas.euroDa.eu/deleqations/index en.htm);
by contacting the Europe Direct service (http://euroDa.eu/euroDedirect/index en.html 
or calling 00 800 6 7 8 9 10 11 (freephone number from anywhere in the EU) (*).

(*) The information given is free, as are most calls (though some operators, phone boxes or hotels may charge 

you).

Priced publications:

•  via EU Bookshop (http://bookshop.europa.eu).

2019

Directorate-General for Justice and Consumers
EU Consumer Programme

208