Swedish consumers have the least problems and get the best assistance


The 2015 edition of the Consumer Scoreboard from the European Commission shows that cross-border e-commerce is still an under-developed market in Europe. Sweden excels in certain areas, including the complaints and dispute resolution composite indicator.

The Consumer Scoreboard is a regular report that keeps track of the EU's internal market for retail and monitors the quality of the national consumer environment. The consumer perspective is important to the EU, since as much as 57% of the Member States' GDP comes from household consumption, out of which 2% is derived from e-commerce.

This years report shows that 61% of consumers feel more confident about shopping online from their own country than from another EU country – whilst 4 out of 10 e-commerce consumers believe that they are making orders domestically when in fact they are buying from another EU country. In addition to the lack of trust, territorial restrictions and price discrimination are pointed out as additional obstacles to cross-border e-commerce in the survey.

Youngsters have the least knowledge

The consumer and the dealers' awareness of some important consumer rights guaranteed under EU law is still limited. Only 9% of consumers were able to correctly answer three questions about their rights, and the lowest levels of literacy are found among young people.

Sweden ends up in the middle when it comes to how many people are shopping online, namely 51% of the population. The preferred country to buy from is the UK. The differences within the EU is huge – the most web active consumers are the British by 79%, while only 10% of Romanians are shopping online.

This is where Sweden excels

  • Swedish retailers' knowledge of consumer rights is the second highest in the EU.
  • Consumer confidence in online shopping is the third highest in the EU.
  • Sweden has the EU’s best score on the complaints and dispute resolution composite indicator.
  • Sweden has the second lowest percentage of consumers that did not complain about encountered non-negligible problems.
  • Swedish retailers’ participation in ADR mechanisms is the highest in the EU.