Challenges in Cross-border E-commerce in the European Union

Zoran Kalinić, Vladimir Ranković, Ljubina Kalinić

Streszczenie


Tytuł artykułu: Wyzwania transgranicznego handlu elektronicznego w Unii Europejskiej

Handel elektroniczny (e-commerce), określany jako handel prowadzony za pośrednictwem sieci komputerowych, od wielu lat jest przedmiotem szczególnego zainteresowania. W artykule przedstawiono stan rozwoju elektronicznego handlu detalicznego w Unii Europejskiej, ze szczególnym uwzględnieniem internetowego handlu transgranicznego. Pomimo podejmowanych wysiłków handel elektroniczny w Unii Europejskiej nie ma charakteru jednolitego rynku. Konsumenci preferują zakupy online na rynkach krajowych. W artykule skupiono się na głównych wyzwaniach związanych z transgranicznym handlem elektronicznym B2C (business to consumer), tj. zakupach online indywidualnych konsumentów dokonywanych w innych krajach UE. Szczegółowo przeanalizowano wybrane istotne ograniczenia w tworzeniu w pełni zintegrowanego rynku handlu elektronicznego w Unii Europejskiej, związane z logistyką i dostawą, językiem i lokalizacją, przepisami prawnymi i podatkowymi oraz tzw. geoblokowaniem. Wskazano również działania podejmowane w celu zmniejszenia wpływu wymienionych ograniczeń.


Słowa kluczowe


handel elektroniczny, transgraniczny handel elektroniczny, bariery handlu elektronicznego, jednolity rynek cyfrowy

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Literatura


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DOI: https://doi.org/10.15678/ZNUEK.2018.0977.0510