The European Union's new consumer rights chief announced plans today to streamline cross-border rules for online shopping in a bid to increase consumer confidence and boost economic growth.
In her debut policy paper, Consumer Protection Commissioner Maglena Kuneva sought ways to make it easier for customers in the 27-member bloc to shop in other countries while enhancing protection.
Consumer spending accounts for 58 percent of EU gross domestic product, and consumer confidence is a major factor in determining how and when the wealthy region's citizens buy goods and services.
Ms Kuneva, who joined the EU executive when Bulgaria became a member last month, urged a "root and branch review" of consumer rules which she says could unleash spending across the bloc.
"There is an urgent need for action, the world is moving so fast and Europe risks lagging behind," she said in a statement.
"At the moment, consumers are not getting a fair deal online, and complex rules are holding back the next generation of bright business ideas."
According to EU figures, 26 per cent of consumers bought goods and services last year from businesses established in other EU states but just six percent purchased via the Internet.
"The question is: can we afford to have 27 mini-online markets in Europe, denying consumers choice, opportunity and competitive prices?" Ms Kuneva asked.
She aims to overhaul rules on guarantees, refunds and cooling-off periods in eight areas including financial services, travel and selling through the Internet or by telephone.