How might we increase the trust in e-commerce in South-Eastern Europe in order to increase cross-border e-commerce engagements?
E-commerce is one of the key drivers in economic development and is therefore one of the key intervention areas for deeper regional integration and cooperation. The value of e-commerce in South-Eastern Europe is growing, but its full potential remains untapped as its not functioning as smoothly as it could. One of the key challenges identified by the private sector is the lack of trust of consumers in e-commerce. The issue of trust in e-commerce is fundamental to its eventual success and trust is a complex and dynamic phenomenon that cannot simply be 'produced' by applying some trust-enhancing instruments. Increasing the trust of consumers in e-commerce in South-Eastern Europe involves finding sustainable business solutions which are both accepted by consumers and practicable for companies.