The Top Conversion Barrier in the E.U.

"European consumers shop amid strict regulatory transparency and protection. Since its inception in 2018, the E.U. General Data Protection Regulation has imposed fines totaling €5.6 billion ($6.6 billion), raising public awareness of data rights and privacy. Consumers expect clear policies, compliant data handling, straightforward returns, and transparent pricing, especially from an unfamiliar seller. Lack of trust is the top conversion barrier for non-European merchants."

"The GDPR requirements on sellers are explicit: the ability of consumers to grant and withdraw consent, and clear explanations on the use of personally identifiable data. These requirements shape shoppers' expectations. For example, the E.U.'s Consumer Rights Directive grants shoppers a 14-day right of withdrawal for most online purchases - a de facto baseline for returns across member states. Under the E.U.'s consumer protection laws, the final price shown to shoppers must include all taxes and fees, including VAT."

European shoppers operate under stringent regulatory standards emphasizing transparency, consumer protection, and data privacy. The General Data Protection Regulation has driven enforcement and awareness through substantial fines and mandates for consent and clear explanations of personal data use. Consumer rights include a 14-day withdrawal period for most online purchases and requirements to display final prices inclusive of taxes and fees like VAT. The Omnibus Directive requires truthful discount claims and mandates disclosure about verified customer reviews. U.S. regulations lack equivalent federal consumer protections, so American shoppers often rely on brand familiarity, convenience, and store-specific policies when assessing trust in unfamiliar merchants.

Read at Practical Ecommerce