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Unpacking E-commerce

Business Models, Trends and Policies

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As digital transformation has accelerated, the e-commerce landscape has become increasingly dynamic. New players have emerged at the same time that established actors have taken on new roles; some barriers to e-commerce at the firm, individual and country levels have been overcome, while other barriers have emerged. Innovative business models have transformed buyer-seller relationships and pushed out the frontier of what is possible to buy and sell online. This report analyses new and emerging e-commerce business models, examines e-commerce trends along a range of dimensions, and offers new insights on the policies needed to exploit the opportunities and mitigate the challenges of unlocking the potential of e-commerce for all.

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E-commerce engagement in web sales and EDI by firm size, 2010-17

As a percentage, averages over time, EU28

English

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