eEurope-eCommerce revolution or damp squib?

In summary, either of the two futures described could arise and elements of each probably will. But for firms and countries we believe that it is critical to choose eEurope and it is critical to choose soon. First-mover advantages are strong in the eCommerce marketplace and US eCommercial companies are already much stronger than their European peers. European consumers on the Internet are learning to look to the US for the most advanced products and services, and learning to trust US on-line brands. Our research indicates that Europeans have everything to play for in eCommerce. Europe already has a number of pockets of technological excellence which facilitate eCommerce. European conditions are now more favourable than they have ever been. Appropriate action from Business and Government will make them much more so. Europeans should seize the opportunity presented while it is still available.