"We need to find the missing links in the internal market to make it more of a reality for citizens, and this will happen online," Kuneva told a debate organised by Brussels think-tank the Lisbon Council, expressing hope that a new EU directive on cross-border e-commerce would improve the situation.
"The screen is the market for citizens, but only 7% shop across borders. Attempts by consumers to buy across borders fail six times out of 10, and eight times out of 10 for electronic goods," the commissioner said, describing this as "a missed opportunity for consumers and businesses alike".
The Bulgarian was speaking at the launch of her blueprint for consumer policy in Europe, in which she argues that "consumer interests and concerns need to be appropriately articulated in the regulatory process" and that the next EU executive "must strive to develop a vibrant and innovative market in which citizens are keen to participate".
"If consumers are represented in policymaking by high-level and competent people, we can make legislation that protects them," Kuneva told participants.
"Consumers are best-placed to discover the problems of the market, and we need to empower them. The wind is blowing in consumers' direction," she said, adding: "We can't just create this agenda ourselves, but the internal market itself is creating it."
Former European commissioner Mario Monti was less optimistic, however. "I wish Ms. Kuneva was entirely right, but I'm concerned that efforts made in recent years to make consumer welfare the guiding star of policymaking are under threat in Europe," he said.
"There are voices saying that a competitive market and strong consumer protection policies are luxuries that cannot be afforded at a time of crisis," the Bocconi University president warned.
Consumer policy can 're-launch internal market'
Monti has been asked by European Commission President José Manuel Barroso to draw up a report on re-launching the EU internal market.
"Consumer-oriented policy should drive the re-launch of the internal market. Too often there are perceived conflicts between the internal market, competition policy and consumer policy," he said.
The Italian spoke out against the perception that market-friendly means business-friendly, and consumer-friendly means anti-market. "Commissioner Kuneva is succeeding in bringing together internal market, competition and consumer policy," he said.
Monti warned that rolling back the single market would have "dramatic consequences," particularly for employment and competitiveness, but also for European integration itself.
"The whole European project is built on the notion of market integration," he recalled, insisting that the imminent entry into force of the Treaty of Lisbon "calls for a fresh look at how market and social priorities can be integrated".
Mark McGann, CEO of consultancy Weber Shandwick, echoed this view last month when he suggested that President Barroso has now realised that the EU is "a community of consumers" (EurActiv 12/10/09).
Meanwhile, an EU report published last month (EurActiv 23/10/09) found that online cross-border shopping is still too burdensome for both consumers and traders alike.
60% of online purchases failed in an EU-backed test of 11,000 separate orders on cameras, CDs, books and clothes, revealed the report, which also showed that cross-border sales stayed flat at 7% while overall online sales rose from 27% to 33% in two years (2006-2008).
"Collection of personal data is taking place on a massive and unprecedented scale, often without the knowledge of the consumer," Kuneva said yesterday, announcing that more would be adding that more would be done to establish fair market access online and ensure that companies use customers’ personal data fairly.
The commissioner also expressed her wish to "shift responsibility to consumers for their own choices" in taking on financial risk, but stressed the need "to make sure they are protected".
"We'd never allow consumers to buy dangerous food or exploding hairdryers, so why do we allow them to expose themselves to catastrophic risk in retail financial services?," she said.
The European Parliament will publish reports on consumer rights and consumer safety early in the New Year.