Mystery shopping survey on territorial restrictions and geo-blocking in the European Digital Single Market : Final report

The present study was conducted as part of a wider evidence gathering by the Commission on geo-blocking as a barrier to online cross-border trade in the European Digital Single Market. The primary objective of this study was to investigate the prevalence and characteristics of geo-blocking practices across the EU28 using a broad-based approach covering all forms of territorial restrictions that apply to cross-border online commerce. It was not within the scope of the study to look into retailers’ motivations for engaging in geo-blocking, nor into whether these practices are justified in accordance with existing EU legislation. An EU28-wide Mystery Shopping Survey was conducted to examine the various types of geo-blocking practices consumers face at each stage of the online shopping process and their prevalence by region, country, sector, product, and type of retailer. The focus was on six tangible goods and two online services sectors where cross-border e-commerce is most prevalent. Over 10,000 online retailers were surveyed, using a sampling methodology based on the level of cross-border e-commerce between 143 specific country pairs, making the results broadly representative of the current e-commerce patterns across all Member States in the EU28. The study finds that geo-blocking practices are widespread, and mostly apply in relation to delivery.