Like my friend who lives in France, I have had many difficulties adjusting to the culture of commerce here in Spain, specifically, and in Europe, generally.
In particular, shopping for electronic goods can be downright frustrating if not, at times, simply impossible.
Online shopping within the EU in 2005 is not unlike online shopping in the U.S. circa 1995. Not only are many of the barriers to improving this horrendous status quo quite significant—credit card companies do not offer fraud insurance to their clients, bank transfers are often the only way to pay for online purchases, though these can take days to complete—this woeful state of affairs serves as a negative feedback cycle.
Few people are interested in shopping online because online shopping often sucks; online shopping often sucks because few people are interested in shopping online.
Apart from a general lack of competition among vendors and a pervasive lack of choice between products (and prices), there are cultural reasons for this relative inferiority.
First, U.S. firms place a far greater emphasis on customer service than many of their European counterparts. “The customer is always right,” in the U.S. That is not always the case here in Spain.
Moreover, this attitude is not restricted to, nor does it spring from, actual store employees. Rather, it’s a principle woven into the institutional practices—the protocols and procedures—of far too many vendors. (If you speak Spanish, this story is a must-read.)
Second, U.S. firms have a much longer tradition of selling “at-a-distance.” Modern mail-older shopping goes back nearly 150 years in the U.S., giving American firms like Sears (or LL Bean or Sweetwater) an enormous advantage when it comes the know-how of managing a virtual shopping experience.
During the 20th century, these differences were hardly felt at all by most middle class European consumers. But the Internet has lifted that veil.
Today’s Europeans might find out about a product from the same web site (or blog) as their U.S. counterparts. The frustration the former will surely encounter upon attempting to buy same product in the EU cannot be staved off forever.
Right now, we live in a world where the Internet makes it possible for us to see everywhere but only touch (i.e., purchase) things within specific regions.
That is already changing, as is evinced by two different yet related links below:
· Private import costs so high! (Japan)
· Buy-Proxy.com (Euro-U.S. zone)
A brief history of modern mail-order in the U.S.:
· The World’s First Mail-Order Business, Illinois Periodicals Online
· Mail-Order Houses, Houghton Mifflin