Abstract
Retailing is a large and important element of the European economy, yet it continues to receive scant attention from the European Union (EU). This neglect suggests a disregard for the retail sector’s politico-economic significance vis-a-vis the ‘completion’ of the Single European Market (SEM). This chapter, preceded by a brief review of retailing and home shopping1 within the EU, takes a critical look at the European Commission’s policy for this sector, and in the process offers an explanation for the lack of substantive activity relating to the European integration of retailing.
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