Abstract
A critical examination of the Single European Market (SEM) project's neo-liberal foundations reveals a marginal role for the retail sector. Home shopping is the exception to the retail rule, seemingly conducive to the rapid construction of pan-European operations. A detailed analysis of European Union (EU) policy on distance selling and data protection, directly aimed at integrating home shopping into the SEM, reveals fundamental contradictions and tensions between the European Commission's rhetoric and the legislative outcomes. The SEM, as currently constituted, is unlikely to deliver adequate levels of consumer protection to facilitate large-scale cross-border shopping. Consequently, the widespread development of Euro-retailing will require far deeper levels of European integration.
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