E-Commerce Calls for Cyber-Security and Sustainability: How European Citizens Look for a Trusted Online Environment

The pandemic has changed the citizens’ behavior, inducing them to avoid any real contact. This given an incredible impulse e-commerce; however, complexity of topic not yet been adequately explored in literature. To fill this gap, study a twofold purpose: (1) investigate how European countries comparatively perform e-commerce, and (2) describe what are most important challenges for further expansion e-commerce. end, we adopted hybrid methodology based on multi-criteria decision analysis (MCDA) Likert scale survey. first method allows us rank e-commerce performance different countries, while second one looks at problems barriers that characterize online shopping. results show have sensitivities issue cyber-security, among it is possible identify three groups with levels attention critical issues Netherlands, Sweden Denmark belong group responsive request part broader framework transition toward sustainable development, i.e., reliable digital environment where citizens businesses can exercise their rights freedoms complete security. Finally, from theoretical perspective, paper adds new baseline literature state art Europe addresses effects pandemic. From managerial point view, makers find support setting business strategies firms certain markets guidance public authorities when defining regulatory policies