How about reducing the paperwork burden?
The cross border reporting is silly, 27 countries each wanting information in their own language!
Up to 27 Vat returns? Even when there is less than 100k in sales, you still face 27 requests for proof of low sales in countless different languages.
THE CROSS BORDER PAPERWORK IS TOO MUCH!
Most of eCommerce is done by Amazon and the larger companies, the 20000 EU small eTailers do a few hundred euros each a year and will not survive to grow bigger unless the cross border paperwork burden is reduced.
The penalty sales tax rules are a problem too. For example the UK has a rule that you cannot zero rate the VAT on exported goods out of the EU unless you can prove the goods left the EU. They suggest an expensive recorded shipping method like Datapost. This jacks the price of the exported goods up to the point where they don't sell. These rules need to be relaxed. The invoice details should be enough!
Then there's the 27 different legal regimes. Each country is trying to make their law apply to the other 26. So any company that sells across border is facing 27 different sets of laws to comply with and 27 different ways to face penalties.
The funniest one I've seen so far was the Italian company whose only client is the UK customs and excise eCommerce investigation department!
Quit it! A company in Italy is not a company in the UK, the laws of the UK do not apply to Italy. Next they'll be saying eCommerce funds terrorism and we need to give DNA samples before we sell a toner cartridge to the UK.
LESS BUREAUCRACY PLEASE!