| Summary: | E-commerce is an arguably new way of trading goods or services for monetary values through electronic means. It has increased in volume over the past years and it is not predicted to stop increasing in Sweden. The Swedish market holds a substantial amount of internet users who are in fact e-consumers. The European Union has taken a series of measures to harmonize the legislation regarding e-commerce in order to increase cross border e-commerce between the member states. The authors aimed to investigate the effect of the Swedish legislation on foreign companies’ establishment process on the Swedish e-commerce market. In order to achieve this, two in-depth interviews were conducted, one with a lawyer with considerable competence regarding e-commerce and the other one was in association with our case study on a French company that recently entered the Swedish e-commerce market. The research resulted in the notion that the Swedish legislation does differ from the European legal standards and that foreign ECCs have to adapt to the Swedish legislation. Another important finding is that European legislation is different between nations due to the variations in the interpretations of the same law text incorporated into the national legislations in the member states of the European Union. The resource based model of entry was also re-interpreted to facilitate the internationalization process of the companies.
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