The article analyses the topic of e-trade assessment in a global environment. To achieve the objective, a de-tailed analysis of scientific works was carried out in order to identify the importance of e-trade assessment in a global environment and, by removing the identified limitations, to develop a model of e-trade evaluation applicable to a global environment. The empirical research was based on the developed e-trade evaluation model to test its effectiveness and applicability in a global environment. Based on the data collected, a multi-criteria assessment of e-trade was carried out, dividing the factors into five dimensions: emotional (consumer satisfaction and trust), technological (internet ac-cessibility, data security and privacy), financial (e-GDP, e-trade sales, impact of e-trade on overall company turnover), social (internet usage and purchasing volumes) and tax environment (VAT), and a comparative analysis of the coun-tries to compare the results of economically similar countries, to find out why the market leaders are performing so well in the e-trade sector, and to identify the methodologies and practices used in these countries, so as to identify the most effective methods and practices that can be applied in other countries. The results of the multi-criteria assessment al-lowed European countries to be classified into three groups: from market leaders to the most laggard countries. The strongest growth rates are found in Ro-mania and Bulgaria. It is worth noting that e-trade is also unpopular in South-ern European countries: Greece, Portugal, Spain, Italy, Malta, Cyprus.

DOI: https://doi.org/10.3846/bm.2022.914