For several years, Americans have enjoyed teleshopping － watching TV and buying things by phone. Now teleshopping is starting in Europe. In a number of European countries, people can turn on their TVs and shop for clothes, jewelry, food, toys, and many other things.
Teleshopping is becoming popular in Sweden, for example. The biggest Swedish company sells different kinds of things on TV in 15 European countries, and in one year it made $100 million. In France there are two teleshopping channels, and the French spend about $20 million a year to buy things through those channels.
In Germany, until last year teleshopping was only possible on one channel for 1 hour every day. Then the government allowed more teleshopping. Other channels can open for telebusiness, including the largest American teleshopping company and a 24-hour teleshopping company. German businesses are hoping this new teleshopping will help them sell more things.
Some people like teleshopping because it allows them to do their shopping without leaving their homes. With all

the problems of traffic in the cities, this is an important reason. But at the same time, other Europeans do not like this new way of shopping. They can do teleshopping "junk on the air". Many Europeans usually worry about the quality of the things for sale on TV. Good quality is important to them, and they believe they cannot be sure about the quality of the things on TV.
The need for high quality means that European teleshopping companies will have to be different from the American companies. They will have to be more careful about the quality of the things they sell. They will also have to work harder to sell things that the buyers cannot touch or see in person.
Teleshopping is cheap in Europe.

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