Not really a problem I'm having myself right now but I know that many European eCommerce companies (startups and established players alike) struggle with offeri

Not really a problem I'm having myself right now but I know that many European eCommerce companies (startups and established players alike) struggle with offering their products in other EU member countries. This is only partially a language problem. Differences in culture and regulations, tax laws etc. play a large role as well, which really is a shame because that's what the EU to a large part is about: Removing regulatory barriers in order to allow for a single European market. So unfortunately, it's not as easy as just getting i18n right, although that's still not an exactly easy-to-solve problem in its own right.