B2C is still wildly localized. In the earliest days of the commercial web (and before), this wasn't the case and it felt like a truly level playing field (the g

B2C is still wildly localized. In the earliest days of the commercial web (and before), this wasn't the case and it felt like a truly level playing field (the general lack of transactions involving the real world fulfillment certainly helped as well). Only when the giants started translating their offerings to reach an even wider audience in non-anglophone countries did end users start to expect a web in their home language and the potential audience of non-anglophone-based companies dropped (because they usually address their home language first). Now the most inhibiting cost of multi-language offerings is usually not the act of translation itself, but the resulting quality which is rarely high.