If globalization has affected international trade at the street level, you can bet it has worked its way even deeper into online business, if only sometimes.
Unfortunately, that “sometimes” means that people try to expand into foreign markets before they’ve considered all the problems and pitfalls that can arise.
There are some obvious aspects of marketing to people in another country that many businesses try to over-simplify. A US online business trying to approach an Italian market will know that they need to have an Italian language website. But it is much more complex than simply translating the content of your pages into proper italiano.
First, in marketing terms, there’s more than one Italian language. The north and south of the country are very different cultures, with significant differences in the way they speak (and expect to be spoken to). The cultural aspects of the idiom you’ll be using become very important. This is definitely not a job for Google Translate or Babelfish!