Understanding Global Customers: User Experiences at Home and Abroad

Consider this example: Many organizations simply created a .com website for English-speaking markets. They expected all English speakers to use the same site, even though there are subtle language differences in the way that consumers in the U.K. and Canada shop. Today, the trend is to set up a .com site for U.S. consumers, and at the same time create country-specific websites that are more culturally in-tune with the specific characteristics of other English-speaking countries.