Attention to detail critical in global Web strategy

According to the IMEX Exchange president, foreign hits to U.S. Web sites number 30 to 40 percent. But only 10 to 15 percent of foreign browsers buy, and 46 percent of international order requests are not filled.

Indeed, there is more to international e-commerce success than launching a product or service into cyberspace. Creating a global Web site is key.

“Whether a company’s e-commerce strategy is to attract foreign customers or not, it must keep in mind that its Web site is visible to the world. Why drive business away?” says Bernie Weiss, president of Business Development International in San Diego, Calif.

At…