MediaBuyerPlanner offers a look at the future of the European E-Commerce market. It's interesting to note that:

Germany, however, has the most online buyers, with 27.2 million, but produces less than half the online sales volume of the UK.
France, in turn, produces less than half Germany's e-commerce sales volume and has 14.5 million online buyers.
On average, German and French buyers are spending considerably less online per person than their UK

 Why do you suppose Germany has so many buyers online, but they aren't actually spending money when compared to the UK? Is it a cultural cause, i.e., Germans prefer to actually make purchases via other channels? Or, is it a language-related cause: that English, being the most widespread language used on the Internet, gives native English speakers a certain comfort level when they actually go to make the purchase? Anyone selling to European audiences online should also note:

The third wave will follow early in the next decade, as Eastern European states - Russia, Poland, and the Czech Republic - begin to embrace e-commerce, it said.

While ad revenue increase in the U.S. is expected to hover around 3% over the next two years, global ad revenue is expected to increase by over twice as much. In so-called New Europe, ad revenue increase is even more impressive at 20%, and will push 40% in Asia Pacific.

There are countless articles about doing business overseas that detail the importance of knowing the audience when you are marketing to them online, or when you are having a face-to-face meeting or presentation. But, what about that important area of tradeshow exhibiting, that most businesses participate in to some degree in the U.S.--is it worth your while to exhibit overseas, and if so, what should you keep in mind to prepare for it?

This article goes into a good amount of depth to detail everything you should consider before taking your tradeshow booth overseas.

Make sure that your top executives are available. Overseas shows, particularly in European and Asian countries, are serious business as they focus on sales. Top-level management attend these shows expecting to place orders. They expect, and want, to deal with their counterparts in your company. 

If we are trying to make a business, product and/or brand successful globally, they can teach us quite a bit. The export of each of these franchises from an English-speaking market has seen unparalleled levels of success with global audiences in those audiences’ native languages. One could argue that while each cultural icon retains many of the traits that are specific to where it originated, it also began with very universally-appealing traits, and carries with it some degree of adaptability to the new cultures that appreciate it.

In the case of Homer Simpson, an icon that is as every bit American as the Wal-mart and McDonald’s brands, his character traits of being both stupid and lovable carry universal appeal.

"Homer resembles so many men," Mexican columnist Guadalupe Loaeza said. “I see my husband, who, by the way does not miss an episode, and how he resembles Homer Simpson in his insecurities, self criticism, his clumsiness -- but all in a loving way."

Unlike those American brands, which are finding it difficult to reach global audiences in new markets, people can relate and project their own husbands and fathers onto him, making Homer and The Simpsons seem unobtrusive.

What could be more American than Disney? Disney, of course, has had its share of mixed success when opening theme parks in new regions outside of the U.S. However, it appears to have a solid global hit on its hands with the introduction of the Disney Fairies franchise. Disney appears to have learned some lessons about taking a product or brand global, and the Disney Fairies books are currently published in 51 countries and 33 languages, while the magazines reach 24 countries. The franchise website, boasting 2.5 million new custom fairies created in three months, gives us an idea of why the Fairies are such a hit. Not only has Disney thoroughly gone global with this franchise, it has also made it possible for users worldwide to highly personalize their fairies and share them with friends, making this Disney product something more than a generic, one-size-fits-all brand for its global consumers.

It wouldn’t be proper to talk about a current global success without mentioning Harry Potter, though we expect that most E-Buzz readers are certainly aware that the Harry Potter franchise is not limited in its popularity to simply the U.S. and the U.K. As with Homer Simpson, certain universal themes allow readers to see themselves in Harry Potter, even though he is very much a British chap.

“…with such universal themes - the struggle of the apparently bumbling Potter against the dark forces of Voldemort and his Death Eaters, cross-cut with magic rituals and the inadequacies of the Ministry of Magic - every culture can relate to the plot. From Thailand to Russia kids are copying the spells.”

Some might even argue that Harry Potter is more of an American export, as the icon had to find success in the U.S. first, before obtaining global popularity. Why do brands like Wal-Mart and McDonald’s have such difficulty gaining acceptance around the globe? One might even ask why the general global opinion of the U.S. itself can be so negative in light of these very successful phenomena? Is it because these are merely pop culture icons, and therefore easier to export than say, a Starbuck’s or a war on terror? Perhaps. It could also be that avid fans of these characters do not feel that their own heritage and cultures are being violated, and what’s more, they feel empowered and integral to the experience of a Homer Simpson, Disney Fairy or Harry Potter.