The strongest business case for e-commerce is in retail. E-commerce is easy and cheap. In actuality, while it's simple to construct a Web site that can handle transactions, it is a complex and costly task to completely integrate it into an organization's processes and legacy technology. One world, one Web. In actuality, segmentation across cultural boundaries is as alive and well in e-commerce as it is in traditional commerce.
Smart companies tailor their sites so they appeal to the culture to which they broadcast.
In actuality, the most successful forms of e-commerce combine personalized customer service with innovative technological information retrieval and presentation.