&gt;The smaller countries are mostly used to everything being in English (Slovenia, Finland), so they don&#x27;t care.<p>I live in Finland and I can tell you that you don&#x27;t have full access to mass markets unless you handle the language,  deliveries and local payment methods as well.<p>Case: <a href="https:&#x2F;&#x2F;www.varusteleka.fi&#x2F;en" rel="nofollow">https:&#x2F;&#x2F;www.varusteleka.fi&#x2F;en</a>  It&#x27;s very successful Finnish  army&#x2F;outdoors store  that sells mostly trough net (probably biggest in the Europe). They have build  loyal international customer base outside Finland mainly because they have a great customer service and they&#x27;re very honest about the products it sells. No marketing bullshit, if they sell inferior products, they tell that the product sucks balls and sell it very cheap.<p>They have been gradually expanding their operations from Finland to Sweden, Estonia, Russia and other countries. Similar company started in Minnesota (same size as Finland) would be several times bigger by now.