The key to success in cross-border e-commerce is to make the experience feel local to customers, said Rick Barbari, group vice president of Digital River World Payments.

"No matter how successful you are at home, enabling global customers to buy products and services requires more than simply reproducing your domestic shopping site in another country's domain," Barbari said. "It means making your customers feel at home, wherever they are, with a retail experience that's familiar, accessible and convenient in an online shopping environment."

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