Building a successful global business is a never-ending juggling act. With what can seem like an unlimited number of moving parts, compromises feel inevitable. Efficiency is traded for simplicity. Optimal long-term solutions are traded for quick and dirty fixes.
These tradeoffs can be especially problematic for e-commerce businesses. For companies aspiring to go global, what initially might seem like a sensible decision to ramp up a new country on its own platform can snowball into 10 different websites running out of 10 different codebases. Each one is its own tangled web of custom features, add-ons, and designs.