I think the notion of cross border selling is an admirable one. It will allow many merchants in this difficult economic period to sell to many more markets than previously possibly.Beyond the simple technical issues, this proposition, in my opinion, is the equivalent to alchemy. It's virtually impossible to reconcile base cultural differences in buying behavior, technical variations in currency, payment and shipment and turn them into the proverbial gold. Say for example a Medium Sized UK company has a shipment contract with Royal Mail, fruugo has a contract with DHL for shipments in this region - how do you make the proposition interesting to the merchant without compromising their business. Making all retail companies accessible to all consumers is the equivalent to turning the rich diversity of a city market you might visit whilst abroad, into a common shade of beige. So the question extends to - you may be able to achieve this - but truly why would you? It will be incredibly expensive as we all know Fruugo has spent many million euros. And with a percentage cut on the sale, how is this meant to make money? The only merchants you might buy through this platform would be niche merchants where you may wish for the reassurance of buying through a larger umbrella organisation. But the items such a retailer would offer would be low cost and low margins. Larger organisations such as Tesco would surely retail through their own online store (their own online store is currently going through a redesign; part of which includes internationalisation no doubt).As said, the problem presented by this ambition is beyond the simple legal and commercial technicalities presented here. To believe that cultural division between Spanish commerce and English commerce can be broken down, simply because we now have the technical ability to do so is naive.Before we even get down to detailed personalisation, the translation engine used on the site (with some investigation) is google translator, at least it produces similar results. It's a literal translation that is helpful, but does not solve the issues of language barriers and to promote this as a key "added value" proposition is disingenuous. Every site can do this, a little tech know-how and you're ready to roll.In my mind the internet is an extended communication channel, nothing more. If an everyday person in France is unable to easily enter a transaction with an everyday merchant in Poland in person, there is no reason to believe this can be accomplished online.These problems (and there are many more) would pose serious issues to the most accomplished minds in the ecommerce arena, and in the more mature markets such as the UK, US, Japan, France or Germany. Looking at the public information on who comprises this "international" Finnish team (and looking at those who have recently left), I fail to see how this will be achieved. Essentially the number of years of experience in ecommerce in this team is minimal & international years beneath board level is almost zero.With this in mind, what will Fruugo bring to the table that Amazon did not accomplish some years ago? With the introduction of Maestro payment across the continent the issues of cross border retail transactions become negligible.As said, I think the notion is an admirable one and I look forward to being proved wrong.