Another factor is the development of electronic commerce. “Although a multilingual web may be desirable on moral and ethical grounds, such high ideals are not enough to make it other than a reality on a small-scale. As well as the appropriate technology being available so that the non-English speaker can go, there is the impact of 'electronic commerce' as a major force that may make multilingualism the most natural path for cyberspace. Sellers of products and services in the virtual global marketplace into which the internet is developing must be prepared to deal with a virtual world that is just as multilingual as the physical world. If they want to be successful, they had better make sure they are speaking the languages of their customers!"
Founder of Euro-Marketing Associates and its virtual branch Global Reach, Bill Dunlap championed the assets of e-commerce in Europe among his fellow compatriots in the U.S., promoting the internationalization and localization of their websites. He wrote in December 1998: "There are so few people in the U.S. interested in communicating in many languages -- most Americans are still under the delusion that the rest of the world speaks English. However, in Europe, the countries are small enough so that an international perspective has been necessary for centuries."
Peter Raggett, deputy-head (and then head) of the Central Library of OECD (Organization for Economic Cooperation and Development), wrote in August 1999: "I think it is incumbent on European organizations and businesses to try and offer websites in three or four languages if resources permit. In this age of globalization and electronic commerce, businesses are finding that they are doing business across many countries. Allowing French, German, Japanese speakers to easily read one's website as well as English speakers will give a business a competitive edge in the domain of electronic trading."
As the internet quickly spread worldwide, companies needed to offer bilingual, trilingual, even plurilingual websites to reach as large an audience as possible, while adapting their content to a given audience, either a country or a linguistic community. Thus the need to internationalize and localize websites, which became a major trend in the late 1990s and early 2000s, with English- language companies and organizations setting up plurilingual websites, in English and other languages, and non-English-language companies and organizations setting up websites in their own language(s) and English.