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Localization of an e-commerce site goes much further than just dealing with customers and payment methods. "In the US, local merchants are unsophisticated, you can't imagine how unsophisticated they are in the third world. With all due respect, it's rough. You're not dealing with the most cutting edge people in the world. They're old school. You have to know the dynamic of the local merchant. Every local merchant has a different psychology - how much can you push and pull, how in touch are they with new modern ways of doing business." Dealing with local merchants has been an educational experience, for all involved. Offerna has been playing a significant role in giving merchants new and dynamic ways of dealing with their customers, and in the process, building a loyal consumer base.