B2C is still wildly localized. In the earliest days of the commercial web (and before), this wasn't the case and it felt like a truly level playing field (the general lack of transactions involving the real world fulfillment certainly helped as well).
Only when the giants started translating their offerings to reach an even wider audience in non-anglophone countries did end users start to expect a web in their home language and the potential audience of non-anglophone-based companies dropped (because they usually address their home language first).
Now the most inhibiting cost of multi-language offerings is usually not the act of translation itself, but the resulting quality which is rarely high.
I just mean with Brexit and all ... if the English leave, English will be deprecated as an official language, yet it will still be the lingua franca of European Business. It's just a kind of a funny, and slightly ironic situation I think.
EDIT: I think actually it speaks very much to how european unity is about so much more than just the EU. By extension how culture and national identity is about so much more than what the Westphalian paradigm provides.
UK leaving EU doesn't mean it's leaving Europe. It still is and will be a huge business partner, travel destination etc. so I seriously doubt English will deprecate as an official language.
