When shoppers pay in a currency other than US Dollars (USD), they always have a choice: they can opt to pay for their product in USD and let their credit card company establish the conversion rate/fees; or they can opt to pay in their own currency and pay the converted cost, as it appears on the Plimus BuyNow page. Needless to say, whichever option they select, they will end up with a conversion rate and fees that are set up by the chosen service provider, and it is essentially impossible to tell on a consistent basis which will be the better deal.

Large, global firms, always take advantage of local market conditions to maximize their revenues. This means pricing high in markets that can bear the weight, and low in markets that cannot. Just because your firm may not be challenging for the mantle of World's Largest does not mean that you can't leverage the same market-based approach. In fact, by failing to do so, you may be losing out on sales volume (in markets where price sensitivity is high) and on revenues (in markets where price sensitivity is low).