I am from France and I totally agree with the previous replies: "Language is key". Many foreign companies think of Europe as the new Eldorado. Transactions are easier accross borders thanks to the Euro but mostly these companies fail to see the difference in culture.
Many people in Europe are not going to feel comfortable buying from a company that they do not know and particularly who does not market its goods in French, Italian, Spanish...
They will also be scared if the customer service is all in English...
Maybe you should be more specific about the market you want to target which depends a lot on your product and resources.