First of all, Boo.com wanted to become the leader in online global sports clothes. This is why they decided to launch the website both in Europe & America. That was their first mistake. They invested too much money instead of waiting for the sales to generate revenues and then develop on other markets.Boo.com was started by 3 Swedish entrepreneurs as they wanted to launch a world wide online retail website selling major sports brands clothing like Adidas, Nike, Fila, Lacoste, Polo and Ralph Lauren etc. there were major decisions and assumptions were made, taking for an example the currency conversion rate offered in US and Europe was far lower than the normal currency conversion rate in the market this lead to negative impact on the Boo.com and its sales. Initially it was though that world wide