The collapse of market valuations for many internet retailers has unfairly tarred other web‐based firms with the same brush. Despite anxiety in the equity markets, firms are embracing the world wide web as a business tool. Spending on business‐to‐business, or B2B, applications is particularly strong. But a quick jump to B2B systems is not for everyone. As with any major investment, spending on B2B applications needs to be reviewed from a strategy perspective, particularly if a firm is a player in international markets and seeking to stay competitive during this revolution.