This study explores US brands' web site standardisation in terms of the extent of standardisation and the content applied across European markets. The conceptual framework was created on the basis of four basic functions of web site content, i.e. transaction, communication, relationship, and interactivity. In total, 206 web sites created for the UK, France, Germany, and Spain were examined by online content analysis techniques, in terms of the features of the web site in each host country, and the similarity between the home-country (USA) and host-country web sites.