The author illustrates cultural adaptation at work in a small, cutting-edge e-commerce company, chipshot.com. When this firm decided to market golf equipment to Japan via the Internet, they used specialized software and work processes to localize their e-commerce site. The case study shows the importance of understanding current marketing idioms in a given culture, and applying these in the localized version of a Web site, regardless of the language of the user-interface. The author illustrates how Web translation differs from translating for traditional media, and gives the reader an inside view of workflow and resources used, with copious graphical examples.