This study examines to what extent Internet firms have globalized and the key factors that have enabled some firms to globalize more than others. Contrary to arguments that Internet-based firms automatically benefit from a global market, this study shows that most Internet firms serve regional markets, consistent with Rugman’s (2000) findings for firms in the FT500. However, there are a few notable exceptions. In these cases a combination of early mover advantages, unique product, technology standards and complementary products and services have created a ‘winner-takes-all’ market in which a few firms dominate markets worldwide. Implications for globalization theories are discussed.