SEO Plays a key role on multinational ecommerce websites. Though a brand has a SEO value in a particular country when the same website used for multinational ecommerce business, the website should be created such that there is no duplicate value and it doesnt affect the websites SEO value. Eg., Website features making use of multinational ecommerce business :

http://www.mercuryminds.com/portfolio/eurobullysupply-xcart-design-customization.html

http://www.mercuryminds.com/portfolio/dymo.html