Still, the language of commerce in a country for the most part is the official language of that country. I'm not sure as to what can be done about that.
I've traveled to EU a lot and even in a country like France I had zero problems getting by.
Only if you travel along established tourist routes. Go to a local marketplace or try to ask for directions in a smaller town and you will find it hard in many EU countries. Yes, in Northern countries even most elders speak English fluently, but in South I have had many situations where finding a single English speaking person was a challenge (notably in Greece and Italy).
You probably didn't struggle to find an English-speaking person. You struggled to find a person willing to speak English with you. That's a subtle, but important, difference.
Most of my neighbors pretend not to understand English around tourists because it saves them enormous hassle. At first, I was appalled when I realized this. Now, I confess to doing it myself. It gets exhausting answering the same questions from unresourceful tourists over and over again.
Locals don't want to be your tour guide. They just want to enjoy their coffee in peace.
Look at what happened to facebook when they started offering localized versions, their growth suddenly exploded over here.
I believe this will take a long time, and it certainly is a major barrier.
And in addition to that, even though most young people can communicate well in English doesn't mean they want to shop in an English store. You need to have a very good proficiency (probably C2) to know the English words for all articles you have in your household.
But translating a website shouldn't be a big deal anyway.
Let me tell you an old story. I'm spanish. We had in the late 90's a mail list about the Delphi programming environment. Delphi was made by Borland, a private company that had translated the IDE to French and German.
At a certain moment there was a vocal group in the list that very insistently demanded that everybody made a petition to Borland to create a Spanish translation of the IDE (the manuals had already been translated). I didn't care, not only because I had already read every manual when Delphi was released, before they were translated, but also because I believed that any pro should know enough English to move around, instead of depending on the ones that had already done the job.
I tried to stay away from the discusion until a friend tried to force my hand very publicly with the argument that Spanish was no less important than English in culture or number of speakers or quality programmers... the political problem!
So I had to answer the obvious: English was not only important to communicate with English speakers. I can talk with people from Sweden, Russia, Poland, Greece... instead of learning a dozen languages. It's not a matter of what should be, it's a matter of what is!
And that was twenty years ago. Today my teen son has no problem chatting in Minecraft with people all around the world.
About shopping in an English store, they do. Google Translate works great if there's a problem. There is that musical instruments shop that everybody uses and another of bikes, both in Germany. People are used to the English words for that stuff anyway. The difficult thing, even in local shops is hearing many terms translated. What is a "flanger" called in Spanish? No idea. Or a "chorus", etc. We just used that as is. Household stuff are in local stores, no need to shop them online.
Anyway, if you look a little above, you'll see my comment that I think it would be a good idea to create a company that help other companies to operate in a multinational space. I was thinking more on taxes and regulations, but of course decent translations would be nice to have.