Just as many retailers tailor their domestic offerings by geographic area, so too must retailers tailor their offerings in a global strategy. This is just as true of E-tailing as it is of store-based retailing.
As Shannon Zimmerman reports for Multichannel Merchant:
“The global market is open for business, and many of your competitors are already out there solidifying their localization strategy for online shoppers. E-commerce provides many opportunities for businesses, but you have to make sure you’re on top of your game.”
Zimmerman offers four tips:
Be aware of global shopping events: “Have you heard of a shopping event that generated $5.7 billion online, more than any other national shopping event globally? It’s not Black Friday or Cyber Monday. It’s called Single’s Day in China.
Use the native languages of foreign customers: “A solid localization strategy incorporates multiple languages on Web sites. According to a study by Common Sense Advisory, you limit yourself to one third of a potential $45 trillion economic opportunity if your Web sites are only available in English.”
Make it easy for customers to make comments: “Customer reviews help boost E-commerce sales, and sites with just product descriptions – even if they have the best content in the local language – can limit conversions. Providing ways for customers to rate and review your products in their own language boosts buyer confidence.”
Participate in M-commerce: “The integration of mobile apps – a major trend – into your localized Web site is another important consideration.”