Involved with Global E-Commerce? Localize!

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:
  1. 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.
  2. 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.”
  3. 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.”
  4. Participate in M-commerce: “The integration of mobile apps – a major trend – into your localized Web site is another important consideration.”
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This entry was posted in Global Retailing, Online Retailing, Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 4: Store Location Planning, Part 5: Managing a Retail Business, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer, Part 8: Putting It All Together and tagged , , , , , , , . Bookmark the permalink.

3 Responses to Involved with Global E-Commerce? Localize!

  1. Pingback: Involved with Global E-Commerce? Localize! | Re...

  2. Pingback: Multichannel Merchant’s New Study of Global E-Commerce | Retailing: From A to Z by Joel Evans

  3. Pingback: Global E-Tailing Is Booming: A New Report | Retailing: From A to Z by Joel Evans

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