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5 quick considerations for brands heading into international markets

5 quick considerations for brands heading into international markets [Photo: iStock/AndreyPopov]
in Retail and Ecommerce

The internet has opened up the globe to commerce companies. With more than two-thirds of the world now able to access the internet, it makes sense that firms are branching out and trying to reach new markets to maximise their potential income.

However, to make a success of globalisation, there are considerations that firms need to be making. Here, we take a quick look at just a few of these and discuss why they matter.

Spot gaps in the market

When it comes to retail online, content sells. People need to know who your brand is, what you are all about, and what you are selling. It’s as much about buying into you as it is your products. But not all brands are embracing this on a global scale.

Although not everyone in the world speaks English, the vast majority of content online is in English, which leaves openings in the market. For those who take the time to look towards languages that are huge on a global scale, but small online, such as French, Arabic and Chinese, there’s a chance of reaching audiences that you might not be able to otherwise.

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Know your audience

When you are selling products, there’s nothing more important than simply knowing your audience and what drives them to make a purchase. When you are translating a website into a target language, are you concentrating on the right areas?

Marketing messages that may be important in some languages may not be as important to consumers in another language, who may prefer product specifications, reviews or other elements translated in depth instead. It all comes down to knowing your market and researching what makes consumers tick.

Mobile optimisation

In a world where more people are now able to access the internet via mobile than ever before, it’s important that brands are taking the time to optimise their websites to cope with this. If someone who wants to shop through their mobile device comes onto your site and finds that they can’t do so, chances are they will go elsewhere.

This is more important in some markets than others. For example, in South Korea, as many as 88 per cent of people have mobile access, which is the highest proportion in the world. With 62 per cent of the nation shopping online, giving them the right channels to do so is important.

Localised knowledge

Another important thing to consider is local knowledge. No-one from overseas can have a deep rooted knowledge of a new country quickly of course, but have you considered things like the busiest shopping days of the year? Important festivals and celebrations?

These can all provide fantastic opportunities for marketing your brand in new ways in new countries, and it may not be something you’ve ever considered. If you’re used to Christmas and Black Friday, it can be difficult to get out of that mindset, but other nations are different. For example, in China, the busiest shopping day comes in early November with Single’s Day, which is actually the largest shopping day online worldwide.

Effective translation

Of course, none of this will be effective without the correct expert translation to make your website ready for your globalisation project as an ecommerce brand. Smaller firms taking that first step into the big wide world of retail may be tempted to look at cheaper automated translation, but this can leave your website full of mistakes and confusing statements that will just put your audience off.

When you are making effective business choices, expert translation that makes your website work for both you and consumers is the perfect tool for success.



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