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How Ecommerce Localisation Can Open the Doors to Global Markets

in Retail and Ecommerce

The impact of COVID-19 is undeniably global, with the effects in routine changes being felt not only by individuals, but by businesses too. The encouragement of social distancing across multiple countries has brought to light a greater need to bridge the gap between business and consumer in the digital world, particularly when it comes to retail and ecommerce.

Here we take a look into how localisation can help ecommerce businesses connect with their customers and stand out amongst competition online as in-store presence has the potential to decline.

A brand voice that speaks to the market

Ecommerce localisation doesn’t just take a website and translate it into another language, it takes the original site and adapts the content to suit the local market, helping create an emotional connection between the brand and the consumer.

Knowledge of how language is used online in different cultures is therefore key in creating the balance between company branding and local appeal. In Sweden, for example, high-end e-commerce websites use simple language where their English counterparts use words like ‘luxurious’ or ‘deluxe’ as such language is seen to cheapen the brand.

Creating an authentic customer experience

Localisation is not only about the language used to interact with a target audience, it’s about the entire customer experience a brand provides. In the context of ecommerce, the following is key in creating a fully localised customer journey:

Culturally-relevant advertising

Often an online journey starts with an ad, and if this doesn’t immediately speak the audience then the journey can stop before it has begun and no ROI is seen.

In light of Italy’s stay at home measures around the COVID-19 pandemic, IKEA released the ad ‘restare a casa è dawero una grande IKEA’. The message, translating as ‘to stay at home is truly a great IKEA’, connects with the Italian audience specifically on a linguistic and emotional level whilst remaining true to the brand.

Site appearance

Visually a website needs to appeal to an audience, and the same layout may not be received similarly by multiple markets.

Amazon’s international sites have different layouts and navigation depending on location, creating a comfortable experience the consumer is familiar with across other sties originating from within the market. Even the US and UK sites are visually distinct despite the language similarities.

Payment methods

At the end of the user journey is the transaction, and with around 300 separate types of ecommerce payments available it’s important that the right options are offered.

Where the likes of Apple Pay and PayPal are prevalent in the West, in China it’s Alipay that is the dominant form of payment, and in India there remains a high demand for cash payments on delivery.

Offering the right payment options to the right audience can help ecommerce businesses minimise cart abandonment rates and ensure ROI on their localisation efforts.

At Language Connect we’re experts not just in localisation, but in ecommerce as well. Not only do we provide the translation services to enable success in new markets, but our knowledge of and experience in the industry has created ROI for leading global brands. If you want to discover how we supported a 76% increase in gross revenue for one of the leading global beauty brands, click here.

Interested to find out how we can grow your ecommerce business? Get in touch today.



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