If your ecommerce business is thriving in your local market, expanding internationally may be a goal you’ve set your sights on. But before you open your doors to a flood of international traffic, have you taken the time to consider how you will properly localize your presence in a diverse set of geographic regions?
Developing a Localized Strategy with Wekihost
To make the most of the time and resources required to take your ecommerce business from local to global, it’s essential to first understand the importance of developing localized strategies unique to each of your target markets.
The Power of Localization for Ecommerce Brands
If you’ve ever attempted to shop on an ecommerce site based in a geography outside of your home region, you are likely familiar with the disjointed and confusing experience that can result from a lack of localization.
Why Localization Matters
Proper localization is the key to ensuring that shopping on your ecommerce site is seamless for consumers in markets outside your home region. Localization equals relevance, and relevance, in turn, builds trust and brand affinity.
Addressing Consumer Concerns
Ecommerce experiences that haven’t been adequately tailored to the local market can create tension and friction for users, giving rise to questions such as:
- Are the prices displayed in my local currency?
- Do the shipping costs listed apply to me?
- Are all the products on the site available in my region?
- Will I incur additional fees or duties when my order arrives?
As any ecommerce business knows, questions and uncertainties like these can have detrimental effects on site conversion rates. The fundamental truth of ecommerce marketing is that if users don’t feel confident using your site, they won’t complete a purchase. Localization is essential to instilling that sense of confidence and trust users need before they provide their payment information.
Going Beyond Language and Currency
Beyond basic details like language and currency, there are numerous other considerations when expanding your ecommerce business globally.
Cultural Nuances and Preferences
For example, what appeals to consumers in your home market may not resonate with consumers in other locations. Some cultures are more formal than others, so while casual, colloquial language may work in certain regions, it may be off-putting elsewhere.
Product Attributes and Differentiators
Furthermore, people in different countries prioritize product attributes and differentiators differently. To be successful, product descriptions should highlight attributes that are highly valued in the consumer culture of each specific region.
Visual Appeal and Representation
Consider how images and visual materials play a role in localization. Will consumers from the market you’re expanding into see themselves reflected in your marketing materials?
Tailoring Your Product Line
Depending on the region and the products your brand offers, you may even opt to develop and promote new products tailored to the needs of consumers in key international markets.
Crafting Localized Ecommerce Experiences
The Role of Market Research
As evident from the questions raised above, there are plenty of factors to consider when aiming to take your ecommerce brand in a more global direction. However, without the right information at your disposal, there are also numerous pitfalls to avoid.
Start with Market Research
To create an effective localization strategy, you must start with market research. Conduct local competitive analyses, social media audits, and user surveys to gain a comprehensive understanding of the unique cultural expectations, norms, and desires in each region.
Uncovering Hidden Insights
In-depth research will unveil hidden insights and provide answers to questions you may not have even considered. For instance, are there digital payment methods preferred by consumers in the region over credit cards? Which elements of cart and checkout funnel design inspire the most trust among international consumers? And which shopping holidays generate the most traffic and sales in the local market?
A Comprehensive Approach
Building appealing local experiences goes beyond hasty translation and a currency converter. Understanding cultural nuances so you can incorporate them into your marketing assets and brand properties requires time and research.
Introducing Global Experience Assessment with Wekihost
Our Solution to Effective Localization
As an agency serving numerous global businesses, we comprehend both the importance of localization and the challenges associated with doing it effectively. Scalability becomes a concern when you need to gather profound cultural insights across a multitude of regions.
Wekihost’s Global Experience Assessment
This is why we’ve developed our Global Experience Assessment, designed as a flexible solution that can provide in-depth global research in a format that can be scaled to match your expansion into international territories.
Learn More About Wekihost’s Global Experience Assessment
Discover more about our Global Experience Assessment and how it can enhance your brand’s presence across a variety of diverse markets.
