As it’s said, “Play it smart, not hard.” The same applies when your goal is to dominate the global eCommerce game!
Your online store might operate flawlessly in your local markets but enormously suffer in the international market.
So many eCommerce business players played it safe, operating globally with a local mindset. And that’s where everything goes wrong.
In fact, 99% of startups face challenges in the global market, yet 9% of them could unlock immense potential simply by embracing eCommerce localization.
eCommerce localization is not just a strategy; it’s a game-changer in the eCommerce industry. How? In this blog, we will delve into the transformative power of this approach, sharing all you need to know about eCommerce localization with a real-life example.
What is eCommerce Localization?
The target of any eCommerce localization efforts is to design an enjoyable and seamless shopping experience for your potential customers. A scenario that isn’t possible without adapting your online store to your target market’s expectations and preferences!
That doesn’t only involve translating from one language to another. Cultural needs, such as color preferences, and user habits, like browsing and purchasing patterns, should also be taken into consideration.
Everything from product descriptions and names to visuals and payment options should be customized for the target markets, ensuring your target audience feels the entire website was initially designed for them.
It’s important to note that no one-size-fits-all approach exists, even in the same language-speaking regions. For example, while Egypt and Morocco speak Arabic, both have different dialects, cultural preferences, and favorite payment methods, among many others.
Benefits of eCommerce Localization
With 2.77 billion people already buying items online worldwide and a projected growth of 22.6% by 2027, the potential for growth in the global eCommerce market is truly exciting and seemingly infinite.
Here is the multitude of benefits that come with eCommerce localization:
Breaking into New Markets
eCommerce localization won’t only help you reach new markets but also profoundly connect with international customers in their native language and culture.
It enables e-commerce businesses to break the linguistic and cultural barriers, creating more intimate relationships beyond their local language and markets. And even a slight price localization on your site can help you boost growth by over 30%.
Improve Your Search Engine Results
Localizing your website content can also mean understanding search habits and incorporating keywords commonly searched within the target markets.
As a good rule of thumb, search engines prioritize relevant content. The more your site is tailored to meet your target audience’s cultural and linguistic needs, the more it will be deemed relevant, undoubtedly leading to better search results.
What else improves your search results?
- Seamless Online Shopping Customer Experience, which means a website that is easy to navigate and loads quickly! Search engines consider user engagement metrics, such as bounce rates and time spent on site.
- Mobile-friendly eCommerce Store that fits the browsing habits of the target local customers!
- Quality Backlinks by partnering up with local influencers and businesses!
- Implementing Local SEO Tactics, such as optimizing for local search queries and registering in local business directories!
Sky-rocket Conversion Rates
Personalized eCommerce sites see 10% to 15% higher conversion, according to Shopify. Also, Sri Sharma, Net Media Planet’s Managing Director, stated that, on average, their clients have witnessed 20% higher conversion rates through translated ads and landing pages and 70% through fully localized websites.
Fewer Abandoned Carts
70% of shoppers abandon their carts before making a purchase! That could be because of the high prices or delivery costs; however, what is really assured is that 60% rarely or never buy a product/service from English-only websites, according to this study.
Key Components of eCommerce Localization
eCommerce localization is about designing online stores that feel tailor-made and natural for your target audience. So, what does it take to make your eCommerce platform truly global?
Localizing Product Descriptions and Content
76% of online shoppers lean toward and buy localized products. And 40% will never buy products with information in foreign languages.
That’s why localizing product descriptions should be integral to your expansion strategy.
Localized product descriptions foster a connection with consumers, encouraging them to see your brand as one that truly understands their needs, values, and cultural context.
For example, consider a clothing retailer targeting markets in both Italy and Japan.
In Italy, a product description might emphasize style, artisan craftsmanship, and fashion trends, appealing to Italian consumers’ appreciation for aesthetics and design.
In contrast, the exact product might be marketed in Japan with a focus on quality, functionality, and minimalism, reflecting the Japanese consumer’s preference for these attributes.
Adapting Payment Options for Local Markets
Each market has its own preferred payment methods, and aligning your eCommerce platform with these preferences can significantly enhance the shopping experience for your customers.
When customers have access to payment methods they trust and are familiar with, it makes the checkout process smoother and more intuitive, positively translating into fewer abandoned carts and higher conversion.
Offering Customer Support in the Native Language
When customers feel understood and valued in their language, they’re more likely to engage with your brand positively.
Providing customer support in the local language demonstrates your commitment to customers’ needs and significantly enhances their shopping experience.
For example, consider a scenario where a customer has a query about a product or faces an issue with their order.
Supporting their language means they can communicate their concerns in their language. Therefore, they will be more likely to feel comfortable and taken care of, leading to higher satisfaction rates and a greater likelihood of repeat purchases.
Using Local Currency and Units
When users see prices in their local currency, it eliminates confusion and helps them make purchasing decisions faster.
For example, imagine a customer from Brazil shopping on an international website that only displays prices in U.S. dollars. They may struggle to convert the price into their local currency, leading to uncertainty about whether the product fits within their budget.
Also, using local units of measurement (like kilometers instead of miles or liters instead of gallons) further enhances this clarity, making the shopping experience feel more relatable and comfortable.
eCommerce Localization Success Story: How Amazon Aced it!
Amazon is expected to surpass the e-commerce giant Alibaba in estimated sales by 2027, generating over 1.2 trillion U.S. dollars in online sales. How?
- Localized User Experience
Amazon doesn’t just translate its website; it tailors the entire shopping experience to resonate with the target market. They ensure that customers feel at home by taking local languages, cultural nuances, and consumer behavior patterns into consideration.
- Diverse Payment Options
Amazon offers a range of payment methods aligned with local practices. In regions where credit card usage is low, they provide options like cash on delivery or local e-wallets.
- Personalized Recommendations
Amazon curates suggestions based on local shopping habits by utilizing advanced algorithms.
- Targeted Marketing Campaigns
Amazon tailors its marketing campaigns to reflect local cultures and holidays. Whether it’s promoting specific products for Diwali in India or celebrating local festivals, these targeted efforts resonate with consumers and drive sales.
- Multilingual Customer Support
Amazon invests in multilingual customer support, which means that customers from any location will be able to get the expected assistance in their native language.
Amazon always assures that language barriers do not hinder the support experience, allowing customers to express their needs more clearly.
How to Localize Your E-commerce Store: A Step-by-step Guide
Localizing an e-commerce store isn’t a one-step process. Here is how to localize your online store:
- Analyze Your Target Markets
Research customer preferences, cultural norms, and buying habits in the markets you want to enter. Understand their unique needs and shopping behaviors to create a tailored experience.
- Translate Content
Adapt your product descriptions, FAQs, and checkout pages into the local language. Ensure that the translation is done by professionals who understand the nuances of the language and culture beyond simple word-for-word translation.
- Integrate Local Payment Methods
Include region-specific payment gateways that your target customers are familiar with. This might include local credit cards, digital wallets, or cash-on-delivery options, depending on the market.
- Optimize for Local SEO
Translate metadata such as titles and descriptions, use local keywords, and implement hreflang tags to help search engines serve the right content to the right users.
- Test and Refine
Conduct A/B testing to evaluate different aspects of the localized experience. This can include variations in language, layout, and payment options to ensure that the customer experience meets the expectations of your target audience.
Why Choose Our E-commerce Localization Services?
With over 12 years of experience in the eCommerce localization industry, we have helped thousands of clients by designing tailored eCommerce translation services and solutions.
Our team of experts understands that effective e-commerce localization goes beyond simple language translation; it’s about capturing the essence of your brand while ensuring cultural relevance and accessibility.
We take pride in our attention to detail, customizing product descriptions, visuals, and payment options to resonate with diverse audiences, especially in the Asian world.
Our deep understanding of market preferences allows us to align your e-commerce strategies with local customs and user behaviors, resulting in a seamless and engaging shopping experience.
