What is E-commerce localization?
E-commerce Localization is the mechanism of assimilating online shopping experiences. It predominantly focuses on E-commerce websites and shopping apps to customer support and marketing campaigns.
E-commerce Localization engulfs:
- Content Localization
- UI Localization
- UX Localization
- Customer-service Localization
- Marketing Localization
In simple words, E-commerce Localization is what guarantees that you can do business in multiple markets without brimming over into cultural barriers. As a matter of fact, when your target market can understand and engage with your E-commerce platform, they’re more likely to make a purchase. Moreover, they will come back for more and also beat the drum for your products/services.
Hence, a company that doesn’t take E-commerce Localization seriously is likely to confront issues such as:
- A high number of customer service issues
- Abandonment of Shopping cart
- Low Conversion Rates
- Poor Customer Satisfaction (CSAT)
- Decreased Website Traffic
For instance, the biggest players in E-commerce have long perceived the importance of the E-commerce Localization strategy. Amazon, for example, has invested grindingly in a Rural India strategy, subsequently.
Benefits of E-commerce Localization
Lately, localization isn’t just an accessory but it has turned out to be a necessity for all those e-commerce businesses looking to expand universally. However, if you’re still confused about investing time and money into website localization, here are some benefits you should consider:
Local Market Penetration
In every target market, there’s always a large population that relentlessly chooses to procure from local sellers. Why is it so? Local sellers have an edge over others as they easily understand the buying preferences of the locals. In addition, their brand messaging also appeals to them.
While localization will facilitate you win half the battle, you must also necessarily capitalize on all sorts of cultural peculiarities to stay tuned.
In a survey stretching across ten countries, including Brazil, China, France, and Germany, there was a shocking finding. It was found that 30% of customers either never buy anything on English-only websites. They also avoid surfing such sites altogether.
By all means, translating your e-commerce site or retail translation (in different languages) can help you garner people’s attention. On the contrary, localizing it will create ‘repeat’ customers by and large.
Diminish Customer Service Issues
Miscommunication occupies a major role in terms of customer service or support issues. The customer might forfeit some information included in the product description. In addition, he/she might find some discrepancies in the information and visuals. E-commerce Localization services reduce the occurrence of these issues.
When various elements of an e-commerce website are culturally relevant, then your customers won’t go off the rails in translation.
The E-commerce landscape is more complex and competitive than ever before. Customers today strive for a seamless, personalized, and multichannel E-commerce experience—no matter where they exist.
Furthermore, there’s the ultimatum of keeping your brand messaging stable across multiple markets while achieving local requirements. Consistency deals with an inherent degree of trustworthiness. In addition, it also fosters brand loyalty and conveys reliability. All these will drive the sales up. In addition, they will also be fulfilling local consumers’ demands. Needless to say, they help you stay ahead of the rat race.
Each locale has its own E-commerce landscape and consumer needs. Therefore, it’s pivotal to be well-grounded in the nuances of each market particularly. Meanwhile, you can tailor your E-commerce experiences accordingly.
Audit your UX
UX Localization is a phenomenal element in dishing out outstanding e-commerce experiences. As a matter of fact, regional norms, expectations, thought processes, and language is all of utmost importance. They affect the way how your customers perceive your brand, products, and marketing. Hence, it’s imperative to localize your E-commerce UX accordingly.
Locally Relevant Information
E-commerce shoppers always envisage stumbling upon locally relevant product information, e.g., product specifications, reviews, availability, and more.
Multi-lingual Customer Service
The level of support E-commerce customers receive will cast a spell on their entire E-commerce journey. Being able to speak/converse with a real person in their preferred language gives confidence to E-commerce shoppers. In addition, it also boosts brand loyalty and slashes the likelihood of abandoned carts or negative reviews.
Complementing your multi-lingual support with chatbots and other AI-powered E-commerce support tools can elevate things to the next level.
Your marketing deal and website copy should ideally be localized. This is predominantly to align with the cultural, linguistic, and technological expectations of your target markets.
Post-purchase Customer Engagement
After delivering a successful E-commerce experience, ensure that you continue engaging with customers across multifarious channels.
Doing this in the local language and guaranteeing that you’re using culturally appropriate tones will portray that you truly care about the customer’s experience.
Multi-lingual Sentiment Analysis
With multi-lingual sentiment analysis tools, you can track E-commerce metrics across local markets in real-time. Not only that, you can make timely adjustments to jack up E-commerce sales all over the map.
Adapt Your Sales Channels
E-commerce sales channels may vary greatly across markets. For instance, in Argentina, customers are habituated to purchasing from businesses via WhatsApp and Facebook marketplace.
Complementing your E-commerce platform in this manner can facilitate you to engage and convert E-commerce customers in this market more effectively. Furthermore, with cross-border E-commerce localization, the same logic applies to preferred E-commerce sales channels in other markets as well, undoubtedly.
When it comes to E-commerce Localization, there are a few best practices that can help you succeed in your business expansion.
Some of the top-notch tips include:
- Conducting Market Research
- Content Prioritization
- Investment in multi-lingual SEO
- Shopping Cart Localization
- Compliance with Local Regulations
- Usage of Representative Photos/Pictures
- Social Media Localization
You can build a stronger presence in international markets by fashioning a localized customer experience in your audience’s native language. Retail Document Translation services pave the way to reach your localization goals. You can also enhance your approach to reaching new markets with IG’s Localization Services.