How to Use Localization to Improve your Conversion Rate and Build a Global eCommerce Brand?
In the days when there was no Internet, nearly every business was local. There was no way small retailers could reach customers outside their geographical territory. But things changed dramatically with the emergence of the Internet and the advent of eCommerce. Nowadays when you decide to sell something online, you can have customers from any corner of the planet. Many retailers have an overwhelming urge to become global eCommerce brands; and why not? Every business needs more and more customers to grow, right?
But selling in the international market can be altogether different to what you may expect if you don’t have experience in cross-border eCommerce. You can not just make an international website for your US or UK business and expect to sell the same way in every country across the world. Having a multi-currency drop down menu on the website and accepting payments via credit card doesn’t make you a global seller. A lot more planning and execution work is required to develop an international market for your brand and it can be a long but rewarding journey for your eCommerce business. In this article, we want to provide advice about some critical steps involved in building a successful, global eCommerce brand.
So how do you do it? First of all, if you want to sell internationally, the question you need to ask yourself is not – “How do I internationalize or globalize my eCommerce business?”, but rather “How do I localize my business to the countries where I want to sell?” Internationalization of your eCommerce brand will be a step-by-step process of localizing your brand to one market after the other. You will have to create new channels to sell in these new markets. So let’s dive right in and talk about some of the crucial phases of localization of an eCommerce business. It’s surely not an exhaustive checklist, but can give you a direction for a great head start…
I am the Founder at ILoveFashionRetail, where we design & develop e-commerce websites & mobile apps for fashion retailers. We also help fashion brands grow their online sales & traffic. My essays are featured at Forbes, Moz, Fairchild, FIT and more. Contact me.