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eCommerce localization guide

Your Complete Guide to Ecommerce Localization

Business is more challenging than ever, and if you are to survive the increasingly competitive landscape, it’s time to diversify your reach and explore new markets worldwide. 

With so many online sellers fighting for customers’ attention, how do you ensure that your offerings and services stand out for an entirely new audience that likely doesn’t even speak your language? 

With eCommerce localization, you do all that and a lot more. 

However, this is not a simple task, and even the largest and most well-established businesses may require some assistance to expand their operations into new markets. 

What Is eCommerce Localization?

Localization is a service that helps tailor your website to the cultural, linguistic, and geographic preferences of your customers.

For eCommerce businesses, this means interpreting the product listings, FAQs, demos, videos, and articles, to fit the requirements, standards, and cultural norms of other geographical locations.

The localization process encompasses much more than merely translating text from one language to another. A wide range of topics is covered, including the use of language and images as well as units of measurement, customer service, model selection, comedy, colors, and movies. It all comes down to a matter of translating different cultures.

Ninety-nine percent of consumers prefer to shop in the currency of their country of residence, and three-quarters of them want to be able to do so in their native language.

Therefore, it’d be best to adopt the same practices as the people who live in the area for your brand to engage with new audiences in ways that are not only relevant but also profitable. Moreover, it would be best if you ensured it is also effective.

Importance Of eCommerce Localization

Experts anticipate that by 2040, around 95 percent of transactions will occur on eCommerce websites. Soon, we’ll experience a world where most people will buy online. 

Can your online business meet the needs of a global clientele?

Without a localized website, it doesn’t.

Here are a few benefits of localization for your eCommerce business. 

Develop Closer Ties with Your Customers

Language can be the most significant barrier when communicating with a new target audience. Mere translation won’t work because expressions and ideas may get lost. You need localization services to ensure that your website speaks the new language like locals do, jargon and all. 

Grow Sales and Revenue

If your revenue has been stagnant for some time, you might want to expand your business into a new market and expose yourself to new clients. Localized marketing collateral is a reliable way to ensure that your new audiences understand what you do and respond to your CTA. That’s how you ensure better ROI from your expansion efforts, resulting in greater profitability. 

Personalize Your Customer Experience

International customers may be interested in your products but won’t interact with your brand if your website is challenging to understand and navigate. eCommerce localization services can help you better connect with international customers and offer them a more personalized shopping experience.

A Leg Up on the Competition

According to data gathered for Shopify’s Future of Commerce research, 47 percent of customers said a brand’s local market presence significantly influenced their buying decision. So rest assured that the buyers appreciate your efforts to talk like them and cater to them in their own language. 

Localization Encourages Global Commerce

English is the most widely spoken language in the world. This is a known fact. However, an English translation isn’t sufficient if you wish to attract foreign clients. Localizing it into the targeted language benefits you here because customers prefer shopping in stores in their local language.

Key Elements For Successful E-Commerce Business Localization

There are several critical components to a successful eCommerce localization strategy. These include:

Internationalization

Engineering particular assets (applications, products, websites, etc.) in such a way that they may be readily localized is known as “internationalization.”

It isn’t easy to go back and update the code after you’ve already developed your website so that it may be localized. Keeping this in mind, constantly think ahead and design your website accordingly. 

Check to determine if you can easily change your website to work on several platforms, even if you don’t intend to expand into international markets soon.

Language

eCommerce localization would be incomplete without thoroughly examining the language translation process. Content in the customer’s native language increases the likelihood of a purchase. It would help if you first determined which language your website should be in to succeed in a given market. Keep in mind that a country may have several languages and dialects at a time. Pick one that would help you target the biggest audience.

SEO Metadata for Search Dominance

When it comes to eCommerce localization, SEO is just as important as it is for domestic marketing efforts. It’s not enough to just translate search phrases. You’ll need to conduct keyword and competitor research depending on the location and target language.

Do not expect the exact keywords to bring the same results even if English is the local language. Two locations with the same language may use different words to describe the same thing.

Domain Name 

Dot com (.com) is the standard domain name used by over 37 percent of all websites. According to 92 percent of international customers, they have worries about purchasing from unfamiliar websites, yet some trust brands with country-specific top-level domains.

You need to use domain structures specific to each location to show that you have operations in multiple nations.

  • Subfolders (brand.com/es-mx)
  • Domains within a domain (mx.brand.com)
  • Top-level domains (TLDs) based on a country code (brand.com.mx)
Regulations And Laws

Regulations governing trade, online businesses, etc., differ from region to region. Ensure you comply with all rules that apply to your organization before launching your eCommerce store in a new market. An e-commerce localization service can help you do that.

User-Generated Content

Ratings and reviews are a big part of e-commerce, as most online shopping is fueled by user-generated content. It is crucial to note that customer reviews and ratings have a significant impact on purchasing decisions. Seventy percent of internet customers read at least six reviews before purchasing in 2021.

It’s not enough to allow customers to see evaluations from other regions; they also need to be able to read them in their native language. Allowing auto-translation of reviews is critical. (add more)

Holiday and Seasonal Advocacy Programs

In 2020, Amazon India’s Great Indian Festival sale generated $8.3 billion in gross sales and saw an 88% increase in customers over the previous year. In e-commerce, seasonal events and promotions are an effective marketing strategy because they are timed to coincide with holidays.

It is and has long been one of the most effective ways to increase customer acquisition and retention rates, both online and offline. They not only increase sales but also liven up and colorize the whole personality of the company.

Payment Methods

Purchase decisions are affected by the number of payment options available. Customers are willing to finalize their purchases if they can pay how they want to and encounter no difficulties during the transaction.

This means providing them with bank transfers and cash on delivery facilities in many parts of the world. But others might prefer cashless payment methods (credit/debit card, online banking, and e-wallet).

Pricing

All price tags on your website must be in currencies suited to the targeted market.

International consumers are often discouraged by the fact that they cannot make purchases in their own currency, which results in low conversion rates. Make sure that your e-commerce website facilitates them in this matter. 

Multilingual Customer Service

Multilingual customer service can significantly reduce the number of inquiries your team receives on a daily basis. Most of these questions stem from the fact that they are unable to interpret or understand your customer support materials. To help the customer with their troubleshooting, these should be accessible in their native language. 

To create a truly unique customer experience, translate and localize your knowledge base, support ticket responses, and order forms, among other things.

eCommerce localization: Takeaway 

Localization has become a need rather than a luxury for e-commerce businesses in this day and age. There is fierce competition, and if you wish to win over clients for life, you’ll need to use localization to your advantage. 

While a quick Google Translate work may be sufficient to make your website understandable, it won’t persuade international customers to abandon the local brands they are already accustomed to. 

So, enhance your brand’s visibility in foreign markets by providing a localized customer experience in the language of your target audience. 

Get started with an effective eCommerce localization strategy from the marketing experts at Lingble. Reach out to us online today