The benefits for localization as an international business strategy have been paralleled in how eCommerce sites are designed. Localization accounts for the local cultural context of individual markets which makes sites more user friendly. However, this is not just the language of the site. Localization also accounts for images in appropriate cultural context. How colors, symbols, dates, times are incorporated also have an effect. This includes product descriptions and database-driven content. This strategy maximizes the potential client base making it more international. It gives smaller brands access to markets they would not otherwise have access to.
The benefits of localization are many. Firstly, it allows international businesses to penetrate local markets. This allows them to compete more effectively with local sellers. For instance, a business localizing an eCommerce site in China would be aware of differences. Singles Day events are more a priority for discounts than Black Friday. Secondly, it allows companies to build trust and brand loyalty amongst customers. For instance, a CSA research survey spanning Brazil, China, Russia, Turkey, France, Germany and Japan. It found that 30% of shoppers avoid or never buy from English only sites. Taking factors like this into consideration builds loyalty and increases potential revenue.
Customer Service & Support
Thirdly, eCommerce localization reduces customer service and support issues. Localization reduces communication issues along with discrepancies in information and visuals. It is important to put culturally relevant elements on eCommerce sites. But equally important they do not get lost in translation. Even localized reviews can be a big benefit for local customers. Newer customers would take more seriously the opinions of other locals. Not translation or localizing reviews can cause unintended problems. eCommerce sites may miss out on customers that need validation in their purchasing decision. This is particularly true amongst younger, more tech savvy customers.
Being a global agency DigiCommerce clients often require some sort of localization on their eCommerce infrastructure. As a Canadian company in a Francophone province, this comes second nature. Adaptation and localization is a factor for most of the projects we take on. A good mix of third party integration and customization gives clients the ability to express their business objectives online. Contact DigiCommerce to find out more.