Localisation is the secret ingredient for e-commerce brands aiming to capture the hearts and wallets of international consumers. In a digital marketplace projected to be worth approximately $5.3 trillion by 2023, according to eMarketer, the ability to resonate with customers across diverse cultures is not just an advantage—it's a necessity. This article delves into the nuances of localisation, offering insights and strategies for e-commerce businesses to thrive on a global stage.
A brand's identity is its signature, the unique combination of elements that distinguishes it from competitors. For customers, a brand often signifies quality and trustworthiness. However, when expanding globally, a brand must be flexible enough to adapt to various cultural landscapes while maintaining its core identity. This balance is achieved through localisation, which involves tailoring the brand to align with local customs, language, and consumer behavior.
Localisation is not a mere luxury—it's a strategic imperative. Consider these compelling statistics: Common Sense Advisory reports that 72% of consumers spend most or all of their time on websites in their own language, and 56% of consumers say that the ability to obtain information in their own language is more important than price. Furthermore, CSA Research found that 40% of consumers will never buy from websites in other languages. These figures underscore the importance of localisation in building a successful global e-commerce brand.
Internationalisation is the foundation for effective localisation. It involves designing products, websites, and services with future localisation in mind. For example, ensuring that name fields in forms are flexible enough to accommodate the naming conventions of different cultures is a simple yet crucial aspect of internationalisation.
Localisation transcends mere translation; it encompasses the adaptation of content, design, and functionality to meet the expectations of a specific market. This includes:
The goal is to create a brand experience that feels native to each market. Partnering with a Language Service Provider (LSP) with regional expertise is essential in achieving this.
Localisation is the linchpin for e-commerce brands aspiring to global success. By carefully selecting target markets, leveraging local expertise, and maintaining brand integrity, businesses can create a compelling presence that appeals to international consumers. Incorporating internationalisation from the outset simplifies future localisation efforts, while ongoing engagement and adaptation ensure a brand remains relevant and resonant across borders.
