Tips for localizing e-commerce sites (I)

So you have decided to open an e-commerce site to reach a wider audience and increase your sales. Your products are great, you managed to get a fantastic agreement with your shipping company, and your clients can get your products just with the click of a button.

You are now ready to start selling globally!

Really? Are you sure?

Globalisation has democratised shopping options but, do people all over the world have the same buying habits and attitudes towards online payments? Certainly not. For this reason, and due to the large offer of e-commerce sites customers can choose from, you need to stand out from your competitors.

In this article you will learn 7 tips your localization and marketing departments can develop together to make your site an international e-commerce site.

Infographic e-commerce localization

Make your e-commerce site a real international site.

  1. Use local currencies.

You will ease things for your customers if you allow them to pay in their local currency. We are aware that this will lead to another challenge: conversion rates. If you only enable payment in one or two currencies, provide your clients with the equivalent price in their local currency. This will save them time in their decision-making process.

  1. Adapt payment options.

Not everybody is willing to enter their credit card details, especially the first time they use your website. Allowing clients to choose among several payment options will make them feel more comfortable and will increase your conversions to sales.

  1. Translate customer reviews.

61% of online customers read online reviews before making a purchase decision. Translating these comments will provide your users with valuable information that is often more valued than your sales-driven product descriptions.

  1. Adapt content to your target.

Not only regarding language but regarding the product itself. If you have done a proper market research, you will know which products have better chances in which target markets. Focus your campaigns on specific products that are most demanded by those markets.

  1. Be creative.

Take your target market’s language and culture into account when creating your sales content (such a catalogues, pictures or banners.) It may be difficult to believe, but not everybody is a fan of Game of Thrones, Star Wars or Star Trek, so focusing your market strategies on worldwide stars may not always work. Try to get some local insights from your local distributors or agents. Even from your translators!

  1. Adapt contact information.

Some countries are very used to email communication, while others still prefer to call a toll-free number. As with payment options, make sure your clients can find the contact options that will make them feel more comfortable.

  1. Make sure your site is responsive.

Online users not only use their smartphone or tablet to search product information. They are getting more and more used to making the whole purchase process on their mobile device. Make sure your site is adapted to all screens so they do not abandon your site the moment they cannot read your product descriptions due to the screen size.

There are more tips related to e-commerce sites localization that will help you to internationalize your site, but we will tackle them in another article. In the meantime, if you need help to localize your e-commerce site, or if you have any doubts about language and translation, do not hesitate to contact us.

About 

Jensen Localization is a localization company with offices in The Netherlands and Spain. We help companies reach international markets thanks to the translation and cultural adaptation (that is what localization is all about) of their products (websites, software, hardware, user manuals, EULAs, warranty certifications, etc.). We work on the IT, health care, automotive and tourism industries.