Together with the pace of globalization and the development of internet technologies, E-commerce business has been booming in recent years. Distances, boundaries, borderlines, even oceans and seas all became so weak and seems no longer anything to be there to prevent us from expanding the business to every corner of the world.
Without any doubt, localization is a key step in this journey. How to localize your site into a different culture? This can be a topic that takes a year to discuss about but still, here are a few essential aspects of localization for e-commerce.
When localizing the content for an e-commerce site, a qualified translation of the online profile, product descriptions, and graphic images into the language of the new target audience is an essential part of the whole localization project. Besides, for some countries where more than one official language is applied, more investment is to be expected in maintaining 2 or 3 languages. The percentage of foreigners in the targeted customers should be considered too as that would make a difference in whether to provide, for example, an English option for the site.
User Experience Designs
One of the criteria to define whether an e-commerce site is well localized is that if a customer feels that the site is actually run by a local company. There are a huge bunch of detail to take care of: customer identification, text decoration, presentation of the content, color to be used , interaction, etc…
Culture and value
The culture background and shared value of the targeted users should be carefully considered, and the consequences of ignoring the culture or wrong interpretation of Culture could be disastrous. To be specific, localizers should pay special attention to cultural taboos, use of colors and religious elements. Advice from a culture consultant would definitely help to avoid potential issue and to integrate your corporate culture and/or your brand into the common value of your customers.
Consider to seek professional advice from a local legal specialist, as local regulatory requirements for web contents, such as user agreement, after-sale service notice, subscription guideline and privacy protection, vary in different country. Negligence to local regulations would lead to serious liability issue.
Online Marketing Strategy
Last but not least, efforts on visibility. Online market strategy, including SEO, SEM and social media strategies, should be carefully reevaluated as the targeted customers’ internet and purchase behavior in a specific country or region could be very different.
Take China as an example, google, facebook and twitter were little used as they were banned by the government earlier, instead, the most part of the market share of search engine were taken by Baidu, sina Weibo as a replacement of facebook, and Wechat as the number one social App, which is an all-in-one App that integrated voice chats, texting, sharing and dating functions.