Communicating your product globally can be tricky across cultural and language barriers. A significant percentage of purchasing power comes from cross-border sales. This is exactly where localization strategy comes in to the play. It’s important to localize your strategy, so that you reach your potential customers on their level in a way that speaks to their needs. Most importantly, you have to take cues from your competitors in your target market, and walk the fine line of exploiting the exoticism of your brand while acting like local.
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Language in your ecommerce business:
If you plan to expand your business internationally, the ability to present your product or service to your target market in their native language must be a crucial part of your expansion strategy. Native language content, however, must be treated with care. Anecdotes of poor translations- faulty to a laughable extent- are unfortunately all too prevalent in international business.
What native language should accomplish?
Successful native language content will fall in line with the expectations of target market in two areas: function and culture. Functional content is easy to spot and deploy because it is logical rather than tradition based. Like,
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Date and time format
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Telephone number format
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Weights and measurements
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Currency
The cultural aspect is considered more delicate. Successful native language content must simultaneously meet cultural expectations while avoiding offense regarding:
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Images and icons
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Humour
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Etiquette
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Values and benefits
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Traditions
For a non-native speaker, mistakes are easy to make. Therefore, when you are marketing a product or service overseas, translation alone is not enough. The methodology required is localization. The market in the global village is open for business, and it will only keep growing. If you stake your spot now, you’ll be poised to expand your business will beyond any geographic barriers. Investing in localization can help you reach global consumers and expand your market share overseas.
Let’s see how to localize your cross border ecommerce strategy and how to market effectively without turning your customers off your product.
1.Make you customers comfortable:
If you are planning to sell your products to buyers in other countries, you need to play by their rules. Today’s customers have access to a more transparent environment with more purchasing options, not only in their home country, but also from international vendors. Therefore it is more important than ever for businesses to understand their customers and marker. Customers need to like what they see, otherwise they won’t buy. That’s why ecommerce sellers should select a platform that provides a localized experience to global buyers where they can comfortably browse and purchase.
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2.Reach customers at their level:
For a foreign customer in your market to feel comfortable purchasing from your store, they need to be able to read the content on the website or app. 54% of users say that obtaining information on their native language is more important to them than the actual price of the product. Localizing the language of a website or app goes much further than simply providing understandable content that makes sense in the local language. Bad translations have seriously jeopardized past market entry ventures. Another factor is to ensure that the dialect of the language of your target market is accurate and not strange to them. When your customer is spoken to in their own dialect, this fosters trust with the brand.
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3.Act local:
Respecting other cultures is a basic thing to provide content that does not offend the local audience. In order to completely respect the culture of your target market, you must select a platform that provides services that are compatible with the habits of consumers in their natural environment. This goes much deeper than providing acceptable content or displaying prices in the buyer’s local currency, this applies to every different aspect of the ecommerce consumer experience, including payments, marketing, logistics, customer service and anything else that customers will need to use to successfully buy your product online. Above all these, you should never prioritize customers from one country over another.
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4.Right platform:
Even the platform you choose to sell your products should be strategically analyzed. Before selecting what platform you will distribute your goods through, it is important to understand the platform, specifically the strategy of the platform and the services it offers. For sellers to identify their personal goals and target markets, pick a platform that can help you to reach your goals, then to adopt the strategy of the platform you choose and integrate it into your ecommerce strategy. This is most important if you are an MSME selling cross-border because thanks to globalization through digitalization, any business can be born global and become a micro-multinational overnight.
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The rise of digital era makes going global easier than ever and it’s certainly not something you should shy away from. There are so many benefits to going global with your ecommerce, but nailing your localization strategy is the first step to making it a success. We at Libra web solutions are here to help you with all your business needs, contact us at info@librawebsolutions.com for all your needs get answered. Libra web solutions transformed around 80 ecommerce ventures for customers from UK, Australia, India, Hong Kong, Singapore since 2008.
