Due to economic growth and increased mobile ownership in the Asia-Pacific region, as well as several other European and South American countries, business-to-consumer (B2C) e-commerce sales are set to hit $1.5 trillion this year, according to eMarketer. Here are three reasons why localization is the key to higher conversion rates and increased sales for your e-commerce company:
1. A Competitive Edge
According to eMarketer, the Asia-Pacific market will account for more than 46 percent of digital buyers worldwide in 2014. With digital sales in international markets forecasted to surpass the United States in the coming years, e-commerce companies will throw their hats in the global ring with a flurry. Those who can localize to provide the best consumer experience will win at the end of the day.
As we’ve noted time and time again, consumers prefer to make purchases from websites in their own language. More than half of the time, access to sites in their native language will outweigh the importance of the price. Stay ahead of the competition by using translation software to quickly and effectively localize your e-commerce sites for each region you plan to target.
2. Cultural Advantage
Localizing your B2C e-commerce site isn’t just about speaking the language. It is also about being in tune with the culture of a particular region. Cultural norms can affect not only how customers shop but also when. For instance, Cyber Monday sales are some of the highest for the year in the United States, but the same is not true for countries that don’t celebrate Christmas.
Make sure you are creating focused promotions that take advantage of global practices and traditions to drive sales. For example, Singles Day, a national holiday in China, just recently surpassed Black Friday and Cyber Monday as the biggest sales day for global e-commerce giant Alibaba. Sales totaled $5.8 million in a single day, which is more than Thanksgiving, Black Friday, and Cyber Monday combined.
3. Peer Confidence
In addition to the familiarity of translated website content, localization can offer a more personalized shopping experience for global consumers through peer reviews. Customer reviews written in the regional language lets buyers know that your site is used and trusted by locals. Considering that 71 percent of online consumers say reviews make them more comfortable buying a product, cultivating localized reviews is likely to drive up sales.
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