E-Commerce Store Localization: Catering to International Markets

A well-connected world has increased sales opportunities for small businesses. You can cater to global shoppers from France to Fiji, all while building a loyal following.

While worldwide shipping is crucial, e-commerce localization unlocks new revenue streams and takes your operation to new heights. Here are eight strategies to cater to international markets and ensure sound growth.

1. Speak the Customer’s Language

Your international e-commerce strategy should start with a thoughtful multilingual approach. Customers expect a trustworthy native experience, so it’s essential for small-business owners to go beyond swapping words. Experts say the global population speaks over 6,500 languages, underscoring the importance of translation services. Use them to build consumer confidence in your brand. 

Small businesses can use free, automated tools to translate their website’s content. However, these digital strategies may have difficulty conveying your message’s intended meaning and sounding human. Professional translation services are preferable because they support your brand voice and heighten technical accuracy. Use them for all critical touchpoints, from product descriptions to FAQ sections. 

2. Use International SEO Tactics

Search engine optimization (SEO) is another critical pillar of e-commerce localization. Your business must prioritize geo-targeting and select which countries to target. Once the search engine understands your goal, it can show your pages to local users. This strategy is essential because you want customers to find pages in their native language, rather than your default English site. 

Small businesses have several options for international SEO tactics. First, focus on your URL structure by choosing country code top-level domains (ccTLDs). Costs can vary, so company owners should determine whether this strategy fits in their budget. Other options include using subdomains and subfolders, which may be more manageable for tight budgets. 

3. Implement Localized Marketing Campaigns

Localized marketing campaigns demonstrate your small business is proactive and cares about international audiences. Tailor your initiatives beyond universal holidays by centering promotions on local events and celebrations. For example, over a billion people worldwide celebrate Diwali. You could create marketing campaigns in India, the United States and other regions with prominent Diwali celebrations. 

Holiday marketing campaigns require a thoughtful e-commerce strategy to ensure humour and cultural references feel native. Your business should target region-specific social media platforms to maximize reach and marketing efforts. For instance, courting Chinese consumers may involve using platforms like WeChat or Xiaohongshu due to their widespread popularity. Consider partnering with local influencers to present your products in culturally relevant ways.  

4. Convert to Local Currencies

Displaying regional currencies requires some technical expertise. Localization involves detecting the shopper’s geographic location based on their IP address. Then, the website automatically converts your store’s prices to euros or yen. Prioritize tools with real-time exchange rates, as they can reflect the most accurate prices. 

5. Incorporate Diverse Payment Methods

While local prices are essential, payment methods are the crucial final step in a customer’s journey. If the shopper sees limited options, they may abandon their cart, resulting in a lost sale. Expand past North American-based options like Visa and Mastercard, as international customers use numerous card companies. 

Research payment preferences based on the nations you’re targeting. Then, you can get an idea of which payment options make the most sense for your website. For example, targeting German consumers should include Giropay and SOFORT for direct bank transfers. Small-business owners can benefit from all-in-one payment processors, such as PayPal and Stripe.  

6. Smoothen Reverse Logistics

The National Retail Federation says 67% of shoppers would be discouraged from shopping with a store after a negative return experience. Therefore, sound return policies are essential for domestic and international customers. Small businesses should make the process easy and satisfying for the customer. If it’s fair, you can drive consumer confidence and loyalty.  

Transparency is vital for e-commerce localization. Include an easy-to-understand international returns policy that clearly states the time frame for returning a product and the refund timeline. All shoppers should be able to use a self-service online portal in their native language. If you use a returns management platform, you can empower the customer while reducing your administrative workload. 

7. Showcase International Social Proof

Social proof is essential for influencing shoppers with authentic product experiences. Experts say people follow the actions of others, especially when they’re uncertain about a product choice. For small businesses, this strategy involves posting customer reviews and photos that are relevant to the local area. It’s an easy way to build trust from Paris to Peru. 

New customers who are wary of international shipping may look to reviews for insights on delivery times or customs fees. You can answer these queries by requesting reviews from global consumers and posting them on the website. Each testimonial should emphasize the reviewer’s home country. Consider fostering an international community on social media and encourage people to tag your business. 

8. Offer Time Zone-Based Customer Service 

Responding to customer queries promptly is crucial for small businesses. If a shopper waits too long for a reply, they may abandon their online cart. Be conscious of time zones and start with a self-service hub. Create an FAQ page addressing the most common international concerns, such as order tracking and payment methods. You can go the extra mile by posting how-to videos in their native language. 

If you prefer live agents, consider hiring customer support teams based in your target markets. These experts can chat with shoppers in their preferred language and benefit from improved experiences. Advanced technologies enable you to incorporate AI-powered chatbots and reduce labour costs. Small-business owners should tailor their support hours to the markets that produce the most sales. For example, Canadian businesses can start in the early morning to account for European afternoon business hours. 

Excelling in E-Commerce Localization With Chit Chats

International markets offer growth opportunities for modern small businesses. However, your expansion should include more than worldwide shipping. Partner with Chit Chats to solve the localization puzzle and capitalize on low-cost international rates. Customers save up to 80% on U.S. and international shipping with these solutions.