The internet has altered the way companies market their products and services. Simply having good products and services is no longer enough. There are several layers to effective marketing, one of which is eCommerce localisation. According to AI-powered localisation platform, BLEND, 46% of the top 50 websites offer more than four language choices to their overall audience to enable a localised and native experience.
With choices available simply by the click of a button, consumers must feel a brand’s products resonate strongly with them in order to choose one brand over another, said the study. This means adding local flair and creating custom infrastructure for each market segment your brand is offering its products must be of utmost importance. The report added that by localising the entire journey and all relevant elements, top global brands have managed to grow internationally which translates to better service that generates higher sales and better lifetime value – and the practice should be adopted by any brand venturing into the eCommerce space.
Meanwhile, 16 of the top 50 brands attract more than 20% of website traffic from external countries.
Samsung, Shein, and Apple all offer their websites in over 30 languages worldwide, drawing over 50% of their site traffic from foreign markets, explained Yair Tal, CEO of BLEND. Overall, the 50 eCommerce websites analysed originate from the following countries: the United States, Korea, the Netherlands, China, Sweden, Poland, Russia, France, Indonesia, and Japan.
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Interestingly, China-based eCommerce vendor AliExpress receives a whopping 91% of its web visits from foreign traffic around the world, with its greatest chunk of web traffic coming from Brazil. The eponymous Netherlands-based travel merchant Booking.com receives a similarly impressive 85% percent of its web traffic from foreign visitors as well and is available in 49 languages with its most popular consumer base in the United States. The top five eCommerce websites ranked by share of traffic from external countries are: Aliexpress, Steams, Booking.com, Samsung, and Ikea.
By identifying which eCommerce localisation metrics are considered core to successful expansion for a brand in today’s global eCommerce marketplace, companies can:
- Gain a better understanding of current gaps that may negatively impact their customer experience and brand potential;
- Effectively re-evaluate current strategies and;
- Devise expansion plans that include key localisation practices that will enhance their overall global brand presence.
Tal added, "We see this trend of global multilingual expansion among large brands and small sellers alike, and COVID-19 had a lot to do with it. From a pound of tomatoes to a brand-new Tesla, shoppers, regardless of age or previous shopping habits, adapted their habits to suit the new pandemic-shaped retail reality and they prefer brands that speak their language."
By localising the entire journey and all relevant elements, global brands can grow globally and provide better service that generates higher sales and better lifetime value.
The company added that a catalyst of this trend of using more languages was COVID-19’s role in reconfiguring the global eCommerce industry, as major eCommerce brands are investing in localisation for several reasons, including expanding their target market, better local logistics and shipping capabilities, shorter sales cycles, lower barriers to entry.
"As eCommerce is booming and borderless, localisation serves as a major growth engine and mistakes are known to affect conversion and perception," said Hila Shitrit Nissim, CMO of BLEND.
(Photo Courtesy: 123rf)
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