Different languages, law, customer behaviour, culture, payment preferences and currencies changes your shop from being trustworthy and user-friendly in your home market to be a “stranger” with a bad first impression in a new country.
A Forrester research study again showed that success in international e-commerce requires a local approach. Due to the differences mentioned above, you need to have local knowledge do figure out exactly how much you should localise for a specific market.
Quote Martin Gill, Forrester: Gaining a strong foothold in a range of European countries demands localisation and there aren’t many truly successful pan-European online retailers, whether U.S. based or European.
This is not about doing everything; this is about doing the changes that is required to convert visitors to customers. To be perfect localised you might have 50 changes you need to do on your shop. But maybe there are only 15 things on the list of things to change, before 80% of the potential customers are satisfied?
We see trust as the issue, not language or payment methods!
The goal is not to offer an exact payment method, show a specific trust mark or write everything in the local language. These things are simply means to gain trust and this is our approach to localisation. We have launched web shops without local currency, local language and actually without anything we normally would recommend, but still with a high conversion rate due to strong brands in their product range and a local customer service.
Every web shop has a different starting point and in order to have the highest return on investment, a localisation strategy will be individual and tailored to the specific web shop, industry and competitive situation.