Is location in e-commerce really important?

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Regardless of the quality of the products and their respective prices, no one buys anything without understanding what they are buying. This is why localization is essential to gain consumer trust, especially in an era where digital is the predominant factor.

The widespread use of the internet is contributing to an increasingly connected world. Consumers are immersed in a world where everything is at their fingertips, which is forcing them to rethink their purchasing methods. E-commerce is constantly growing, and it’s easy to see why: it’s more convenient and accessible than traditional retail, and it’s already become a relatively simple way to acquire customers all over the world.

However, 9 out of 10 consumers prefer to shop online in their native language . No matter how good the products and their respective prices are, no one buys without understanding what they are buying. Precisely for this reason, e-commerce localization is an essential step to gain consumer trust and strengthen the global presence of any brand.

What is e-commerce localization?
In short, localization can be defined as the translation of kazakhstan whatsapp number database profiles, product descriptions, online stores and graphics into the language of the country you want to expand to, taking into account the cultural and local habits of the target audience. Its goal is to provide a user experience that is the same as that of a local online store.

Localization in e-commerce should be taken into account from the outset, as it has an impact on the structure and design of the brand's online presence . Supported languages ​​can have significant differences in word length (a text translated into Portuguese or Spanish can be up to 30% longer than the original in English, and in German it can be over 35%), some languages ​​are read from left to right, others from right to left, etc.

The secret to localization in e-commerce is recognizing the target audience and personalizing the experience to meet their expectations.

What are the benefits of e-commerce localization?
Increases brand and product confidence
There is nothing more trusting than feeling like you are speaking the same language. Small gestures that can sometimes be underestimated are extremely important in establishing a relationship of trust with the user of the online store.

70% of people read reviews and ratings before making a purchase , and 71% say that reading reviews from other consumers online helps them decide whether to buy or not. Therefore, providing these localized reviews not only gives potential buyers the validation they need to feel confident in making a purchase, but also contributes greatly to brand transparency. A small detail that is estimated to result in a significant increase in conversion rates.

But it’s not just the language that varies from market to market. Localization in e-commerce also aims to help mitigate other cultural differences . Consumers are reluctant to buy in other currencies, which is important to take into account when localizing online stores. Most users abandon their purchase at the time of payment: 56% of consumers abandon an online store if they are presented with unexpected costs, 32% if the total cost is too high and 13% if prices are displayed in another currency.

Presenting prices clearly works wonders, so it is important to take into account applicable taxes according to local regulations, appropriate payment methods, possible conversion rates and the local currency. In addition, you should consider decimal places, units of measurement, size guides, date and time formats and the display of the appropriate days of the week.

Another important aspect is the legal implications of liability, privacy policies and return policies. Not only is it critical that the website follows local legal standards, it is also important that all of this content is localized.

Helps penetrate international markets and compete with local sellers
Having an online store translated into the target audience’s language is half the battle won, but understanding local peculiarities can also be a great asset. To do this, it is necessary to identify user preferences and analyze consumer behavior, which can vary significantly in different markets.

When considering the best dates to sell online, it is possible to see that there are some specific dates that are successful globally, such as Black Friday and Cyber ​​Monday. However, depending on the region, there are specific days when consumers buy certain products. For example, Singles' Day (11/11) in China has already become one of the biggest days for online shopping and any online store trying to penetrate this market would only benefit from having this understanding of consumer behaviour.

Reduces customer support issues
More than just problems with the product itself, many customer support requests are simply miscommunications that ultimately result in customer dissatisfaction. To help solve these problems, localization is the first step to clarifying situations that could otherwise raise questions. Given that 74% of consumers are more likely to buy from an online store again if customer support is available in their native language, the next, equally important step is to offer customer support with native speakers in localized languages.

Helps mitigate sensitive cultural issues
Firstly, you need to identify your target audience and understand the appropriate way to address them. In some countries, such as Portugal, the most common approach is a more formal tone, except in cases where the user is part of a younger audience or if it is part of the brand's culture to try to establish greater proximity to the consumer. On the other hand, there are countries where the use of the informal "tu" (you) is preferred, in a more informal and direct approach, such as Spain, for example. In addition, it is necessary to pay attention to the way in which the customer is identified, such as the order of names and surnames or even the number of names and surnames that should be presented.

Additionally, we should not forget the importance of icons, symbols and colors. Each culture has unique views and beliefs associated with these elements and these cultural differences impact consumer behavior.

In summary,
E-commerce localization is a solution to reach a larger and more global audience while improving retention. At its core, it simply boils down to creating a great user experience. When implemented correctly, it helps improve customer satisfaction, usability, conversion rates and, consequently, profits. A successful online store cannot be built overnight, but it can be achieved through thorough research into foreign markets and target audiences.