E-Commerce on a Global Scale: Strategies for International Online Success

Many businesses dream of finding success on a global scale, reaching markets both domestically and internationally. Though many aspire, it takes intentional implementation of specific tactics to set your business up to thrive worldwide. What tools and strategies can your company implement to connect with diverse markets spanning multiple regions? How can your brand experience continued growth online within the e-commerce sector?

Below, we’ve included tested strategies for reaching new markets by systemizing and simplifying the user experience. If your brand wants to expand to international markets using global e-commerce, keep reading for best practices and unlock your potential for online success.

Identify Key Markets

E-commerce has made global expansion more accessible, opening up the distribution of products or services through online services. As more customers turn to the internet to shop, e-commerce has become a pivotal component for the success of many companies.

Since globalization is more accessible, it’s increasingly important to identify which new regions you hope to reach. Most likely, your company will not be able to expand to every possible country, so a crucial initial step is to understand and identify which countries you intend to target. The better you understand the demographics of a region, consumer habits and customer preferences, the better you will be able to identify who could best use your product or service and which regions will be most receptive. Where will your brand perform best?

Use market research to understand different global markets. Determine who the top competitors are in potential markets. Customers tend to shop locally, so it may be ideal to find markets without direct competition. Otherwise, you may have to work harder to create brand recognition and trust, communicating to potential customers that your brand is credible and has something new to offer.

Bridge the Gap Through Cultural Understanding

Cultural sensitivity is not just a marketing buzzword. Understanding the culture of a new market, acknowledging these differences and working towards respecting its values, norms and traditions communicates that you are a brand that cares. It also helps to overcome barriers that may otherwise render your strategies ineffective. Appropriate messaging builds trust and upholds your brand’s reputation, avoiding advertising that may offend the people you are trying to reach. Miscommunication, at its worst, alienates your audience. At the very least, it fails to engage your audience through messaging that is not relevant, relatable or easily understood in the local language.

Your company can remain culturally sensitive within its global e-commerce by:

• Understanding consumer behavior. For instance, does the local culture value collectivism or individualism?
• Learning the meaning behind different symbolism and imagery. What is benign in one culture may be offensive in another. Be selective and use colors, imagery and symbols to communicate your intended message, and avoid those with negative connotations.
• Adapting websites and marketing campaigns to local languages using accurate translations.
• Complying with local laws and regulations. This includes understanding ethical standards and practices. This will help you build trust with local consumers while upholding the legality of your business practices.
• Localizing products, services and websites means creating a tailored experience for local consumers. It should be adapted to their preferences while ensuring they can easily interact with your website in their language and purchase using local currency.

Adapt to International Markets With Localization

The most effective business strategies adapt their products, services and content to fit a specific market. This localization process accommodates different languages, formats, cultural practices and laws or regulations. Adjusting how a website functions or what products are offered tailors the user’s experience so consumers can easily use your business with minimal effort.

The consumer experience must be accessible and enjoyable. Otherwise, a potential customer may click away, taking their business elsewhere. Any obstacle may redirect a customer to the competition, so prioritize localization.

How can you localize your content? Format websites properly to accommodate the correct use of dates, phone numbers, addresses, symbols and punctuation. Translate websites into the local language using proper grammar, vocabulary, and style. Modify the website layout to display translated text correctly. Avoid slang or colloquialisms. Convert to local currency and measurements. Follow local regulations.

Consider the target audience’s consumption habits and reflect your understanding of these demographics in your marketing, including online, TV and print ads. Observe regional holidays and target promotions around different holidays. Offer additional products or services that align with local consumer behaviors and cultural practices.

A clear example of localization is how McDonald’s tailors their menu to each region. In certain regions, such as India, beef is not commonly eaten due to religious practices and cultural beliefs. So, McDonald’s localizes their products by offering more vegetarian and chicken options instead.

Optimize Logistics

Optimizing logistics encompasses managing the e-commerce interface through website optimization and maintaining efficient supply chain operations. As your business expands into new markets, the supply chain should remain efficient without significant disruptions. Suppose your company plans to move physical goods and materials across international borders. In that case, there must be an action plan to successfully move goods from suppliers to customers in a timely, cost-efficient way.

You can optimize your logistics by finding the proper facilities and partners to work with. Partnering with the right people can minimize delays in shipping, keep prices affordable while working within the confines of tax regimes or tariffs, and keep working relationships favorable.

When looking for top-optimized logistics, location is a primary factor in keeping supply chains operating smoothly. This includes the availability of suitable business partners, labor, stable geopolitical and geographic climates and shipping infrastructure. Other key factors include optimizing transportation routes, warehouse operations and inventory levels. Remember, successful optimization of global logistics keeps the quality high and the turnaround time and costs low.
Global expansion is complex, so it helps to work with industry professionals who understand these complexities. At InnoVision Global Marketing, we leverage our resources and experience to develop custom strategies for global success. Contact us today, and we’ll help you develop a global marketing plan, identify key markets for expansion and more. Follow these strategies so your business thrives in diverse markets worldwide.