E-commerce Localisation Strategies

Understanding E-commerce Localisation

Localisation gets very often mistaken with translation, but in reality, it’s so much broader and nuanced. While language translation is a foundational aspect of localisation, it also involves adapting your entire e-commerce to fit the expectations of your target market. It means tailoring content to suit local habits, redesigning the user interface to match local aesthetics and preferences, using local currencies and measure units, as well as formatting dates, addresses, and phone numbers. It also involves offering locally preferred delivery methods and digital payment options. Let’s not forget about complying with local laws and regulations and providing customer support in the native language.

Benefits of E-commerce Localisation

Enhanced User Experience

A major benefit of e-commerce localisation is the ability to offer a smooth, intuitive user experience right from the very first interaction. When an international customer lands on a website with content in their native language, familiar interface, relevant product offerings with localised pricing and the ability to pay in their preferred method, they’re far more likely to stay and make a purchase. Otherwise, if the content is  generic, confusing and poorly translated,  many potential customers will withdraw almost immediately, as it may come across as untrustworthy.

Improved SEO

Localised webshops are more likely to rank higher on search engines, especially when you use localised keywords and region-specific search terms.  By tailoring your content to match how online shoppers actually search in each target country (in their native language and with terms they naturally use), you can improve your chances of being found. Better visibility brings more traffic and more website visitors, increasing chances of better conversion rates.

Increased Conversion Rates

If the webshop is done right, international customers won’t even realise they’re shopping on a site based in another country. That’s the power of effective localisation. From the moment a shopper arrives, everything feels familiar, and there’s no room for doubts. And when customers don’t have to second-guess the experience, they’re more likely to follow through  – and make the purchase.

Preparing for Global Expansion

Researching Target Markets

The most crucial part of the localisation process is getting to know your target countries.

• What products sell well and what are not appropriate? 
• Who are your competitors?
• How do customers usually pay there?
• What are the most popular delivery methods?

Tools like Google Market Finder or Statista can provide this kind of information.

Understanding Cultural Nuances

Each country has its own cultural preferences that influence how people shop, what builds trust, and what turns them off.

👉 For example, communication tone matters. In the U.S., a casual and friendly style often works best, while in Japan or Germany, a more formal and respectful tone is preferred. Colours also can hold different meanings in different countries; for instance, the colour red symbolises purity in India, while it represents mourning in South Africa.

Holidays and seasonal events also vary by region. Running a “Black Friday” sale in countries that don’t celebrate it might fail, while ignoring local holidays like Singles’ Day in China or Diwali in India can mean missed opportunities.

Even global holidays like Mother’s Day are celebrated on different dates around the world.

👉 For example, it’s celebrated on the second Sunday of May in the U.S., on May 26th in Poland, and in March in the UK. Since it’s a key shopping occasion in many countries, especially for gift-related product offerings, missing the right date = missed sales opportunity.

Localizing Your Digital Presence

Localisation isn’t just about your website – it includes every digital touchpoint. From social media to email marketing campaigns. Use platforms your target market prefers, adapt your visuals and messaging to fit local norms, and time your content around regional habits and holidays. Whether it’s a Facebook post, Instagram ad or a follow-up e-mail.

Local Currency and Payment Options

One of the quickest ways to to lose sales is by showing the wrong currency or offering limited payment methods. Payment preferences vary widely from country to country.

In Western Europe, for example, shoppers usually prefer credit cards, and cash on delivery is almost never used. On the other hand in the CEE region, cash on delivery is still a common and expected option. In some countries, the most popular payment methods are local. In Poland, many e-shoppers use BLIK (an instant payment system that allows users to make transactions by generating a one-time code on their phone) while in the Netherlands most prefer iDEAL, an online payment method that enables consumers to pay via their own bank.It is also important to have a local bank account, as it helps build trust with foreign customers and makes payment processing smoother.

Offering Localized Customer Support

Customer care plays a key role in building trust. Responsive, helpful customer support (with native speakers!) not only solves issues quickly but also can turn a frustrated customer into a loyal one.  It’s essential to also localise customer support materials like FAQ’s, contact pages, return policies, and shipping & payment info so that customers don’t feel lost. Pay attention to small but important details, like local phone numbers and address formats – it can instantly boost trust among foreign e-shoppers.

Automating and Humanizing Translations

Relying on English-only e-commerce websites will limit your reach in foreign markets.

According to an e-commerce survey titled “Can’t Read, Won’t Buy” conducted by CSA Research, 65% of customers prefer content in their own language; while 40% will not buy at all in other languages – that’s a huge missed opportunity.

The best approach is to mix machine translation and human translation. The first one is fast, cost-effective and can help localise large volumes of content, e.g., pages, product catalogues, and product descriptions. Then bring in native speakers or professional translators to adapt content to the target market language’s standards  and nuances.

Have you ever heard the term “transcreation”?  It’s a blend of “translation” and “creation”. It goes beyond word-for-word translation. Transcreation adapts the message to fit the tone, style and intent of the original one, so it feels authentic and natural to the local audience.  It’s a key part of any successful ecommerce localisation strategy that cannot be overlooked.

Legal Considerations and Compliance

Before expanding, learn about the legal and tax rules in the countries you’re entering. Each place may have its set of rules for things like data privacy, product labels, customer rights or tax regulations.

👉 For example, in Germany, online sellers must register with the LUCID Packaging Register, which ensures companies take responsibility for their product packaging waste under local recycling laws. If you ship to Germany and aren’t registered, you could face fines and even risk being banned. In Italy, product labeling must clearly state the country of origin.

Utilizing Advanced Technologies

Technologies like AI and automation can significantly make the localisation process easier. For instance, AI-based SEO tools (Ahrefs, Semrush) help identify localised keywords and improve your content for local search engines. In customer service, chatbots like Zendesk AI or Intercom can answer common questions in the customer’s native language and pass harder questions to a human agent when needed.

Addressing Logistics and Shipping Issues

Growing your business puts extra pressure on your operations, so make sure everything is prepared. Check that your suppliers and delivery partners can handle more orders and that your shipping process can keep up without any delays.  Managing your stock is also vital. If you don’t plan well, you might run out of products (which frustrates customers) or end up with too much stock (which wastes money). Use tools to help you keep track and predict what you’ll need.

Additionally, introducing a local return address is an important move for businesses selling internationally. It helps lower costs, as domestic returns are cheaper than international ones, and it shortens the return process, which can boost customer satisfaction and reduce the frustration that comes from long waits.

Gathering Customer Feedback

Optimising and localising your website should be an ongoing process. Customer feedback is one of the most valuable tools that can help you with that.  Collect feedback through e-mail surveys, on-site popups or customer service interactions.

Don’t overlook the power of customer reviews and product reviews. They not only provide insight into what’s working (or not), but also offer social proof that builds trust, influences buying decisions and helps grow your customer base.