In today’s globalized business landscape, not catering to an international customer base can turn out to be a company’s biggest mistake. Not catering to them during the holidays can turn out to be an even bigger mistake.
Now, we all know just how big ecommerce is these days. This isn’t something that’s limited to the west. ECommerce is a big deal across the globe. There are a range of factors that have contributed to this. For starters, mobile technology has had a major role to play in boosting global ecommerce. China and India are two countries that come to mind. They’re both home to massive populations of mobile phone users.
Then, there’s the whole competition between online stores and brick & mortar shops that’s also driving global eCommerce.
You’re probably wondering what ecommerce has to do with the holidays. Well, the holidays are when people tend to shop more than usual and the very concept of holiday shopping isn’t something limited to just one part of the world.
For example, outside of North America, the holiday season lasts from November to February. So, you have a whole new market to cater to and what’s more effective than targeting your international customers during their special days?
Mark your dates!
Specific shopping events/dates like ‘Black Friday’ are generally associated with the American market. However, over the years, this concept has grown in significance for international shoppers as well. Countries like Spain, Colombia, Germany, Japan, Ireland, UK, Italy, Germany, Chile and Portugal have their own versions of Black Friday.
Though these are typically in-store events, the concept of online discounts has been gaining plenty of traction as well.
For instance, in Australia, the holiday season boasts a major shopping event called Click Frenzy, which is an online mega-sale composed of promotions from various retailers. Click Frenzy starts in the month of November, which is the peak time for internet sales down under. Needless to say, it’s a fantastic opportunity for retailers looking to cash in on the Australian market. In fact, Australians have been known to buy a lot from international sellers.
China has Singles Day, which is celebrated on November 11th. Chinese eCommerce giant, Alibaba, makes the most of Singles Day, bringing in more revenue than Cyber Monday and Black Friday combined. Mind you, Alibaba does this in just a day. That should give you an idea of just how active and alive the market is.
In fact, many Chinese shoppers prefer western brands.
Then, there’s India. The country celebrates Diwali, the festival of lights, in November and it is one of the busiest shopping periods in the country. Now, thanks to the ecommerce boom that’s taken place here, online retailers have been raking in the moolah during Diwali.
Get it right!
So, it’s clear that the holidays are a great time to explore newer markets. All countries and cultures have their own way of celebrating things and this often involves shopping. But, in order to make the most of these opportunities, businesses need to be prepared to localize.
This means localizing their sites and shopping/customer experiences for relevance and easier communication. If foreign buyers find that your site is accessible and reliable in their language, they won’t think twice about making a purchase. The average international buyer isn’t skeptical about overseas purchases like they used to be once upon a time.
So, aim to provide localized experiences. Get it perfect, right down to the tiniest details. Soon enough, your international holiday deals will provide you the ROI you’re looking for.
In conclusion / Call to Action
Localize can help you understand what local markets are all about and provide you with the necessary tools needed to carve your niche and grow. Catering to international customers requires a combination of linguistic, cultural, and business expertise, which Localize can assist you with.