Tag Archives: e-commerce

7 December 2023
4 Comments
AI, Business

Localization Strategies in Global E-Commerce

Reading Time: 4 minutes

In the world of e-commerce, businesses are no longer confined to their local markets. They can reach customers across the globe with just a few clicks. However, to truly succeed in global e-commerce, it’s not enough to simply translate your website into different languages. You need to localize your content and strategies. This means adapting your online store to meet the cultural, linguistic, and legal requirements of each target market.

Understanding Localization

Localization refers to adapting products, services, and content to cater to the specific needs and preferences of various target markets. By effectively implementing localization strategies, companies not only navigate through cultural barriers but also significantly enhance customer experience, ultimately leading to a boost in international sales.

The Importance of Localization

Localization is not just a nice-to-have; it’s a must-have. A staggering 55% of global consumers prefer to shop on websites where information is presented in their native language. This statistic underlines the critical role of localization in driving global consumer engagement and sales. 

Achieving Localization in Global E-Commerce

To achieve localization in global e-commerce, businesses must implement a range of strategies.

Website Translation and Localization

Translating a website into the local language is a crucial part of localization. However, it’s not just about translating word for word; it’s about modifying the content to connect with the local audience. This may involve altering images, colors, symbols, and references to match the local culture and sensitivities.

Localized Customer Support

Providing customer support in the local language is vital for enhancing customer experience. This could involve hiring local customer service representatives or using AI-powered chatbots that can interact with customers in their native language.

Currency and Payment Methods

E-commerce businesses should allow transactions in the local currency and offer popular local payment methods. For instance, while credit cards might be widely used in the US, other countries might prefer digital wallets, bank transfers, or even cash on delivery.

Tailored Marketing Strategies

Marketing campaigns should be tailored to fit the local market. Leveraging regional events maximizes sales opportunities. Retailers in North America and Europe typically align their annual strategies with key dates known for boosting sales, such as Valentine’s Day, Mother’s Day, Father’s Day, Black Friday, Cyber Monday, and Christmas. However, tailoring websites and marketing campaigns to regional holidays and events can yield additional benefits. Celebrations like Diwali in India, El Buen Fin in Mexico, and Singles’ Day in China, which surpasses the combined revenues of Black Friday and Cyber Monday, offer unique opportunities for localized engagement and increased revenue. Strategies should also be localized to ensure visibility on local search engines. What is also important is adjusting prices for each region, considering factors like import duties, is vital for maintaining profitability.

Examples of Successful Localization Strategies

Netflix

Netflix excels in delivering a user-focused experience, highlighted by personalized movie suggestions and multilingual subtitles. They are renowned for their effective localization, encompassing both technical and linguistic aspects, like app translation and content dubbing. However, it’s their content production strategy that truly stands out. Moving beyond the global allure of American media, Netflix invests in creating region-specific content. A prime example is “Sacred Games,” a popular Indian series. Set in Mumbai and rich in local cultural nuances, the series primarily uses Hindi dialogue. Its high ratings on IMDB and Google reviews attest to Netflix’s success in engaging new regional audiences.

ASOS

ASOS stands as a prime example of a highly successful localized eCommerce operation. Remarkably, over the past five years, ASOS has seen a 149% growth in digital sales alone, surpassing even traditional, well-established retail giants, all without having any physical store locations. The key to their success lies predominantly in their strategic focus on localization, which has attracted around 60% of their sales from international customers. Notably, ASOS has adapted its website into seven major languages and caters to diverse customer needs by offering ten different payment options, accepting 19 currencies, and automatically customizing the language, shopping experience, and currency based on each user’s location.

Navigating Localization Challenges

Despite its importance, localization is riddled with challenges:

Cultural Nuances and Sensitivities

Misinterpreting cultural nuances can lead to significant backlash. For instance, Amazon’s Swedish launch was riddled with translation errors and cultural misinterpretations, demonstrating how easily things can go wrong without a deep understanding of local cultures.

Complex Multilingual Content Management 

Translating content is a foundational step, but ensuring that translations are contextually and culturally appropriate is a complex undertaking. This requires not just linguistic skills, but also cultural intelligence and sensitivity.

Navigating Legal and Regulatory Frameworks

Different countries have diverse legal and regulatory environments. Complying with these varying regulations, especially in areas like data privacy, consumer protection, and e-commerce operations, can be daunting and requires extensive legal expertise.

Technological Adaptation

Adapting websites and e-commerce platforms to accommodate different languages, currencies, and user preferences is a significant technological challenge. This involves sophisticated web development and often requires constant maintenance and updates to stay relevant in each market.

Supply Chain and Logistics Management

Managing international logistics and supply chains to ensure timely and cost-effective delivery can be challenging, particularly when dealing with customs regulations and global shipping complexities.

CONCLUSION

Localization is a key player in global e-commerce, and businesses that fail to implement effective localization strategies risk losing out on significant sales opportunities. By mastering the art of localization, businesses can not only avoid the pitfalls of cultural misinterpretation but also unlock the full potential of the global marketplace, fostering a deeper connection with customers worldwide. This journey, while challenging, opens up a world of opportunities for businesses ready to embrace the diversity and dynamism of the global e-commerce landscape.

Sources

https://www.smartling.com/resources/101/examples-of-localization/

https://www.linkedin.com/pulse/ecommerce-localization-avi-bhattacharya

https://tarjama.com/why-localization-is-more-important-than-ever-in-e-commerce/

https://phrase.com/blog/posts/ecommerce-localization/

https://www.wordspath.com/best-localization-strategies/

AI tool: clickup

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16 November 2023
2 Comments
AI, Business

Algorithms in E-commerce

Reading Time: 2 minutes
Online spending study regarding Estonia, Latvia and Lithuania in the light of pandemic. - - Gemius – Knowledge that supports business decisions

Nowadays AI and machine learning are used in many spheres of business. They are very effective tools which bring a plenty of benefits to those who utilize them. I propose to have a look at algorithms that are implemented in e-commerce and how they influence our decisions and experience of online shopping.

Product recommendation engines

The recommendation engine is one of the hottest trends in the global e-commerce space. Using algorithms, product recommendation engines are used to surface products for customers based on various factors.

They benefit retailers by showing visitors the products that, based on the data fed into the engine, they are most likely to buy. For the shopper, the improved relevance means a better shopping experience.

Personalization

Properly personalized content on the website or mobile application increases conversion and customer engagement. The selection of the best content is possible thanks to machine learning algorithms for e-commerce. 

The results on the website are adapted to the personal preferences of each individual person. In this way recommendations for using machine learning in e-commerce could help you to increase your revenues.

On-site search

Traditional site search relies on finding an item in the product database which matches all or some of the shoppers’ search query.

Machine learning algorithms can be applied here, which allow additional data such as add to cart and purchase behavior around products influence the sorting of results, meaning shoppers will see more relevant output. It leads to higher chances of purchasing which is very favorable for the shop.

Dynamic pricing

Algorithms can be used to control and set pricing levels and optimize inventory for online retailers.

For the vendors, it can help them to find the right price point for their products and maximize profitability. It can take into account several variables to get, testing for different visitors, before finding the best blend.

Chatbots

Chatbots are designed to have online conversations with users and assist them in the purchase process in the most effective way.

However, from my point of view, conversations with these bots aren’t always effective and may lead to a need to still contact someone from the support team, as not all bots create replies according to your specific situation.

Image recognition

Image recognition can be used in site search to find visual matches for products entered and show relevant results for users.

Retailers invest in AI and image recognition systems to influence customers’ behavior and also for a process automatization. This could be defined by user’s preferences based on the category of products the person usually buys (what color, what brand) and based on the data from social media (Instagram, Twitter, Facebook).

Fraud detection

The cost that online stores lose due to fraud continues to increase steadily. Therefore, fraud identification and protection are important processes for all online stores. Machine learning algorithms for e-commerce can improve these processes and make them more effective.

These are the most important features of algorithms in e-commerce for both businesses and shoppers. We have a great possibility to make our sales more profitable and make our shopping experience more enjoyable by using them. The impact of these innovations is impressive, and for sure they will be developed even more in the future.

Resources:

  1. https://addepto.com/blog/best-machine-learning-use-cases-ecommerce/
  2. https://dotknowledge.uk/articles/view-article/how-online-retailers-can-use-algorithms-to-grow-their-business
  3. https://searchspring.com/blog/what-merchandisers-should-know-about-ecommerce-search-algorithms/
  4. https://www.eukhost.com/blog/webhosting/6-ways-ecommerce-stores-benefit-from-algorithms/
  5. https://www.itransition.com/machine-learning/ecommerce

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15 November 2023
4 Comments
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Why do we buy what we buy? Doom scrolling and the influence of social media on sales.

Reading Time: 3 minutes

Doom scrolling and aftermath.

“Doom scrolling” is a playful term used to describe mindless scrolling through social media without purpose. The phrase “dumb scrolling” implies a lack of intellectual involvement or deliberate thinking while scrolling. It emphasizes the automatic and repetitive nature of this behavior, where people may be scrolling out of habit, boredom, or as a form of procrastination.

This constant scrolling can be compared to a state of digital inertia. People mindlessly flick through an endless stream of updates, photos, and videos, often losing track of time.

But what influence do those photos and videos have and how do social media like Instagram and TikTok make you buy?

How the images and media that we are fed daily actually make such an impact on not only what we buy, but also what we choose to pursue, explore, and desire?

In today’s digital age, social media is a powerful force that influences nearly every aspect of our lives, including our purchasing decisions. It’s no secret that businesses, both small and large, have harnessed the potential of social media to boost their sales. But what exactly is it about social media that drives people to make buying decisions, and how can businesses enhance this influence? 

This article explores the relationship between social media and sales and discloses in some way what exactly makes people buy.

Ubiquitous Targeting

Nowadays, I guess nearly everybody has heard about targeted ads. Social media provides businesses with the ability to reach their ideal audience through targeted advertising based on data analysis. Advanced algorithms implemented on platforms such as Facebook and Instagram analyze user behavior, interests, and demographics, allowing businesses to create and customize their ads to cater to specific consumer segments. 

In personalized marketing, the key is to provide content that speaks to the individual. When a person comes across an advertisement that resonates with their interests and requirements, they are more likely to interact with it and ultimately make a purchase. The sensation of being appreciated and valued as a customer is a critical factor in the decision-making process of buying.

That is a powerful tool for businesses to have a higher chance of reaching potential customers, who are already interested in the product. Nevertheless, sometimes it can be unsettling to see ads for topics you discussed with family during dinner, even when not using your phone. Therefore, read Terms & Use policy carefully.

A “Buy now” button. Social-commerce.

Social Commerce is a term that encapsulates the fusion of e-commerce and social media.

Many social media platforms now offer integrated e-commerce features, allowing businesses to sell products directly through their social profiles. This streamlined approach reduces friction in the purchasing process, making it more convenient for consumers to buy products they discover on social media. Features like “Shop Now” buttons and in-app checkout options are becoming increasingly prevalent.

Therefore, there is no other option for you than to buy a product.

Influencers impact and perfect life effect.

We live in the era of influencers. Nowadays, authenticity and relatability are more vital than ever. Influencer marketing involves partnering with individuals who have a dedicated and engaged following on social media. These influencers can impact purchase decisions by simply recommending a product or service.Therefore, it is functioning as a word of mouth.

The reason why influencer marketing works so well is trust. People tend to rely on recommendations from individuals they admire and follow. Influencers are seen as authentic and genuine, which makes it more likely for their followers to buy products they promote. This trust extends not only to the product itself but also to the brand that stands behind it.

We strive to emulate the lives of our role models by observing their beliefs through our mobile screens. We want to be like them and buying products they allegedly use is the most simple way to do so.

Conclusion

The influence of social media on sales is multifaceted and dynamic. Businesses must understand the factors that drive people to buy in a digital landscape where trust, personalization, social proof, and emotional appeal are paramount.

By effectively leveraging social media and understanding the way customers businesses can thrive in the digital marketplace and achieve remarkable sales growth. The world of e-commerce is evolving, and it’s crucial for businesses to adapt and harness the full potential of social media in driving their sales and customer engagement.

Resources:

Article: “The impact of social media across every part of your business” (SproutSocial)

Article “Why We Buy What We Do” (The Atlantic)

Bing

Article “How to Stop Doomscrolling and Find Meaning on Social Media”(Time).

Article “What Are The Advantages Of A Marketplace On A Social Media Platform?” (LinkedIn).

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28 January 2020
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How to advertise your business differently

Reading Time: 4 minutesWe all are creative. Why? Just because without creativity it is almost impossible to establish  a business. In the world of the cut-throat competition thinking outside of the box is essential.

Lots of you have hobbies or even already jobs. Or in planning to launch its own brand or to commercialize finally what you are doing. But did you think how to advertise your business properly? And it is not about Facebook Ads Manager and billboards.

Kavyar – it is the platform with lots of magazines that provide the opportunities to advertise your business. Here I need to mention that this platform is relevant only for those who have its own magazines, brands, online businesses where is possible to put an advertisement, or you are a photographer, makeup artist, stylist, model, the CEO of model agency, the CEO of production agency or you are a producer of campaigns. It is all about creative people or owners of fashion and advertising businesses.

What does «Kavyar» provide?

  1. A huge range of magazines to be published in. Let’s consider, that I’m an owner of the newly born fashion clothing brand. Then I invite a producer and discuss with him or her an upcoming campaign. Then producer gathers the whole team of photographer, makeup artist etc. Then we conduct a successful campaign. Then, how to advertise? As the owner of the newly born brand, definitely I don’t have a huge team with marketing specialist, for example. But I know about this platform. Here we go: just to choose the magazine that is appropriate for your campaign (style). But the most tricky thing here is that not all submissions can be accepted. There you may see paid and free options. Even if you pay for the advertisement in the printed or digital magazine, there is no guarantee that your submission will be accepted. If not, you will get the full refund. After paid option you will get the feedback as soon as possible, after free submission you should wait some days or weeks to get the answer if your submission is accepted.
  2. Motivation. To be published in magazine can be beneficial even for the manager or for the CEO. However, to achieve this goal you have to have really qualitative content. If your campaign is done with professional tram, editors of the magazines will definitely accept you.
  3. Feedback. The only one source of improvement. Here you can find your favorite magazine and ask for the feedback on your portfolio or campaign. This option is always must be paid, however, the price of it usually less than 20$. Little price, but huge development. Just submit, and editors will assess your work carefully and strictly.
  4. Portfolio. When customer sees that your brand is published in magazines or it is just your service, he or she will definitely identify you as a stylish brand or as an expertise.
  5. Recognition.
  6. Possibility of being caught by more successful brands that can offer you a collaboration.
  7. Low prices for the huge improvement. Here everything depends on the brand name of the magazine, that’s why prices are different. You can pay nothing and be accepted or you can pay 60-350$ for the guaranteed submission. To come back to the 1 point, if magazine doesn’t like your campaign, it will not be accepted even if you pay, however if they like it, you will be calmer by faster response. It is also business for them. At the very beginning we don’t have finances for ads in «Vogue», but we need to create a BRAND, and this platform is the best solution.
  8. Strict deadline. You can improve time management skills.
  9. Advertisement. Lots of people who buy these magazines or just watch them online will see your brand name.

Usually you have to wait till the approval from the magazines for weeks or even months at best. At worst they just don’t answer you. And you never know when is a deadline or what is the topic of an upcoming issue. With «Kavyar» it works differently.

From the point of view of the business, owners of the Kavyar gave an opportunity to the magazines to earn money. So they established connections with their editors and offered such a possibility to be at this platform, but to take the commission. Kavyar gathers all the data as well as magazines: pictures, interviews, gmails, team credits, instagrams and payment credits as well. Magazines earn, platform earns and customers get what they want afterwards : recognition, good portfolio, consequently, they attract new customers.

Thats the aim of the platform.

Try to find more creative approach from the marketing perspective, it is highly appreciated in the world nowadays. 

Sources:

  1. https://kavyar.com/get-published
  2. https://www.youtube.com/watch?v=1iBrw7cKvhc
  3. https://retouchingacademy.com/kavyar-takes-the-fuss-out-of-magazine-submissions/
  4. https://nextcorps.org/project/kavyar/
    Here you can see how platform works in practice:
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