E-commerce Series – Part 6
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Lets See Some Most-Common International E-commerce Issues :
- Language and Localization
- Content and Cultural Perceptions
- Technical Infrastructure and Speed
- Customer Support and Service
- Currency and Payment Preferences
1. Language and Localization
When operating in a single country, language issues are few and far between. Even if its native speaker, the fact that a single language to master means attention can be devoted to task.
With international ecommerce, things get complicated as the need to provide consistent customer experiences increases. When a prospect comes from China or Germany, even if their browser is set to English, they won’t necessarily grasp subtleties, idioms, or colloquialisms.
2. Content and Cultural Perceptions
Sometimes, even the best literal translations end up in embarrassing blunders, like when KFC’s motto “Finger-lickin’ good” was translated in China to read: “We’ll eat your fingers off.” Or when Ford’s ad “Every car has a high-quality body” ended up reading in Belgium: “Every car has a high-quality corpse.”
Worse, different people groups have different cultural standards and customs. What can be considered funny or casual in one culture may be nonsensical or downright offensive to those from different backgrounds.
3. Technical Infrastructure and Speed
Infrastructure within most developed countries is more or less uniform, and unless provide opt for a cheap solution, visitors will enjoy solid uptimes and loading speeds.
When move overseas, things change dramatically. If rely on the same servers as a one-size-fits-all solution, soon notice that certain geographies have much slower access.
The result is an inevitable drop in conversion rates.
4. Customer Support and Service
Depending on products, customer support can be a critical consideration. For example, if you sell electronic equipment or anything with that requires assembly, you may need to provide both static instructions and live support in native languages. Furthermore, you may need to provide maintenance and service for the products themselves.
Observing how FAQ pages perform with customers in different languages as well as search queries in onsite search can uncover a lot about what support different areas need.
5. Currency and Payment Preferences
Converting prices into local currency is a fairly straightforward task that can be accomplished through your store’s theme, customer-facing apps, or multiple storefronts.
The real issue is offering optimized payment preferences. While credit cards are a universally known payment method, in some countries there may be other and more popular methods that users are simply more familiar with and consequently more trustful of. Make an effort to find out if this may be the case and try to fix this.