Building a Successful Ecommerce Brand with the Power of Localization

By localizing your product or marketing materials, you can greatly increase global sales of your ecommerce or retail brand, while tapping into new local markets. With a staggering $1 trillion expected to be spent on international ecommerce by 2020, it is clear that localization and language translation of your website, app, multimedia platform, and other products will attract new customers.

Important Aspects of Global Ecommerce Localization

As you plan to develop your ecommerce brand growth strategy, think about the areas that you want to make certain you include in the localization. Depending upon the needs of the market, some specific considerations are:

  • Giving customers a website that is in their preferred language
  • Ensuring that you provide customer service to consumers in their language
  • Offering different modes of payments that are widely used and trusted in the target market
  • Displaying prices in the currency that is used in the region
  • Making certain that all aspects of your product, including social media content, reflects the region’s cultural norms
  • Being transparent with information about shipping, including the delivery date and time, as well as tariffs and duties
  • Understanding the correct way to address customers in the region

Retail Brands That Have Successfully Localized Their Products for Different Regions

By deciding to enter new markets, countless ecommerce brands have figured out that the key to extensive growth is localization. Here are three companies that have found great success through localization:

O Boticario

As the second largest cosmetic company in Brazil, O Boticario has achieved great success with its ecommerce website localization. With more than 4,000 stores throughout Brazil, Mexico, Peru, Paraguay, France, Venezuela, Bolivia, and Japan, the company has taken several steps to ensure that it has localized website content and functionality for customers in every region it serves. The company’s approach included:

  • Making sure that merchandising in each location was based on consumer shopping habits in that market
  • Creating a website that consumers in the target market can easily connect with
  • Translating and localizing website content
  • Ensuring that product information provides customers with all the details they need to address any concerns they may have
  • Using a global payment method that makes purchasing easy for customers


Although it began as an iPhone app for residents of Denmark, Vivino has grown into a huge ecommerce business. With 18 million users across the globe, Vivino is one of the largest wine marketplaces worldwide. The company decided to enter into emerging markets in the gourmet food and wine industry, so it launched localized websites in Belgium, the United Kingdom, Spain, Italy, and the Netherlands. Although the website content retains the same branding across the business, the sites are localized by currency, language, customer reviews, and wine preference by region, as well as other factors.


As the largest revenue-generating ecommerce company worldwide, Amazon has successfully localized its content to reach new markets. One way that the company was effective with its localization was to create a different design for websites in each market, as well as to highlight certain product categories in specific markets. For instance, to develop a presence in Mexico, Amazon developed a Spanish website with more categories than any other Amazon website offered at its launch. In the United Kingdom, where grocery shopping was becoming more digital for customers, Amazon offered its Amazon Fresh delivery service. To achieve the best results with its localization efforts, Amazon learned what works best in each market, then focused on making that happen.

Partner with an Ecommerce Localization Company for the Best Results

The ecommerce market will continue to soar, especially since there are approximately 4.3 billion internet users worldwide. Additionally, the global mobile app market is expected to reach $188.9 billion by 2020. As these numbers increase, ecommerce companies have an opportunity to propel their growth through localization.

From a complete localization launch to messaging, product packaging, and selecting the right colors for a region, a localization partner can help you achieve the best results. Contact Ulatus for quick, accurate, and cost-effective ecommerce localization services.


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