How Retailers Can Use Localization to Optimize Global Marketing Campaigns

Even in the U.S., e-commerce sites often put up unnecessary barriers that discourage shoppers. Research shows that the No. 1 reason that people abandon their shopping carts is that they're presented with unexpected costs.

If you're trying to build a localized experience, ensure that shoppers can pay with their native currencies and that they know all the shipping and handling fees up front. Otherwise, there's a big risk they'll see some unexpected costs and decide not to go through with the transaction.