4 Tips for Retailers Going Global

Although deciding to go global can be quite a daunting commitment for a business, there really hasn't been a better time to benefit from international e-commerce than now. Recent research by Rakuten, LinkShare and Forrester Consulting shows that over the last 12 months, a staggering two-thirds (68 percent) of online shoppers bought something from outside their home country. Learning how to maximize this trend for customers buying from the comfort of their own sofa can result in a big return on investment. Here are a few simple tips on how to make jumping into the unknown a walk in the park:

1. Be honest about markets. First things first: Which markets are you looking to target? Although the e-commerce world is your oyster, it doesn't mean everyone is your consumer. Taking a brand international should be a carefully considered decision. Examine who your current customers are. Do you get much international interest for your products? Has there been a shift in your industry, with a particular market showing great emerging potential? What are your competitors doing in various international markets? By evaluating your business and products you can identify which markets would be a good base to begin with, and from which you can look to scale up.

If you don't have such business insights, but still want to go global, why not start by looking at markets that are very similar to your own. For example, if you're in the pork industry, expanding into Muslim countries probably isn't the wisest move. Of course every market is individual and requires its own localization, but some share similarities and have very similar customs and traditions that allow for easy expansion.

2. Localize your website and content. Once you've identified which markets you're looking to move into, localizing your website and any content should be the first thing on your to-do list. One international website is no longer enough; consumers want global brands that talk to them on a local level. Begin by carrying out local research and creating a profile of your new customers. What are their interests, who are your competitors, what language do they use, etc.? These questions, in particular the latter, will help you to steer the localization of your website.

Switzerland is a good example of how language and local dialect can play a part. Most will write officially in Swiss Standard German. However, when it comes to general conversation, just over 60 percent of Swiss residents converse in Swiss German (a group of Alemannic dialects), 20 percent in French and there are pockets of Italian and Romansh spoken across the country. So, what language do you use? This is where thorough market research will inform your decision. Part of that process is also about learning that effective localization isn't just translation. Make sure you look into what jargon and keywords are used in the new market(s), as these will form the basis of your localized content.

3. Consider style and images. Images and symbols can be slightly tricky when localizing for a new market, and it's something that a lot of companies overlook in the push to go global. Misjudge your stylistic content and it could get you lots of attention for the wrong reason, however. Be aware that different cultures expect different features from a website. Use Edward Hall's high context vs. low context theory to assess what colors to use, how to lay out the information and how interactive you should make your new localized website(s). Be culturally sensitive as well; images and symbols that are appropriate in one market may cause offense or have a completely different meaning in another.

4. Know each market inside out. You wouldn't open a shop in a country where you didn't know the retail legislation; the same applies online. Part of your local overview should examine the legal aspects of venturing into that particular market. This is an area where you should consider spending a bit of money to seek legal counsel on the basics.

Establishing a solid grounding at the beginning will allow your company to expand globally as smoothly and efficiently as possible. Understanding the local sales tax collection, privacy regulations, payment collection, shipping options, and local import and export legislation are just a few of the vital legal areas that should be scoped out before making the leap into the international world.

Christian Arno is the founder of translation service Lingo24. Follow Lingo24 on Twitter @Lingo24.