Ecommerce localisation: which retailers are doing it well?

Which retailers adapt to local culture, test what works according to region, and account for the fact that customer expectations may be different? Here are the winners and losers.

For retailers targeting oversea markets, localisation is all-important, but which of the UK’s brands are doing this most effectively?

Well, according to a new report from Practicology, the answer is Boden. At least where the German market is concerned.

The report looks at 25 UK retailers that are selling online in Germany, with a maximum possible score of 60.

Here are the results:

ecommerce localisation

Adapting to local habits and preferences

One key theme which emerges from the report is that, while for some it’s merely a case of translating the site into German, the smarter retailers go further than that.

They adapt to local culture, test what works according to region, and account for the fact that customer expectations may be different.

Its not enough just to do what works in the UK and assume it will be as effective for German shoppers.

Here’s a simple example. M&M Direct is using the same promotion on its UK and German sites.

It also has the Euro symbol before the figures, when the local convention is 26€.

M&M localisation

By contrast, Boden has adapted promotions accordingly. It knows that German women are more likely to buy separates than dresses.

Boden Germany

Translation in detail

Boden has also done a thorough job in translating all site elements.

Here, for example, the search category pages contains product filters in German, as well as all of the product titles.

This means that local shoppers can easily understand the site terminology and use the filtering and sorting options effectively.

Boden translation

By contrast, All Saints has has only partially translated the product terms.

We can see terms like sweatshirts, parkas, accessories etc which may not be understood by German shoppers.

all saints site search german

Size guides

Adapting key information to local needs on product pages was another factor behind effective localisation.

For example, sizes can vary between countries, so size guides need to reflect this. However, just 12 of the 25 were using German-specific sizing.

size guides localisation

This is important, as ineffective information here can deter people from making a purchase, and can lead to higher returns rates.

Customer service

Customer service is vital too, and should be adapted to the local market. It also helps to establish trust too.

If, for example, the help link leads to an enquiry form in English, does that tell the German consumer that post-sales service may be a problem?

warehouse cust service

By contrast Boden presents its enquiry form in German, and also has a local address, which will provide further reassurance for shoppers.

Boden german help form

Payment options

While in the UK, it’s mainly about credit and debit cards, and PayPal to a lesser extent, payment preferences vary from country to country.

As we can see from this chart, invoicing and direct bank transfer are relatively popular payment methods on German ecommerce sites.

ecommerce payment options Europe

To maximise sales, retailers should consider adapting to local payment preferences.

All 25 retailers in Practicology’s study offered card payment, and the vast majority offered PayPal too.

However, fewer offered German-specific payment options. Of course, these retailers may not have the processes to accept them, and there may be fraud concerns, but it’s something to consider.

Payment options UK ecommerce in Germany

In summary

The Localisation Report underlines the fact that effective international ecommerce isn’t just about translation.

It’s about the detail – adapting merchandising and promotions to local trends, ensuring that sizes are localised, translating everything, and testing and targeting for local customers.

Boden is doing a lot of this very well, though it seems some of the others have lots of room for improvement.

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