Localisation for international brands, explained by an industry expert

Brands that are experiencing limited growth at home are finding new opportunities abroad by working with partners with expertise on the ground, explains Jonathan Sheard, Vice President, Sales at ESW.

Selling internationally involves more than simply shipping products to new markets. But brands may not always appreciate just how many processes are involved and how each only works when supported by a deep understanding of local cultures, languages and preferences. Brands working primarily in English can often be blind to the fact that many of the countries with the greatest demand for their products do not even speak the same language.

And it involves much more than just translation, it’s about creating a seamless experience that gets a positive reaction from customers as if the brand originated from their country. The brand’s offering, marketing and customer experience therefore all need to fit the specific needs of local markets.

In short, to truly engage with international customers, brands must deliver an end-to-end localised experience. From marketing emails and social media content to product descriptions and the checkout process, every interaction should be optimised for the local market. It’s also essential for brands to consider how their identity will be interpreted in different cultural contexts. A localised e-commerce site should provide an experience that mirrors what customers are used to in their domestic markets, which often includes specific payment options, localised taxes and delivery systems that match their expectations.

From storefront pages to checkout and post-purchase communications, a fully localised strategy addresses every touchpoint in the customer journey. For example, Australian shoppers expect to see prices in AUD, shipping options tailored to their region and preferred local payment methods such as POLi or PayPal. In Europe, pricing formats can differ, with commas instead of decimal points for currencies like EUR. These small, region-specific details are critical to ensuring that international customers feel confident when interacting with a brand.

The benefits of localisation

One of the primary reasons brands invest in localisation is its direct impact on sales. When international shoppers encounter an unfamiliar experience, whether it’s language, unclear shipping information or unfamiliar payment methods, they are less likely to complete a purchase. According to ESW’s research, many global retailers have observed a significant correlation between lost sales and a lack of localisation. Localising the shopping experience, from the welcome page to the final checkout, ensures that customers feel comfortable, which leads to higher conversion rates.

In a global marketplace, customers expect brands to cater to their specific needs, regardless of geographic location. When brands invest in localised experiences, it demonstrates that they understand and value their international customers and are committed to building trust and fostering long-term loyalty. A localised e-commerce experience not only enhances the shopping journey but also creates a sense of connection between the brand and its customers, making them more likely to return and recommend the brand to others.

Cart abandonment is a significant issue in e-commerce and localisation plays a critical role in reducing this problem. When customers go through a checkout process that is unfamiliar or difficult to navigate, they may hesitate to complete their purchase. By localising key aspects of the checkout experience, providing local payment methods, displaying prices in the customer’s currency and adding all duties and taxes upfront, brands can reduce friction and encourage customers to complete their purchase. 

Every region has its own cultural nuances which can impact how products and services are perceived. Localisation ensures that the brand aligns with the values and expectations of the target market. For instance, brands entering new markets often need to be mindful of how their marketing aligns with local cultural norms. For example, images that work well in one market might be less effective or even inappropriate in another. By working with a partner experienced in localisation, brands can navigate these subtleties and ensure that their messaging and product presentation resonate with the local audience.

Why partner with a localisation expert?

Localisation is a complex and resource-intensive process, which is why many brands choose to work with specialised partners who have the expertise, technology and local presence to facilitate a smooth transition into new markets. A localisation partner can help brands manage everything from language translation to local payment preferences and shipping logistics. This not only simplifies the process for the brand but also ensures that the customer experience is consistent and aligned with local expectations.

A cross-border e-commerce solution removes the complexities of going international. Such solutions should include currency conversion, localised customer service and seamless inclusion of duties and taxes displayed at checkout, allowing brands to focus on growth while ensuring their international customers enjoy an experience without friction.

By working with a partner that understands the nuances of each region, brands can ensure that their message resonates with local audiences, driving sales and building lasting relationships with customers around the world. Investing in localisation is not just about translating words, it’s about creating an authentic and seamless experience that makes customers feel at home, no matter where they are shopping from.