Global e-commerce aggregators and marketplace websites—such as India’s Flipkart and China’s Tmall—empower brands to serve international markets with centralized “virtual mall” customer experiences available in customers’ preferred languages.
But the customer’s journey is rarely confined to a virtual marketplace, writes MotionPoint Chief Revenue Officer Craig Witt in an article forMarTech Advisor. A brand’s corporate website and omnichannel content also play a vital role. It’s critical to localize these assets for international customers, Witt says.
Witt presents smart ways for getting started with website localization, such as:
Leveraging website analytics to determine which global markets to prioritize
Translating information for products listed on third-party marketplaces to educate prospective buyers
Providing localized product manuals to support customers post-conversion