Globalisation has had a profound effect on the e-commerce industry. Over the last few years, with the improvements and advancements in broadband and mobile technologies, the world is more connected than ever.
It’s this connectivity that has caused the e-commerce industry to grow on a truly global scale. Think about it – nowadays, many internet users, around the world can log on and connect to any website for any business, even if they are the other side of the planet.
The effects of globalisation have meant that businesses must adapt by creating localised digital content for their existing and potentially international markets. It has also pushed businesses that normally pursued sales primarily through their bricks-and-mortar stores and domestic markets to create more user-friendly websites that can accommodate online orders from people all over the world.
Purchases Made from Mobile Devices on the Increase
Another way the increased globalisation we have been experiencing has had on the e-commerce industry is the way people are now purchasing. With internet connections available on just about any handheld device now, the number of online purchases that originate from one of these mobile handsets, be it a tablet or a smartphone, has increased to over 50% of all purchases. That means more people are now buying things through their smartphones or tablet rather than their desktop computers or laptop.
As a direct knock-on effect, companies are now building strategies around more mobile-focused marketing and e-commerce, often referred to as mCommerce or mobile commerce.
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Tips to Localise Your Mobile App for International Audiences
Changes to Websites and Homepages
As more people are buying online and often not from their own country, it means that e-commerce websites need to accommodate their growing customer base. The best way to achieve success and secure sales is by having a site that offers a tailored experience to every visitor, which can be difficult if there are visitors from all over the world. Difficult – but not impossible.
This can be done by ensuring the content on the website is relevant and easy to scan and digest and appropriate for your target market. Having images is also important, especially when customers are using a site that was created in a foreign country and originally written in a different language to their own.
Site Speed and Overall Performance Needs Closer Attention
A further development that’s come thanks to globalisation with regards to e-commerce sites is the need for them to run smoothly and quickly, wherever they are accessed. That means to deliver a sterling service that customers will want to use, you need to design and manage your site so it will run on all of the devices and computers your customers are known to use and will open with the browsers they are most likely to use.
Improved Security Measures
Obviously, an e-commerce site needs to be secure, whether it’s being used by a customer in the same country or halfway across the world. However, globalisation and the fact someone halfway across the world may visit has meant businesses need to be extra vigilant.
The only way companies are going to encourage users that their site is worth buying from is if they feel safe giving out personal details and sensitive bank information.
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