Building a Site for Worldwide Customers
The world is yours, or at least that’s the promise e-commerce offers. Get your products, services
information online and you can gain customers anywhere. It can be challenging, though, to build
active worldwide customer base that buys and comes back for more. It’s a competitive world, an
studies have shown over and over that people prefer to buy in the ways they are accustomed,
especially with information in their native language. The first obvious customization is to provide
translation of your e-commerce site, but this doesn’t happen with an easy wave of a magic wand
There are steps needed, from business planning to technical adaptation to facilitating the
localization process and streamlining updates. In this article, we offer you an overview of these
considerations, and logical steps to help you move forward.
While this article mostly covers issues regarding site creation and adaptation, any discussion must include the business drivers as the
strongly impact cost and time considerations.
Whether you work at a large or small company, your business case leads your budget and resource allocation in creating sites for glo
audiences. In most cases, this globalization strategy involves high level management visibility and strategic commitment. There are
revenue expectations, distribution issues to sort out, possibly local in-country representation to support and a host of other logistics
All that adds up to plenty of expectations for a return on the investment. Getting a good plan in place, including a strong
understanding of the scope of implementation efforts, a technical and process roadmap, as well as some kind of measurement metri
helps you get the right funding and resources to be successful.
The costs of poorly globalizing your e-commerce site certainly include building expensive systems that don’t have the needed
functionality for an international customer base. Even worse are the delays in deployment that have rather painful and visible