E-Commerce Localization for Exporters

Abstract

The competition in the growing global e-commerce market has been increasing. The efforts of sellers are aimed primarily at winning consumers, particularly the development of methods to stimulate the buyer’s attention to the exporter’s goods. However, the activity under consideration is complicated by the need to attract foreign buyers with the help of a well-thought-out advertising policy, content and banner advertising, taking into account the style of writing texts in the native language of buyers, and, given the characteristics of the language in question and lifestyle of the population in the importing country, translating them into the language of any importing country. In order to successfully sell and deliver goods to a foreign buyer, exporting fi rms pursue a localization strategy. The strategy implies setting up their representative offices, branches, and joint ventures in the importing countries, which study the colloquial and business jargon of public communication so that advertising information does not cause negative response from potential buyers. Overseas sellers win inter-fi rm rivalry and expand sales in overseas markets by creating the perception of the company as a domestic one.