Adapt and convert: How fashion brands are using hyper-localization to drive revenue

Ecommerce localization goes beyond translating online stores into different languages. It’s about taking a deep dive into each target market's preferences, cultural norms, and expectations, and then tailoring your offerings accordingly. This nuanced strategy can make a world of difference in how a brand is perceived in different regions and can be the deciding factor in whether a visitor converts into a customer.

In this blog, we’ll look at some of the best practices brands can use to tap into localization in cross-border ecommerce—beyond just offering multiple language options.

For even more insights on how localization can boost ecommerce conversion rates, dig into our report ‘Conversion rate in fashion ecommerce benchmarks: What we have learnt from analyzing 500 brands’.

Leveraging ecommerce localization to build trust with customers

Customers want to buy from brands that feel reliable and trustworthy. Familiar language and currency can make a huge difference in creating that trust. When customers can clearly see product descriptions, payment instructions, and delivery and return policies that are relevant to their country or market, they feel more comfortable and secure in making a purchase.

Here are some of the most effective localization strategies brands can use to improve ecommerce conversion rates and reduce cart abandonment.

1. Localized sizing standards

Providing product information that makes sense to local customers is crucial for fashion brands. Take shoes as an example—sizing varies across Europe, the USA and Australia. Footwear manufacturers also use different methods for measurement (length, width, inner sole, etc). Therefore, localized measurement charts are crucial for reducing cart abandonment and minimizing returns, especially in cross-border ecommerce.

Holzweiler provides its customers with a size guide in both metric and imperial formats.

2. Localized pricing and payment methods

Currency is another  key factor that can significantly influence the customer experience. Displaying prices in local currencies makes the shopping experience more intuitive and eliminates the friction of calculating exchange rates (a common cause of cart abandonment in cross-border ecommerce).

Shoppers also expect personalized or location-based payment methods. Some countries prefer specific payment options–for example, cash-on-delivery is a widely used payment method in Italy, but virtually unknown in other parts of the world. Depending on your location, you need to make sure that they have specific checkout options for that location. Payment integrations like Adyen enable brands to offer customers their preferred way to pay, with over 250 payment methods available worldwide.

On the Bjorn Borg website, German shoppers can pay using Sofort–on top of credit cards, Klarna and PayPal.

It sounds obvious, but it’s true–the easier you make it for a customer to pay, the more likely they are to convert. If a customer has to sign up for a new payment method to make a purchase, they might have second thoughts and ultimately abandon their cart. Also, while offering numerous payment options can increase conversion rates, ensuring each payment method is secure is paramount to protect both your customers and your business.

3. Localized customer service

When customers can interact with a brand in their native language, it creates a sense of familiarity and trust, which is especially crucial in resolving queries and concerns. This perceived proximity can significantly influence their decision to buy. If there is an issue with an order, customers are reassured that they can easily communicate with customer service in their local language. Likewise, should they need to make a return or exchange, customers feel more confident that the process will be handled smoothly, respecting local laws and customs.

4. Localized delivery methods

A smooth shopping experience also relies heavily on clear, locally-relevant delivery and shipping information. Providing shipping methods that are popular in the local market and communicating delivery times clearly ensures that customers are well-informed and confident in their purchase decisions.

Major global carriers cater to numerous businesses and often encounter regulatory obstacles, causing delays or even halting product deliveries. Offering local delivery alternatives can help avoid these issues.

Localized deliveries typically bypass certain legal mandates, proving to be quicker, more cost-effective, and more popular due to the rising trend of click-and-collect options (BOPIS, BOSS). Consumers tend to prefer familiar delivery services.

Companies like Ingrid help brands to implement localized shipping methods, which enhances the delivery experience at scale. 

Paul Smith allows customers to choose their preferred delivery option, enhancing customer experience and boosting cross-border transactions, by integrating Ingrid with Centra.

Findings from ‘Conversion rate in fashion ecommerce benchmarks: What we have learnt from analyzing 500 brands’

In our report, we found that stores offering localized delivery methods appear to have a higher ecommerce conversion rate (3.3%) compared to those offering a single delivery method (1.9%). This suggests that customers appreciate the flexibility and personalization that comes with ecommerce localization. Having options that cater specifically to their location might make the purchasing process more convenient, thereby increasing the likelihood of conversion.

5. Diversity in product modelling

The power of ecommerce localization is also evident in the visual presentation of products. Using models that reflect the diversity of your customer base (in terms of sizes, ages, and ethnicities) can significantly enhance relatability. In the context of global sales, localizing model ethnicities promotes inclusivity and allows customers to better visualize how they might look in a particular garment.

6. SEO localization

Creating highly-targeted content for product description pages (PDPs) helps to build trust with customers in new markets, but choosing the best URL structure can be challenging as Google is language-based, while ecommerce operates based on markets.The key to SEO localization is balance. When a brand serves two key markets (EU and Rest of World), with shared pricing and stock but different content, using country-code prefixes in URLs is best practice. This allows unique content for each country, while maintaining a user-friendly, local experience for customers.

Ecommerce localization is a nuanced and multi-faceted strategy that, when implemented effectively, can significantly improve conversion rates and overall customer satisfaction. As brands become more international, the ability to resonate with a global customer base while acknowledging local nuances will become an increasingly important factor in cross-border ecommerce success.

Key Takeaways

Ecommerce localization strategies should go beyond language translations. Customizing content, pricing, payment and delivery methods all contribute to providing a hyper-localized experience for customers.

Localization plays a key role in boosting ecommerce conversion rates.  Online stores offering localized delivery methods see higher conversion rates (3.3%) than those that offer a single method (1.9%).

Fashion brands can efficiently manage localized experiences across global markets. Centra enables brands to manage multiple stores, tailored to every country, language, and currency from a single back-end, improving scalability and making cross-border ecommerce easier.