The era of standardization is coming to an end. Today, consumers seek personalized experiences and expect brands to adapt to their unique needs, prioritizing convenience and ease of shopping.
Companies must react by deeply understanding what constitutes a top-tier shopping experience in the region and adapting their strategies accordingly.
Connecting with local buyers requires treating each market uniquely and localizing several aspects of the buying experience: from payment methods to marketing and communication strategies. However, striking the right balance is critical. Excessive localization can erode brand identity and inflate costs, while too much standardization can deteriorate the customer experience and lead to a declining market share. Understanding which elements to localize, the costs involved, and the potential impact is essential for successful market penetration.
In this article, we will examine the importance of adopting a localized approach and the key factors to consider when tailoring your strategy to local needs. We will also discuss how partnering with local companies can significantly enhance credibility and customer trust, leading to successful market penetration.
The concept of localization is often used interchangeably with translation, but these activities actually represent very distinct concepts, as an effective localization strategy involves a comprehensive approach that goes far beyond simply translating and adapting to the local language. This includes tailoring your content, product features, and marketing strategies to fit the cultural nuances and behaviours of potential customers in each new market.
Adapting to the payment preferences of international customers is necessary for e-commerce businesses aiming to attract and retain a global audience. Different regions have distinct payment methods that local consumers trust and prefer, making it essential to offer the right payment gateways and options to ensure a seamless purchasing experience.
For instance, while credit cards dominate in some markets, others favour debit cards, digital wallets or region-specific payment solutions.
Take a French-based e-commerce business expanding into Italy. While both countries show an increasing interest in alternative payment methods such as e-money, digital wallets and Buy Now Pay Later, there are some local differences.
In France, the most popular payment methods on e-commerce are digital wallets (28%), credit cards (25%), and debit cards (25%). However, a significant portion of Italian consumers use prepaid cards (in our platform they represent around 20% of all transactions, while overall they represent 15% of all e-com yearly transactions).
So not only do e-commerce businesses need to integrate these local payment options, but they also need to partner with local payment providers that are loved by customers, to guarantee a familiar and convenient payment experience for users.
In Southern Europe, Scalapay stands out as the most recognized and beloved BNPL provider among locals, boasting an exceptional 4.8 Trustpilot score. This rating underscores our dedication to delivering exceptional service on a local level, setting us apart from competitors. Our commitment to customer satisfaction extends to payment acceptance, as we accommodate both prepaid and credit/debit cards.
It is evident how you need to build trust at a local level in order to outcompete the other e-commerce businesses in your target country. One effective way to do so is engaging with local and trusted partners that can enhance your brand’s presence and overall visibility within the market.
At Scalapay, our global expansion is guided by a commitment to localized engagement with merchants. This means that each new partnership receives a tailored approach, ensuring maximum effectiveness in every aspect of collaboration:
Our team includes dedicated local account managers who leverage years of expertise in the e-commerce industry. They conduct ongoing performance analyses, optimize Scalapay's usage, and provide tailored strategies for our brand partners. They are readily available to address any requests or provide assistance whenever needed.
Your marketing collateral and website content should be localised to align with the cultural characteristics of your target markets. We prioritize developing co-marketing initiatives that resonate deeply with local audiences and maximise our merchants' performance during strategic moments of the year. Our comprehensive approach includes utilizing our website and app, newsletters, social media channels, and special projects involving local influencers, events, contests, and promotions. This ensures your communication strategy is not only effective but also culturally relevant, driving higher engagement and conversions.
We constantly bring traffic and new local customers to our merchants’ websites, leveraging our thriving community of over 6 million active consumers and nearly 2 million fans across social and social channels.
The results speak volumes. Our merchants consistently draw in new customers and drive conversions. Consider Coin, a leading Italian retailer, which doubled its average order value and revenue using our solution compared to other payment methods on its website. Beyond the economic impact, our localised approach has also earned exceptional customer satisfaction, as evidenced by impressive Net Promoter Scores of 92 in Italy, 87 in France, and 93 in Spain on our platform.
As the landscape of e-commerce evolves, so do the expectations of consumers worldwide. Today's shoppers demand experiences that speak directly to them, acknowledging their cultural intricacies and preferences. It's not merely about offering products; it's about crafting experiences that resonate deeply with each market segment. This shift towards localization marks the end of one-size-fits-all strategies and opens a new stage where leveraging strategic partnerships with local trusted brands becomes not just an advantage but a necessity.
Scalapay stands out as a trailblazer in the e-commerce payment industry, offering not just a simple payment solution but a commitment to localised engagement. Through tailored account management, culturally resonant co-marketing initiatives, and a relentless focus on local visibility, Scalapay ensures that every merchant thrives in their unique market ecosystem.
To discover more about how we help our merchants succeed with our solutions and personalised support, visit our dedicated page here.