This week ecommerce news is awash with cultural debate. China has been confirmed in a new report as the fastest growing online economy, according to AT Kearney‘s 2012 Ecommerce Retail Index. Amazon, meanwhile, have announced their ambitions to get a piece of Brazil’s £10.5 million online boom with the launch of a new digital strategy for the Portugese speaking market.

Successful ecommerce recognises cultural differences

A global economy we may well be – but etailers are starting to debunk the myth that a one size fits all strategy will deliver the goods. Ecommerce is not borderless, Retail Week argues this week. Even across Europe online shopping habits vary wildly from country to country. In Italy, the article says, 50% of online orders are made via cash on delivery rather than credit card. In Sweden 80% of online orders are collected, not delivered. German shoppers have a marked preference for price comparison sites over search engines. Plus there’s currency, language issues and logistics to consider.

Those factors are all significant barriers to entering new ecommerce markets. Just a couple of days ago econsultancy reported on UK and US trends in multi-lingual ecommerce – showing that UK merchants are keen to push further into Europe whilst the US have their sights firmly set on the potential of Brazil and China.

Adapt your online retailing strategy for optimised results

What does this mean for your online merchandising approach? As well as developing a strategy that’s locally sensitive and responds to behavioural demand, you’re also going to need technology on your side that can deliver superior performance on an international basis.

If you’re a regular visitor to this blog you’ll know all about the benefits of Locayta Freestyle Merchandising®. You’ll be familiar with its ability to plug straight into any platform and deliver sophisticated faceted search, intelligent visual merchandising and powerful product recommendations within a single user friendly system.

You’ll also know that clients including Tesco Clothing, boohoo.com and Prezzybox all reply on Locayta to boost conversion rates and drive average order values. If you aren’t already familiar with the system then take a look at our website to explore what we can do for your ecommerce business.

Overseas ecommerce the Superdry way

Even if you’re already up to speed with Locayta’s functionality, what you might not realise is how quickly and powerfully the tools can adapt to overseas ecommerce – as demonstrated by one of our biggest clients, Superdry.

Already using Freestyle Merchandising to control intelligent search across 7 international sites, Superdry is now rolling the technology out to 8 further sites. It’s a testament to what the system has done for them.

“It’s essential that our international sites compete effectively with localised providers” Head of Ecommerce Chris Griffin recently told us. “Locayta delivers the same high grade performance regardless of which country the site is operating in. The ability to maintain superior search and category performance on a totally multi-lingual basis has generated phenomenal, if not unprecedented success for us. Our international e-commerce strategy has experienced four figure growth”.

The power of Locayta’s programming enables you to:

Refine and adjust search facets at a moment’s notice to suit customer preferences and seasonal trends via Locayta Search.

Implement product recommendations that respond to individual user behaviour in real time with Locayta Product Recommendations.

Manually or automatically develop inspiring shop window displays online, manage display advertising and control brand adjacency using Locayta Visual Merchandising.

Input your own retailing priorities like stock levels, clearance items or high profit products and weight those priorities so that the relevant products are listed first, via Locayta Balance Factor®.

Deploy fast, cost-effective tools for mobile channels and third party site advertising.

With the entire system geared up to adapt beautifully to overseas markets demanding different languages and payment systems, what’s not to love? If you’re going international – or even if you’re not, talk to our team to get started on superior ecommerce results.

Read more:

Ecommerce is not borderless Retail Week July 2012

Multi-lingual ecommerce: US and UK trends econsultancy July 2012

China has the greatest ecommertce potential of all developing markets – report Internet Retailing, June 2012

Exclusive: Amazon to take on Brazil’s ecommerce jungle Reuters June 2012