Your virtual store can conquer the world. This is how.
Virtual stores work like a magnet.
They have a potential to attract a wide array of users from all corners of the world. Whether you sell clothes, music, beauty products or experiences – there are million of users ready to explore your digital exhibitions, delve into mini-games, talk to your virtual assistants, discover how-to videos, and try new pieces of attire in the digital fitting room.
Brands such as Laneige, Lacoste, Nike, Elizabeth Arden, or Disney have already tapped into the world of limitless possibilities by launching their metaverse stores.
As engaging as these virtual experiences are, they all miss one key ingredient: multilingual language support.
Localization as a magic key
Why is multilingual language support so important? Why would you cater to the global audience, if your virtual store delivers only locally?
The answer is simple.
Adding that shiny language choice menu to your platform will help you increase your global presence.
Many users step into virtual stores just for the thrill of it. Initially, they don’t plan to buy anything, but as they dive into your digital world, explore your products, or engage in your mini-games, they could end up falling in love with your brand. Even if your store doesn’t ship to their area, these newfound fans will find a way to lay their hands on your products: in a physical store or other online channels.
But for this to happen, your users have to be able to smoothly navigate through your virtual experience. Without any language barriers.
That’s where localization comes in.
It’s like a magic key that will help you open your door to global possibilities.
How to localize a virtual store?
1. Speak the right language
Not all users shop equally. Some people are very careful and actually read the small print: product descriptions, disclaimers, terms of delivery. Great visual experience alone is not enough to make them hit the “Checkout” button.
When your virtual store includes content in the language of your target users, you can help your visitors make the right decision. It’s hard to buy anything if you don’t understand what the shop assistant (or the UI) is saying to you.
To increase your chances of closing sales in multiple regions, identify your target users and localize UI to their native language. But don’t stop at the language level only.
2. Be culturally sensitive
Localization goes beyond the language layer. Once you know where your target shoppers are, it’s time to find out who they are. What are their buying habits? How does their culture impact on the way they navigate through virtual experiences? Are there any values or sensitivities that you need to be aware of to make sure your content resonates with your audience?
With cultural awareness, you can adapt your store to your users, for example by tweaking colors, diversifying the appearance of your virtual shop assistants, or fine-tuning your mini-games.
That’s how you can create a more engaging experience for the global audience.
And with this inclusive experience, the road to the checkout becomes shorter.
3. Include local payment methods
Tapping into the right culture and language might not be enough to turn your global visitors into paying customers. Great user experience should also continue when your visitors proceed to the checkout. You wouldn’t’ want them to abandon their baskets in this last key step. PayPay, mobile wallets, credit cards or crypto wallets are not equally popular in all regions.
To gain trust and increase conversions, Make sure you include payment methods that are the most convenient for your target users. Think about payment methods such Ideal for users from the Netherlands, Blink for visitors from Poland, or Sofort for shoppers from Germany.
Once you understand your user’s preferences and integrate local payment methods, your virtual store will significantly increase its conversion rates and build trust among customers in various regions.
Virtual stores can expose your brand to a vast number of customers. So why narrow your unique virtual experience to one target group? Why focus only on the English UI?
Your brand deserves more than that.
Make sure your virtual store works like a magnet for global users by adding localization to your growth strategy.
Are you ready to take your virtual store on a global journey? We can help you find the right path to success!
Dorota Pawlak is a localization consultant for digital and Web 3.0 brands. She enjoys helping businesses enter new markets and is passionate about cultures, languages, and technology.
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