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Weaving Culture Into e-Commerce

By: Gary Hyman

Copyright © 2003. All rights reserved

You probably already know that the non-English speaking Internet audience transacts 63% of the global e-Commerce transactions. If you know that then you’re definitely aware that by 2004 this audience is expected to growth more than 10 percent. That’s at least 2 trillion dollars multiplied by 75%…

...need I say more.

I going to share two words with you that should help towards your International e-Commerce Market Entry initiative. These word need to be taken very seriously if you wish to become truly successful in International e-Commerce.

“Local and Language!”

Yes the local language of your Internet audience needs to be considered very carefully. Not only is it polite to show your non-English speaker their local language, but also you’ll find a keen sense of trust that develops by the time your purchaser hits that purchase button.

It’s all about developing trust and a comfort level sufficient enough that your customer will purchase your product. I have spent many years working Internationally and there’s nothing more important than developing a relationship through the use of language.

When it comes to shopping carts you don’t want to be one of those abandoned shopping cart statistics. A high percentage of your non-English speakers will abandon the purchase if your website is not in their language, but more importantly if the shopping cart is not in their native language the likelihood of an abandoned transaction will be very high. If they do not have a comfort level to understand for example the fine print, shipping costs, the product that they’re getting you can expect – No Purchase!

The Multilingual Shopping Cart
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This short articles focuses on two key International, multilingual, commercial grade shopping cart solutions. One is free and the other one will cost you some money.

Without a doubt its a significant challenge to implement a shopping cart solution that has the ability to service the International (and more specifically the non-Englising) Internet Population. There are many ‘ready made’ International Shopping Cart solutions. Most of the solutions are ready to integrate directly into your existing e-Commerce infrastructure, one of which is OSCommerce (OSC) and another is Shopfactory.

If you’re on a tight budget then OSC could be right for you. It is 100% free, although it may require an ‘OSC expert’ to handle the integration. OSC does make a claim that the software is an ‘out-of-the-box installation... minimum effort...'. You should take into account your level of expertise. It may be more cost effective to bring in an OSC guru.

OSC is extremely robust. It includes PHP modules (a web scripting language), and runs on top of various platforms such as Linux, Solaris, BSD, and Microsoft Windows. OSC also makes use MySQL as a backend, and probably as no surprise the Apache....[MORE]

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