Multichannel and localization strategies help DTCs go global

As e-commerce adoption continues to grow among consumers and brands alike, omnichannel and localization become the go-to strategies to compete in global markets.

Advancements in technology and the availability of marketplaces have made it much easier to buy and sell online. Even as some regions reopen, many businesses are still considering Direct-to-Consumer (DTC) strategies, adding to e-commerce sales that can potentially reach 5.4 trillion dollars in 2022. With Asia-Pacific and the US leading the world in e-commerce consumption at 60% and 20%, respectively, brands who want a share of the growing market may want to consider going global.

E-commerce platforms are making global expansion easier

Online selling platforms continuously develop new features to help merchants adapt to changes in the e-commerce landscape. One such capability is serving customers beyond their local markets.

E-commerce platforms like Cafe24 simplify brands’ paths to go global. In addition to lowering barriers to entry with easy-to-build DTC storefronts, such platforms provide tools that optimize retailer services across different markets and channels. For example, Cafe24 merchants can build a global business environment with a few clicks. The platform’s Global Sales Assistant supports creating multilingual online stores, integrating foreign payment systems, setting customs clearances, charging international shipping fees, and finalizing product pricing automatically.

Meanwhile, Cafe24’s Global Customer Management service enables merchants to provide consumer support to foreign markets. Local experts take over for merchants in handling market-specific product inquiries, recommendations, orders, and other support requests. They also have consultations regarding local consumer behavior and online shopping trends to help merchants achieve business localization. Furthermore, the service comes with Channel Talk, a chatbot integration that enables brands to attend to customer queries anytime, anywhere in the world.

Why localization tools matter

CSA Research shows that 65% of consumers prefer content in their language, while 40% will not buy in other languages. However, taking a business worldwide isn’t just about translating website content and providing customer support in different languages. It’s also about providing localized user experiences to keep shoppers coming back to the brand.

Part of brand globalization involves understanding consumer behaviors in different markets and adapting strategies to cater to those patterns. Where do their shopping journeys start? Do they use their mobiles to shop? What payment options do they prefer? What shipping methods do they avail of? Merchants must know the answers to these questions to compete with local brands.

Fortunately, Cafe24 has partnerships with marketing platforms, online marketplaces, payment gateways, and logistics companies to make running a global DTC brand easier. In addition to localization tools, merchants need to design seamless user experiences that connect with shoppers from different markets.

Multichannel and omnichannel strategies are a must

Per Juniper Research, global e-commerce transactions may reach 7.5 trillion dollars in 2026, a 55% growth from the 2021 figures. The forecast attributes the growth to businesses offering omnichannel retail experiences.

A Baymard Institute study showed that 24% of consumers abandoned their shopping carts because the website required them to create an account. Some shoppers will visit a brand’s website to learn more about the product but will not push through with the purchase as they often prefer to buy items from a retailer or marketplace they already have an account with.

Giving shoppers access to retail services and creating a seamless path to purchase via multiple touchpoints can boost customer awareness and increase consumer spending. Not offering multiple channel options can mean that a brand misses out on not just sales, but also valuable insights into what products customers are looking at and where they buy them.

Many brands avoid going all-in on omnichannel due to worries over potential channel conflict. However, adopting an omnichannel strategy can be mutually beneficial for brands, retail partners, and customers. Omnichannel retail facilitates the buyer’s journey from one touchpoint to another, ensuring consumers can make a purchase from whichever channel they choose along with the payments and logistics options they prefer.

Cafe24 empowers brands to go global

Cafe24 merchants who want to adopt multichannel and localization strategies as part of their global expansion can turn to the platform’s sales channel integration service, Market Plus. The service connects DTC stores to various marketplaces, allowing merchants to sell on multiple platforms through a single connection.

For instance, Cafe24’s integration with Wish allows merchants to reach the marketplace’s 90 million monthly active users across 100 countries. This list includes the US, which has approximately 230.5 million e-commerce consumers. Cafe24 and Wish recently held a webinar to help merchants realize their globalization strategies using the mobile commerce app, presenting various strategies, including logistics and fulfillment services, to boost localized sales across multiple markets.

Cafe24 continues to empower merchants to take their businesses global through its robust e-commerce ecosystem. With its network of platforms and partners, merchants have all the tools they need to reach global consumers and cement their position as competitive if not leading players in new markets.