Brand Localisation Across Digital Platforms

Getting localisation right for international brands is a tricky area for etailers to manage.

Economic Times reports that searching for 'joota' might not be the same as looking for shoes during your online shopping spree. The absence of localisation across different Internet based services and platforms has created a barrier which the players are trying to overcome for the next wave of customers.

Snapdeal started the push for localisation last year and after the pilot phase which lasted for a few months, the service was pulled for further tweaks. "From our learnings, we have seen that some of the brands do not like their names being translated into local languages, also there is a need for contextual translation," says Vikas Banga, vice president at Snapdeal. The company is currently working with multiple partners, including Indian Angel Network backed startup, Process9 for localisation of its web and app platforms.

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