When shoppers from different countries visit an e-commerce website with a domain that is not familiar to them and prices displayed in a foreign currency, they may feel disconnected from the brand and less likely to make a purchase. To provide a personalized experience for your UK customers, it's important to localize your e-commerce website. This involves adapting your website, content, and applications to match the preferences of your target audience.
According to Shopify's Future of Commerce report, 47% of consumers consider a brand's presence in their local market when choosing where to shop. By creating a website that resonates with your UK customers, you can build a stronger connection with them and increase sales.
Research shows that localized content can lead to 10-15% higher conversion rates and 20% higher customer satisfaction rates. One effective strategy for localization is implementing dynamic pricing, which displays prices in the customer's currency, thus avoiding any surprise costs at the checkout. This can significantly reduce online cart abandonment and increase customer confidence in making a purchase.
To make Brits feel at home and set yourself apart, there are several ways you can personalize their shopping experience:
Offering a UK domain (.co.uk) signals that your brand has a local presence in the region.
Localizing currencies on product pages to the Great British Pound (GBP or £) can increase conversion rates by up to 40%.
In the UK, digital payment systems such as Shop Pay, Google Pay, and Apple Pay are used most frequently.
Localizing pricing for each region is important to maintain profit margins and take into account costs such as import duties and cross-border shipping.
Getting reviews from customers in the UK can demonstrate a local presence and build trust among other UK-based customers. Localized reviews with natural language, dialect, and the voice of UK-based customers can be particularly effective, as 93% of customers look at reviews before making an online purchase and almost a third are willing to spend more on businesses with positive reviews2.
Reaching the British consumer on their terms
According to Statista, 65% of online retail sales in the UK are now made from smartphones, which is higher than any other EU country. This means that it is important to ensure that the mobile version of your site is easily navigable and mobile-optimized to meet the expectations of UK consumers. By doing so, you can ensure that they can easily browse and purchase from your online store using their smartphones.
To appeal to UK consumers, it's important to offer a convenient shopping experience that allows them to find everything they need in one place. A study by Sendcloud found that 91% of UK consumers shop through marketplaces, compared to only 66% of shoppers in Belgium. This highlights the importance of taking an omnichannel approach to reach customers on their preferred platforms.2
According to a report by Sendcloud, the UK has the highest percentage of social media users compared to other European countries studied. This indicates that social media marketing should be a primary focus for businesses targeting the UK market.
Subscription boxes have become increasingly popular among UK households. According to a recent report, in 2021, 81% of British consumers were signed up to a subscription service, with an average monthly spend of €62.33. The subscription market is expected to grow at an annual rate of 18.9%, indicating a promising growth opportunity for businesses.3
Local fulfillment in the UK can provide numerous advantages for businesses, such as faster delivery times, lower shipping costs, increased flexibility, reduced risk of damage, and improved customer experience. By storing products closer to customers, shipping times can be reduced, providing a better delivery experience.
The smaller landmass of the UK allows for couriers to provide same-day, next-day, and 48-hour shipping with ease. Additionally, shipping costs can be reduced, as products do not need to travel as far. Local fulfillment also provides businesses with increased flexibility, allowing them to quickly adapt to changes in demand and inventory levels. This enables businesses to respond more quickly to market trends and customer needs.
By shipping products from a local fulfillment center, the risk of damage during transit is reduced. Ultimately, local fulfillment can help businesses improve their customer experience, leading to increased revenue and maximized brand potential.
