Local search engines and shopping channels differ between countries, so before entering a foreign market it is worth checking where local customers actually search. The share of individual search engines differs between countries, and in some of them a different player holds a significant position than the one you are used to. Even more important, in many countries purchasing decisions take place predominantly on large marketplace platforms or comparison sites typical of that market, so having your own e-shop is only a secondary choice. Dominant social networks and formats also differ. Do this research before investing in website localisation – it may turn out that the priority is listing on the local marketplace, with the website serving more to verify trustworthiness.
See also: Price comparison website, Market testing before entry, Domain Strategy for Markets.
