E-Commerce Localization for Exporters

Yuri Anatolievich Savinov, Viktor Nikolayevich Kirillov, Evgenija Vadimovna Taranovskaja and Natalya Yurievna Bulygina
Additional contact information
Yuri Anatolievich Savinov: Russian Foreign Trade Academy, Moscow, Russia
Viktor Nikolayevich Kirillov: State University of Management, Moscow, Russia
Evgenija Vadimovna Taranovskaja: Russian Foreign Trade Academy, Moscow, Russia
Natalya Yurievna Bulygina: Russian Foreign Trade Academy, Moscow, Russia

Russian Foreign Economic Journal, 2021, issue 12, 89-98

Abstract: The competition in the growing global e-commerce market has been increasing. The efforts of sellers are aimed primarily at winning consumers, particularly the development of methods to stimulate the buyer’s attention to the exporter’s goods. However, the activity under consideration is complicated by the need to attract foreign buyers with the help of a well-thought-out advertising policy, content and banner advertising, taking into account the style of writing texts in the native language of buyers, and, given the characteristics of the language in question and lifestyle of the population in the importing country, translating them into the language of any importing country. In order to successfully sell and deliver goods to a foreign buyer, exporting firms pursue a localization strategy. The strategy implies setting up their representative offices, branches, and joint ventures in the importing countries, which study the colloquial and business jargon of public communication so that advertising information does not cause negative response from potential buyers. Overseas sellers win inter-firm rivalry and expand sales in overseas markets by creating the perception of the company as a domestic one.

Keywords: International trade; sale of goods through e-commerce channels; localization of export activities of sellers; advertising policy. (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
http://repec.vavt.ru/RePEc/alq/rufejo/rfej_2021_12_89-98.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:alq:rufejo:rfej_2021_12_89-98

DOI: 10.24412/2072-8042-2021-12-89-98

Access Statistics for this article

More articles in Russian Foreign Economic Journal from Russian Foreign Trade Academy Ministry of economic development of the Russian Federation Contact information at EDIRC.
Bibliographic data for series maintained by Irina Katolik ().