Abstract
The abstract should summarize the contents of the paper in short terms, i.e., 150–250 words. Globalization in E-commerce has provided new competitive and challenging markets to small, medium and large merchants. Due to the competitive market, most of the merchants are adopting Localization in order to reach deep into the market and to spread their unique propositions and products to their intended customers. For large merchants, it is easy to scale because of availability of large marketplace and reaches in different sectors. But for SMEs with limited product range, it is difficult to spread a name of their product and to reach every intended customer. For such kind of merchants, Localization is like a boom as it helps them to spread their name and provide ease to customers to buy their products. The research mentioned in this paper highlighted different approaches that most of the emerging SMEs are following nowadays in order to increase the conversion rate. The highlighted approaches include social media campaigning of products in a particular locale according to the language of the region, multilingual payment pages, portals and website in local languages. This paper demonstrates the impact of localization on SMEs business and the conversion rate analyzed through various services they are offering to their customers. In this research, a prototype is built to spread the product campaign by SMEs in different in the local languages of the customers and their responses are recorded and analyzed in order to see the conversion rate, average transaction value for each language and traffic reach. This paper also highlights the approaches adopted by the new merchants who are operating in the small area and region and want to offer their services in a particular in customer’s locale.
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Chhibber, R., Chadha, C. (2020). Adoption of Localization in E-commerce. In: Jain, V., Chaudhary, G., Taplamacioglu, M., Agarwal, M. (eds) Advances in Data Sciences, Security and Applications. Lecture Notes in Electrical Engineering, vol 612. Springer, Singapore. https://doi.org/10.1007/978-981-15-0372-6_34
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