How to Identify Markets for Expansion

by | Feb 16, 2018

So, you’re done with the latest localization project. You’ve pretty much
expanded into a new territory and have managed to capture the local market.
Well, good for you. But, now you’re looking for a new territory to expand
into, but aren’t sure where to look.

Well, we’ve got a few tips to help you out. In fact, you can implement our
tips even if you’re looking to expand into the international market for the
first time.

Target Multiple Markets with One Site

One excellent way to boost ROI is by creating a single site that can target
multiple markets. For instance, we know Spanish is one of the most widely
spoken languages and that’s because it isn’t just spoken in Spain.

For instance, the US and South America are home to sizeable Spanish
speaking demographics. In the US, 75% of Hispanics converse in Spanish and
they also spend 20% more for an order than the average American citizen.
So, the point we are trying to make is that you can go very far by just
using a single-language to target multiple markets.

There are several underserved markets in other Spanish-speaking regions as
well and many of the people in those regions are willing to transact with
American sites, as long as everything is in Spanish. For instance, American
retail sites that localize their content in Spanish report that 60% of
their traffic comes from Latin America.

Support Customers

In order to make your expansion fruitful, you need to offer support to your
new customers. Expanding into a new territory with a localized site is only
the first step. To gain traction in the market, you need to face the
challenge of being able to provide customer support.

Start by setting up something as simple as an FAQ page. This can go a long
way in helping you combat a fair share of inquiries. However, an FAQ page
isn’t going to solve all your problems. So, consider localizing other
support systems as well, such as e-mail, contact forms, and even your
customer support personnel.

Assess your current resources and determine whether you’ll need to
outsource some of these tasks.

Fulfill Needs, But Be Careful

Cross-border commerce has come a long way since the internet came into
being. It is now accepted by default that businesses ready to deliver their
products across the globe will enjoy an average boost of 17% in their

But, some markets are better than others when it comes to shipping and
delivery. There are import laws and even the possibility of corruption that
need to be considered. For instance, many international buyers in countries
such as India have reported their purchased goods being stolen or being
forced to pay excess custom fees by officials.

So, consider all these things before you move into a new territory. Will
you able to handle such issues? If not, it’s better to look for another

Appropriate Technical Infrastructure

Make sure you have the right technical infrastructure to support your
localization plans. There seems to be a misconception that websites must be
hosted in the same region that the business is targeting. This isn’t true.
Always look for the best hosting solutions. Accessibility via the internet
has no geographical barriers.

For instance, Europe is known for combating latency issues with smart
server load distribution. So, a hosting service in Europe would be a great

Even so, there are CDNs (Content Delivery Networks) and geo-load servers
that boost the performance of domestic sites and fall in line with local
regulation. So, in such cases, it would be wise to invest in a local
hosting service. China is an example of such a location.

So, look for a localization partner who can provide IT resources.