Localizing Ecommerce Content

🌎 Designing Cross-Cultural And Multi-Lingual UX. Guidelines on how to stress test our designs, how to define a localization strategy and how to deal with currencies, dates, word order, pluralization, colors and gender pronouns. ⦿ Translation: “We adapt our message to resonate in other markets”. ⦿ Localization: “We adapt user experience to local expectations”. ⦿ Internationalization: “We adapt our codebase to work in other markets”. ✅ English-language users make up about 26% of users. ✅ Top written languages: Chinese, Spanish, Arabic, Portuguese. ✅ Most users prefer content in their native language(s). ✅ French texts are on average 20% longer than English ones. ✅ Japanese texts are on average 30–60% shorter. 🚫 Flags aren’t languages: avoid them for language selection. 🚫 Language direction ≠ design direction (“F” vs. Zig-Zag pattern). 🚫 Not everybody has first/middle names: “Full name” is better. ✅ Always reserve at least 30% room for longer translations. ✅ Stress test your UI for translation with pseudolocalization. ✅ Plan for line wrap, truncation, very short and very long labels. ✅ Adjust numbers, dates, times, formats, units, addresses. ✅ Adjust currency, spelling, input masks, placeholders. ✅ Always conduct UX research with local users. When localizing an interface, we need to work beyond translation. We need to be respectful of cultural differences. E.g. in Arabic we would often need to increase the spacing between lines. For Chinese market, we need to increase the density of information. German sites require a vast amount of detail to communicate that a topic is well-thought-out. Stress test your design. Avoid assumptions. Work with local content designers. Spend time in the country to better understand the market. Have local help on the ground. And test repeatedly with local users as an ongoing part of the design process. You’ll be surprised by some findings, but you’ll also learn to adapt and scale to be effective — whatever market is going to come up next. Useful resources: UX Design Across Different Cultures, by Jenny Shen https://lnkd.in/eNiyVqiH UX Localization Handbook, by Phrase https://lnkd.in/eKN7usSA A Complete Guide To UX Localization, by Michal Kessel Shitrit 🎗️ https://lnkd.in/eaQJt-bU Designing Multi-Lingual UX, by yours truly https://lnkd.in/eR3GnwXQ Flags Are Not Languages, by James Offer https://lnkd.in/eaySNFGa IBM Globalization Checklists https://lnkd.in/ewNzysqv Books: ⦿ Cross-Cultural Design (https://lnkd.in/e8KswErf) by Senongo Akpem ⦿ The Culture Map (https://lnkd.in/edfyMqhN) by Erin Meyer ⦿ UX Writing & Microcopy (https://lnkd.in/e_ZFu374) by Kinneret Yifrah

ESG Regulations Map 🌍 The latest Global Regulations Radar – 3rd Edition developed by ERM provides a snapshot of the fast-evolving ESG and EHS regulatory landscape, offering insight into global developments with growing relevance for multinational companies. The European Union remains the global benchmark. Its Packaging and Packaging Waste Regulation and Urban Wastewater Treatment Directive are pushing mandatory circularity, reuse targets, and polluter-pays models. These regulations will reshape operations for sectors from manufacturing to food and pharmaceuticals. At the same time, the EU Omnibus proposal introduces delays and simplifications to several flagship regulations, including CSRD, CSDDD, the EU Taxonomy, and CBAM. While the proposal aims to reduce administrative burden, it has raised concerns about weakening the EU’s leadership in sustainability and slowing momentum at a critical time. The United States is experiencing a regulatory reversal at the federal level. Key climate and disclosure policies have been rolled back, including EPA emissions rules and the SEC climate disclosure rule. Yet, states like California are advancing their own mandates, with SB 253 and SB 261 requiring emissions and climate risk disclosures as early as 2026. Mexico has introduced new Sustainability Information Standards with the first reporting wave set for 2026 using 2025 data. These standards represent a step toward greater alignment with international disclosure frameworks and will impact companies with operations or supply chains in the country. Japan is taking a leading role in the Asia-Pacific region. The release of the SSBJ sustainability disclosure standards, aligned with ISSB’s global frameworks, marks a significant step in improving ESG reporting. Voluntary adoption is already encouraged, with phased mandatory application expected based on company size. Kenya and the UAE are emerging as regional leaders. Kenya’s carbon market regulations establish rules for both voluntary and compliance markets. The UAE’s new federal law mandates GHG tracking, climate risk disclosures, and introduces a national carbon credit registry, reinforcing its Net Zero 2050 ambition. The timeline is accelerating. With multiple obligations coming into force between 2025 and 2027, companies must navigate a growing patchwork of requirements. Early alignment with leading standards and proactive adaptation of internal systems will be critical for legal compliance, investor confidence, and competitive positioning. #sustainability #sustainable #business #esg

Zambia’s Stake in Benguela Refinery: A New Dawn in African Collaboration Zambia’s acquisition of a 26% stake in Angola’s Benguela oil refinery marks a powerful shift toward the kind of intra-African collaboration the continent desperately needs. For too long, Africa’s development narrative has been shaped by dependency on external actors. This move signals a break from that pattern—a bold stride toward shared prosperity through regional partnerships. Rather than merely being a consumer or transit country, Zambia positions itself as a co-investor in a key energy asset. This deal not only secures future fuel supply for Zambia but also sets a precedent for African countries to work together to unlock value from their resources. Such equity-based participation ensures that value chains are not exported but retained and grown within the continent. It’s a model of ownership over aid, of integration over isolation. The refinery partnership demonstrates what is possible when African nations leverage their comparative strengths, pool resources, and commit to long-term, mutually beneficial development. This is not just about oil—it is about vision. If replicated across sectors, this spirit of collaboration could redefine Africa’s future, turning it from a continent of extraction into a continent of empowerment and shared growth.

THE INDIAN CONSUMER WILL SURPRISE YOU We were in Sapar, Gujarat a few months back, chatting with a kirana store owner when a customer walked up and asked the boy behind the counter for "₹10 Maggi." Out of the corner of my eye, I watched him pick up a pack and hand it to her. Something felt off. #Maggi doesn't have a ₹10 pack anymore. I turned around. She was holding a yellow pack of #Zoopy (a local brand that looked similar to Maggi). Thinking she'd picked it up by mistake, I gently asked if she knew she wasn't buying Maggi. In her gentle way she slapped me right. "Haan pata hai na. Par main to sabzi aur masala daalti hun, toh taste badal hi jaata hai." We spoke on. "Maggi to Maggi hai, par yeh bhi thik hai." "Aur Maggi ab ₹15 ki hai na. Itni baar nahi le sakte. ₹10 bilkul sahi hai hamare liye." "Bas aadat hai sab kuch Maggi bolne ki." 💡 Two insights hit me immediately: 1) Price points aren't just about affordability. They're about consumption frequency. 2) It's not always about the product out of the pack. How it gets modified before consumption matters just as much. This wasn't confusion. This was strategy. The Indian consumer has developed sophisticated frameworks for navigating snacking choices that most brands completely miss. They're not confused. We are. They operate with specific beliefs and decision-making systems that traditional market research rarely captures. --- When Mahesh Muthuswamy and I spent six months in homes across the Hindi heartland, watching, listening, understanding how snacking decisions actually happen, we uncovered dozens of these "obvious" behaviours and logic systems that we seldom speak of in marketing discussions. We've covered some of these in our report that comes out tomorrow. ➡️ ➡️ 'BEYOND HEALTHY: What Really Drives Snacking Acceptance in Indian Homes' 🔗🔗 Register via the link in my bio to be among the first to receive it. If you're building an FMCG food brand, these insights will change how you see the Indian consumer forever. The opportunity is massive. But it belongs to brands willing to learn rather than assume. Vitral Brand Expertise #HealthySnacking #Brand #FMCG #Marketing #ConsumerInsight

Years ago, I led a procurement initiative that stalled. Not because we didn’t have the budget or the relationships - But because the goods had to pass through three disconnected regulatory systems. That experience made something clear: Procurement advantage isn’t only about cost or quality, or relationships. It’s also about access. And access is something we have to build together. Many countries are dealing with the same issues: - No access to ports - Poor transport infrastructure - Expensive warehousing - Clashing regulatory standards We all want faster, cheaper, more reliable supply chains. But no single country can build that alone. That’s where Regional Procurement Agreements come in. Not just for savings - but for scale, resilience, and long-term growth. It means rewriting trade rules, rethinking how goods move across borders and and investing in infrastructure that doesn’t stop at your country’s edge. When neighbouring countries align on standards and logistics, you start to see faster delivery, lower risk, and stronger regional ecosystems. We talk a lot about competitive advantage in procurement. But what if the real advantage isn’t what we keep, it’s what we build together? Procurement teams are in a unique position to lead that shift because we’re the ones who feel the friction every time something gets stuck. So, let me ask: What regional partnerships have you seen that are actually working? Or where is the opportunity still being missed?

America just got reintroduced to Guinness as a local brand. A bold shift away from its traditional Irish roots, led by the mighty Uncommon Creative Studio NYC. Alden, Steenkamp & Batra’s work on consumer culture positioning is a business school staple. I've never seen a clearer live example of this theory in practice. Their research shows how brands can position themselves in three ways. GLOBAL: Part of global culture LOCAL: A brand for “people like me, from here” FOREIGN: An exotic, aspirational foreign brand With this framework, marketers can shape brand perception, signal trust or status, and win local share for global brands. I've always thought beer and cider is the perfect category showing this strategy at play. 1. Heineken - Global Culture Obvious example. Global sports, international celebrities, same message everywhere. 2. Craft Brands - Local Culture The craft boom was a strategy where large FMCGs bought or built local brands to win trust and authenticity in smaller, profitable markets. Ironically, BrewDog went the opposite way from local to global, ditching the Scottish charm rather fast. 3. Fosters - Foreign Culture Endless options here. Especially as Italian beer is booming! Asahi is also a big winner with this.But Fosters is my favourite: it never even existed in Australia! They borrowed Aussie humour and heat to build a brand around refreshment with mates. Genius, no wonder their campaigns won IPA awards. This is why the new Guinness work is so interesting. It takes a specific American insight (50 states, divided) and relaunches the brand as something that brings them together. Real Americans. Real Guinness. A pure local positioning shift for a brand long doing anything but. This may feel off if you're not American (or even if you are). But this stuff takes time. Just look at Guinness in Africa. Guinness Foreign Extra Stout is now a symbol of local pride across the continent. It can clearly work. This framework is also a bit of a curse. Once you see it, you can’t unsee it. You’ll start reading every brand move through it. Look at discount grocers across the EU. Lidl and Aldi act local and proud in every market to boost trust and quality. The ad itself? A brilliant demonstration that marketers leaving music choices to the end of production are missing the biggest opportunity. Let me know if you're a fan of this new move in the comments. I share #advertising and #marketing insights daily. Follow for more.

How Grab's Tailored Marketing Conquered Southeast Asia Grab, launched in Malaysia in 2012, offers a safer, more reliable ride-hailing alternative to traditional taxis. The Challenge 😬 Grab faces stiff competition from global giants like Uber and local players. Each market, from Indonesia to Thailand, has its own established local transport systems and customer preferences. For instance, in Thailand, traditional tuk-tuks are a popular mode of transportation, while in Indonesia, motorbike taxis are more common. Strategy Development ✅ They launch region-specific campaigns focusing on local languages, cultural nuances, and consumer behaviors. For instance, in Singapore, Grab campaigns emphasize efficiency and technology, while in Indonesia, they highlight affordability and community connections. ✅ Grab leverages social media platforms heavily, using them to run targeted ads and promotional campaigns. They collaborate with local influencers and celebrities to increase brand visibility and appeal. For example, in the Philippines, Grab partners with popular local celebrities for endorsements, significantly boosting their brand presence among the younger demographic. ✅ A key aspect of their marketing is offering promotions and discounts, especially during local festivals and holidays. This not only attracts new users but also encourages repeat usage. For example, during the Lunar New Year, Grab offers special promotions like discounts on rides to festive markets or bonus GrabRewards points. ✅ They also use data analytics to understand customer behavior and preferences, allowing them to offer personalized promotions and services. ✅ They run community-focused programs and CSR initiatives, like training drivers, which improves service quality and builds a positive brand image. For instance, in Vietnam, Grab initiates a program to educate their drivers on tourist-friendly services, enhancing customer experience and promoting local tourism. Turning Point A pivotal moment is Grab's acquisition of Uber’s Southeast Asia operations in 2018. This move eliminates a major competitor and significantly expands Grab's user base and market reach. By this time, Grab has already diversified into food delivery and digital payments, increasingly positioning itself as an everyday super app. Outcome 💰Grab now expects 2023 revenue in the range of $2.31 billion to $2.33 billion, compared with its earlier forecast of between $2.2 billion and $2.3 billion. (Preview of my upcoming National University of Singapore Marketing Strategy class)

If we want real-time cross-border transactions between different currencies, two conditions must be met. First, domestic payment systems must be instant. They must allow money to be sent and received immediately. This is increasingly the case: Pix in Brazil, SEPA Instant in Europe, UPI in India. These systems are the first mile and the last mile in the chain. Next, these domestic systems must be able to communicate with each other in real time. SWIFT was not designed for instant settlement, and this is where stablecoins and blockchain come in. By enabling real-time value transfer, they act as a bridge between instant domestic systems that otherwise remain siloed. Here’s a simple example of a money transfer from Europe to India: 1/ Instant conversion of EUR to USDC via an on-ramp using SEPA Instant. 2/ Instant transfer of USDC from one wallet to another via blockchain. 3/ Instant conversion of USDC to INR via an off-ramp using IMPS. And with Triple-A, it’s even simpler. You don’t even need to convert to USDC—we handle the entire infrastructure for you to enable real-time payments between different currencies.

We generated $210K ARR in 8 months with Cold Outreach (for one of our clients) by *simply* refusing to give up. (Breaking down our 4-step process here👇) In June, we onboarded a Global Tech Recruitment SaaS as a consulting project. They’d been trying to go-to-market in the past, but never managed to build a channel to attract B2B clients. 🏆 Our mission? Help them build scalable Outbound Systems and train their team to run them independently. 1️⃣ Set up the Outbound infrastructure We set up 10 domains and warmed up 30 email accounts for them with Mailforge. Showed them how to use tools like Apollo, Prospeo.io and Clay for prospecting and lemlist for automating multi-channel Outbound campaigns. We then trained their team to: → Refine their ICP (focusing on companies hiring for tech roles globally.) → Segment leads using intent data (without burning Clay credits) to prioritize high-$$$ accounts. → Nail their offer + messaging to speak directly to decision-makers, and use Twain to slightly alter the first email per prospect. We wanted to get the right replies. Not just generate hype from “fake positives” with no intent to use the service. 2️⃣ Optimized the strategy using performance data from the first 3 weeks of campaigns As we gained traction, we quickly realized a pivot was necessary. By October, although we were getting positive replies the data showed that global campaigns should be broken down to localized campaigns, and that companies with 20+ employees were slower to convert. So we recalibrated our ICP to focus on those with 1-20 employees (more agile, faster decision-making) and tweaked our messaging. The result? responsive pipeline + quicker wins. 3️⃣ The Re-contacting play One of the most underestimated tactics we deployed was Re-contacting. Three months after their initial Outreach, we went back to: → Companies that didn’t reply. → Those that said they weren’t interested. → Prospects that showed interest but hadn’t converted. We used personalized messaging based on previous responses, positioning ourselves as a partner rather than a persistent vendor. The result? Cold leads revived and turned into warm opportunities. 4️⃣ Expanded the TAM to build runway In November, we expanded targeting to companies not actively hiring, building relationships before they needed to fill roles. Ensuring enough leads to run campaigns for the next 6 months. The Results? ✅ 392 positive replies in 8 months ✅ 35 clients closed ✅ $210K estimated ARR with avg ACV $4,000 The difference between a dead lead ☠️ and a closed deal 🤝 is recontacting and knowing when to pivot. If you need any help with your Outbound strategy drop me a DM 💬 PS: I hope it's clear that Lemwarm wasn't used in this campaign.

In linguistically diverse India, effective communication in regional languages presents both challenges and opportunities. While AI today has made driving vernacular marketing efforts easier for brands, some obstacles remain:   Linguistic Diversity: Navigating over 19,500 languages and dialects. Cultural Nuances: Ensuring AI respects local subtleties. Technical Hurdles: Developing AI for multiple languages requires vast data and computational power.   Despite these challenges, vernacular content consumption is rising, with 70% of Indian internet users preferring native language content. Here are few ways I think brands can leverage AI to bridge this language gap.    1. Hyper-Localized Marketing: AI enables personalized content in native languages. 2. Scalable Content Creation: Efficiently producing content across languages. 3. Enhanced Customer Interaction: AI-driven chatbots in local languages improve customer experience.   India’s rapid AI adoption is driving progress in overcoming these hurdles. Initiatives like Tech Mahindra's Project Indus, Vernacular.ai, and InMobi are pioneering AI-powered vernacular content solutions.   The future of marketing in India is promising, with more inclusive and impactful campaigns as brands embrace linguistic diversity through AI. By harnessing AI, we can create a more connected and culturally resonant marketing landscape.   #AIEverywhere #AI #LLM #AIMarketing #MarketinginIndia