Phase 3: Identify Changes to the Online Ordering Process

Phase 4: Identify the Optimal Degree of Web site Customization

After you have identified one or two prospective international markets and have considered specific changes needed to the online ordering process, you will need to determine other appropriate Web site adaptations to accommodate international customers. Web site customization includes changes made to the ordering process but also emphasizes culturally appropriate content and site design. The degree of change made to your Web site will depend on your budget, the needs of your small business and the type of international consumer being targeted for global e-commerce. The main question that needs to be addressed is:

To what extent will you need to customize your Web site for an international audience?

In addition to possible changes to searching, ordering, payment and delivery, there are a few other things to consider before making a decision to focus your ecommerce efforts globally. Many large corporations have enlisted the help of Web site designers and advertising companies that specialize in international markets to ensure that cultural issues are addressed when developing online campaigns. It is equally important for the small business owner to understand the cultural background of his or her international customer. Adapting Web site content to meet the needs of a specific cultural audience will allow this audience to more easily access and interact with the Web site.

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