Over the last few years, online shopping has become the norm for those of us living in the UK, replacing the high street as our default destination for sourcing everything from gifts to seasonal wardrobe updates, and even groceries – and the pandemic has only served to speed up this transition. With an annual revenue nearing the £700 billion, the UK currently has the most advanced e-commerce market in all of Europe, but other markets are rapidly catching up.
According to an article published by Ecommerce News, “Italy is expected to become one of the biggest e-commerce markets within Europe on short notice,” and to grow exponentially year on year. Rapid digitalisation has created a great demand for diverse purchasing options, with millions of young Italians, in particular, choosing to make cross-border purchases rather than opting for local counterparts.
This makes my home country an incredibly attractive destination for companies hoping to expand both their reach and their revenue, and present their products to a much larger audience. And whilst it’s safe to assume that expanding your e-commerce offering to serve the Italian consumer base is likely to bring fruitful returns, there is a caveat that will determine the scale of your success: “international sellers should be aware of local consumer preferences.”
Retailers hoping to make a splash in Italy and attract a new generation of savvy shoppers must consider how their message will be received locally. Discerning consumers are likely to buy from those who demonstrate a deep understanding of their shopping behaviours and preferences… and this goes far beyond setting up a checkout system in their local currency. All marketing and advertising efforts, from the company’s website to press releases and social media outreach, must appeal to your target audience and speak their language.
This is where engaging a specialised translation and interpreting provider service like myself can take your company miles ahead of your competitors. Not only do we provide translation services of unmatched quality, but we also have a deep understanding of the nuanced cultural differences between the UK and Italian consumer bases – meaning we can help you create relatable customer experiences with which your Italian customers are bound to resonate.
Please get in touch if you’d like to chat through your expansion plans!