News Byte: Localization's the Key to Cross-Border E-Com Success

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Localization of payment methods is the key, Fruugo finds.
Localization of payment methods is the key, Fruugo finds.

E-commerce marketers looking to grow globally should look down under and up top, according to 2013 sales statistics released today by Fruugo, a U.K.-based retailer that trades in 23 countries.

Australia, Sweden, and Finland were among the the top five foreign countries making purchases on the site. The United States and the Netherlands rounded out the group. Fruugo aggregates more than a million products from some 3,000 brands fulfilled by 300 retailers in segments including apparel, home goods, jewelry, and electronics.

Australia accounted for 21% of Fruugo receipts and the two Scandinavian countries combined to register 18% of 2013 sales.  Retailers in the U.K., Sweden, the Netherlands, Germany, and Italy moved the most product through the site last year.

Fruugo's year-end report notes that the company's success in cross-border marketing is due to the localization of languages, currencies, and payment methods. The top five payment methods on Fruugo last year were, in order, PayPal, Visa, Eurocard/MasterCard, iDEAL, and Carte Bancaire.


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