Not In Kansas Anymore - "The New Global Economy"

Your web hosting provider, ecommerce, and the global economy

The world is flat. Period. That concept is one we can love, hate, embrace, ignore or deny. But it is not one we can change. The scope of the global community that is participating in ecommerce is something the world has simply never seen before. The flattening of the world comes as good news or bad news for online businesses, depending on your point of view.  For those who embrace it, the global network can create exciting new opportunities in a “flattening” world.

Ecommerce enables a company of any size to have a dynamic presence on the internet. The level playing field comes as a breath of fresh air for small businesses. However, ecommerce enterprises of any size are just as vulnerable (if not more so) as brick and mortar companies to situations in which customer groups may be offended. The way people communicate varies widely between, and even within, cultures. As people from different cultural groups take on the exciting and potentially rewarding challenge of working together, cultural values sometimes conflict. We can misunderstand each other and react in ways that can hinder what are otherwise promising partnerships. It is possible to offend our online visitors even when we have the best of intentions.

Jerry Yang, co-founder of Yahoo, contends that the “democratization of information” is having a profound impact on society. “Today’s consumers are much more efficient. They can find information, products and services faster through search engines than through traditional means. They are better informed and savvy.”

In his highly acclaimed book “The World Is Flat,” Thomas Freidman encourages ecommerce marketers to take advantage of the low-hanging fruit that is ripe for the picking. “There’s not just the flat world and the unflat world. Many people live in the twilight zone between the two.”  Those who dwell in between could easily be left behind. 

The flat world brings with it some significant challenges, especially around subtle differences and nuances. These challenges are unavoidable because, as marketing expert Eric Ward puts it: “All websites de facto become global just by being on the web. It is essential for online businesses to develop and maintain culturally sensitive websites that are easy to use and that are not offensive to people in other parts of the world.”

So what does this mean for you? It means that if you are going to be among the winners in the new global economy you may need to make some changes to your website so that it is user-friendly from any point in the world.  Here are some basic things to consider:

• Use simple language: Do not use complex sentences. Keep your words short and write your copy in the active voice.
• Avoid Humor: Something that is hilariously funny in one language or culture may be extremely offensive in another.
• Avoid using jargon that is not easily translated into another language.
• Take advantage of graphics to get your point across in a universal way. Watch out for symbols in your graphics that might have bad connotations in other cultures.
• Do your homework: As you design your site you should bear in mind that certain colors are offensive in some cultures. 

The ecommerce sites that take the time and trouble to become universally user-friendly will be richly rewarded. According to Forrester Research, web users are three times more likely to make purchases at sites that are presented in their native language.

The best way to handle this brave new world is to educate yourself. There are many books and resources available to help get you up to speed. “Kiss, Bow or Shake Hands” is an excellent reference for anybody who is doing business abroad whether online or in person. In this book authors Terri Morrison and Wayne Conaway describe how an unintentional cultural missap can destroy costly international marketing efforts.

Your web host can help you gain the knowledge you need to communicate tactfully and effectively without inadvertently offending your international customers. The wise words spoken by Michel de Montaigne in 1580 ring truer than ever today: “The most universal quality is diversity.” Understanding that concept can give you a significant advantage in this increasingly flat world. Wake up and smell the yellow bricks. We are not in Kansas anymore.