The majority of brands studied in the L2 Index offer international fulfillment options but fail to integrate and promote these features on their product and collection pages, significantly reducing the possibility of cross-border sales. While 72% of retailers in the US and 100% of brands in France offer international shipping, simple measures to attract foreign buyers – like translation and currency conversion – are lacking.

Especially surprising, is that while the spending power of Chinese consumers continues to rise, most Western brands have yet to offer content that caters to the region. Net-a-Porter and Farfetch are the only brands studied by L2 that offer the option of Chinese-language content.

Brands considering international expansion should look to ASOS as a case study. ASOS grew its international sales by 54% in six months, and its commitment to international consumers is evident in its site features. On the homepage, a geolocated banner prompts shoppers to reload the page with the currency and language most common in that area. An intuitive icon persistently displayed on the site’s header includes currency in which the products are displayed. Consumers can click on the icon to select a different country or currency.

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