L2’s Intelligence Report: Localization deciphers the traits that set apart the top brands in global e-commerce. They invest in scalable and local infrastructure. The former helps them maintain site information and e-commerce platforms, and the latter helps them translate and customize site and e-commerce operations to each country. The top brands invest in digital talent as well, maintaining global digital and e-commerce enterprise teams of 400 on average. While 55% of the digital and e-commerce teams are located in company headquarters, brands successful in global e-commerce use the expertise of regional teams in areas such as marketing and aesthetics.


But who is doing it best? Clarins, ASOS, adidas, and Burberry are a few of the top-scoring brands in their vertical. They were selected based on their ability to standardize technology and localize when needed. On average, these top brands own 35% more country-specific sites than the Index average and offer e-commerce in 22% more countries.


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