Which brands are best at localization? L2’s Localization report analyzes brands’ degree of e-commerce enablement (that is, whether they offer global payment, shipping, and commerce capabilities) as well as how much content (such as videos and UGC) is localized, then assigns the brands to four quadrants: Localized Leaders, E-Commerce Focused, Content Focused, and Underdeveloped.

Localized Leaders boast both innovative local content and robust e-commerce functionality. Examples include adidas, Amazon, Apple, and L’Occitane – all household names with strong global brand recognition. They generally focus on technology-driven, scalable solutions for both e-commerce enablement and content management.

Leaders and laggards

E-Commerce Focused brands focus more on global fulfillment services than localized content. These digital-first brands do not generally invest in physical retail, relying instead on robust shipping networks and digital expansion. ASOS, Forever 21, Sephora, and Yoox exemplify this model.

Content Focused brands are the opposite, focusing on content more than distribution. These brands generally have deep pockets, but can also be smaller companies that take advantage of social media campaigns and smart content management systems. A few examples are ASICS, Bobbi Brown, Clinique, Estée Lauder, New Balance, and Nike.

Underdeveloped brands, including Coach, Desigual, and Kate Spade, suffer from limited localization strategies. Many lack a broader international strategy, while others have plans but struggle to implement them due to organizational redundancy or mixed messages from senior management.

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