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Beyond Translations

Technical, Logistical & Cultural constraints

of an International Online Shop

Matthias Kentzia

@mattkentz

A11y Meetup - September 2018

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Background

Matthias Kentzia in a nutshell

2

Love Pasta + Emojis

From Malta

Product Manager @Project A

🍝

Matthias Kentzia | September 2018

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HERE

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3

Venture capital firm

~40 ventures in portfolio

Invests funds & expertise

1

2

3

John Smith | 15 September 2017

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Operational teams work on projects

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500+ employees

€180m+ in annual revenue

1.6m+ products & 3K+ categories

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2

3

John Smith | 15 September 2017

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Multiple sales channels & brands

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Internationalisation Launch Plan

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Austria

🛴

Netherlands

🏎️

France

🚀

Matthias Kentzia | September 2018

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🇫🇷

🇳🇱

🇦🇹

>

>

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Launching Austria took over

1 year

Matthias Kentzia | September 2018

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Customer Journey

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Land

Search

Select

Checkout

Content & Communication

🔎

💰

✈️

🎯

Matthias Kentzia | September 2018

Receive

📦

👀

Discover

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Discover

Matthias Kentzia | September 2018

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Who are you again?

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SEO - Hreflang

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SEO - Hreflang

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Marketplaces

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56%

Global cross border ecommerce is owned by marketplaces

Matthias Kentzia | September 2018

Source: European Ecommerce Report 2018

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Land

Matthias Kentzia | September 2018

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Homepage

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Translations

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Banners

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Customer Support

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Logo

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Search

Matthias Kentzia | September 2018

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Linguistic Nuance

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Data Availability – what do users expect

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Data Availability – what else can we offer users

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Select

Matthias Kentzia | September 2018

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Product Detail Page

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Currency

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57%

Of Germans will not revisit a site if it does not offer € prices

Matthias Kentzia | September 2018

Source: Local Currency Pricing for eCommerce

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Taxes

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Delivery Costs & Estimates

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Laws & Regulations

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Additional Resources

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Checkout

Matthias Kentzia | September 2018

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Payment & Shipment Methods

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Online Payment Preferences

Source: European Ecommerce Report 2018

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Address Validation

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Receive

Matthias Kentzia | September 2018

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Custom Packaging

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Content & Communication

Matthias Kentzia | September 2018

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Localise *all* communications

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Personality & Tone of voice

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Ongoing Content Management

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Internationalisation is an organisational problem

Cultural

constraints

Logistical

constraints

Technical

constraints

i18n

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If you want your site to be accessible to an international audience, you need to make your users feel at home every step of the way

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Matthias Kentzia | September 2018

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Questions?

Matthias Kentzia | September 2018