This Working Life: Beware of the cultural gaps when entering new online markets

Setting up a website in a new country involves a lot more than just using a new language, there are subtle cultural and economic differences to take into account too

5th December, 2021
This Working Life: Beware of the cultural gaps when entering new online markets
Pampers’ first advertising campaign in Japan in 1976 confused customers as the tale of a stork delivering a baby wasn't part of Japanese folklore

Globalisation has had a profound effect on the e-commerce industry. It has opened up international markets for businesses to sell to customers around the world and allowed them to take full advantage of shopping trends.

Many European and US brands are looking beyond their traditional home and nearby local markets to expand their global footprint in the hope of getting a greater slice of the $3.3 trillion global online shopping market.

This can come with potential...

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