When expanding an e-commerce business to foreign markets, conversion can be increased by creating a ‘local look & feel’, using clear language and building a trustworthy image right from the beginning. Offering a website in a way that local customers feel safe is thus a perfect way of turning visitors into buyers. We have compiled a localization checklist and some practical examples of localization tools on internationally successful websites.


Localization checklist for conversion optimization


Trust-boosting examples from international e-commerce sellers

1. ‘Contact us’ –Version 2.0

Azalp is an originally Dutch seller of garden cottages and other garden and outdoor life furniture. In every product description, when you click on ‘images’, you will find one display  featuring their team, explaining in a few bullet points why this seller is a good choice, mentioning their local trust mark certification,  paired with ways to get in touch (local phone number, opening hours)  in case you have any questions. This way, customers do not have to leave the product of their interest in order to search for contact information. The company radiates availability and readiness to assist the client.

From Azalp.be

From Azalp.de


2. Selecting a local shop by currency

Baker Ross is a British online seller of crafting goods, operating online shops in Australia, Germany, France, Ireland, Italy, The Netherlands and Germany. Whereas Britain’s currency is the GBP, Australians pay in Australian Dollars and the Irish in Euros, all three speak English. This problem is solved by offering websites that are selectable by currency in a drop-down menu.

Currency selection


3. The Trusted Shops safety video

When certified with the Trusted Shops trust mark in Germany, sellers can display a video tailored to their shop, explaining why shopping with this particular site is safe. Both  Azalp.de (originally Dutch) as Chocolissimo.de (originally Polish) make use of this feature in order to boost consumer trust.

From Azalp.de

From Chocolissimo.de

4. Local ‘Look & Feel’ as point of reference

Local trust marks,  partner organizations, FAQs, phone number, delivery partners  and payment methods create a ‘local look & feel’. These are also valid points of references for the customer which he can link to previous- hopefully positive- experiences with shopping online. 

From Fonq.de (originally Dutch company): 

From Ekosport.es (originally  French company):


From Bakerross.fr (originally British company):