The E-Commerce Disruption Series: How COVID-19 is Changing the E-Commerce Landscape

This is the first piece in the Lionbridge E-commerce Disruption Series, which explores changes in the e-commerce space as a result of the COVID-19 pandemic.

The opportunity to capitalize on e-commerce has never been greater. COVID-19 has shaken up the e-commerce space. Online shopping has surged—particularly for essential items—and new markets are emerging. Are you ready to stake your claim? As we launch the first blog in a series that addresses the disruption to e-commerce, here’s what you need to know and how we can help.

What are the new E-Commerce Opportunities?

Acceleration of online shopping

Covid-19 has significantly sped up the online shopping trend, according to Salsify, an e-commerce technology company. Salsify calls attention to the following research:

• A 10% – 30% increase in online spending for grocery and non-grocery items, according to L.E.K. Consulting and Civis
• A 42% increase of online shopping by consumers, according to marketing technology firm Valassis
• A willingness by consumers to try new brands, according to Valassis

The emergence of new markets

An older demographic that previously eschewed online shopping in favor of brick and mortar stores has shifted its behavior and adopted online shopping to stay safe.

This older buyer—traditionally ignored by online retailers—presents a new marketing opportunity for vendors. You will have the chance to market new products that specifically cater to their needs.

A reliance on online shopping

Even as social distancing measures are being relaxed in some areas, the future is unpredictable, and the habit of online shopping has been set. The reliance on online shopping appears to be here to stay.

What are the new E-Commerce Challenges?

New players. Grabbing additional market share won’t be easy. Brace yourself for more competition.

“A lot of people would have been nervous about entering the e-commerce space previously. Now, they’re more nervous about not doing it. This will have a massive impact on the market,” says Brendan Walsh, Lionbridge’s Global Search Subject Matter Expert.

Experts are predicting a proliferation of mom and pop shops and boutiques to enter the e-commerce space to make up for anticipated revue losses from foot traffic. Restaurant meal kits have found their way into online grocery store digital shelves. Some farmers are even selling directly to the consumer via online ordering platforms.

With more players vying for a piece of the online pie, global companies will face pressure to continue to refine their content and ensure it is as authentic as the messaging created by local competitors.

What’s the key to Your E-Commerce Success?

 Superior content. The strategy is tried and true, still relevant and even more important.

What hasn’t changed?

• 79% of those who don’t read English rarely or never visit a website in that language.
• 51% of survey respondents would prefer to have local-language content instead of English.
  • Source: “Can’t Read, Won’t Buy,” CSA Research, February 2014

How Will Lionbridge Guide You?

Lionbridge will continue to guide you via our E-Commerce Disruption Series. Keep your eye out on this space. In upcoming blog posts, we’ll explore ways to help you embrace opportunities and overcome challenges to reach your target buyer in any language and any market.

• Wonder why you have great content, but you’re not getting the results you want? We have some ideas about that disconnect. The fix may not be as hard as you imagine.
• What about your ability to be found on the crowded digital shelf? We’ll tell you what it takes to stand out.

In the meantime, visit our COVID-19 Language Resource Center to get communication support for the coronavirus crisis.

Get in touch

Reach out if you want to get started on your multicultural e-commerce projects with our best-in-class content creation.

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