Shopify, a Canadian e-commerce company that helps small businesses and startups sell products online, was founded in 2004. The startup made waves almost instantly and grew 10x in three years. Now that it’s 2019, how have they kept up the momentum? Two words: international expansion. Let’s take a closer look at how Shopify’s localisation strategies are fuelling continued growth for the business.
Shopify’s localisation strategies: Rolling out the welcome mat for international merchants.
A significant amount of Shopify’s recent growth is due to international expansion, as is much of their projected future growth. For example, in their fourth-quarter and full year 2018 financial results, the company notes:
“Shopify’s investments in international expansion yielded a record percentage of new merchants on the Shopify platform in the fourth quarter from outside our core geographies.”
As Investor Place notes, expanding into these new markets is essential to the company’s continued survival, and localised content is key to making that happen:
Shopify recognizes the importance of international markets for expansion. With 70% of the largest e-commerce markets being non-English speaking, Shopify must localize its platform in each region it enters.
To that end, Shopify has been rolling out the welcome mat for merchants around the world. For example, in May of 2018, the company released a Beta version of Shopify in six languages: French, German, Japanese, Italian, Brazilian Portuguese and Spanish.
They’ve also expanded their Shopify Payments product to 11 countries: the U.S., Canada, United Kingdom, Australia, Ireland, New Zealand, Japan, Singapore, Hong Kong, Germany, and Spain. In Germany, Shopify customised the Payments system to accept local bank transfers. Read more