Gartner Research

Localizing the Global Digital Strategy, 2018

Published: 31 January 2019

ID: G00384205

Analyst(s): L2 APAC Team


Digital commerce is putting global commerce within reach for more brands. But greater market reach drives more complexity, so brands struggle to customize their digital presence to suit local audiences at scale. Use this research to efficiently create and scale your local digital strategies.

Table Of Contents


  • Standardize and Then Customize
  • Key Findings
  • What Brands Should Be Thinking About
  • Product Discovery
    • Plant Your Flag on First-Order Search
    • The New First-Order Search
    • Second-Order Search Strategies
  • Brand Site
    • Templated Sites, Localized Content
    • Mind Your Stack
  • Social Marketing
    • Trade-Offs and Partnerships Strengthen Local Efforts
    • In China, Social Is Celebrity
    • Video Rules Engagement
  • Distribution: Find Strategic Local Fulfillment Partners
  • Recommended Reading
  • From Our Site (Blog Posts, Interactives or Videos)

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