Marketing localization is a part of tailoring marketing communications to better relate to the audience. Localization is important even in ecommerce because many shopping behaviors are influenced by where people live. Culture, lifestyles, weather and language impact how and what people shop. If they’re in the Southern Hemisphere, they have the seasons different from the Northern one. Or maybe they don’t celebrate Christmas or start school when people in your country do.
So to increase your chances of success, you should factor in where the customer is located. Segmenting your customer base by location and tweaking the message and the offer will make your campaigns more relevant. For example, a winter sale of snow gear in January won’t get the attention of Australians.