Thanks to the miracles of modern technology, the world is growing smaller by the minute and even the smallest businesses have a shot at international ecommerce.  We have the capacity to do business all over the world with the click of a mouse. We can even work for a foreign-owned company without ever leaving our homes.

Unfortunately our abilities to interact socially in a multi-cultural world have not evolved at the same speed as technology, leaving us vulnerable to a “Tower of Babel” approach to marketing that is sure to blow up in our faces. As we continue to cultivate the global village it is essential that become cultural experts in the areas of the world where we conduct business. Business etiquette both online and off is about building relationships with people to maximize your business potential and it revolves around two things: thoughtful consideration of the interests and feelings of others and prevention of misunderstandings.

Some of the absolutes for interacting with global customers include:

Credibility: A reputation for doing what you say you will do translates fluently into any language. Understanding a particular country or region’s business etiquette provides a framework in which you can work together without fear of crossing boundaries or compromising the effects of agreements and contracts.

Cultural sensitivity: Be very considerate of your potential customer’s customs. Research the regional protocol and etiquette and investigate the cultural climate in which your customer resides. You might want to welcome customers to your sites with a flag from their country. Keep communications professional and tactful. Avoid nuances that could be misconstrued. Avoid trying to be humorous in tense situations because even the most well-intentioned jokes can be interpreted the wrong way.

Interpretation: Consider having your site translated by a native speaker. Recent statistics show that 75 percent of the internet population is non-English speaking. Bear in mind that there are often idiomatic expressions in one language that don’t translate well into another language. If you don’t display your prices in different types of currency then it is critical that you have a currency converter on your site.  Make sure you completely understand the shipping/customs rules under which you will do business.

Does everyone on your ecommerce team understand what is appropriate and acceptable to your international customers? Something as simple as color may elicit negative emotions from your customers. For instance, in the United States white is often associated with purity, but in China it represents death.

Since your customers aren’t likely to ever meet you in person, your emails take on critical importance.

Here are some tips from your web hosting provider to consider when emailing across cultures:

• Use a business like writing style.
• Pay attention to grammar, spelling and punctuation.
• Be sure that your subject line is meaningful to the recipient.
• Make sure your email has a clear signature block with your full name, postal mailing address and return email address.
• Don’t use all capitals. That is the email equivalent of shouting and people don’t like it, especially in countries where modesty is deemed a virtue.

If you are unsure about the customs of a country with which you are trying to do business go to your web hosting provider for advice. Your hosting company can suggest resources such as web casts, books and seminars that can get you up to speed on international etiquette.
If you have the slightest concern that something you are trying to convey may not be easily understood by your international customers, don’t do it.  An unintentional misstep can destroy your international marketing efforts. Don’t give your competitors the satisfaction of stealing your valued customers away just because you made an unintentional cultural boo-boo.