Global fashion e-retailer Modnique launched its first localized site in Russian to provide its fastest growing customer segment a tailored shopping experience.
Modnique will include regional style preferences, full Russian language capabilities, and local payment methods, enabling its Russian consumers to shop the same globally-sourced designer brands at discount that English-speaking shoppers have grown to love.
With 55 percent of Modnique’s total business outside the United States, it was important to expand to international customers in their native language. Online purchasing among Russians is expected to grow 27 percent annually through 2015 and reach $25 billion by 2014 according to McKinsey & Company.
Furthermore, annual revenues per shopper will likely more than double to $1,272 in the next two years – which is more than France, Brazil, and South Korea. These predictions are in line with Modnique’s data: in Q3 2013, the company experienced a 128 percent year over year increase in site visits and a 145 percent increase in revenue from Russia and Ukraine.
“We’ve been successful with our English-speaking customers and now want to provide regionally focused versions of our site,” said Modnique CEO Einaras Gravrock. “After closely monitoring our global consumers’ behaviors and international e-commerce trends, we decided to launch the first localized site in Russian.”