An effective e-commerce website would do well to consider what the target market would love and expect from them. This is definitely a concern while trying to target customers across regions, which can roughly be segregated into Japan and the United Kingdom. Although both nations have an excellent e-commerce market, there are distinct cultural, aesthetic, and functional differences in the design and experience of online shopping platforms. Below, we show the do’s and don’ts of e-commerce design for each country to help you tailor your website for either Japanese or British consumers.
Do Understand the Cultural Differences in Aesthetic Preferences
One of the main issues you should pay attention to when designing e-commerce either for Japan or for the UK is cultural differences in aesthetics and visual layout.
Japan
In Japan, e-commerce sites are often designed to a very dense and information-rich standard. It is quite common to find a site with a very busy layout that includes many images, banners, and text blocks on one page. This might seem very confusing to a British user, but for Japanese buyers, they are used to this approach, and want to have access to as much information as possible in one view. Consider for instance major Japanese e-commerce sites, such as Rakuten or Amazon Japan. They really attempt to stay with the philosophy of “more is more” in providing enough information on the product, pricing, and shipping options upfront.
For Japan, by all means, include plenty of visual elements, such as images of the products, icons, and banners. Japanese consumers would rather see everything at once than have to click around a lot, so it’s not about white space as much as how you fit in all that information cohesively. Bright colors and hues that call for attention-like red, yellow, shades of blue-are widely used in Japanese e-commerce, thus symbolic of energy and positivity.
The UK
Contrasting that, generally, UK users prefer a cleaner minimalist design with more white space, direct navigation, and uncrowded sections. British consumers believe an online store should have a more streamlined layout, where each section is clearly separated from the others and accessible with ease. Websites like ASOS and John Lewis are really good examples of UK-based e-commerce websites that balance looks with functionality: simple designs, readable fonts, large images, and large spaces.
UK-Keep the minimalistic approach with very subtle colours. After all, here the “less is more” way of thinking works; so pay attention to a neat and intuitive layout. Avoid bombarding UK consumers with too much imagery or chunks of text; rather, indicate a few flagship products or categories to guide users through an uncomplicated shopping journey.
Do Not Neglect Localised Content and Language
Proper content localization is very important for structuring an e-commerce website that would really strike a chord with Japanese and UK users. The act of localisation also entails much more than just language; it’s about making your content match the cultural nuances, humour, and product descriptions in ways that feel natural to local consumers.
Japan
The result should be a clear, respectful, and specific Japanese language copy that is important for a Japanese e-commerce website. Generally speaking, Japanese customers require formal language with polite expressions, as it is indicative of the great lengths of customer service they receive. Mention honorifics and customer-oriented language, such as “Dear Customer” or “Thank you for your patronage,” to build up more of an interpersonal and trustworthy atmosphere.
In Japan, do not spare detailed product descriptions. Japanese buyers do thorough research before making a purchase. So give them all the details of specifications, uses, and benefits of the products. Adding testimonials or reviews also helps, since Japanese customers very often rely on social proof when making decisions.
The UK
They like it in the UK when product descriptions are right to the point and brief. Generally speaking, casual tone is more relatable for British users, so you needn’t be super formal. You can also avoid using unnecessary jargon or too technical a language because clarity and simplicity are favoured.
Conversational tones aren’t to be underestimated for UK consumers. Add some friendly, approachable, and to-the-point language to your website. Social proof, like customer reviews or “Best Seller” tags, can help build trust since British buyers like to understand what others think of the product before making a purchase. A user behaviour-based product recommendation section will add some value and guide the customer toward relevant products he or she might be interested in.
Do Focus on Navigation and Ease of Use
Ease of navigation is cardinal for any e-commerce website; however, what comprises “easy” navigation may be different for Japan versus the UK.
Japan
Japanese users are used to web pages where several levels of navigation a few levels deep, as well as multiple drop-down menus and category choices, are the rule. Therefore, there is no reason to be shy about navigation systems that are more articulated and that offer multiple paths to the same product category. Breadcrumbs, category menus, and search functions are all must on an e-commerce site in Japan.
For ecommerce design intended for a Japanese audience, by all means, provide many ways of navigating: a search bar, category menus, options to filter. Let users find products in a number of different ways. Also, consider adding arrows or icons that will visually move people through your site. Overkill, perhaps, but these extra layers of functionality are welcomed by users in Japan.
UK
UK shoppers tend to want a much easier way to navigate using the one grand navigation menu and a well-positioned search box. Subcategories can be used, but having a lot of options may overwhelm the site. In most cases, a very simple top-level navigation menu with self-labelled sections will do the trick, such as “Men,” “Women,” “Electronics.”.
For UK e-commerce, don’t overload the navigation with too many categories or options. Keep it simple: allow the users to find what they need with as few clicks as possible. Quick links to popular categories or seasonal collections on the home page can further enhance usability.
Don’t Ignore Mobile Optimisation
So, for both markets, mobile-friendly design is necessary since both UK and Japanese consumers increasingly use their mobile devices to shop online. However, their preferences for the ways of mobile navigation might differ a bit.
In Japan, users love features that allow one to easily browse on a small screen, such as collapsible menus and vertical scrolling. Given the reputation of Japan as a country of advanced technologies, users expect fast loading of pages and seamless mobile-first design.
For Japanese mobile sites, do not settle for mediocrity. In other words, it should be fast and efficient. Optimise images and minimise loading time; every button should be accessible with one’s finger. Consider adding numerous mobile-only features, such as the QR code to access products quickly or integrate the very famous Japanese messaging application, LINE, for customer support.
Thirdly, a responsive design in the UK is rather important; it adapts well both to mobile and to desktop. British consumers need consistency across devices, so consistency between different screen sizes is crucial.
Touch-friendly elements, concise navigation, sticky cart icon, simple checkout process, and access to customer reviews-some features enhancing mobile commerce experiences-should not be excluded from the UK mobile websites.
Do Consider Payment Preferences and Checkout Process
Yet another critical gulf exists in the area of payment preferences, with different countries preferring different means.
Japan
In Japan, credit cards are used everywhere, but cash on delivery and even convenience store payment options remain prevalent. Some Japanese consumers prefer paying in cash or seeking more local options, like Konbini that offers flexibility and ease.
For Japan, it may be in order to include several payment options, even especially local ones. Your checkout process should be detailed in terms of providing clarity but at the same time simple to go through since Japanese consumers need to see transparency regarding pricing, taxes, and delivery charges.
UK
The most popular means of receiving payments in the UK include credit and debit cards, PayPal, and digital wallets like Apple Pay. British shoppers want their checkout process to be as fast and direct as possible, with the least number of steps and the accessibility of their trusted payment method in an easy manner.
For UK e-commerce, don’t make the checkout process complex. Limit the number of steps and provide guest checkout for fast purchase options. Display trust badges prominently, as UK consumers need reassurance that their information will be kept safe.
Conclusion
The key to understanding e-commerce design is a deep-rooted familiarity with cultural nuances, which businesses should bear in mind to reach both Japanese and UK audiences. Japanese users love information-heavy designs and intricate navigation, while UK shoppers usually prefer a clean interface with as little clutter as possible. Meeting the expectations of each market with your e-commerce website design may draw you closer to the customers of a particular region, build their trust, and possibly drive conversions. Whether you work for Japan, the UK, or both, these do’s and don’ts will help you create an even better and engaging e-commerce platform.
