E4X Whitepaper: Local Currency Pricing for eCommerce – Increasing Online Sales by Implementing a Global Pricing Strategy

Given the global nature of online shopping, merchants are interested in global pricing strategies to best propel their brand and website with global consumers, particularly strategies designed to enhance their local customer’s shopping experience and overall conversion rates. This topic is addressed in a recent survey commissioned by E4X in conjunction with Penton Research/Multi Channel Merchant. The survey demonstrates that US Dollar-only pricing on eCommerce websites commonly results in shoppers abandoning the website and items in their cart, often to never return, or leaving the site temporarily to check exchange rates, impacting conversion. Additionally, it showed that there is a general aversion to websites that offer only USD pricing and greater consumer confidence on sites that offer prices in their local currency.


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