Retail
April 14, 2017
Image from Prada's spring/summer 2017 campaign
By Sarah Jones
Successful international ecommerce strategies go beyond translating a Web site into consumers’ local languages, according to a new report from L2.
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","iv":"f4b3da10f6497fa6983c871b3bd088aa","s":"64280096b91235c4"}
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