A minimalist in Japan might abandon a cart full of bold prints, while a Texan shopper sees them as must-haves. Online shopping isn’t universal – it’s deeply cultural. Let’s explore why your location might just be your strongest shopping filter.
Experts Say
Expert 1: Vinh Truong (May 2025)
Truong’s fresh study dives into the emotional journeys of shoppers from different genders and cultures. He found that Western vs. Eastern consumers express emotions like curiosity, pride, disappointment—and men and women within each culture feel those differently. He argues that emotions fuel what people buy and how they react once they’ve checked outsciencedirect.com+2mediaonemarketing.com.sg+2cotinga.io+2arxiv.org.
Expert 2: Journal of Retailing & Consumer Services (July 2024)
This global survey of social-commerce users in developed vs. developing nations highlights the power of cultural norms. In developed countries, trust-building through credible info and social proof drives engagement. In emerging markets, it’s more about fun, community, and perceived closeness with influencers or fellow userssciencedirect.com+1ncbi.nlm.nih.gov+1.
Our Take
Online shopping isn’t just “add to cart.” It’s culture-coded.
If you’re a brand, your strategy can’t be one-size-fits-all. Ads that spark pride may work in the West, but pumping up “community and belonging” sticks better in collectivist, emerging markets.
3 Action Steps
- Tap into Emotion Analytics
- Use sentiment tools (like Clarabridge or MonkeyLearn) to track which emotions pop up in reviews/comments from different regions.
- Adjust messaging accordingly—e.g., Western markets might respond to phrases like “feel proud,” Eastern markets might respond to “share with your circle.”
- Segment by Cultural Profile
- Use data on Hofstede’s dimensions (e.g. individualism, uncertainty avoidance) for your top markets.
- In high uncertainty avoidance cultures, highlight secure payments, easy returns, and customer service availability.
- In collectivist cultures, layer in social proof—community ratings, group buy discounts, referral bonuses.
- Test Culturally Tuned Social Campaigns
- A/B test two versions of your campaign in each market: Version A showcases emotional appeal (“Feel awesome while wearing this”), Version B highlights communal tie-ins (“Tag your crew—get 10% off together”).
- Track engagement and adjust spend dynamically based on which vibe resonates strongest in that culture.
Culture shapes not just what people buy online—but how and why. Tailored emotion, trust, and social cues unlock next-level conversions.
Written By Natalie Manvelyan
