Cross-cultural issues have been problematic situations for an organization in order to process its business activities. Cross culture in business refers to the efforts of a particular business in order to ensure the organisational employees effectively interact with professionals and other individuals from different cultural backgrounds (Peña-García et al. 2020). The incident experiencing a change in cultural behaviour is termed as Cultural Shock. Cross culture has been a significant aspect of the online retail industry as the e-commerce platform relies upon cultural and traditional habits of consumers’ buying. As for example, Modern Milkman operates in the online grocery industry, wherein cross-culture has been highly valued. Challenges regarding cross-culture may largely affect the business.
Cultural diversity in sales of the business has been a significant cross-cultural challenge of Modern Milkman that may cost ist e-commerce business money as well as lose its potential sales. Improper observation or disobedience of the cultural behaviour of a particular region or state may lead a business to be unable to reach the specific needs of the population of that state ( Wales et al. 2019). This has been an emerging issue in the online grocery industry in order to operate its e-commerce platform to generate increased sales without observing the needs of a specific culture.
In the process of entrepreneurship, many businesses of this modern generation fail to incorporate the ethnic and religious values of a particular state. In the online retail industry, misunderstanding of ethnic and religious values has been an emerging challenge. The religion and ethnicity of culture have always been highly prioritised by that respective population, and any disobedience of these factors throughout the activities of a particular business may lead them to be uninterested in the products and services of that business (Van Tongerenet al. 2021). Maintaining and valuing the ethical and religious beliefs and behaviour of a specific culture has been a significant responsibility of an e-commerce platform, which has been a great source for attracting consumers towards the products and services.
Communication is the key to whereby the marketing activities of a respective business have been operated and accomplished. For an online retail or grocery industry, marketing has been the beneath of its business that has been considered to be essential for sustaining the e-commerce platform (Sadiki, 2020). The modern generation has been complexed with various cultural and religious beliefs, which has been an emerging issue for modern businesses in their entrepreneurship. This has been composed of different languages, buying behaviour, perception and so on. Differentiation in the language largely affects the marketing activities of a business as communication has been the key to marketing. Digital marketing has been required in an e-commerce business, wherein digital communication has been an essentiality. This type of cross-cultural issue significantly hurts online retail businesses as the business has been unable to establish effective communication to language barriers of different cultures.
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