Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

The internet has flattened competition for retailers, big and small, and that means you have to build a personal connection with each shopper rather than compete for their wallets based on price. As competition in e-commerce continues to grow, global marketing campaigns have to become more tactical and focused. Here's how retailers can do that:

Wal-Mart was ordered by a federal judge in Arkansas to face a pension fund's claims the retailer defrauded shareholders by concealing corruption tied to bribes allegedly paid by officials of its Mexican unit. U.S. District Judge Susan Hickey in Fayetteville rejected Wal-Mart's bid to throw out the Michigan-based fund's lawsuit accusing it of making misleading statements to regulators about claims it paid bribes to facilitate Mexican real estate deals. Wal-Mart said it's spent $439 million since 2012 in connection with investigations into allegations that employees paid bribes in Mexico, China, India and Brazil.

eBay announced plans to acquire AppTek to help it translate its 650 million individual listings into multiple languages as the company pursues its cross-border strategy. Global expansion is a key priority for eBay, which said 20 percent of its transactions occur across borders, and one of every three new users to eBay comes through a cross-border transaction — a disproportionate share of those new users coming from BRIC (Brazil, Russia, India, China) and emerging markets.

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