India

Joe Keenan is the executive editor of Total Retail.

For most online merchants, it's not a question of whether to sell internationally, but how to go about it. The potential that international markets represent for online merchants large and small is simply too big to pass up. The dramatic increase in potential customer base, the far higher growth rates for e-commerce in nations outside the U.S., and the value of geographic diversification cannot be understated.

Lowe's Companies, the world's second largest home improvement retailer, opened its global innovation center (GIC) in Bengaluru, India. The GIC will focus on next-generation customer experience by placing emphasis on technology and analytics to provide customers with a more personalized shopping experience. This center is also building a team to support Lowe's efforts to become an omnichannel home improvement company.

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