In terms of the Hofstede rankings, both the US and Canada have very similar scores. Their IDV scores are high, meaning that the population looks after themselves and are more individualistic. Low PDI scores are encountered with both Canada and the US, meaning that people experience more equality and choice in their lives. This is indicative in both websites, with subtle differences of course – the Beanilla website features the different products they would most like to sell to you, regardless of recommendation or preference of the customer. There is no real introduction to the concept, nor is there any indicator that you should buy this – people are individualistic enough in America to know what they want, and therefore there is no hand-holding on the website.
The Canadian website (Vanillashop.ca), however, has a much more pleasant and gentle approach. Their company and overall product description graces the front of the website, and below it are mere examples of the products that they have – with no prices beneath them to urge people to buy right away. Canadian buyers are allowed to learn a bit about the product before purchasing, whereas with Beanilla they are thrust well into the process at the front page. This is indicative of a higher Masculinity rating (MAS) in Canada – the higher score indicates a willingness to increase gender differentiation. While Beanilla is less masculine and more utilitarian, creating a web design that works for both men and women, the Vanillashop website is much more feminine, designed clearly for women given its gentle hand-holding and softer pitches toward its products.
The low scores of both the US and Canada in Uncertainty Avoidance mean that they are much more easily offered choices and more complex options, leading to both website’s implementation of complex category menus, search bars, and the like.
