# Prof. Scott Galloway on e-commerce retailer mistakes in Russia

1 Faculty News August 19, 2013 ![Bloomberg logo](/sites/default/files/styles/246w/public/assets/images/bloomberg192x144.jpg?itok=yV529lwz)>

Excerpt from [Bloomberg TV](http://www.bloomberg.com/video/zillow-to-dominate-nyc-money-moves-08-19-xZ6c_pY2TJGmK2mo_dvrUQ.html) -- "They're just not localizing for the market. They're trying to shove a square peg in a round hole...The way people tend to find luxury brands is initially through search. And most aren't typing in English. They're typing in Cyrillic. And a lot of brands just haven't optimized their content...they just haven't done the proper tagging. It's basic blocking and tackling."

[Watch the video](http://www.bloomberg.com/video/zillow-to-dominate-nyc-money-moves-08-19-xZ6c_pY2TJGmK2mo_dvrUQ.html)