Unlocking The Global Market: The E-Commerce Advantage Of Localization And Translation

March 22, 2023

A liberating day to all of us!

In today’s interconnected world, businesses have access to a global audience like never before. But with this opportunity comes a challenge: how can businesses create an experience that resonates with customers from diverse cultural backgrounds and languages? This is where localization comes in. Localization means adapting content and products to meet the cultural and legal requirements of specific markets. And one of the most critical aspects of localization is translation.

Translation is essential in creating a localized ecommerce platform that caters to a global audience. In this article, we’ll explore the importance of translation in localized ecommerce platforms and provide practical advice for businesses looking to implement translation as a key component of their localization strategy.

Let’s dive in deep why that’s so.

The Importance of Translation in Localized Ecommerce Platforms

Translation is so important in localizing ecommerce platforms because it can help businesses reach and connect with global customers by providing content in multiple languages. This will allow businesses to create a more personalized experience for customers around the world, which will definitely build trust and loyalty.

Translation also helps ensure consistency across different languages and cultures, which is crucial for creating a cohesive and familiar brand image. Without proper translation, businesses may struggle to connect with customers, resulting in a negative user experience that can impact conversions and sales. Customers may be confused by unfamiliar language or cultural references, leading to frustration and lost sales.

To learn more about the advantages of translation services for your business, check out our previous blog post titled “5 Tips from a Translation Agency on How Human Translation Impacts Your Startup.” It explores how translation can contribute to a startup’s success.

The Advantages of Using a Localized Ecommerce Platform with Translation

Using a localized ecommerce platform with built-in translation and localization tools provides several advantages for businesses seeking to expand their reach in the global market. These platforms offer features that allow businesses to quickly and easily translate their content into multiple languages, which can help them connect with customers from different regions and cultures. With a localized ecommerce platform, businesses can efficiently target new markets and increase their chances for success.

Automating the translation process for website content and marketing materials is another advantage of using a localized ecommerce platform. This process involves using machine translation, followed by post-editing by language professionals to guarantee accuracy and quality. By using automated translation, businesses can definitely save a lot of time and resources, while still ensuring that their translations are accurate and high quality. The combination of automation and professional post-editing allows businesses to reach a wider audience while maintaining a consistent, high-quality message.

Did you know that most consumers prefer to buy products that have information available in their own language? It’s true! According to a well-known study by CSA, called Can’t Read, Won’t Buy, a whopping 40% of consumers won’t even consider buying a product if it’s not available in their own language. This means that there’s a huge portion of the market that businesses are missing out on if they don’t offer language options. In short, translation is a powerful tool that can help businesses break down cultural barriers and create a truly global presence.

eBay: a Success Story

Consider eBay as an example, where they have implemented machine translation to enable their website in multiple languages. This change alone resulted in a 10% increase in sales for eBay. The researchers who conducted this test suggested that this percentage increase is akin to reducing the distance between two countries, thereby increasing trade between them.

eBay had been relying on MT for a while, but a few years ago they decided to step up their game and upgrade their system to use the latest AI-based MT technology for specific languages. In 2014, eBay went one step further and acquired AppTek, a company specializing in MT tech. This acquisition took eBay’s machine translation capabilities to a whole new level, enabling them to provide high-quality translations for a broader range of languages. Thanks to this move, eBay is better equipped to connect with customers from all over the world and cater to their needs more effectively.

The researchers ruled out other factors that could have affected the increase in sales. They compared exports in countries where eBay’s translation tools were not available and made sure that other factors, such as marketing spending and length of title listings, did not skew the results. This gave them a more accurate understanding of the impact of eBay’s machine translation on sales.

In addition, the researchers compared this data with eBay’s deployment of AI translation tools for Russian, French, and Italian. The results showed similar improvements, and the researchers estimate that the introduction of AI translation between countries can reduce the distance between them by as much as 26 percent. This is a significant finding since distance is a critical factor that can affect trade volume. By reducing this barrier, eBay is making it easier for customers to shop across borders and connect with sellers from different countries.

Researcher says, “these comparisons suggest that the trade hindering effect of language is of first-order importance. Improved machine translation has made the eBay world significantly more connected.”

Best Practices and Tips for Implementing Translation in a Localized Ecommerce Platform

When it comes to implementing translation in a localized ecommerce platform, there are several best practices that businesses should keep in mind. Here are some tips for businesses looking to globalize:

First and foremost, accuracy is paramount when it comes to translation. Using poor quality translations can negatively impact user experience and conversions. To ensure high-quality translations, businesses should work with professional translation services that specialize in ecommerce and have experience with their target markets.

In addition to accuracy, it’s also essential to consider the cultural nuances of the target language. It’s important to ensure that translations are culturally appropriate and relevant to the local market. Businesses can benefit from working with translators who are familiar with the local culture and can provide guidance on cultural norms and expectations.

Finally, it’s worth noting that translation is an ongoing process, and businesses should be prepared to update and refine their translations regularly. This includes staying up to date with changes in the target market, evolving cultural norms, and updates to product offerings. By prioritizing accuracy and cultural relevance, ecommerce businesses can ensure that their localized platform is a success in the global market.

In conclusion, it’s really important for ecommerce businesses to consider translation as a key element in their localization strategy if they want to succeed in the global market. The bottom line is that being able to communicate with customers in their native language is a game-changer when it comes to building trust, creating an optimal user experience, and driving sales.

So, if you’re an ecommerce business owner, it’s important to consider incorporating translation into your localization strategy. This way, you can enhance your brand’s visibility, build stronger customer relationships, and improve your chances of success in the global market.

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