The Internet has not only contributed to the elimination of borders in communication. It has also changed the way we sell and buy. The global network has enabled us to use products and services that for many years had only been available to local customers. Although the purchasing process has been facilitated, there are still certain barriers that hinder our access to foreign products. E-commerce translation, although complicated, is certainly necessary.
E-commerce translation pays off
People running an e-commerce business often believe that a store description in English is a sufficient nod to international customers. However, the statistics are brutal: by communicating solely in English, you reach only 36.5% of your potential global customers. Translation of product descriptions into 11 languages can attract 88% of all Internet users. However, you do not have to translate the content of your store into so many languages – English, Chinese, Japanese and Hindi are enough to reach one half of all global recipients.
Almost one half of Europeans (42.5%) admit that they do not buy products or services that they cannot read about in their language. Translating online store content will allow you to reach new customers at a relatively low cost, in particular considering the forecasts: international online sales are set to grow by as much as 15% in 2018 alone.
Translation of product descriptions – is it enough?
Descriptions of your products or services would seem to be crucial from the customer’s point of view. So, it is necessary to translate them. However, e-commerce translation is not merely translation as such – localization is equally important.
Localization and translation of online store content should always go hand in hand. Localization is not only a simple translation, but also an adaptation of the content to different cultural conditions. Thus by localizing your online store you show the customer that you care about offering them the best shopping experience. This mainly involves conversion of currencies, units of measurement or general adjustment of the purchase path to the customer who speaks a different language and who was raised in a different culture.
Localization also includes the source code, layout and graphics of the website. This is particularly important when expanding into markets that are culturally and linguistically distant from our own, where customers use a non-Roman alphabet.
Another vital issue in the e-commerce industry is SEO – i.e. adjusting the website to enhance its position in search results. If you have never considered translating descriptions in terms of keywords and the requirements of various search engines, it is high time to start.
How to choose an e-commerce content translator?
Translation of product descriptions, marketing content, contact forms, regulations and other legal documents should be done by translators with relevant experience. In fact, each of the above-mentioned materials should be translated by a different translator.
Moreover, if you sell products and ship them abroad, you also need translation of labels or manuals. Such materials, in turn, require knowledge of technical terminology.
Localization of source code, mobile application or video tutorials is the next step on the way to a perfectly localized and translated online store. However, it is also necessary to select appropriate experts for those processes.
Therefore, the best solution in this situation is cooperation with a translation agency that has already implemented similar projects. The agency will provide high-quality translation of content, regulations, localization of software, multimedia or e-learning materials.
Check out our experience – several case studies are shown below – and contact us: firstname.lastname@example.org.