Inaccurate or incorrect localization deters potential customers and can hamper your entry into new markets. This is a hurdle that needs to be overcome in multilingual online commerce.
Quo vadis, online retail? If you ask companies involved in e-commerce where they see themselves in the future, most of them will probably answer: “We want to expand and conquer new markets.” The Visa Global Merchant E-Commerce study found that 87 percent of respondents consider the international expansion of their business to be the most desirable trend. 66 percent of online retailers who have not yet delivered to other countries intend to do so soon, and 90 percent plan to become more active internationally in the next three years. For expansion to succeed, however, e-tailers must avoid a number of stumbling blocks. The key requirement: Customers must feel that they are being spoken to in the most appropriate way, no matter where they may be or what language they speak. From product descriptions to websites, from marketing brochures to tutorials: accurate translations are the foundation of successful international trade – on the web and in stores.
E-commerce’s triumphant advance is unstoppable. More and more people are turning to their PC, tablet or cell phone to order what they need at that moment. The Handelskraft Trendbuch 2021 predicts that 95 percent of all purchases will be made online by 2040. Industry giants like Amazon are showing us the way. Or are they? Well, not always... Even the internet giant sometimes makes embarrassing mistakes. In the fall of 2020, the world’s largest and best-known online retailer made headlines with its rather rocky start in Sweden. The reason for the negative reports and gloating from its competitors was copious amounts of translation and localization errors. For example, instead of a Swedish flag, the website showed the flag of Argentina. The translation transformed Russian miniature soldiers into “Russian toddlers.” One silicone baking pan was supposedly suitable for chocolate, bread and muffins – but also for avföring (defecation) and gåsvatten (goose wine).
So, what do you need to look out for? The following checklist provides important tips for online retailers who would like to expand internationally.
1. Know your customers and their national idiosyncrasies
If you want to localize product descriptions or other e-commerce texts, you have to look at them through the customer’s eyes. What does the target group in the respective country want? How do they communicate, and how do they want to be addressed? With that in mind, look for a translation agency that really knows its stuff and is well aware of local nuances. It is good to be able to rely on a personal customer consultant who accompanies your localization project from the very beginning. In addition, you need experts – for example for web development or translation, marketing and search engine optimization. Language diversity and a sensitivity to cultural particularities can be an important tool – it shows your customers that you care about them.
2. Opt for a mixture of machine and human translators
Make sure that the agency you have contacted for your internationalization project works with translators who have the necessary qualifications and specialize in e-commerce. You need to be confident that the localization of your products is consistent and reliable – because this is the only way to successfully expand into new markets and delight your customers. For example, a healthy mix of machine translations and human proofreaders is a good option. However, it is only advisable in situations where it is appropriate and where the original text can actually be machine-translated. This should be carefully reviewed in advance so that you don’t have an “Amazon moment” like the company’s Swedish market launch.
3. Consider the whole package
Regardless of whether you’re describing your products in an online store, localizing press releases or internationalizing advertising campaigns: find a translation partner that is well-versed in different communication channels and text types. Ask if the agency in question has already translated mailings, videos, or newsletters, and get them to show you examples of marketing content they have worked on. Last but not least, the translated content must always be reviewed and rechecked as well: professional reviews are thus a must.
4. Focus on linkages: what is the situation in terms of interfaces?
Content localization is only one aspect of successful online commerce. You also need to ensure seamless processes and that your systems have good technical connectivity, as this also has an impact on the international customer experience. In other words, your online store, CMS or wiki should be able to access the same information. This is where you cannot afford to have any inaccuracies. Therefore, when translating your online presence and other content, make sure that you select, integrate and use standard plug-ins (e.g. WPML for WordPress).
5. Search engine optimization is a must
You can have the most beautiful website and even the best store, but it will lead to nothing if they can’t be found. Given that your potential customers primarily use Google or other search engines to search for you and your products, this means that without search engine optimization (SEO), you will not be successful in international e-commerce. Website content and store content must be concise, correspond to visitors’ search queries, and inform customers about relevant products and services in their own language.
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