E-Commerce: the strategic role of translation in online sales

Web & Digital
Posted by Athena Parthenos

In a hyper-connected world, the internationalization of your business becomes strategic thanks to digitalization—for example, through the development of an e-commerce website for the sale of your products.

Internationalizing your business, or taking advantage of the possibilities that the digital medium offers, is an opportunity to open up to the whole world, provided that a strategy exists and correct language is used. There are many advantages to having an online store; especially after the health emergency that is COVID-19, it is essential to ensure global visibility with a digital store. The right cross-border strategy on the web allows for an increase in sales, boosting the reputation of your brand and improving its global reputation.

More and more often, people are researching online to find out about solutions on the market to find and buy products; by 2021, it is estimated that on a global scale, two out of three people over the age of 14 will have made at least one online purchase per yearHowever, if you take a quick look at the global digital industry, Asia and the Pacific have the highest levels of penetration at 12.1%. And what can be deduced from these considerations? That the biggest piece of the cake is claimed!

Once the decision to internationalize an e-commerce business is made, it is very important to prepare a plan that makes it easier to address the global reach of the digital world. Localizing the content you have created with so much effort and passion means focusing on the culture of the target market and using information about language and customs to make communication effective.

Many people don't think that translating an e-commerce website is important, but it is crucial—according to Common Sense Advisory, 75% of e-commerce consumers buy only on e-commerce portals localized in their language. This applies as much to the online store as it does to the showcase website.

Why is it so important to localize an e-commerce site? If an e-commerce site speaks the language of

consumers, it conveys proximity and trust—two fundamental pillars on which purchases are based.

When embarking on a cross-border strategy for the development of an e-commerce portal, it will therefore be essential to consider from the outset the importance of translating the content by allocating part of the budget to it. Content localization is a strategic asset to reach customers on a global scale and strengthen your brand, but it does not stop there. It also serves to:

  1. Differentiate yourself from the competition. An e-commerce site allows you to reach one or more markets where your local competitors will not be present.
  2. Improve the corporate image. Consumers will be attracted by the linguistic variety of the offer.
  3. Exponentially multiply the number of contacts. Every new market is a wonderful opportunity to meet new businesses, consumers, professionals, and open the boundaries of your company.
  4. Reach and open new foreign markets. Entering a new culture generates different requests, needs, interests, and helps to develop new ideas.

What Should You Translate?

Let's see which parts to localize for your e-commerce presence to be successful:

  1. The "Who We Are," "History," and "Values" sections. They're your calling cards.
  2. The product catalogue. As obvious as it may seem, the core of an e-commerce site is products and services. That is why it must be as complete as possible, from descriptions to stock and specific conditions.
  3. A consumer guide to the purchasing process. This isthe section that leads to the final sales process, so you need to take the utmost care to make sure that the user gets to the end with ease, to clear up all doubts and prevent them from leaving the cart due to lack of confidence.
  4. The legal texts. Maintain the same quality, style, consistency, and professionalism in each of the languages used.
  5. The little details. Don't forget the pop-up messages, buttons, and icons with text. Finally, don't neglect SEO and dedicate part of the process to the translation of keywords, tags, categories, and above all, URLs.

If you pay attention to each of these elements, your e-commerce site will already be well on the road to internationalization. The goal of this process will be achieved when your audience feels that your content, products, and services have been created for them, in their country and language. A translation agency is your essential partner to overcome linguistic and cultural barriers and will accompany you on this virtual journey.

Athena Parthenos has been a partner of marketing and communication agencies and software houses for years, as well as companies that have made internationalization their success. Thanks to our experience, we are able to offer complete and professional advice for the localization of content, supporting our clients in the internationalization of their business. Tell us your development plan and contact us at quotes@athena-parthenos.com for a free consultation.

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