Localization

Focus
marketing tools such as MailChimp,
and it seems that the days of trying to
build your own online retail empire
from your bedroom are long gone.
Language service providers (LSPs)
are naturally keen to be a part of this
revolution, using their own application
program interface (API) technology to
offer their translation tools as simple
extensions for exporters on these third
party hosting platforms. According to
our internal research, we know that
60% of customers prefer to browse
websites in their native language, even
if the non-native websites have cheaper
pricing options, and that 70% of people
shop on English-only websites.
eCommerce translation solutions
have been proven to increase visibility
with international search engine optimization
while consistent branding and
product terminology helps increase
local traffic. Localized currency, payment
options and product information,
and culturally relevant content also help
boost that precious conversion rate and
long-term customer engagement.
PwC, the global professional
services network, interviewed more
than 19,000 online shoppers in 19
different territories in their influential
Total Retail Survey 2015. They asked
consumers about their purchasing
preferences, use of different shopping
channels and expectations of retailers.
Huge disparities were revealed in how
different countries do their shopping.
In China, a massive 96% of consumers
shop online at least once a month.
In the United Kingdom, it’s 81%. In
Brazil it’s just 65% and in France it’s
even fewer at 59%.
In the United States, 22% of shoppers
research brands on social media
before purchasing products and
services. In China it’s considerably
more, at 41%. Meanwhile 41% of Russians
like to receive offers through
their mobile phones, as opposed to
South Africa, where it is 79%. In India
69% of customers are willing to pay
a premium for same-day delivery,
while just 52% of Italians are willing
to pay for the same service.
Understandably, a working knowledge
of how shoppers behave from
country to country is something few
online retail startups consider at the
beginning of their journey. LSPs have
been courting online retailers for many
years now, offering bespoke multilingual
services to large multinationals
and startups alike, while stressing the
benefits of highly localized content.
Nation-by-nation shopping habits
are not only becoming more sophisticated
but more parochial — according
to the latest research, which
seems to indicate that the need to
localize has never been so important.
A web proxy translation service is
perfect for retailers that have more static
sites, and may appeal to low level startups
where their product range isn’t going
to alter greatly; while API solutions are
perfect for large volumes of constantly
changing dynamic content. The ease of
API also offers great synchronicity with
third party eCommerce hosts.
Professional LSPs will also no
doubt enjoy the fact that free translation
applications cannot possibly cope
with the intricacies and complexities
of producing high-quality multilingual
eCommerce content. This is effectively
a new sector for professional LSPs to
investigate and embrace.
Evidence suggests that for online
retailers big and small, the shop
window to the world has never been
clearer, or easier to open, but startups
are operating in a market where competition
has never been fiercer.
The third party eCommerce
platform sector is progressing at an
incredible pace. They offer online
retailers large and small a leg-up
like never before. As more providers
arrive on the scene, third party hosting
platforms’ 2016 could well echo
online retail’s 1995. LSPs offering their
services to these platforms continue
to ensure that cross border trade has
never been faster or simpler. [M]
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