E-Commerce

How E-Commerce Website Translation Attracts Online Shoppers

With the vast world of online shopping, you don't want to miss a beat... it could cost you sales! Learn about translation for retail e-commerce websites.

Dominic Dithurbide's avatar
Dominic Dithurbide

March 15, 2024

11 MIN READ

The digital age has ushered in a remarkable transformation in how we shop. Gone are the days when physical stores were our only option. Thanks to global health events and the sheer convenience of online shopping, it has become a preferred choice for millions around the world.  

According to a report by eMarketer, global e-commerce sales are expected to reach $6.5 trillion by 2023, marking an impressive growth rate of more than 20% year over year. With the e-commerce world changing and the desire for multilingual experiences, your online business can’t fall behind when it comes to localization. 

The Surge in Online Shopping: An Overview 

The allure of online shopping lies in its unmatched convenience and the benefits it offers to consumers. Here are the key reasons driving the preference for online over traditional shopping: 

Convenience: Online shopping allows consumers to make purchases 24/7, without the constraints of store hours or geographical limitations.  

Variety and Selection: Unlike physical stores, online platforms are not limited by shelf space. This enables them to offer a wider range of products, from niche items to global brands.  

Greater Accessibility: Customers have a range of options when online shopping, as apps like Instagram, Facebook, and TikTok have incorporated buying functions into their feeds. 

Personalized Experiences: Recommendations based on browsing and purchase history make it easier for consumers to find products they love, enhancing the shopping experience and increasing customer satisfaction. 

How Does Translation Attract Customers? 

The globalization of e-commerce has opened up unprecedented opportunities for businesses to reach customers worldwide. However, to truly connect with a global audience and maximize market penetration, the translation of e-commerce websites into multiple languages is essential.  

A CSA Research study showed that 76% of consumers prefer to purchase from a website translated into their language. Let’s dig deeper into the invaluable benefits of translating a retail site…  

e-commerce website translation statistics

What is E-Commerce Website Translation? 

Now that we’ve covered why you should be translating your online store, the next step is taking your website global. E-commerce website translation involves converting the content of an online store or e-commerce platform from one language into another.  

Unlike other types of website translation, this process is not as simple as translating just text; it also encompasses the adaptation of product descriptions, marketing materials, legal information, and customer service communications to resonate with the target audience in their native language.  

The ultimate goal is to make the online shopping experience as seamless and engaging for international customers as it is for local ones. 

How to Translate Retail E-Commerce Sites  

Machine Translation and Post-Editing (MTPE)

Machine Translation and Post-Editing (MTPE) is a powerful solution that blends the speed of automated translation with the nuance and accuracy of human oversight. It is a two-step process designed to optimize the translation workflow.  

The first step involves using machine translation (MT) technology to translate text from one language to another automatically. This provides a quick and raw translation, which is then refined in the second step through post-editing by human translators.  

These professionals review the machine-generated output, correcting errors, and making adjustments to ensure the text is accurate, culturally appropriate, and reads as if originally written in the target language. 

Benefits of Using MTPE for E-Commerce Websites

Cost-Effectiveness 

MTPE significantly reduces the cost of translation compared to traditional methods that rely solely on human translators. By leveraging the efficiency of machine translation for the initial draft, businesses can allocate their resources more effectively, spending on human expertise only for the crucial task of refining and validating the content. 

Scalability 

E-commerce platforms often need to translate vast amounts of content across multiple languages. MTPE facilitates this by allowing businesses to quickly translate large volumes of text, making it easier to expand into new markets and update content as needed. 

Speed 

Time is of the essence in e-commerce, where content needs to be updated regularly to reflect changes in products, promotions, and policies. MTPE accelerates the translation process, enabling businesses to publish multilingual content faster and respond promptly to market demands. 

Tips for Effectively Translating an E-Commerce Website 

1. Use a Translation Partner 

As you look to go global, your business will have many other focuses beyond your website. Partnering with a concierge-level website translation service will ensure your website gets the attention it needs. This is also the best way to access MTPE services, as your team may not be able to handle that strategy, 

2. Identify Your Target Market’s Languages 

Before diving into translation, research your target market to determine which languages your website should support. Analyzing your current website traffic can provide insights into potential markets. Additionally, consider the economic potential of countries speaking a particular language and their propensity to purchase your products or services. 

3. Localize Content Beyond Translation 

Translation makes your content understandable, but localization makes it resonate. Localization involves adapting your website to reflect local cultural nuances, preferences, and legal requirements. This could mean changing the currency, measurement units, or images to better appeal to the target audience. 

4. Ensure Regular Updates and Maintenance 

An e-commerce website is a living entity that requires regular updates, especially in fast-moving sectors. Ensure that new products, promotions, and policy changes are promptly translated and localized. Setting up a streamlined process for updating translated content can help maintain consistency across languages. 

MP Concierge for Retail E-Commerce 

These tips will help you take the first steps in global retail e-commerce success, but your website likely needs help from a professional translation provider. MP Concierge is the leading translation technology service on the market. 

It is specifically tailored to help companies like e-commerce brands thrive in multiple markets for a few reasons:  

1. Fast Turnaround Time 

MotionPoint’s technology can deploy a new translated website in 60 days or less, with content updates turned around within one business day 

2. Customizable Promos for Different Markets 

Localization is a big part of e-commerce translation. You may need to customize prices and deal for each market. MotionPoint will be able to help because our linguistic experts can adapt messaging to resonate with different markets. 

3. Great Translation Memory 

Not all translation services offer translation memory, and those that do often charge you to use it or take it with you if you leave. MotionPoint uses translation memory technology to save you money overtime, storing your translations for later use. This is also a great way to ensure brand consistency. 

4. Heavy Content Updates 

E-commerce sites deal with constant updates and content changes. This includes new products, product info, price changes, and more. 

Content update frequency needs to be paired with a high-quality translation partner that can scale and ensure that nothing gets missed. Thanks to MP Concierge's proxy technology, website updates are automatically queued for translation, with turnaround happening within a day. 

Grow Your Retail E-Commerce Website  

The journey through the intricacies of e-commerce website translation underscores a clear and compelling narrative: the ability to communicate with online shoppers in their native language is not merely an added advantage but a fundamental necessity for businesses aiming to thrive in the global marketplace.  

The importance of e-commerce website translation extends beyond merely translating words; it involves a deep commitment to understanding and respecting cultural nuances, ensuring content relevance, and maintaining linguistic accuracy.  

This comprehensive approach not only attracts a broader audience by making your e-commerce platform accessible and engaging to non-English speakers but also fosters trust and loyalty among international customers, thereby enhancing their shopping experience. 

Last updated on March 15, 2024
Dominic Dithurbide's avatar

About Dominic Dithurbide

Dominic Dithurbide is a creative, goal-driven marketing leader that's dedicated his career to the translation industry. Dominic brings proficiency in global marketing, demand generation, and go-to-market strategies to MotionPoint's marketing team.

Dominic Dithurbide's avatar
Dominic Dithurbide

Marketing Manager

11 MIN READ

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