As of 2021, Amazon marketplaces total 20, including the recently added Sweden, the Netherlands, and Egypt. With increased expansion and the relative ease of listing in other countries thanks to programs like the European Fulfillment Network and North American Fulfilment Network, sellers and vendors alike are discovering the need to translate and localize their listings with precision and confidence.
When it comes to translation, you may be tempted to use a free and convenient method, such as Google Translate. But before you start copy-pasting, read on for five reasons why human translation wins when it comes to eCommerce.
Our team at eCommerce Nurse has worked with a wide variety of sellers and vendors across the globe and delivered results with thousands of Amazon listings. Through our experience, we have learned that machine-based translation fails for many reasons.
Human translators can translate your (hopefully fully optimized) listing text in the correct context every time, whereas machine-based translation uses the most likely and popular terms within a certain phrase. Do you want your translation and sales to rely on probability? Probably not.
For example, you may be selling nutritional supplements targeted to senior citizens. Would you want the word “elderly” replaced with “ancient” or “over the hill?” While it’s clear to a person these are not the correct synonyms to sell a product, a machine doesn't understand the context.
You need copy written in an accurate context for it to convert for your customers. Human translators who are native speakers will have the language skills and understanding to translate correctly and in a way that makes sense for marketing copy.
Culture matters when it comes to translation. At eCommerce Nurse, we use an SEO-based approach. The product listing content we write will contain a wide list of well-researched keywords to pull in organic search results. These terms cannot simply be replaced and translated word for word. Even between English-speaking countries like the UK and the US, we have to localize content for spelling, grammar, and context.
For example, a “vest” in the UK refers to an undershirt, while a “vest” in the US refers to an outerwear layer. If these differences are not properly accounted for, we will completely miss our competition and target audience. And if two English-speaking countries are this different, you can imagine how complex this becomes with two completely different languages.
We also have to take into account other cultural aspects, such as offensive or derogatory terms, political issues, figurative and literal language, and much more. Machine-based translations can’t perform localization, whereas trained human translators can.
Worldwide, there are now more than 350 million product listings on Amazon, making it more important than ever to stand out from the crowd. Machine-based translation is not going to improve your listings or create a professional image that elevates your brand above competitors.
If you have ever seen sellers using poor grammar, spelling, or weird phrasing, it is almost certainly a foreign listing that was translated without a genuine, certified translator. Shoppers are unlikely to purchase your items when a competitor is doing it better.
This means answering customer questions, correctly providing accurate and detailed product information, and establishing your business as a voice of authority and trust. By using professional translators, you can set your brand up for success to enjoy increased SEO, conversion, customer reviews, and ratings.
Machine-based translation is great for travel and leisure purposes. Use it for your vacation, by all means. But Google Translate is not ideal for a business setting. The fact is, machine-based translation is unlikely to be a good long-term strategy for your marketing or sales goals.
Certified translators are not only native, bilingual speakers, they go through rigorous training and state-approved certification to acquire the necessary skills and techniques for accurate, high-quality translations. At eCommerce Nurse, all of our translators have certification and training in proven methods for SEO-relevant content plus advanced degrees in translation studies and eCommerce or Amazon experience. Learn more about our team of translators and how we can set you up for integrated success.
Simple and free sounds pretty good, right? But while some businesses may think human translation will be very costly or require a long turnaround time, this is rarely the case. We recommend investigating all of your options before using a translation tool.
Using a machine-based translation can result in sloppy, unprofessional results. It can drain resources or money to correct mistakes, errors, and even combat legal issues. If the translation doesn’t result in your business achieving the desired sales goals and results, it’s not worth the cheap or free price you paid for it.
When thinking about your content, be sure to consider the full scope of the project. You may need content in many different languages, and you may need many different areas considered, such as Brand Stores, main image text, A+ pages, and more. This is an even better reason to use a professional, human translator and ensure your text conveys the proper message and is on-brand.
Machine-based translations can eat into your bottom line over time, especially when you’re focusing on international expansion. If you’re investing in the legal and logistical aspects of selling in other countries, professional translation ensures you’ll get it right the first time.
Are you considering international business expansion? eCommerce Nurse can tailor our services to your needs to help you succeed and grow. Please contact us for questions and more information.
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