Why eCommerce Sellers Need Language Services to Access a Wider Audience

by Kennedi Gubler

This guest post from InWhatLanguage highlights the importance of language services for international sellers.

We live in a digital age, where online shopping is a major part of our lives. The convenience of buying something without even having to leave your home or office has led to the steady rise of the eCommerce industry. eCommerce sales have grown to an all-time high, and are expected to increase from $2.8 trillion to $4.5 trillion by 2021. Western countries are not the only ones following this trend; Asia has a $672 billion eCommerce market, the highest in the world.

Communicating Beyond Your Home Country

With the rise of eCommerce businesses all over the world, it is critical for companies to expand and take advantage of the many benefits from doing so. If you are only targeting your home country or your specific language, you’re missing out on a major percentage of the world, and therefore missing the opportunity to increase revenue and bring more exposure to your company.

It is estimated that there are currently 6,909 different languages spoken in the world today. Of those 6,909 languages, the top spoken are Chinese, Spanish and English. It’s nearly impossible to expand to new markets and countries without breaking the biggest barrier of all... language.

The best way to break down that wall is by using language translation services. Using these services, you can target audiences from all over the world. That will allow them to understand the description of your product, buy your product or service and even recommend it to others.

For example, while a product may be really profitable and in high demand, if the description and name of the product are not written in the native language of the marketplace, the likelihood of consumers buying that specific product is very low. The customer will move to a website where they can understand what exactly the product entails. Localization builds trust with potential customers, because they feel as though they can connect and be understood by the business.

Localization in a Global Market

Localization is an effective strategy to accomplish your business objectives when linguists from those specific regions are assigned the translation projects. They can easily identify cultural discrepancies, un-relatable idioms and ineffective content. As residents of these countries and languages, they will make sure your eCommerce brand resonates with native speakers.

The need for language services is vital for international business success, as so many different companies are following the trend of globalization. Falling behind this trend can be detrimental to your company and create the glass ceiling effect, or the inability to grow more than a specific point.

Avoid Miscommunication

Many people try to perform translation themselves or hire a small internal team to tackle the difficult task of translation. In some cases, these employees are not local to the markets they are translating for, which causes inconsistency and a poor customer experience.

For instance, one of our clients focuses on cybersecurity, and they provide a lot of online training. Part of their course describes the backstory about bot networks, which hackers use to perform malicious activity. Prior to working with inWhatLanguage, they had this story translated into Dutch for a major beverage corporation. Unfortunately, there was a mixup and instead of saying hackers created this malicious cyber activity, it was translated to say that God created it. As you can see, one small error could lead to extremely damaging results. inWhatLanguage uses a network of professional linguists from around the world and innovative technology to make sure inaccurate translations never happen for your business.

Whenever a company tries to reach a global audience, regardless of the industry, it is critical to build trust and positive relationships. Inaccurate translations will lead to a loss of credibility, which is an absolutely essential component of the eCommerce business.

InWhatLanguage translated FeedbackFive’s default templates for Amazon sellers into French, German, Italian and Spanish. These professionally translated templates are a good starting point for sellers who are interested in expanding to international marketplaces.

Translation is vital in today’s businesses for many reasons. About 70% of the world does not speak English, but a majority of websites are only available in English. Many online users have claimed they will not purchase items or services if websites don’t provide content in their first language. Which begs the question: Why have most companies ignored the trend of creating their content in other languages?

The 2018 Web Globalization Report Card, created by Bytelevel, analyzed companies and websites to report the top 25 websites that succeeded in global services. The report states that the top websites have an average of 80 languages.

Translation Matters

The need for expansion of eCommerce websites is on the rise. Are you looking to grow your business? Language translation is an easy, fast way to move into global markets and to increase sales.

Originally published on April 5, 2018, updated May 31, 2019

This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.