February 12, 2019 / by Margarita Núñez Estimated read time: 6 minutes
For the past decade or so the incremental changes implemented by big tech and research organizations have altered our lives drastically. We changed the way we communicate, do business, start relationships, socialize, and we even changed our buying habits! With easy access to most of the top stores online with just a click of a button, could it be any easier to shop online? The concept of eCommerce websites has been on a steady rise, in terms of both an increased eCommerce online presence and rising sales figures to match, and this trend seems to be here to stay!
The goal of increasing sales for most companies means going global and so it is indispensable to invest in an eCommerce platform. Over the next few years, total sales worldwide on eCommerce sites should more than double and reach the all-time high of $4.058 trillion by 2020. This will represent 14.6% of overall retail sales worldwide during 2020.
Source: eMarketer
A January 2019 Valentine’s Day survey from Bankrate states that: "younger millennials (those ages 23 to 29) and Gen Xers lead spending, expecting to average $267 per person on holiday purchases".
Source: eMarketer
Source: eMarketer
Although the numbers are staggeringly impressive, there are already plenty of talks about issues and limitations, one of which is the lack of culturally appropriate localization. Lack of adequate translation of online shopping websites also came up as one of the issues mentioned within the Consumer Barometer Survey 2014/15 carried out by Google.
No proper translation in my local language
Source: The Consumer Barometer Survey 2014/15 – Google
This chart shows the lack of adequate translation and localization of online shopping websites. So if a company wants to go global, then the numbers speak for themselves; you need to consider translating your website and/or eCommerce platform in order to sell your wares online.
Significantly, 34% of individuals based in China buying from international eCommerce sites feel that a lack of proper translation is a showstopper for them. If you take into consideration the predicted growth within the Asia-Pacific region, an eCommerce website only in English could potentially miss out on a significant number of consumers.
Is language a hurdle when people are purchasing products online from foreign countries? 
Source: The Consumer Barometer Survey 2014/15 – Google
The above graphs clearly show the importance of adapting and localizing your online shopping website to match the needs of current and potential buyers.
Limiting Factors
- Sites only in English or with poor translations are predicted to lose out on a significant chunk of business
- Language barriers are a key reason for purchasers to drop off midway during the buying process
- Language can be a hurdle when it comes to purchasing a product online from a foreign country
Are these enough reasons to convince you that your eCommerce website needs translation?
Yes?
Then the first step is to talk to us, it will cost you nothing, and you will learn lots.
This blog has been republished with updated information and graphs.
