How and Where
Do You Reach Current and New eCommerce Customers
eCommerce sales are predicted to top out at around $4.13 trillion in 2020. Yes, you read that right – trillion! Online retail – already a huge sector – is now a giant of industry, aided partly by the events of the year, in which Covid-19 forced many brick-and-mortar stores to shut, prioritizing online deliveries and the internet experience.
Although some may mourn the physical browsing experience, the pure fact is that it is rapidly getting harder for businesses to survive without taking into account the online retail space. It is one of the simplest and most effective ways to expand your audience. Before you may have been predominantly limited to shoppers in your physical vicinity, now you can just as readily ship to Lisbon as to London if you so wish.
Online brands stay strong through their ease of use, the attractiveness of recommendations and personality. Online retail businesses have vast portfolios of product ranges, which are constantly updating and expanding. Your range needs to be clearly communicated to entice more sales and reduce returns, thereby delivering better profit margins. If you have insufficient product descriptions, you’re likely to be left with unwanted surpluses and margin-killing markdowns or worse, customers who decide to click away and shop elsewhere.
Every successful online retailer from Amazon to eBay knows that translation opens up opportunities for sales from a new market or region. Yet, as marketing and translation budgets are limited, businesses must carefully decide in which markets and in which languages they will focus their efforts… But what if you could be in all markets, at the same time?
To take advantage of that, you’ll need to localize and translate your content. A Portuguese-speaking shopper, for example, is unlikely to search for a ‘shirt’, but a camisa. Even a proficient English speaker is more than 60% likely to prefer content in their native language, according to research by CSA, and 72% of all internet users prefer consuming content in their native language. If you’re looking to expand your business internationally, translating your content and inventory into the host language will make that transition much simpler – not to mention it will make your rate of conversion and return on investment much greater.
Translating your retail business for another language is not, however, a case of simply changing your shirts to camisas. Localizing your content will not just open up your physical inventory to a new audience, but it will also open up your story as a brand too by communicating what it is that makes you special in a new language. Localization is the art of translating in ways that aren’t just understood by readers, but felt, with all the idiomatic implications that are second-hand to native or highly-proficient speakers.
That’s where we come in. At Jonckers, we’ve had the pleasure of being part of some great eCommerce projects. When a business wants to make that big step forward and open up to a new market, we have been there to aid with the translation project, aided by our WordsOnline AI platform. The software is designed to handle the translation of large amounts of material, aided by the human touch to give it the localized feel you need to communicate with your new audience.
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