Expansion into new markets is a cost-effective growth strategy for retailers, enabling them to reach millions of potential new customers.
A key consideration in any expansion should be customer experience – it affects how easy it is for users to shop, how compelling product copy is, and encourages new customers to trust retailers.
Translation and localization is a key aspect of customer experience when retailers enter new markets. Design, language and content needs to be adapted to the linguistic and cultural needs of target customers.
In this article, we’ll demonstrate a number of ways localization and translation can enhance customer experience for online shoppers in new markets.
1. Improved understanding and communication
Customers prefer to browse and shop when they can clearly understand the website they’re using. According to a study from Hubspot, just 28% of consumers said they would purchase from a site that wasn’t in their own language.
Accurate translation of all site content and navigation is crucial for helping customers navigate and understand the size and products, helps to build trust, and reduces the risk of any misunderstandings.
Amazon sells to more than 200 countries worldwide, and has dedicated websites in 20 countries. Translated and localized sites, such as this Italian version of Amazon, helps the retailer to appeal more directly to Italian shoppers.
2. Cultural relevance and sensitivity
Localzsation goes beyond mere translation. It involves tailoring content to reflect local customs, traditions, preferences and cultural nuances.
Sensitivity to cultural differences can significantly improve the customer experience – it enhances customer understanding of content, and helps to build trust with the retailer.
Adaptations to improve cultural relevance may include sensitivity around local customs and religious beliefs. It requires careful planning and market research to avoid offending the local culture.
If retailers fail to properly plan they risk being less relevant to potential customers, or even risk offending them.
For example, when Amazon launched its Swedish website, it made several mistakes, using the Argentine flag for Sweden, as well as several translation errors.
3. Improved accessibility and usability
Localization and translation make websites and apps accessible to non-native speakers, ensuring that language barriers do not hinder the user experience.
It’s also important to think about users with different abilities when localizing websites.
For example, key text elements around navigation should be translated clearly, while descriptive alt text for images should be translated into the users’ language, enabling screen readers to describe them to visually impaired users.
4. Increased trust and credibility
Customers are more likely to trust a brand that makes an effort to communicate in their language. Well-translated content demonstrates professionalism and a customer centric approach which enhances the credibility of the retailer, and builds trust.
Concerns about security and trust become more important as customers come close to a purchase, entering the checkout process.
There are several ways to build trust during checkout, from security logos and SSL certificates, to design and usability, however, these need to be relevant to the local market within which the purchase is being made.
Content during the checkout process is another key factor. It can explain form fields, reassure customers about security, and answer key questions on topics such as delivery and returns.
Accurate translation matters more when retailers are helping customers through the checkout process. Poor translations can lead to misunderstandings which directly impact conversion rates.
Remember localization here too. Checkouts need to be adapted to local customer preferences such as payment methods.
For example, digital wallets are the second most popular online payment option in France, so offering Apple Pay and similar methods is a smart way to boost conversion rates.
5. More effective customer support
Offering customer support in the customer’s language is crucial for resolving issues efficiently and improving customer satisfaction. It ensures that customers can communicate their problems clearly and receive accurate solutions.
Effective customer service, before and after purchase, helps to drive purchases, build customer loyalty and improve retention rates.
Customer support information is often contained in FAQ sections, and this is where high volume machine translation can ensure that all the content customers may need is translated efficiently.
Real-time translation takes customer support a step further by enabling immediate multilingual interactions.
It allows live chat services and chatbots to communicate with customers in their preferred language without delays, offering instant support.
Chatbots, in particular, are a great way to handle support requests quickly and efficiently, and when combined with real-time translation, they become even more effective. This ensures customers receive answers in their own language without waiting for a human agent to become available.
Modern machine translation, powered by neural networks – and increasingly by Large Language Models (LLMs), provides increasingly accurate translations and can be integrated into chatbots through APIs or platforms with built-in translation features.
This approach not only improves customer satisfaction but also streamlines the support process, making it more efficient and accessible to a global audience.
6. Higher conversion rates
Language and localization play a crucial role in purchasing decisions. Localized product descriptions, reviews, and calls-to-action are more persuasive and can drive higher conversion rates.
Research commissioned by the EU underlines this point. 44% of European internet users feel they are missing interesting information because websites are not in a language that they understand, while only 18% buy products online in a foreign language.
Accurate translation helps customers to make informed decisions on purchases, and helps to create a more familiar and seamless customer experience.
As we’ve already mentioned, translation and localization enhances the checkout as customers can navigate and understand the payment process in their own language.
According to a study by Shopify, translation increases conversion rates by 13% on average.
7. The ability to personalize marketing
Understanding local customs and values is essential for crafting campaigns that connect with local audiences. This can help you in aligning product color schemes with cultural symbolism, or adapting slogans to prevent unintended meanings or connotations.
Effective translation and localization makes personalization possible.
Through translation, addressing language barriers and cultural nuances makes customers feel more connected to the brand, which enhances the customer experience and encourages brand loyalty.
It also enables brands to collect local customer data more effectively, and use data such as previous purchases and browsing history, enables personalized product recommendations and tailored marketing messages in the customer’s preferred language.
8 Seamless customer journeys
Many retailers implement translation in a selective way, perhaps focusing on key areas such as product pages and checkout. For the customer, this can be a stop-start experience, leading to issues when looking for other key content, such as customer support.
By providing a fully localized experience from initial engagement through to post-purchase support, customers enjoy a seamless journey without encountering language barriers or cultural misunderstandings.
This consistent experience helps maintain customer satisfaction and loyalty throughout their interaction with the brand.
9. Reduced returns
Returns are a continuing issue for retailers. The average returns rate for items purchased online is 17.6% according to Shopify, though this varies between sectors.
However, returns can be costly. A study by Optoro estimated that returns cost the retailer 66% of the original purchase price. For companies operating in international markets, the costs incurred may be even higher.
Customers want free and easy returns, and will be reluctant to buy if returns policies are not suitable, and reluctant to return to a retailer if the return experience isn’t acceptable.
The key for retailers is to minimize return rates through effective pre-sales communications.If customers understand products through well-translated product information and related content including user reviews, they’re more likely to make an informed purchase decision. A suitable product that meets their needs is less likely to be returned.
Unlocking global growth through language
Expanding into new markets offers retailers a significant opportunity for growth, but success hinges on delivering a seamless and engaging customer experience.
Effective translation and localization ensure that customers can navigate, understand, and trust a brand—ultimately driving conversions, reducing returns, and fostering long-term loyalty. By prioritizing language as a strategic advantage, retailers can create meaningful connections with global audiences and remove barriers to purchase.
For a deeper look at how the careful and appropriate adaptation of your brand language can drive ecommerce success, be sure to check out our guide to maximizing global sales through localization.
