E-commerce is much more than just the presentation of products. Web stores are full of details, all of which have a direct impact on success. These details depend heavily on language and culture. Ten good reasons to place the internationalization of e-commerce in the capable hands of translation agencies.
The comparison with window shopping is not entirely new, but it definitely applies. Many people search the web specifically for a particular product. However, just as many people visit web stores to look around, discover something new, or simply because it’s fun.
In order to turn these contacts into conversions and generate more sales, good online stores pull out all the stops of modern marketing with the single goal of perfecting the user experience. However, the problem with tapping into new markets is that users in other cultures often have very different ideas of a good user experience. That’s why it takes more than just translation.
More than translation: Localization and transcreation
Translation is about transferring content and style accurately from the source language into the target language. Localization does much more. It ensures that translations are not only linguistically consistent but that they also reflect the cultural norms and customs of the target market. With proper localization, the intention of the source text is correctly understood in the target market. In other words, nothing gets lost in translation. For example, this includes adaptation of metaphors, figures of speech, or wordplay that would be incomprehensible or misunderstood in the target language.
Transcreation (a portmanteau of translation + creation) goes one step further. It also transfers the emotional context of the source text (or the source images) to convey the right message. Transcreation requires in-depth knowledge of the target culture. In many cases text passages even need to be completely redesigned for this purpose. What kind of humor is common in the target country, and what is considered inappropriate? What associations do certain topics evoke? What is considered honorable, fair, beautiful, or valuable? Transcreation includes translation and localization and goes far beyond pure professional translations.
Professional translation, localization, Transcreation: Ten good reasons why web store translation is a job for professionals
From proper presentation of details to basic storytelling that really appeals to customers: Why it’s important to entrust professionals with your translation project.
Why even the date in the web store is no small matter
Adaptation of formalities is the minimum requirement involved in web store localization. Obvious choices here are physical measurement units, currencies, or clothing and shoe sizes in product information. But even the customary formats for telephone numbers, times, and dates vary between language and cultural areas. Even minor irritations can quickly disrupt the e-commerce experience. Luckily, professional translators know how to avoid them.
When symbols speak the wrong language
Symbols/icons are an efficient way to facilitate navigation and make it instantly clear where a click will take visitors. However, they can also be completely inappropriate. For example, national flags, which traditionally lead to a different language version, should be checked for political compatibility. The globe icon that links to the provider’s offices must also show the continent from which it is accessed. A professional translation also makes necessary adjustments at the symbol/icon level.
Should product names be translated in the web store? Absolutely!
The list of product and brand names that caused misconceptions and major embarrassment in other countries is very long. Many well-known companies have already fallen into this trap. The Chinese market is particularly tricky. With tens of thousands of characters, which are also pronounced differently in the numerous dialects, almost every “Western” name has at least one meaning or association. BMW (bao-ma, “the precious horse”) and Siemens (xi-men-zi: “the gateway to the West”) are often cited as examples of successful transcreation. The same applies on a smaller scale. It is common practice to associate individual products with euphonious names that are reminiscent of mythology, geography, or history. However, a professional verification of the phonetic impression in the target country by native speakers is a key prerequisite for successful interpretation.
Suitable pictures reflecting the target audience
Good online stores also need good images. Besides representations of the products themselves, they should also display photos (or AI-generated images) of people, e.g. opening a box, using the product, or simply as an incarnation of the target group. It goes without saying that the depicted customers should look similar to the majority population in the target country, a key detail that is often overlooked. However, the photos can also show customs that are completely unusual in the respective country. For example, men in Europe are increasingly photographed with cleaning products in an effort to avoid gender stereotypes. Meanwhile, a Saudi Arabian man who is seemingly happy about the new cleaning product is unlikely to match real perception in that region.
Translating legal issues professionally
The general terms and conditions are probably the first thing you think of when you are trying to create an international web store. Generally, they are more of a topic for lawyers than for translators. Apart from the basic legal facts, every web store offers a range of options that fall somewhere between law and custom. Therefore, you must ask yourself: What are the customary payment terms? What are the promised delivery times? At what time of day are deliveries expected? And what is the perception of discounts? Professional localization also considers these details.
Correct translation also applies to colors
The psychological effectiveness of colors is undisputed. Therefore, it comes to no surprise that good web stores take advantage of this powerful tool. However, colors have different emotional connotations in many cultures. For example, it is worth paying attention to whether certain colors represent mourning and death. The color codes in Japan are particularly elaborate. Several specific colors are considered “forbidden” because they are reserved for the emperor, his family, or high aristocrats. A web store using a certain sienna red called “sumac” for its background offends the imperial family, which is not particularly conducive to business.
Other online stores, other layouts
People visiting Korean web stores or websites will find themselves in an unfamiliar world. Many pages look extremely cluttered and disorganized to European eyes, and the web stores appear obnoxiously gimmicky. Which layout or which fonts are perceived as appealing can differ greatly between cultures. Fortunately, a good transcreation will make appropriate adaptations.
SEO: The backbone of e-commerce translations
Search engine optimization is the backbone of e-commerce, because it ensures visibility and positive momentum for a store, especially in Google. Finding the right (and constantly changing) keywords in the target language is a task for a good translation agency that is also familiar with the relevant optimization tools.
Translation memory: The memory for web stores
For stores with massive product portfolios, it makes sense to set up a database that stores recurring translations of certain terms or names. They can then be imported “at the touch of a button” – a process that saves an enormous amount of time. Translation memory systems are particularly beneficial when several translators are working on a multilingual website.
Storytelling: The highest level of web store translations
Storytelling is the most sophisticated form of e-commerce and translation. Successful web stores don’t just present products. They combine content and form in a way that tells an emotional story. Which emotions should be conveyed depends heavily on the cultural preferences of the target market. Does this culture tend to prioritize performance, discipline, and self-optimization? Or are fun, luxury, and a zest for life considered desirable attributes? It is entirely possible to adapt product descriptions so that they work in one direction or the other, as long as you hire a team that has mastered the art of transcreation.
