The importance of a great translation agency in cross-border ecommerce business strategies
Friday February 9 2018
Thanks to the internet, businesses have access to an incredibly appealing gateway to foreign markets.
As such, many of them have got on board with online (or cross-border) internationalisation, above all ecommerce businesses. However, they are faced with major problems, like the translation of all their content, and subsequently must be prepared and team up with a professional and reliable
Nowadays, practically no-one dares question the potential of ecommerce and the great benefits that cross-border strategies can yield. With the statistics to hand, the United Kingdom is without a doubt a world leader in online sales. And, even though Brexit is already creating new challenges, online stores don’t look like slowing down.
The benefits of online internationalisation are more than clear: it increases a business’ visibility, sales, traffic, as well as its reputation and renown. However, one can’t just casually cross borders, so it is crucial to prepare an effective plan, with its focus on the localisation of content. We are talking about more than just simply translating, we are also talking about considering culture when transforming content.
Just as Alfredo Gómez, Business Developer for BigTranslation, explains, “wanting to reach new markets is one of the keys to growth for all ecommerce businesses, and for these cross-border operations it is essential to count on a great partner. You have to grow with some common sense, like working with a translation agency which provides native translators who help ecommerce companies localise their business to the target market”.
The role of a good translation: the foundation of cross-border strategies.
As far as ecommerce businesses are concerned, it is vital that they speak the language of the client they are trying to reach; that inspires greater closeness and confidence and, in turn, will translate in sales. Now for the key question: how does one ensure that this process will be a success?
When it comes to developing a cross-border strategy for an ecommerce, it is incredibly important to understand what exactly localisation can do for business. It is not enough just to translate, but rather localise. But, what exactly does localisation consist of? It is nothing short of translating into a language whilst changing and adapting the cultural elements. The aim is straightforward, yet indispensable: making the client feel that the content and product that an ecommerce business offers has been designed for them in their own country. To achieve this, the key will be to trust in a translation agency that can guide you in the process.
The difference between translating and localising may seem minimal, but we mustn’t forget that, just as many studies have confirmed, more than 70 % of clients end up buying from a website that allows them to search in their own language; what this means is that the website must be adapted to their own culture, not just be available in their language, so that the consumer feels at home.
Alfredo Gómez perfectly summarises what internationalisation means for an ecommerce business and the need to count on a native-speaker: “Almost a third of ecommerce businesses will branch out into new markets in 2018. Barriers between countries are getting ever smaller, and it is essential to count on a translation agency that works with native translators. The level of understanding and writing of our content must be excellent, so it is fundamental that each professional translates only into their mother tongue. At BigTranslation we only work with native translators whose expertise is of great value to our clients”.
In short, we can’t overlook the fact that a client won’t consent to reading a poorly translated text, be it an instruction manual or a blog post, needless to say on an online store. So, even though there are other elements to take into account and a time factor necessarily involved for a cross-border strategy to succeed, it is certain that poor localisation can curtail the process of online internationalisation.
For more information about BigTranslation click here.