Can a Localized E-Commerce Site Really Increase Sales?
How many languages is your e-commerce site available in? If the answer is just one, you might want to reconsider. Whether you’re looking to expand globally, increase sales in specific markets, or work with domestic customers exclusively, the benefits of localizing your site’s content are tremendous. Find out how offering your site’s content in multiple languages can increase sales and revenue long term.
Languages of the Web
For many organizations, the belief that English content is sufficient to serve all customers is widely accepted. While English is spoken and comprehended by many, the vast majority of internet users do not speak it as a first language. Since only 13% of people in the world natively speak English, brands who restrict their product to a single market do so at their own peril. In fact, research firm Common Sense Advisory reports that while 52% of content on the web is presented in English, only 18% of internet users identify with it as their first language.
For the savvy marketer or product manager, capitalizing on the remaining 87% of the global population requires localized content and website materials (Statista). Brands who serve only domestic customers can still take advantage of the competitive edge localized content provides. Currently, the number of Americans speaking a different language at home is impressive with 37,458,470 speaking Spanish, 2,896,766 speaking Chinese, and 2,047,467 speaking French. Catering website materials to domestic customers speaking a language other than English can provide increased revenue from those households.
Localizing Your Store’s Content
For global brands looking to reach international audiences by catering to global or even multilingual-domestic customers, localizing your store’s content is the first place to start.
Choosing to translate website content and product descriptions help brands increase international revenue. Common Sense Advisory’s Senior Analyst, Ben Sargent, says the economic potential for brands using online communication now amounts to $45 trillion. “If companies want to achieve higher levels of international revenue, their web presences must be multilingual,” says Sargent. Brands who restrict themselves to English exclusively will only have access to a third of that total (CSA).
Additionally, a study interviewing 2,430 participants in eight countries, showed that more than 50% of online shoppers from Germany, Japan, Russia, France, Spain, Brazil, China and Turkey only bought from websites in their native language (One Hour Translation). The study further reinforced the belief that customers prefer to make purchases from sites offering content in their own language.
Customers that have taken advantage of multilingual site options such as those offered by the electronic giant Best Buy, have witnessed the results first hand. The company reported customer’s average purchases on the Spanish version of the U.S website to be more than double those made on the English version of the site. Ultimately, the company’s investment to translate the site paid for itself in just months.
While an English only website might seem like the most convenient and sensible option for many brands, employing a multilingual site can provide lasting benefits and increase revenue. Brands interested in beginning the process of localizing their e-commerce site can begin by looking at which regions provide the strongest potential for growth.
For more information on where to begin with localizing your e-commerce site, visit our blog on Which Languages to Translate First.
