Why is Localization Essential for E-Commerce Sites?

If you’re running an e-commerce website and don’t have multiple languages available for customers, it’s something you should look into soon. According to published reports, 60% of online shoppers rarely if ever purchase from English-only websites. 

When they’re presented with stores in their native languages, a 13% conversion increase has been reported by e-commerce stores worldwide. Let’s discuss the appeal of localization in e-commerce and why you should invest in translating your storefront into different languages.

Essential E-Commerce Site Localization Elements

To achieve the best results in your localization strategy, you need to familiarize yourself with “what” exactly you should localize. If you’re short on resources or time, you don’t have to translate every element of your website – site navigation should suffice for now. Here are the basic website elements which need to be localized for you to start reaping the benefits of site localization: 

  • Navigation UI (header, footer)
  • Product titles and descriptions
  • CTA buttons throughout the site
  • Website popup windows (offers)

Improved Website Search Ranking

The most important benefit of localizing your e-commerce website into multiple languages is the local search engine ranking you’ll achieve. Different people search for online stores and products in different languages. By focusing your efforts on expanding how many languages are featured on your platform, you’ll attract more people to it. 

This is due to how the SEO algorithm works on search engines such as Google, Yahoo, and Bing. It favors accessibility and versatility in content more than anything else, and multiple languages present on a website are a great way to achieve just that. By ranking higher in different regions around the world, you’ll inevitably attract more customers from those countries and language territories. 

International Audience Appeal

People from around the world come to e-commerce platforms with different expectations. While some people might be content with English-only storefronts, others won’t be. This will lead to you losing precious leads which you could have converted simply by translating your site beforehand. 

If you don’t have an in-house translation team or a translation professional, you can use TranslationReport to find everything you need about high-quality translation services. Avoid translating content by hand or by using AI tools to ensure that international customers will find your site appealing.

Higher Platform Accessibility

We are all unique as individuals, and the same goes for our abilities to interact with online content. Some people suffer from sight impairment or are unable to learn different languages due to dyslexia or ADHD. Thanks to text-to-speech features found on modern smartphone devices and web browsers, these users can browse the web easily. 

By making sure that your e-commerce site is multilingual, you’ll enable people with impairments to still interact with your platform and make purchases. Higher accessibility in the form of alt-text data on your images will also improve your site’s SEO ranking. Think about how someone from Germany, Italy, or Greece could interact with your site if they had trouble reading or seeing in general, and think of how you can assist them.

Decreased Cart Abandonment Rates

Cart abandonment is a serious issue in e-commerce, and it’s more frequent than you might think. People abandon carts in several ways, whether due to paid shipping or because they had a second thoughts about their purchase. Many people also abandon their e-commerce carts because they can’t understand how to check out. 

Moreover, someone who doesn’t speak English won’t finish their online purchase by randomly clicking different buttons at the checkout. They want to see content in their native language, so they can understand what they’re accepting, when their orders will arrive, etc. Localizing your e-commerce site’s content will undoubtedly lead to lower cart abandonment rates, leading to higher conversion and revenue rates.

Localizing your E-Commerce Site

It’s clear that the world has become smaller than ever before, and that e-commerce sites need to follow suit. While translating your content into different languages is a must, you should also check out sites for learning cybersecurity

E-commerce platforms are often targeted by bots, malware, and scripts which can only increase when your site’s presence on the international market grows. Explore your platform’s performance data and think about which languages would be the best fit for your storefront before you commit to it.

By localizing your platform and catering to international buyers, you can also make headway in selling certain localized products. Products that are typically popular in the region and use a certain language can help your efforts to establish a presence in the market. This is a great opportunity for you to look into new product lines to start selling while also having an audience that is certain to purchase those products. 

Consider Professional Localization

Localization refers to the adaptation of the content of a product, program, or document to linguistically fit the cultural and other requirements of a specific target market. It may require deep thinking about logic, design, or presentation if the way of doing business or the adopted learning model in a given locale is significantly different from the primary culture. That is why using professional translation and localization services is important.

Bio: Carl Hill is a content writing specialist with extensive experience in digital marketing and copywriting for online stores. His keen eye for detail allows him to craft engaging, meaningful, and actionable writing for clients around the world. Carl spends his free time reading, journaling, and working on his arts and crafts hobbies.