6 Reasons to Invest in Ecommerce Localisation

Today’s retail industry is largely fought online in the crowded ecommerce marketplace. A multilingual shopper experience is central to any strategy to increase engagement and conversion rates. With the rise of globalisation and international trade, businesses have started to realise the importance of having a multilingual website.

It’s worth noting that effective ecommerce localisation is often more simple than it sounds. A great deal of what differentiates translation and localisation is context. There’s a sense of nuance to localisation because it’s a more intimate and personable way to shift not only the language of what you’re marketing but the sense of familiarity customers feel when engaging with your content. The idea is to make your customers feel at home shopping with you, anywhere in the world.

1. Increased Online Sales

The most obvious reason to invest in ecommerce localisation: increased online sales. When it comes to selling products or services online, language plays a major role. As consumers become more familiar with buying across the globe, they are more likely to buy from companies that offer their services in-language. Almost two-thirds of non-English speaking customers prefer buying products described in their native language, even if the translations aren’t perfect.

2. Reach New Customers

By localising your ecommerce store for different markets, you open the door to entirely new customer segments that were previously inaccessible due to language barriers. This is especially valuable for businesses looking to expand internationally.

3. Improved Customer Satisfaction

Making your website available in several languages means visitors can communicate with you in their own native tongue. This gives them a better understanding of what your company offers and leads to a smoother, happier buying experience — ultimately increasing customer satisfaction.

4. Expanded Brand Awareness

If your website is not available in multiple languages, your social media posts and content marketing will only reach people who can read English. Localisation expands your brand’s reach to new audiences across different language communities, both domestically and internationally.

5. Better SEO Performance

People from different countries and cultures use different phrases when searching for products. Localised content helps you rank for keywords in different languages and on different search engines. Optimising your SEO strategy for multiple languages drives more organic traffic to your store.

6. Better Customer Service

Many customer service issues arise from simple miscommunication. A customer not made aware that an order is being shipped from overseas will be frustrated about delivery times. Communicating policies, returns information, and FAQs in the customer’s language saves everyone a headache. It’s also an excellent idea to employ native speakers in countries you expand into to solve customer service enquiries with a personal touch.

Getting Started

Good ecommerce localisation doesn’t have to be a journey you undertake alone. Strong partnerships are the bedrock of an effective expansion strategy. With the right localisation expertise, you can understand your new customer base from the perspective of a confident native — all while establishing your store as the go-to place for products in a new market.