September 10, 2022
“Let’s get global!” Such a call to action seems to be a core to the majority of companies in the world today. The penetration into the global market has without doubts a lot of benefits but it also becomes the reason to consider several aside actions. So, what is the role of translation for globalization?
Globalization is a process of interaction and integration among the people, companies, and governments of different nations, a process driven by international trade and investment and aided by information technology. This process has effects on the environment, on culture, on political systems, on economic development and prosperity, and on human physical well-being in societies around the world.
As globalization continues its upward climb, more and more companies are realizing the true value of effective translation for their e-commerce sites. Using the right languages for their specific target markets has helped boost their sales, both locally and internationally. They are able to explore the immense overseas consumers who seek products and services not available in their own countries.
Translation for globalization is extremely important. The previously unseen value of translation is getting recognition right now. Translation, which is a part of several language services, enables companies to directly connect with their target audiences through the language. With the right communication provided by translation, companies are able to express their messages to specific audiences, which is a stage in picking up their trust and their support.
Since the growth of the Internet connection across the globe, the market for e-commerce emerged as the biggest development. The continuous growth of online spend is also phenomenal. It became evident to various companies that selling their products online is very profitable.
Online retailers, from enterprising individuals to established companies received their own share of the growth of e-commerce. It is predicted that it will be a major contributor to the retail sales of companies around the world. Such is the power of e-commerce right now.
The state of the e-commerce market is stable and for this reason, more companies are realizing that the future of retail is in online sales. With the bright future being predicted for e-commerce, it is evident that the potential for successfully having an online presence is what will help corporations turn into global brands in the future.
What will make the transition from a worldly online presence into a dynamic e-commerce site is the effective use of translation? As many other companies realized, what makes their target audiences flock to their websites is how they speak to potential consumers. This is not about delivering information and messages in a single language or the mother tongue of the parent company. What works is the company or product talking to their target markets in their own language, providing answers to their expectations and catering to their preferences. These deliverables can only be attained with effective translation. That is why the role of translation for globalization is so huge.
One of the prerequisites of becoming an e-commerce brand on the global stage is to know how branching into new markets is done. Borders and global barriers are broken down by the Internet. This vital communication tool enables companies to connect with current and new customers in many ways. It also provides them with novel means for business growth.
Many companies go for established markets, willing to fight it out with equally strong competitors. On the other hand, several medium and small-sized companies are looking at developing markets and those that present potential for further growth. Consumers in North America and Western Europe may be the biggest online spenders right now, but their growth is not the fastest.
The development and progress are seen in the markets in Asia and the Pacific regions, where online sales are close to $900 billion. The annual online spend contributes 25% to the region’s global online expenditure.
Tracking the progress in the region, it showed that the number of new online shoppers run in the millions and its annual growth increases each year.
What various researchers found is that the largest markets with huge potential are places where the availability of specific products is low. These are the markets that companies should study and exploit. This is what will drive their online sales up as target consumers are always looking for items that they cannot find in their local shops.
Tapping into these markets will definitely help them to become global companies. It is a race against time. They have to act fast if they want to grab these online consumers as many companies are also looking for new markets to explore.
There are always risks and difficulties when companies try to be a global brand because new markets are untried. It can be very challenging, the main challenge being the language barrier. For companies in the West and other countries where English is the first and/or second language, it is very easy to forget that English is not as universal as they think and it cannot be expected that every consumer can speak English.
The top 10 languages used on the Internet are English, Chinese, Spanish, Arabic, Portuguese, Indonesian/Malaysian, French, Japanese, Russian and German, in descending order.
Although English is a common language on the Internet, it represents only a quarter of the total world population. This equates to three-quarters untapped potential customers around the world if they do not use effective means of translating their websites.
Realistically, it is not possible to reach all those potential customers, but if companies use translation effectively, they will have the numbers to prove that they have made the right decision to effectively translate their e-commerce websites.
High-quality user experience is a top priority, especially for global companies. This could only be possible if companies are able to provide them with e-commerce sites that are properly translated and highly optimized for each target audience.
Although the translation for globalization is the umbrella term for changing website content from one language into another, the operative term is localization, which goes much further than just changing the language. Localization involves all the elements of the website’s content and ensuring that all the information on the products, including their prices, is communicated clearly to the consumer.
Translation of e-commerce websites also requires optimizing its content, meaning all information should be updated regularly, creating more engaging messages and other descriptions that are relevant to the products. Thus, the translation for globalization is very important, especially regarding the Internet space and the promotion of its business on the Internet.
Effective translation for globalization means avoiding a one-size-fits-all approach. Properly engaging international audiences can mean global success, thus localization, translation and smart content management can effectively erase cultural barriers and allow you to reach new customers eager to buy your products. However, your messages have to be consistent. Using a professional translation agency ensures that your messages and information remain the same in all languages available on your e-commerce website.
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