Can’t Read, Won’t Buy: How Translation Affects Global E-Commerce

The 10-nation survey, which included Brazil, China, Egypt, France, Germany, Indonesia, Japan, Russia, Spain, and Turkey, was conducted in the official language of each country. Specifically, the research assessed online language preferences and their subsequent impact on purchasing decisions. Factors including nationality, English-language proficiency, global brand recognition, and the ability to conduct transactions in local currencies were included in the study. Common Sense Advisory Chief Strategy Officer and founder Don DePalma concludes the findings of this study have great significance to global businesses. “There is a longstanding assumption that enough people on the web feel comfortable using English, especially when buying high-tech or expensive products. Our research in 2006 proved that 72.4% of consumers surveyed were more likely to buy products in their native language. Our 2014, larger-scale behavioral study of consumers again validates this preference and, in fact, concludes this demand is increasing, with a full 75% of respondents saying they want the products in their native language.” The data collected also reveals that more than half (55%) of consumers buy only at websites where information is presented in their language. For those with limited English, the preference for mother-tongue purchases increases to 80% or more. The research also shows that nationality increases the demand for local-language content in online transactions. The percentage of those who buy only at local-language websites jumps to more than 70% of consumers in Japan. France and Turkey are among the countries with more than half of survey-takers favoring purchases at properties in their language. Additional findings detailed in the report include:

• 30% of the 3,002 respondents never buy at English-language sites, and another 29% rarely do.
• Across the 10-country sample, 56% either spend more time on sites in their own language than they do in English, or boycott English-language URLs altogether.
• Automotive and financial services are the products that consumers are least likely to buy if the website is not in their native language.
• Exactly half would prefer that at least the navigation elements and some content appear in their language, and another 17% strongly share that preference. This finding contradicts the conventional industry wisdom that you should localize everything or nothing.
• Global brands can trump language, causing buyers to choose such products over those with information in their own language. Egyptians constitute the nationality that is most infatuated with global brands (83% agree or strongly agree with the statement). Those least won over are the Germans (56%).
• There is more to cross-border purchasing behaviors than language. Privacy, payment methods, delivery, and customs are major components of a localization strategy and can affect the global online experience. Egyptian and Turkish respondents were most concerned about sites asking for personal information.

“Considering the data from our survey, there should be no question about localizing your website and product information if you want to sell more goods or services to global customers,” concludes DePalma. “Localization must be a critical element in your plans to support the user experience and engage customers in a brand dialogue.” “Can’t Read, Won’t Buy” is part of the firm’s research membership. For more information, visit <link http: www.commonsenseadvisory.com>www.commonsenseadvisory.com.