04 Nov How Localization Services Break Language Barriers and Boost Sales
Imagine walking into a store, excited and ready to buy, only to find that everything is written in a language you don’t understand. The signs, the product details, the packaging—it all feels like a mystery. What would you do? Chances are, you’d walk right out, empty-handed. This frustrating experience is precisely what happens to millions of online shoppers every day.
E-commerce may have made it easier for people to buy from anywhere in the world, but language barriers still stand in the way of conversions. If people can’t read the product descriptions, they simply won’t buy. Making sure your product descriptions are clear and accessible to all potential customers—regardless of the language they speak—is no longer optional; it’s crucial. And that’s where localization services come in.
The importance of product localization in e-commerce
While the internet allows businesses to reach a global audience, this connection can be quickly lost if shoppers can’t find the information they need in a language they understand. Localized product descriptions do more than just describe your products; they build trust, reduce hesitation, and increase the likelihood of a purchase. Localization services ensure that every product detail resonates with the local audience, creating a seamless shopping experience.
Shoppers rely on product descriptions to make informed decisions, and when those descriptions are in a foreign language, uncertainty takes over. Without clarity, doubts about the product’s features, quality, or usage arise—and that leads to abandoned carts.
Statistics from the report Can’t Read, Won’t Buy – B2C, which analyzed consumer language preferences and behaviors across 29 countries, highlight the significance of localization. Key findings include:
- 72% of consumers are more likely to buy a product or service when the information is presented in their native language.
- 65% would still prefer content in their own language, even if it’s poorly translated.
- 40% will avoid purchasing from websites that offer content only in English.
These numbers illustrate the direct impact of language on purchasing decisions. When companies do not rely on web localization services, customers often leave due to language barriers. Offering localized content not only improves the customer experience but also enhances your brand’s credibility.
Turning language barriers into opportunities
The good news? You can easily fix this problem, and the solution can have a dramatic impact on your sales. When you offer product descriptions in your customers’ native languages, you don’t just give them the information they need—you give them the confidence to buy. Customers who feel understood and valued are more likely to complete a purchase, recommend your brand, and return for future purchases.
Here’s how localization services can benefit your e-commerce platform:
- Build trust: shoppers feel more secure when they can fully understand what they’re buying. This clarity minimizes the chance of misunderstandings, returns, and bad reviews.
- Reduce bounce rates: when visitors see content in their native language, they are less likely to leave your site. That means lower bounce rates and longer session durations, which can directly impact your site’s SEO.
- Increase conversions: the more confidence a customer has in their understanding of a product, the more likely they are to hit “Add to Cart.” High-quality localization of products can result in increased conversion rates.
Product localization: lessons from FARFETCH and adidas
Take, for example, the fashion industry. In this competitive market, product localization plays a critical role in helping customers understand sizing, fabric quality, and style options. A clothing brand that provides this information in only one language risks losing sales to competitors that have localized their descriptions. In contrast, a brand that takes the time to translate these details into multiple languages creates an immediate advantage, catering to a much broader audience and increasing its chances of making the sale.
For instance, the FARFETCH platform is currently localized from English into 14 languages, serving 46 countries. Similarly, adidas localizes its content into over 40 languages, with plans to include additional languages like Hungarian, Romanian, Norwegian, and Croatian. They even incorporate variants of major global languages, such as Latin American Spanish and Brazilian Portuguese, highlighting the importance of brand localization for global impact.
Their choice to localize content is strategic, driven by an in-depth analysis of factors such as population size, GDP, and user demand, ensuring that each added language maximizes reach and engagement.
Check out our dedicated page on AI product descriptions for e-commerce to learn how you can improve your processes.
Brand localization and cultural adaptation
Investing in localization services goes beyond translating words; it involves adapting the content to resonate with cultural nuances and local preferences. This approach not only makes information more accessible but also allows your brand to forge deeper connections with customers in different regions. Language alone can signal that a brand values its customers enough to cater specifically to their needs, but true localization goes deeper—adapting images, colors, symbols, and even tone to fit regional customs and expectations. For example, a product image that resonates in one culture might appear unfamiliar or even confusing in another. Localization addresses these subtle, yet powerful, cultural differences that help customers feel truly understood and welcomed.
In fact, studies show that culturally adapted content yields stronger engagement, and websites that invest in localization of products see a notable increase in time spent on pages. Moreover, users are less likely to abandon their carts or exit the page prematurely when the content aligns with their linguistic and cultural preferences. Consumers are significantly more likely to trust and buy from brands that feel familiar and understand their specific needs, making localization services essential for effective global outreach.
Overcoming challenges in product localization
The localization of products can be a complex process, as it requires a deep understanding of regional languages, cultural expectations, and even regulatory standards. Localization experts often need to conduct market research to ensure that the product description is not only linguistically correct but also culturally appropriate. Without these nuanced adjustments, even the most well-intentioned translations can feel disconnected or confusing to local consumers.
Common pitfalls, like mistranslations or cultural faux pas, can damage a brand’s reputation, leading to mistrust and customer disengagement. By using professional localization services, brands can avoid these costly mistakes and create product descriptions that feel natural and welcoming to users everywhere. This process helps ensure that the product doesn’t just “speak” the customer’s language but aligns with their cultural mindset, building credibility and strengthening customer loyalty across diverse markets.
The strategic value of localization services
Implementing web localization services offers measurable ROI. Companies that localize their websites often report higher engagement metrics, such as increased page views, lower bounce rates, and higher conversion rates. This is because customers are more likely to explore, engage, and complete transactions when content is accessible in their native language. Localization also supports SEO strategies, as search engines prioritize sites with localized content, helping brands achieve better rankings in local search results. By targeting keywords in multiple languages, companies can drive organic traffic and expand their reach to include new market segments they may not have accessed otherwise.
Localized websites create a welcoming environment for international visitors, fostering positive experiences that lead to long-term customer loyalty and improved brand perception. Additionally, localization can enhance brand credibility, as customers see the effort to meet their linguistic and cultural needs as a sign of respect and professionalism. The costs associated with localization services are often quickly offset by the revenue gains from increased international sales, making it a strategic investment with lasting benefits for brand growth and competitive positioning in global markets.
Explore our web localization services and visit our page multilingual SEO page to see how we can help you expand your reach, reduce bounce rates, and boost sales.
