Step 2.1: Prepare Local Content In this presentation we continue to discuss how U.S. e-commerce companies can succeed in Europe. Trends. Tools. Opportunities. This short presentation is about content localization which is a preparation activity from step 2. To recap, there are 3 must follow steps if you wish to get sustainable growth in Europe. Step 1 is Plan & Research, Step 2 is Prepare, and step 3 is Promote & Scale. According to Harvard Business Review, 72% of consumers spend most of their time browsing websites in their own language. We can see that website language is important in other Google research which shows that 56% of Europeans are not open to using websites which are not written in their own language. Other Google research reveals that 82% of shoppers are more likely to buy if the website is in their own language. It’s important to remember that translation is not the same as localization so companies should always localize content rather than just translate it.

1. Localization

2. 72% of consumers spend most of
their time on websites in
their own language
Source: Harvard Business Review: Speak to Global Customer in Their Own Language

3. Timeline
of Europeans are not open
to using websites which are
written in non-native
languages to them
56%
Source: Google

4. Localization matters
Google research shows that localization is TOP operational hurdle
for eCommerce companies1
82% of shoppers are more likely to
buy if website is in their own
language2
44% of exporters say that localizing
their website content is a prohibitive
factor for growth3
Source: (1) Google internal survey with advertisers, (2) Can’t Read Won’t Buy, Localization Survey , (3) Can’t Read Won’t Buy, Localization Survey
Pirture source: nothingventured.rocks, askwpexpert.com.au

5. Translation is not
Localization

6. Source: phrase.com
“eat your fingers off!”

7. “Nothing sucks like an Electrolux”
Source: phrase.com