Executive Summary (This is a document excerpt)

Most US-based online retailers do not have extensive experience with translation or localization. Retailers shipping internationally tend to rely on the English-language acumen of their international users to navigate the site, and even those retailers operating sites in non-US markets have not always taken significant steps to translate the site or provide market-specific content. The lack of localized content — largely a result of the perceived cost and complexity of localization — means revenues are being left on the table in global markets. Well-executed localization does not have to cost a fortune, however, especially if done as an iterative process that builds on success in international markets.

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