Save or Share this Report

For eBusiness & Channel Strategy Professionals

Translation And Localization Of Retail Web Sites

Maximizing The International Experience Through Tailored Offerings

May 29, 2009

Primary author headshot


  • By Zia Daniell Wigder
  • with Patti Freeman Evans,
  • Brendan McGowan,
  • Lauriane Camus

Why Read This Report

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).