Trends Report

Translation And Localization Of Retail Web Sites

Maximizing The International Experience Through Tailored Offerings

May 29th, 2009
Zia Daniell Wigder, null
Zia Daniell Wigder
With contributors:
Patti Freeman Evans , Brendan McGowan , Lauriane Camus


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.