A new report entitled ‘Web Site Localization: Best Practices in Global Expansion’, published by JupiterResearch, argues that companies seeking to compete in the global marketplace must position themselves for global online growth. The recommended model is for websites to develop a uniform template that can be tailored to the needs and conventions of individual countries.
However, 37% of all large US companies still have not translated their website content into any other language, despite the fact that the average number of working languages for the top‑10 global brands is almost 30. Large companies that are not developing content for non-English-speaking markets, domestically or internationally, risk losing market share to competitors with more targeted strategies.
To give a sense of the opportunities, online retail spending in Europe is roughly equal to that in the US. A high-quality translation of a company’s website into some of these languages will go a long way to unlock this potential for growth in new markets.