As I was searching for something on the Internet, I came across a very interesting point that brings up a topic of great importance for us today.
“If I can’t read it, I’m not buying it”. This is something often heard from people who are trying to make purchases online.
A lot of companies have doubts and can’t come to an agreement about whether it makes sense for them to globalize their websites, online merchandising sites, or call centers. What these processes would entail is translating the websites and providing information on the company and its products in other languages.
The generalized idea exists that buyers are comfortable navigating in English, especially in sites specialized in technology or specific specialized products.
However, studies have been done for the past few years that show the exact opposite: there are a vast number of people who want to make purchases in their own language and that often refrain from buying this because what they are looking for is not available in their language. This presents an obstacle for both the potential purchaser and the companies offering products and services.
Therefore, I believe that it is an absolute necessity for every company looking to reach as many potential clients as possible to take the steps needed to publish their websites, and the information about their products and services, customer assistance, etc., in several languages.