Why translation matter for international e-commerce success

Written by Max Riis Christensen, revised April 2025

Translation is often treated as a final task before launch – something you deal with once the webshop is built. However, translation is not just a technical requirement for e-commerce brands that are aiming to succeed in new markets. It is a strategic tool.

If your webshop is expanding across borders, a thoughtful translation strategy can make the difference between simply being present and actually performing. In this post, we explore what that means in practice – and why relying on English alone is not enough.

Why translations matter in cross-border e-commerce

Many brands begin their international expansion with an English-language webshop. It is fast, practical, and widely understood. But in most markets, it is not enough.

Customers shop in the language they feel most confident in. Even if they understand English, they are less likely to complete a purchase if the content feels unfamiliar or unclear.

A local language presence signals:

• That you understand and prioritise the customer’s market

• That your webshop is set up to deliver locally – not just ship internationally

• That product and support information will be accessible if something goes wrong

Do you always need to translate your webshop?

Not necessarily. In some cases, an English-only webshop can still generate sales – for example, if you are one of the few resellers of a product or if your offering is unique and strong enough to overcome the language barrier.

However, in a competitive market where local webshops offer similar products in the local language, the lack of translation can hold you back. All else being equal, customers will choose the webshop they understand.

If you are unsure, ask yourself:

• Who are your competitors in the target market – and are their sites translated?

• Are you relying on product uniqueness, or are you competing on price and convenience?

• Will customers feel safe and confident buying from your site without translation?

Why translation is more than just words

Translation is often seen as a question of cost or speed. But when done right, it supports your brand positioning, builds trust with local customers, and improves conversion.

This goes beyond correct grammar. It is about tone, clarity, and cultural expectations. A phrase that works in one market might confuse or alienate another.

If you are reviewing your existing setup, here are a few practical steps to take:

• Start by checking how your home page, product categories, and checkout flow read in each market – is the tone consistent and easy to follow?

• Ask a native speaker or local team member to flag areas where phrasing feels off or unclear

• Review customer feedback and support tickets – do questions stem from misunderstandings in your content?

• Consider where a small investment in review could help reduce friction: for example, size guides, delivery information, or campaign headlines

Improving these areas often brings more clarity for the customer – and less confusion for your support team.

Do I need local translators when I have AI?

Machine translation can be useful, especially when dealing with large volumes of content and needing speed. However, while AI can support your process, it cannot replace local knowledge. Local translators bring context – they understand what sounds right in the market, what builds trust, and how your message will be received. This cannot be achieved by software alone.

AI tends to:

• Miss subtle cultural signals

• Struggle with humour, tone, and idioms

• Deliver text that may be grammatically correct but still feel "off"

Local translators ensure that your content:

• Reflects local language use and expectations

• Respect cultural differences

• Feels natural, familiar, and trustworthy to your audience

You do not always need to choose one or the other. A hybrid model – where machine translation is combined with local editing – is often the most practical approach.

Use AI for scale. Use people to make sure it works.

How to assess your webshop before expanding

If you are unsure whether to invest in translations, start by reviewing your webshop experience from a local shopper’s perspective:

• Identify your top five competitors in the target market

• Compare your webshop to theirs in terms of clarity, trust, and localisation

• Make a list of what you can improve to match local expectations

Translation is one part of the picture. Local payment methods, return policies, and customer support channels also contribute to whether or not customers trust your site.

Translation as a growth driver

Translation is not just a technical step – it is a way to make your webshop competitive in each market you enter. If your content feels local, trustworthy, and relevant, customers are far more likely to convert.

English might help you test the waters, but long-term growth depends on meeting local expectations. That includes the language your customers prefer to shop in.

Start with the areas that impact trust and performance the most. Focus your efforts where they will make a difference. And if your current translation setup feels like it is holding you back, it may be time to rethink the approach.

A strategic, locally adapted translation setup is not just a nice-to-have – it is often the difference between being visible and being chosen.

If you want to understand what this could look like in practice – including which translation methods are most effective depending on your goals, content types, and budget – this article breaks it down clearly: E-commerce translations – the perfect balance between cost and quality.