Retail + E-commerce Translation Services

‎ ‎ ‎ ‎ One of the key challenges in multilingual SEO translation lies in understanding the variations in search behavior across different languages. For instance, Korean users tend to favor short-tail keywords, which differ greatly from the long-tail keywords commonly used in English. The conciseness of the Korean language allows users to convey the same meaning using only a few characters or words, unlike English.
‎ ‎ ‎ ‎ More importantly, transliteration plays a crucial role in the search behavior of Korean users. It involves converting words from one alphabet to another based on pronunciation. This phenomenon is particularly evident in the transliteration of branded terms.
‎ ‎ ‎ ‎ For instance, Koreans can transliterate “Apple iPhone” into Hangul characters as “애플 아이폰” (aepeul aipon). Similarly, the search term “플래이스테이션” (pronounced as “pley-station”) garners a higher search volume than the official brand term “플레이스테이션” (“PlayStation”). Transliterations are necessary to ensure visibility in local search results and must be carefully considered by translators.
‎ ‎ ‎ ‎ In addition, understanding the intricacies of the Korean language and norms is crucial for effective multilingual SEO translation. Transliterations alone may not guarantee optimal search volumes, as certain abbreviations or variations may dominate search behavior.
‎ ‎ ‎ ‎ For example, the abbreviation “블프 세일” (“BF promotion”) generated higher search volume than the full term “블랙프라이데이 세일” (“Black Friday promotion”). This highlights the importance of adapting the keyword strategy based on Korean language usage and identifying the most popular terms used by the target audience.
‎ ‎ ‎ ‎ In short, the differences in search behavior between languages, as exemplified by Korean users’ preference for short-tail keywords and transliteration, necessitate meticulous attention to detail during the translation process. By understanding and addressing these challenges, translators can play a pivotal role in ensuring effective multilingual SEO translation and enhancing brand visibility in global markets.

‎ ‎ ‎ ‎ Brand and product names are fundamental elements that significantly impact brand equity, positioning, unique advertising, and competitive advantage for a company. However, translating brand and product names without considering cultural implications can lead to disastrous consequences.
‎ ‎ ‎ ‎ In a notable localization misstep, Zara encountered a significant issue in 2015 when introducing a new model of sandals in their German online shop. The sandals were labeled as “dreifarbige Sklaven Sandalen,” which directly translated from the Spanish term “sandalias de esclava” denoting a particular style of sandals with straps that crisscross up the legs. Unfortunately, the German word “Sklaven” (which means slave) carries deeply offensive connotations that starkly differ from its innocuous Spanish equivalent.
‎ ‎ ‎ ‎ This translation blunder understandably sparked outrage among German shoppers, who found the choice of words deeply inappropriate. Realizing the gravity of the situation, Zara was compelled to release a public apology, acknowledging the mistake and expressing regret for the unintended offense caused by the unfortunate wording.
‎ ‎ ‎ ‎ Such a misguided attempt at localization serves as a poignant reminder of the importance of linguistic expertise and cultural sensitivity when engaging diverse markets. Even well-established brands like Zara can encounter challenges in navigating language nuances across regions, underscoring the need for thorough research and awareness of local contexts.
‎ ‎ ‎ ‎ Zara’s incident highlights the importance of cross-cultural localization when it comes to appealing to the local market. This task can be especially more challenging in countries where native languages differ drastically, for example, when localizing Western brand and product names into Chinese.
‎ ‎ ‎ ‎ Due to the radical differences between the Chinese language and Roman-alphabet-based languages with which the majority of the population is not familiar, direct translation is often unattainable. Thoughtful translation is critical to success as it not only represents ideas or attributes through sound and/or meaning but also forms the foundation of a product and company’s image. A meticulously crafted and selected name can bring substantial value to the brand, given that it possesses desirable properties within the target market. Research suggests that two-syllable brand names and modifier-noun compound names are the easiest for Chinese individuals to pronounce and remember.
‎ ‎ ‎ ‎ In Chinese society, some pay close attention to the “luckiness factor” of a name, considering factors such as the balance between yīn (even number of strokes) and yáng (odd number of strokes) in the characters. However, this evaluation is complicated by the use of simplified and traditional writing systems. Others focus on the balance and harmony of the characters, placing great importance on aesthetics, calligraphy, and the style of Chinese writing.
‎ ‎ ‎ ‎ Therefore, when retail brands enter new markets, translating their brand and product names requires careful consideration of cultural sensitivities, linguistic nuances, and the aesthetic and phonetic appeal of the chosen translations. By understanding and embracing the target language and culture, seasoned retail translators and transcreators can navigate the complexities of transcreation and cultural adaptations, ultimately helping brands and retail businesses foster a deeper connection with the local market and maximizing their potential for success.

‎ ‎ ‎ ‎ The retail and e-commerce sectors are renowned for their fast-paced nature, where businesses need to constantly adapt to product releases, seasonal changes, and customer demands. In this dynamic environment, quick and accurate translations are paramount to ensure effective communication with international customers. However, maintaining up-to-date and accurate content on these platforms can be challenging due to the high volume of texts that need to be translated. With the fast-paced nature of international commerce, traditional web translation workflows often struggle to keep up. This poses a significant barrier for businesses aiming to rapidly expand their reach to new markets.
‎ ‎ ‎ ‎ Addressing the need for speedy translations, some retailers and e-commerce platforms have turned to machine translation. For instance, Chinese e-commerce giant Alibaba developed their own machine translation technology, known as Alibaba Machine Translation, to provide rapid and supposedly accurate translations for their international ventures. While machine translation may seem convenient, the quality often lacks the accuracy and nuances required to truly resonate with target customers.
‎ ‎ ‎ ‎ Ensuring top-notch translations in the retail and e-commerce sectors is crucial for effective global communication. However, the traditional approach of relying solely on human translation can be both costly and slow, posing challenges for businesses operating in the fast-paced international market.
‎ ‎ ‎ ‎ To strike a balance between quality, speed, and cost-effectiveness, tech-enabled translation agencies have emerged as a viable solution. Leveraging cutting-edge technologies such as real-time sync translation platforms, Translation Memory, and Termbase, these agencies optimize the translation process. Real-time sync platforms enable seamless collaboration between human translators and proofreaders, ensuring faster turnaround times without compromising accuracy. Translation Memory preserves previously translated content, allowing for efficient and consistent translations of repetitive phrases, reducing both time and cost. Moreover, the use of a Termbase ensures the consistent application of industry-specific terminology, enhancing the overall quality of translations.
‎ ‎ ‎ ‎ By combining the expertise of human translators with these technologies into an efficient business-to-business (B2B) workflow, tech-enabled translation agencies offer a practical approach to meeting the demands of the rapidly evolving retail and e-commerce landscape. Businesses can now achieve high-quality translations in a timely and cost-effective manner, enabling them to expand their global reach with confidence.