According to the world’s biggest provider of language and translation services (TransPerfect) there is a large disparity between the importance that consumers and companies place on the translation of retail websites.
It seems that customers who shop online attribute a lot of weight to the website that they are using having the correct translation, whereas the executives from the retail companies do not hold the importance of language translations in quite the same light.
This information has come to light following a survey that was carried out questioning customers who do most of their shopping online and also of the retailers themselves. This was an international survey that questioned people from both the US and Europe.
According to the survey around 19% of retail executives ranked translating online information in their websites as high priority. This is in direct comparison to around 63% of customers saying that they would be more likely to choose a website that had its translations spot on, as it would make them appear more trustworthy.
64% of retailers said that they were unaware of how a translation would affect their business or how it would alter visits to their websites being converted into sales.
68% of customers said that they had come across websites where the translations were incorrect and thought that this portrayed an unprofessional image.

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