Electronic Commerce, The Preferred Shopping Method:

E-commerce retailers, often called E-Tailers are online retail stores that provide commercial transactions via the internet for products or services they sell. Thanks to the technological advancements the internet has provided us, we are able to shop for anything our hearts desire while sitting in the comfort of our own homes. Companies of all types have heightened their business endeavors simply through the incorporation of a user-friendly, informative and aesthetically pleasing website that can sell their products and services to anyone in the world who has access to the internet. Neither time nor distance serve as factors when shopping online, and the American population has jumped on board with the convenience component that E-Tailers provide, so much so that there is an online equivalent to Black Friday called Cyber Monday. However online business are missing out on large culturally diverse markets because they are continuing to treat the United States as a homogeneous English speaking country. America has long been known for it’s cultural diversity but there is one population whose rapid growth is projected to reach newfound heights within the coming years and online business owners should take note.

The Rapidly Growing Hispanic Population:

The Hispanic population reached 56.6 million in 2015 and is continuing to grow each year, ingraining a footprint of their culture, language and ways of life on American soil. In certain cities throughout the United States, half of the population is of Hispanic descent, Los Angeles, California  for example has a total population of 3.8 million people, 1.8 million of those people are Hispanic, that’s 48% of the population identifying with a Hispanic heritage. The provided statistics show the percentages of each city’s Hispanic population; 61.2% of San Antonio, Texas, 68% of Miami, Florida and 80% of El Paso, Texas all Hispanic. The Hispanic population in America is projected to reach 106 million in 2050, that is close to double what it is currently.

Pew Research Center has conducted a case study on Hispanic growth trends and has comprised a list of the 10 counties in the United States with the fastest growing Hispanic population between the years 2007 and 2014. The top five counties from that list include: Williams County, North Dakota, Stark County, North Dakota, Ward County, North Dakota, Russell County, Alabama and Bryan County, Georgia. Now let’s compare that list with the one comprised from between the years of 2000-2007, the top five counties from that list are as followed: Stewart County, Georgia, Telfair County, Georgia, Adams County, Mississippi, Trempealeau County, Wisconsin and Frederick County, Virginia. All this to show you that the integration of the Hispanic population is not limited to one region of this country. The Hispanic population and culture is thriving and constantly growing and spreading across America, so why would E-Tailers neglect this multicultural opportunity that is flourishing in their backyard?

What Does Such an Influx of Diverse Population Have on E-Tailers?

Most American E-Tailers do very little in regards to attracting or accommodating the Hispanic population or any diverse population for that matter. They offer their site and all correspondence solely in English; only four out of fifty leading U.S. E-Tailers offered content in Spanish and very few companies respond to questions via email, online chat or web form in any language other than English. This lack of language accommodation leaves non-Anglophone Americans outside looking in on the advantages that online retailers provide. Selling services or products online allows you to target multiple diverse consumer markets in order to gain customers and broaden your business ventures. With so much of our population speaking Spanish it would be foolish not to offer a Spanish language option on your website and for correspondence with Spanish speaking customers. Instead of overlooking the growing Hispanic market it is time for E-Tailers to assess multicultural opportunities and needs and hire a language service provider in order to develop strategies and best practices to accommodate your Spanish speaking target audience. Your online retail business can be known as a trusted provider of products and services to the growing Hispanic demographic and a professional relationship with a reputable language service provider can help.

How Can Website Localization Help?

Linguistically and culturally accurate localized websites allow the shopper to find what they are looking for easily and get answers to all their questions without having to contact a sales representative via e-mail, phone or online chat features. Website localization goes beyond simply translating the content on a site, the overall goal is to provide customers with a user-friendly, effective and well-received regional website that will allow your business to flourish in the market you’re targeting. No portion of the website should be left out, this includes but is not limited to your online profile, product descriptions, database-driven content, graphic images, FAQs page information, self-service tools, and systematic e-mail responses. Clearly written and localized “FAQs,” and “Commonly Asked Questions,” pages help to improve call deflection rates and help to build trust in your company’s products or services. Website localization gives your business the ability to reach a wider audience and provide your customers with a more personally tailored digital experience. Website localization can improve visitor satisfaction, decrease call volume, improve conversion rates and convert first time customers into returning clients. Localization can also increase buyer confidence which in turn helps to increase your revenue.

When considering expanding your ecommerce business by localizing your website it is vital that you choose to partner with a professional and reputable language service provider such as Niki’s Int’l Ltd. Many aspects need to be taken into account in order to produce a successful website localization; context, aesthetics, sociography, cultural behavior patterns, demographics and language characteristics are all important factors that need to be considered during the process. Niki’s Int’l Ltd. ensures that your localization project is handled with superior quality and care. Localization services include the selection of culturally appropriate images and colors for your site, formatting and adapting text in the target language to be visually appealing to your target audience, as well as selecting the amount of translation needed to deliver optimal impact for your new localized website. Don’t be left behind while the country’s population grows and diversifies, adapting your online business to accommodate the vastly growing Hispanic population in America will put you ahead of the curve and allow you to make a name for your business and brand in a culturally diverse market.

Niki’s Int’l Ltd. is a WBENC-Certified Women Business Enterprise with 20 years of language service experience. A global network of highly skilled translators and interpreters are available 24 hours a day, 7 days a week for on-site, telephonic and video remote interpretation services. Our linguists are available in over 350 languages and dialects, and our network includes certified translators and interpreters. Our work is guaranteed with a $1 Million Errors & Omissions policy, so that you can be confident that your project will be completed with the highest level of quality and professionalism within the field. For more information contact us at 1-877-567-8449 or visit our website at www.nilservices.com.

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