In order to expand to overseas markets, brand need to localize their site content. Navigation, hero images, and promotions in the local language are all essential assets for engaging local audiences. However, less than half of brands in L2’s Localization report deploy local languages thoroughly across all their respective country sites.

Most brands tend to translate certain parts of their site, particularly navigation and PDPs, while leaving assets such as banner images or sub-navigation untranslated. In terms of content deployment like video and blogs, 54% of brands do not have fully translated or subtitled content in the local markets they serve. This mix of content in English and the local language can be unsettling and exhibits a lack of commitment to local markets.

To expand local language offerings, brands would benefit from working with vendors that provide translation technologies or platforms for contractors to translate content. A translation API that plugs into a central CMS is crucial to providing a seamless translation for local customers and maintaining the brand’s digital identity.


When considering the type of translation services to adopt, brands must consider the potential scale and breadth of their localization needs. Some brands may require translation services beyond website or app localization that integrate with other business functions, while others may only be looking to localize in a few new markets. There are also other considerations, such as the availability of translation memory or terminology management files. These files are essentially translation databases that brands can reuse in the future to reduce translation costs.

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