How PIM Optimizes Multilingual Ecommerce Content Management?
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By: Sagar Sharma

How PIM Optimizes Multilingual Ecommerce Content Management?

If you keep your e-commerce business in one bubble, which has the accessibility of just one language, then your bubble of eCommerce will never grow. The internet has made the world smaller, where everyone prefers e-commerce shopping over shopping from a physical store.

When customers do shopping from a physical store, their seller will describe the product in their native language. The same is not the case with shopping from e-commerce. If you have your e-commerce business that does not have a multilingual function, then you are going to lose customers.

Well, a recent report collected during the timeline from the year 2019 to 2021, the eCommerce business will have strong growth. Besides, the current pandemic due to the COVID-19 has also pushed every business towards online much faster than expected. Experts have predicted as in the next 20 years, everything will be completely switch-over to the online store.

Interesting Facts About Ecommerce

  • According to the Statista report, the current growth of the eCommerce business from 14.1% will reach more than 22% by the year 2023.
  • Experts predicted as, by the year 2040, more than 95% of the purchases will be done through eCommerce.
  • Mobile commerce is likely to grab a market share of around 73% by the end of 2021.
  • Statista reports show as there are currently more than 2billion online shoppers around the world.

This article deals with how you can optimize your multilingual eCommerce store effectively to increase your customer base and also your online store sales. Before stepping into the core topic, let us brush up with some basics.

What is a multilingual eCommerce website?

A multilingual eCommerce website is nothing but an ordinary eCommerce site having different versions in terms of the site language. Yes! It is an eCommerce site with multiple languages which offers customers the option to choose their native language in which site needs to be displayed.

Here the main thing to be noted is it is not necessary to mean that every multilingual eCommerce website is an international site. Rather it can be specifically developed to cover few audience groups from different native places.

Why multilingual eCommerce websites?

You need a multilingual eCommerce website so that your business will go, and for several other reasons. There are plenty of benefits to website translation. Automatic translation, in a couple of minutes, will rule out your tension.

The other hidden benefits are as described below.

1. Online Visibility

Your e-commerce business’s online visibility or SEO ranking will go higher. When your e-commerce website can translate many languages, it is naturally going to pick up the keywords- that customers are typing in search engines.

If you allow the multilingual function to work on your eCommerce, then you are likely to get higher SEO traffic, which can increase up to 50%. The multilingual function is very important in countries where a second unofficial language is extensively spoken. The Multilingual function will make your e-commerce internationally visible.

2. Promoting website without investment

A multilingual website will have an international audience who can communicate easily and that will generate more revenues. The cost of creating a multilingual site is minimal than having various sites for various languages.

So ultimately, one good performing website with multilingual is far better than having numerous sites. You are promoting your e-commerce business to international customers without spending any additional costs or without making any investment.

3. More Revenue Generation

Since your e-commerce website has online visibility and international promotion, it will by default generate more revenues for you. Customers can easily reach out to your e-commerce (higher SEO), and promotion (availability of different languages) will lead to more sales.

Well, every businessman surely is aware of this fact, Higher the sales; Higher the profit. Customers can easily search for the product they want, and they will find the product description in their native language. The presence of their native language will attract them to buy more products.

4. Nurtures Trust

As per the recent survey report, the number of people who complete the online transaction after purchasing a product from an online store is increased by 3 times when the online store has a native language service. This simply highlights the trust factor. By having multiple languages, you can surely earn the buyer’s trust and it will lead to an increase in sales.

When a customer is happy with the e-commerce business, then he/she will naturally tell other customers about it, and snowballing will help you and your e-commerce to grow.

5. Competitive Edge

As earlier stated, the world is getting smaller and smaller. Everyone prefers to purchase from an e-commerce platform. The bubbles of e-commerce are growing day by day- Competitors of your bubble of e-commerce business are growing day by day.

When competition is fierce, so should be the preparation to fight the competition. In cut-throat competition, it is wise to have a competitive edge over your competitors. Having a multilingual website is a competitive edge as it generates more revenues and nurtures the trust of customers.

6. Better Customer Experience

In today’s competitive world, it is not sufficient to just fit in a box of competition. You have to make your e-commerce stand out from your competitors. When everything from product description to checkout is translated into the native language of customers, they will feel more personalized and precious.

For a potential customer, the automatic translator will meet their demand easily. Customers will have a better idea about the product, if the product description is available in a foreign language then customers are less likely to buy the product because of a lack of understanding of the product.

7. Reach wider customers

Any business has two goals; Earn more revenues and reach wider customers. Multilingual settings of the website not only help in generating more revenues but also help in reaching wider customers. When your e-commerce has a higher SEO ranking it will naturally be reachable to more audience globally,

Global audiences can easily interpret products in their desired language, and customers will make easy-informed purchase product decisions. More international customers will generate more revenues and you will keep leading in the competition.

8. Assist Distributors and Franchisee

When you are open to offering multiple languages to your e-commerce website shows, you support your distributors and are open to franchise options as well. The multiple languages will not attract new customers, but they will also attract business prospects in distributors’ native language.

Thus, for availing above mentioned benefits, the need for a multilingual e-commerce website is a must.

How PIM optimizes multilingual eCommerce content management?

Quality translations are a must need for a better customer experience and for attracting new foreign customers. When your business has a pool of product data and data in a different language, then the translation will become more complex.

PIM-Product Information Management will ease out your pain. PIM will centralize and manage your translation with the help of a unique interface. PIM’s multilingual content management allows editors to create new content in any language. The created new content will work in the customer’s native language.

PIM not only generates new multilingual data or native data for the customer but also keeps consistent data throughout the country and language-specific outputs.

The difficulties without PIM

As we have already seen the benefits of multilingual websites and PIM, let us have a look at the difficulties which you will face, if you adapt the multilingual option without adapting PIM.

Multiple Translators: When a central platform is not available for translations, then you will be requiring multiple translators to translate different languages for different countries. The management of different translators is time-consuming, requires a lot of attention, and is a tedious task than having a single platform.

Cost-Consumption: When multiple translators are installed instead of a single platform, costs will be higher. The costly and time-consuming tasks will bring down your performance. Being under intense competition, you can’t afford to have a lower performance.

Revision and Correction: PIM takes care of all punctuations, syntaxes, idioms, and currencies very carefully. No other translators of the system will take care of all the way PIM does. So your content may require revision and correction over and over again- which is a tedious and head-scratching task.

Thus, to avoid having multiple translators that may differ the working procedures of your e-commerce website, to avoid revision, and to save the cost PIM is a must needed for a multilingual e-commerce website.

How is PIM effective?

PIM effectively works as below, so that you can have a higher SEO ranking for your e-commerce website.

Centralize translation project: PIM is system management of content translation. Through this central source, you can manage the content of your translations in as many languages as you want. The organization of content is checked thoroughly before it goes on the digital platform.

Control quality of translation: PIM is the central platform for management, centralization, optimization, and the translation process. Through its user rights, users can manage the function and contribute or revise translations, approve translations and delete translations.

Optimize translation quality: You can translate product catalogs through a user-friendly interface. PIM’s central product reference source has data in different languages, and PIM makes a complete product datasheet in the interface.

How does PIM work?

PIM stores the supported languages in parallel layers. PIM takes the base language as English, and with the help of an outside translator, it will convert the desired language of an e-commerce website for a particular country. The new content has been produced by technology, but it needs a human touch.

Human review is required to check if the produced data is readable and holds correct information or not. PIM allows users to compare the data- one existed and one newly produced. Those users who have access can modify the data if any corrections are found.

The new data product for different languages is a lengthy process that eats a lot of time. But the results are fruitful of a lengthy process- results are new international customers and existing loyal customers.

PIM supports the localization of content and allows marketers to put content on different channels. PIM interface seamlessly translates the content. Before publishing, the concerned in-house persons can preview, edit, modify, delete, and check the translation before it goes publicly published.

Globalization through localization

If you want to have your globally scalable eCommerce platform, then you must start with localization. PIM does localization of units. PIM and multilingual features of the website will uniform the localization of units. You only need to edit one unit and then distribute it across the desired products.

When a website is showing the product’s description in the customer’s native language, another great benefit of the multilingual website is that the price will be also in the customer’s desired currency-their local currency. Customers are more likely to buy a product when the pop-up prices are of their native currency.

Connection of Globalization: When you give customers access to doing shopping in their local language. They will feel free and this localization will end up getting into a global place. Your e-commerce brand will connect with international customers, which was not a feasible option without multilingual and PIM.

Let your customers choose their region and language. You need to provide them with a pool of choices of where they can choose their preferred language.

Final Thoughts

The E-commerce platform is a future platform for shopping. You can’t be in the dark and let your competitors win easily. A multilingual e-commerce website is useful for having a higher SEO ranking of your e-commerce website, for doing free promotion, for getting new international customers, for better customer experience, for gaining trust, and for having a competitive edge over competitors.

PIM is the best solution as it removes the panic situation where you have to worry about multiple translators, investing a lot of bucks in translators, and wasting time in the revision of translated data. PIM works effectively so that users can modify the data before it goes digitally published.

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