The E-Commerce Disruption Series: How To Achieve E-Commerce Website Translation With Speed and Efficiency

This is the sixth piece in the Lionbridge E-commerce Disruption Series, which explores changes in the e-commerce space as a result of the COVID-19 pandemic. Read the first article here.

Your content is ready for multilingual translation and your Language Service Provider (LSP) is ready to start working. You may think you have a solid plan for your B2C or B2B international e-commerce sales, but not so fast. Your LSP’s ability to leverage technology to provide an efficient workflow during the e-commerce website translation process is of critical importance and must not be overlooked. 

Retailers face a proliferation of product descriptions (SKUs) as COVID-19 accelerates e-commerce activity. Companies turn to technology to help manage these SKUs. To achieve the speed that is necessary to deliver a successful online shopping experience, your LSP must offer a connection to your technology system. That way, you can easily send and receive your content and complete translations quickly. The faster your SKUs are translated, the faster you can offer products to your target market and potential customer base—and generate online sales.

Are you looking for a linguistic partner for your projects? Learn more about our e-commerce services.

Why is E-Commerce Website Translation So Important?

To truly resonate with customers in any global market, you need to speak their language. According to a CSA Research study, 66% of respondents said that given the choice between buying similar products, they would choose the one that offers product information in their native language. For those with the least competency in English, the preference leaps to around 85%. Source: “Does Language Matter? The Impact of Language on the Customer Journey,” CSA Research, June 10, 2020 
Clearly, e-commerce website translation is pivotal to the purchase decision.

How Does Lionbridge Expedite the E-Commerce Website Translation Process?

Lionbridge integrates with leading B2C platforms, Product Information Management Systems (PIMs) and digital content management platforms to enable brands and retailers to work within their own e-commerce platforms while streamlining the website translation process. This connectivity to critical platforms allows brands and retailers to:

• Send product content for thousands of SKUs for translation
• Share product catalogue content for localization
• Send/receive marketing materials for digital commerce experiences

“We understand the requirements retailers have around quick turnarounds and cost-effective solutions,” says Arnold Koh, Lionbridge Sr. Director – Connector Product Strategy. “Our connectors eliminate repetitive and time-consuming manual steps so we can increase the translation output. As a result, retailers can keep up with high volumes, constant updates and changing products.”  

Why is the Most Common File Transfer Method Inadequate?

The most common method of file transfer is database file exports, which results in counterproductive outcomes. Using this inefficient method of file transfer requires more effort to manage, import and export content, track work and administer quality assurance. Additionally, there’s no granular control over the translation process. The extra time needed to execute translations often results in added costs and an overpayment for e-commerce translation services.

Lionbridge’s ability to integrate with leading platforms enables retailers to avoid common pitfalls. Additionally, it provides access to one of the most robust translation workflow solutions possible.    

What E-Commerce Platforms Does Lionbridge Connect With?

Lionbridge offers integrations with retailers’ e-commerce platforms. This results in a seamless exchange of files for translation and localization and enables retailers to work within their own familiar environment. Lionbridge has developed integrations for leading industry players including:

• Salesforce Commerce Cloud, formerly Demandware - A leading B2C platform and a leader in Gartner’s 2019 Magic Quadrant for Digital Commerce
   
• SAP Commerce Cloud, formerly SAP Hybris Commerce - A leading B2C platform and a leader in Gartner’s 2019 Magic Quadrant for Digital Commerce
   
• Sitecore - A niche player in Gartner’s 2019 Magic Quadrant for Digital Commerce and a leading digital content management platform
   
• inRiver PIM - A Product Information Management System for managing product content and catalogues
   
• Stibo Systems - A Product Information Management System for managing product content and catalogues

“We connect with the top digital commerce tools, like Salesforce Commerce Cloud and SAP Commerce Cloud, and also Product Information Management Systems (PIMS), like inRiver and Stibo,” says Cynthia Stephens, Lionbridge Vice President of Demand Generation. “Regardless of your business model—whether you are selling products directly to consumers on your website or just engaging target customers to your site—we can localize all of that content because we can connect with all of your digital commerce and e-commerce platforms.”

See It in Action 

Use case for a global manufacturer

Lionbridge significantly tailored its connector for a global manufacturer that uses a highly customized version of SAP Commerce Cloud, formerly Hybris. Lionbridge’s operations team made modifications to the connector so it would perfectly align with the manufacturer’s individual business requirements. The integration is being used for the translation of thousands of SKUs per month for B2B and B2C digital applications in up to 45 languages for Europe, the Middle East and Africa (EMEA).

Prior to the launch of the connector, company employees manually sent content to Lionbridge in chunks, which was a time-consuming, inefficient process. The customized connector has automated the translation process, increased efficiency and speed, and removed an element of risk through the elimination of manual tasks. Plans are underway to roll out the connector globally.

Use case for an iconic U.S. fashion brand

An iconic U.S. fashion brand uses the Lionbridge connector for integration with Salesforce Commerce Cloud to send Lionbridge roughly 3,000 words per day. The retailer’s product descriptions are translated into five languages and adapted from U.S. English to U.K. English. Lionbridge added a feature enhancement that enables the retailer to preschedule content for translation.

“The automation reduces the labor requirement on publishing the translated content and makes everything flow smoothly from start to finish,” says Colm Connolly, Lionbridge Global Program Director Operations. “The client’s positive feedback often underscores the speed at which Lionbridge is able to deliver translations, which is made possible by the connector.”

What Are New Lionbridge Integrations?

Lionbridge continuously seeks ways to expand its connector offerings to integrate with the platforms that are most important to its customer base. Lionbridge is currently developing an integration solution for Oracle Content and Experience (OCE), a content and document management system. OCE stores content such as blogs, images or videos that may be utilized in an e-commerce use case. These marketing assets can then be deployed in Oracle Commerce. 

Oracle and its customers who engage with Lionbridge will have an easy, seamless way to send their content to Lionbridge directly from the Oracle platform. After the material has been translated, Lionbridge will send it back through the platform. This process will result in increased efficiency and time-savings gains.    

“As an added benefit, these retailers will not need to break their workflow,” says Stephen Harris, Lionbridge Account Director, Sales. “And once they use the connector, they will have access to a world-class translation management system.” 

What if Lionbridge Doesn’t Have a Connection for My E-Commerce Platform?  

Lionbridge is agnostic when it comes to the e-commerce platform a client uses. If Lionbridge does not offer a connector for a specific platform, it provides integration options through its REST-based translation API or its Universal File Connector (UFC). Lionbridge’s Content API is the first open API that supports all translation quality levels and more than 40 different file types.

Lionbridge deployed its Universal File Connector (UFC) to integrate with a leading German luxury fashion retailer’s PIM system and added functionality in the UFC to alert the retailer if files were not submitted on time. Additionally, Lionbridge also introduced a split file function to make it easier to assign work to multiple linguists. With the efficiencies realized from the connector, Lionbridge translates up to 1,000 product descriptions per week in seven languages for the retailer.    

“All of our work around integration boils down to one thing. We want our customers to have the easy button for translation within their platform so they can deliver positive online shopping experiences for their customers in multiple language," says Koh. 

A Lionbridge connector goes a long way towards helping companies achieve their marketing and sales objectives despite additional challenges caused by the coronavirus pandemic.

Get in touch

Interested in seamlessly connecting your system with ours? Reach out to us to learn more about our connector solutions and how Lionbridge can help you meet your global e-commerce goals.

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