Localization: The Future of E-Commerce – MT Webinar #2 Key Highlights

e commerce webinar

In the second episode of our Machine Translation Webinar Series on April 7th, 2021, we discussed e-commerce localization and its relationship with machine translation (MT). Attendees tuned in from over 40 countries around the globe and speakers brought the ideal mix of experience from both e-commerce (Noon) and machine translation (Tarjama): 

Ajmal Hassan, Vice President of Catalog Quality & Private Label at Noon 

Abdallah Nasir, Machine Learning Engineer at Tarjama 

Here are our most important takeaways from the event:  

Shifted shopping patterns catalyzed e-commerce growth 

People are constantly changing what, when, and how they’re buying products and services. With COVID-19, e-commerce witnessed accelerated growth across the globe and within the MENA region, where customers drastically shifted to online shopping. With cities and countries going under complete lockdown, customers became more knowledgeable and aware of e-commerce as a solution to buying what they want and need. Shopping behavior shifted to a focus on necessary essentials, which increased the demand and sales for essential goods. Many customers who were reluctant to use digital methods of payment now use it with confidence – given that a cashless shopping experience became a safer method in the context of the pandemic.  

Successful e-commerce focuses on constant adaptation 

The challenge with e-commerce is to ensure a seamless and enjoyable shopping experience. With the constantly changing ecosystem that we live in, Ajmal explains that it’s important for an e-commerce company to stay agile, flexible, and adaptable. The focus must be on implementing audit mechanisms that help you identify what’s working and what’s changing, and accordingly adapting and pivoting your strategies quickly to suit the changing consumer needs.  

e commerce webinar

When Noon observed the huge increase in essential goods being bought online, they swiftly bootstrapped and launched Noon Daily – a subscription-based platform that provides customers with groceries and essentials at fast delivery rates.  

Automation in e-commerce also proved to be of key value in the past year – where collaboration on digital platforms became essential for all stakeholders across the supply chain, including internal teams, sellers, and customers alike.  

One size does NOT fit all  

In today’s age of digitization, shopping has become very personal and customers expect very localized experiences. The majority of non-English natives want to engage with e-commerce platforms in their local language. The challenge is to build a solution where – irrespective of what sellers are offering – customers see all the products and services in their local languages. E-commerce localization should focus on creating a personalized experience for shoppers in these 4 main areas across the platform: 

1- Search & discoverability 

2- Product detail pages 

3- Product reviews 

4- Marketing communications 

Machine translation helps scale e-commerce 

To accommodate the pace and volume of work needed to localize e-commerce while preserving content quality and minimizing costs, machine translation plays an important role. As e-commerce companies scale up, integrating Machine Translation Post Editing (MTPE) into their localization workflow becomes vital. Since MTPE uses both machine and human translation which work hand-in-hand, it helps produce faster translations that are less costly, without jeopardizing the quality. The challenge is to find the balance between raw machine translation, human translation, and MTPE that works for your company goals, workflows, and products.  There’s no golden rule for how much human involvement to use for each product or page, but some points to consider are the product price, ROI, and visibility. 

Custom MT models = higher speed and accuracy 

Custom MT models can be built for specific industries, including e-commerce. Custom MT models are built on your own data, which means that instant translations are more accurate to your business and industry lingo. This results in faster production of translations, less effort needed for human editing, and higher output quality – when compared to generic MT models. 

 To get started with your own Custom MT model, Abdallah Nasir explains that you need to send your previously translated data in language pairs to your language technology provider (the more the better!) Machine learning engineers use your data to train MT models, then evaluate and refine the model output. 

Be the first to know about our upcoming episodes in the series. Join our mailing list! 

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Localization Strategy Made Simple – Webinar Key Takeaways

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Transcreation

Transcreation: Tailor Your Content For The Target Culture

Transcreation takes place within the field of translation studies. However, as a technique that is considered to provide more creative results compared to the translation, which is simply changing the words with the right equivalence to give the same meaning, both techniques are employed for different purposes.   We have gathered the necessary details you need to know about translation and transcreation and how they differ from each other.  What is Transcreation?  Even though the terminology itself suggests some ideas about the meaning of this technique, it is still important to know what exactly transcreation definition entails. The word itself is playful since it combines the words “translation” and “creation.” So by far, translation and creativity go hand in hand in this technique.   Sometimes replacing words and trying to give the exact meaning of a sentence won’t work—transcreation steps in when translation is not enough. 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This transcreation challenges experts to market such a massive product in different markets while conveying the same meaning as the idiom has in the English language. This how it is transcreated in other markets:  Latin American Spanish: Mira quién habla, or “Look who’s talking.”   European Spanish: Ya sabe hablar, “already knows how to talk,” something a proud parent might say.  French: donnez-liu de la voix, or “Let him speak.”  Canadian French (Québécois): Petit parleur, grand faiseur, or “Says little, does much.”  As it can be seen from various examples above, transcreation defines countless values, from making your product’s campaign successful to conveying the meanings of the most basic language elements such as proverbs, idioms, and sayings in an accurate way.  Why websites need transcreation  Websites are many individuals’ and businesses’ digital presence in the virtual world. Therefore it is important to treat your page as a unique platform since it constantly communicates and transfers your values and vision to your customers or visitors.   Also, we live in a world where people from miles away can reach a website and acknowledge its existence effortlessly in seconds. For individuals and businesses to create a powerful existence and reach different markets and opportunities, website transcreation provides a beneficial solution, especially when there is a pressing need for delivering content and all kinds of related info to visitors in their native languages and cultural habits. Transcreation blends translation and creativity and allows you to focus on your international or local campaigns to take your brand or digital existence further.   Tarjama offers next-level transcreation solutions for you and your business and makes sure your message and specific needs aren’t lost along the way. So get in touch with Tarjama now to get started on your transcreation journey!