Research commissioned by the European Commission found that 82% of consumers were less likely to buy goods online if the site was not in their native language.
Globally, research firm Common Sense Advisory found that 72.4% of consumers were more likely to buy a product with information in their own language.
Will Wynne, co-founder of Arena Flowers, puts it perfectly: “I think the language is a no-brainer. You’re not going to have any success if you don’t adapt to the local language.
“It’s almost a matter of respect. If you think there’s 60 million people in France and 80 million in Germany, and the idea that they would use our website if we didn’t translate is probably a bit ambitious.” 20% of Arena’s sales come from overseas markets.