If you have an e-commerce business, translating your online shop to Polish could help you increase your sales and customer base. With a stable and growing economy, Poland is of increasing interest to global retailers. And when you consider that 20,000,000 Poles live outside of Poland, there is a huge untapped market awaiting online retail businesses.
Recently, I have started translating blog articles for Badoo, a well-known company that aims to reach Polish communities worldwide. I believe that online retailers should also embrace the opportunities available by targeting a Polish audience – and translation is the key.
Put simply, you will have access to millions of new customers and a growing market. During the first quarter of 2022, Poland’s GDP was expected to be significantly higher than the EU over the coming year with a forecast of 5.5%. Known for its diverse economy, macroeconomic stability and infrastructure investments, Poland is a highly attractive market.
Although the average income in Poland is still below the EU average, unemployment is very low in comparison, but it’s estimated that 54,000 people in Poland have management jobs.
Poles are increasingly receiving salaries with more disposable income and the ability to spend more on products. However, this only accounts for residents of Poland alone. Imagine the possibilities of selling to Poles based across the globe? The conclusion: by forgetting about Polish customers, you could be missing out on millions of sales.
Understanding how the Polish customer thinks and what affects their purchasing decisions will help you translate your products into attractive items people want to buy.
According to one study (“Market diversity in the times of the new consumer”, MAM platform), the Polish customer is a rational thinker who will change stores to find better offers. They weigh value by equally comparing price with quality. As a result, they are less likely to be loyal to one particular brand, which means online retailers need to earn their trust.
For more detailed demographic insights, read our previous blog, 27 million potential customers are waiting for you to open your store in Poland.
Poles prefer to know who they are buying from, especially when it comes to online transactions. Without effective website translation into Polish, customers may become wary and choose to buy elsewhere. Marketing messages need to be relevant and impactful, customized to the Polish speaker. Social media posts need to talk to people in their own language with an appropriate cultural understanding and awareness of social nuances.
Translation is not just about converting words into Polish; it is also important to ensure “localization”, so your marketing is relevant to Poles. When you localize your marketing content, you are ensuring a suitable cultural context to resonate with the Polish customer.
Consider the different areas of your e-commerce store. If you want to gain Polish customers, translate your website content, blogs, social media content, shop and product descriptions. Pay attention to your Polish customers using an interactive, personalized approach.
When it comes to paid social media advertising, make sure adverts are also localized and targeted correctly to a Polish audience. Online retailers who use a customized approach to their paid social adverts tend to see a greater reach and impact.
As an online retailer, it is worth selling through the Allegro.pl platform. Similar to Amazon and eBay, this is the e-commerce marketplace leader in Poland with an estimated 20 million users. 75% of Poles prefer buying online because it gives them 24/7 access to products.
If your e-commerce business has not been translated into Polish, you will be missing out on immediate sales. By choosing to ignore this important market for the long term, your online store will also miss out on a valuable, growing customer base that could provide repeat business for many years to come.
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Looking for an experienced e-commerce translator, who can help you sell products to Polish people anywhere in the world? Get in touch today.
Sources:
https://instreamgroup.com/en/export/poland/
https://aploqtranslations.com/polish-e-commerce/
https://en.wikipedia.org/wiki/Polish_diaspora
https://omnipack.com/blog/e-commerce-in-poland
https://www.linkedin.com/pulse/guide-polish-consumer-matylda-setlak/
https://aploqtranslations.com/guide-to-targeted-social-media-marketing/ https://rmx.news/poland/polish-economy-expected-to-grow-at-faster-rate-than-eu-average-over-next-two-years/
Language verification carried out by a native speaker will ensure that your website contains no mistakes that are caused by a lack of cultural knowledge.
Your website is a business card that enables customers to get to know you and assess whether they can trust you. By sharing information about your products and services on it, you build relationships with your customers. The ultimate success of your offer depends on the quality of your communication.
Your website is also an online marketing tool that will help you collect user information and gain new customers. No matter what purpose you want to achieve through your website, translation errors significantly impact your success rate. Here are five things that you might want to consider in order to increase your effectiveness.
Brands with multilingual websites that provide content designed for a specific market are usually more likely to be effective than companies that translate the same content into different languages. The choice depends on the characteristics of the end-users in a given country. If you want to demonstrate to your customers that you understand the country in which you offer your services or products, working with a native speaker will help you build a better understanding with new and existing customers. Every polyglot knows how difficult an art translation is. Even though the tools supporting a translator's work are continually improving, only a human being who understands the culture of the target language can immediately spot words or phrases that are inappropriate in a given cultural setting.
If you have an extensive website with a store or a number of automated messages sent to your customers, you may want to have them translated as well. The translator will ensure that they are correct and consistent with the rest of the website.
As aforementioned, your website is your business card. You have only one chance to make an excellent first impression, especially in Poland. Many Poles find it challenging to gain fluency in a foreign language because the Polish education system focuses on error detection. Many educated Poles feel uncomfortable speaking in a foreign language due to the fear of making mistakes. At the same time, they are incredibly critical of any stylistic errors on websites.
One of the most common mistakes, which is usually caused by the desire to save time rather than money, is skipping the proofreading step. Proofreading costs are not high, and the process ensures that your website is not riddled with errors. Typos are not only irritating to the reader; they can also distort the meaning of a message entirely. Communication to the customer has to be crystal clear. If the customer gets confused or deterred by errors, they will leave your website.
When looking to translate your website, choose a person with extensive experience in marketing and sales translation. It will guarantee the accuracy and persuasive effectiveness of your content. An experienced and qualified translator can improve the text to achieve the best results.
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