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 vast 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 of an online shop is the key.
Put simply, you will have access to millions of new customers and a growing market thanks to online shop translation. 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%. Poland is a highly attractive market because of its diverse economy, macroeconomic stability and infrastructure investments.
Although the average income in Poland is still below the EU average, unemployment is deficient 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: forgetting about Polish customers could be missing out on millions of sales.
Understanding how 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 shops need to earn their trust.
For more detailed demographic insights, read our previous blog; 27.
Poles prefer to know whom they are buying from, especially regarding online transactions. Without a Polish language version, which means an effective Polish translation of your website, customers may become wary and choose to buy elsewhere. Marketing messages must be relevant, impactful, and customised to the Polish speaker. Social media posts need to talk to people in their language with an appropriate cultural understanding and awareness of social nuances. It can't be translated by machine translation, which does not support the cultural and social nuances.
The translation is not just about converting words into Polish; it is also essential to ensure “localisation” so your marketing is relevant to Poles. When you prepare a foreign language version, you need to localise your marketing content. Localising your online shop ensures a proper cultural context to resonate with the Polish customer.
Consider the different areas of your e-commerce store. To gain Polish customers, translate your website content, blogs, social media content, and shop and product descriptions. Pay attention to your Polish customers using an interactive, personalised approach.
For paid social media advertising, ensure adverts are localised and targeted correctly to a Polish audience. Online retailers who use a customised approach to their paid social adverts tend to see a greater reach and impact.
As an online retailer, it is worth selling through Allegro.pl platform. Like 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 online shop has not been translated into Polish, you will miss out on immediate sales. By ignoring this critical 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.
Looking for an experienced e-commerce translator, who can help you sell products to Polish people anywhere in the world? Get in touch today.