What is the best way to communicate with e-commerce consumers in Latin America? The “Bad Language” report conducted by Sherlock Communications reveals that overseas businesses could be missing out on USD 46 billion in sales due to poor messaging and bad translation.
The report reveals how much importance Latin American consumers place on messaging, accurate translations and appropriate use of language. Sloppy or bad translations are not easily forgiven by Latin American consumers.
With an estimated 300 million online shoppers, Latin America fast becoming as one of the most promising online markets for international companies. And in this increasingly competitive region, home to almost 250 languages and dialects, language matters. A lot.
This study, conducted by Sherlock Communications across six key countries in the region, provides valuable insights into consumer preferences in Latin America and the impact of communication on online purchasing decisions: poor communication are pushing consumers away and leading to billions of dollars lost in sales.
E-commerce depends on trust, and the Bad Language report sheds some light on how to build trust with Latin American consumers.
The study reveals that 77% of Latin Americans have refrained from purchasing from international companies because of “avoidable mistakes” such as automatic translations and non-representative imagery. Furthermore, 37% of respondents have failed to click on an online ad or search result because of bad translation into their native language. This data is just the tip of the iceberg.
The report is proof of how much consumers in Latin America put their trust in messaging that speaks their own language and takes cultural nuances into account.
The Bad Language report provides valuable insights into why international companies need to avoid generic global messaging and bad translations.
Patrick O’Neill, Managing Partner at Sherlock Communications, said: “As our latest report shows, consumers in the region are unforgiving when it comes to avoidable errors and poor comms. That is why we always recommend that international companies invest in local experts who not only translate but also interpret and understand cultural nuances.”
As evidenced by the report, localization can be the key to avoiding embarrassing situations, costly errors and missed business opportunities due to poor understanding and an inadequate approach to Latin America´s linguistic and cultural diversity.
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