Data-Driven International Marketing: 53 Statistics That Show Why Translation Matters

Would you buy from a website you can’t understand? You’re browsing an online store, excited to buy something but as soon as you land on the page, everything is written in a language you don’t understand.  Would you still go through with the purchase? 

Chances are, you’d hesitate. And you wouldn’t be alone.  A global study by Common Sense Advisory found that most shoppers prefer websites in their native language, and nearly half won’t buy if the site isn’t translated. 

That is why international marketing is important. It’s not just about selling but about ensuring customers feel confident enough to buy because trust starts with understanding. 

Many businesses assume that if their products are available worldwide, people will buy them. But here’s where they get it wrong, if customers can’t understand your brand, they won’t engage with it.  

To truly connect with international buyers, businesses must do more than just offer a product. They must speak the customer’s language, both literally and culturally. 

What is International Marketing and Why is it Important in Global E-commerce? 

E-commerce is booming—but competition is fiercer than ever. By 2025, global online sales are projected to hit $4.8 trillion, and by 2027, nearly a quarter of all retail purchases will happen online (Statista).  

Businesses are no longer just competing locally, they’re up against brands from around the world. 

This expansion presents huge opportunities, but going global doesn’t guarantee success. Many businesses enter new markets expecting immediate growth, only to struggle with low engagement and poor conversions. 

Why? Because global expansion doesn’t simply mean making your products available in different countries. You must make them accessible and relatable to your international customers. 

Take Australia for example, one of the world’s most digitally connected markets. A 2024 Global Digital Insight study found that 52.8% of Australian internet users purchased goods or services online. In 2024 alone, 17.08 million Australian —63.94% of the population—shopped online each month (Source). The country’s total online retail turnover reached $4.143 billion in August, with fashion products leading sales at AU$11.64 billion.  

That is a massive potential for businesses expanding internationally, only if they get their strategy right.  

Simply having an online presence isn’t enough. Without an effective global marketing strategy, businesses struggle to turn visitors into buyers.  Customers won’t buy from just any website, they need to understand and trust the information presented to them.  

So, how does international marketing help? 

It’s more than just launching a website in another country and hoping for the best. Successful global brands connect with people in a way that feels natural to them, which means adapting language, cultural nuances, and buying habits to build trust. 

If businesses want to thrive in the global market, they need a well-structured international marketing plan that prioritises translation and localisation. 

In the 2020 update of the “Can’t Read, Won’t Buy” study by Common Sense Advisory found that: 

• 76% of online shoppers prefer to buy products with information in their native language.  
• 64% are even willing to pay a higher price if they receive customer support in their native language. 

See the pattern?  

Native language marketing isn’t just about preference, it’s a competitive advantage in global e-commerce. Businesses that prioritise translation and localisation are better positioned to connect with their audiences and drive sales. 

How Much Does Language Impact Trust & Brand Loyalty? 

Getting a customer to buy from you once is one thing but keeping them coming back is another. And one of the biggest drivers of brand loyalty? Language. 

Companies that localize their marketing content see an average revenue increase of 25% (Statista). But why do translation and localisation matter so much? Because trust plays a huge role in purchasing decisions. 

Even when consumers speak English, they still prefer to shop in their native language. It’s all about trust. 

The “Can’t Read, Won’t Buy” study surveyed 8,709 consumers across 29 countries and found that companies risk losing 40% or more of potential customers if they don’t translate their content. And the numbers don’t lie: 

• 65% prefer content in their language, even if it’s poor quality. 
• 73% want product reviews in their language, if nothing else. 
• 76% are more likely to purchase when product information is in their native language. 
• 40% will not buy from websites in other languages at all. 

In other words, clear, localised content builds trust and trust leads to conversions. 

Now, trust isn’t just about making the first sale, it determines whether customers return. 

A returning customer is far more valuable than a one-time buyer, and language plays a huge role in customer retention. The “Can’t Read, Won’t Buy” study also found that: 

• 75% of consumers are more likely to repurchase from brands that offer customer support in their native language. 
• Even fluent English speakers—60% of them—prefer customer service in their first language. 

But what happens when customers don’t have that option? The answer is simple: Customers look elsewhere. 

If two competing brands sell the same product, 76% of customers will choose the one that provides product information in their language. Among non-English speakers, that number jumps to 89%. 

However, language isn’t the only factor at play. Pricing matters, too.  

When given the choice, 66% of consumers will choose a cheaper product even if it’s not translated. But that number drops to 48% among non-English speakers, proving that for many, clarity and trust outweigh the cost. 

Businesses can’t rely on pricing alone to stay competitive in the global market. The brands that succeed are the ones that prioritise accessibility, trust, and a localised customer experience. 

Language doesn’t just influence what people buy—it shapes how they feel about a brand. This is where the Underwear Effect comes into play. 

What’s the ‘Underwear Effect’ and Why Should Marketers Care? 

Imagine making a big purchase online but the website isn’t in your native language. Would you feel 100% confident clicking “Buy Now”? Probably not. 

That’s exactly what Renato Beninatto, co-founder of Nimdzi Insights, describes in the Underwear Effect. It suggests that people make more confident purchasing decisions in their native language, especially in situations that require trust—just like how they feel most comfortable in their favorite underwear. (Source)

Why does this matter? Because trust influences every step of the global marketing journey. 

People buy from brands they trust and that trust starts with speaking their language.  

Businesses that ignore translation and localisation risk losing customers to brands that understand the emotional connection consumers have with their native language. 

Is English Enough? Why Businesses Must Speak Their Customers’ Language 

One of the biggest mistakes companies make in international marketing is assuming that English fluency is widespread enough to reach all potential customers.  

In reality, only about 20% of the world speaks English fluently—meaning businesses relying solely on English are cutting off massive chunks of their audience. 

English proficiency also varies significantly by region according to EF English Proficiency Index: 

• European countries like the Netherlands and Sweden have the highest English proficiency levels, making them easier markets for English-based content. 
• In contrast, English proficiency is among the lowest in the Middle East, meaning businesses targeting this region must prioritise translation to effectively reach consumers. 
• Surprisingly, younger adults (18-20 years old) have lower English proficiency than older age groups 

But language barriers don’t just apply to spoken communication—they affect how people interact with content online.  

What are the most spoken languages online?  

Even though English dominates the internet, billions of users browse in other languages. Here’s a breakdown of the top 10 languages used on websites today (W3Techs, 2024):  

1. English – 49.4% of websites 
2. Spanish – 6.0% 
3. German – 5.6% 
4. Japanese – 5.1% 
5. French – 4.4% 
6. Russian – 3.9% 
7. Portuguese – 3.8% 
8. Italian – 2.7% 
9. Dutch/Flemish – 2.2% 
10. Polish – 1.8%  

If businesses want to thrive in global e-commerce, they need to go beyond English-only strategies and meet customers where they are. Investing in multilingual content isn’t just about translation but about unlocking new markets, building trust, and creating a seamless international marketing experience. 

What’s the Next Step for Businesses? 

The message is clear: Businesses that fail to adapt to multilingual markets lose customers to competitors who invest in language accessibility. 

Expanding globally means ensuring that customers can engage with your brand in a way that feels natural to them. If they can’t understand your content, they won’t buy from you. 

So, what should businesses do to build a strong international marketing strategy? 

1. Know your audience. Research target markets to understand language preferences, cultural expectations, and consumer behaviors. 
2.  Invest in professional translation and localization. Adapt messaging, visuals, and brand tone to align with each region’s unique identity. 
3. Test multilingual content. Work with native speakers to refine translations before launching in new markets. 
4. Provide multilingual customer support. Assisting customers in their preferred language builds trust and long-term loyalty. 

International marketing is more than just selling in different regions, it’s about making sure your business speaks your customer’s language. Companies that prioritise language accessibility see higher engagement, better conversion rates, and stronger brand loyalty worldwide. 

When translating websites and product information, it is essential to engage a team of linguists that will ensure the way you communicate will have a similar effect in all languages. Contact us to discuss how we can help you reach a global audience.