4 trends in global e-Commerce

The e-Commerce industry is changing daily, driven by exciting new trends and features, new ways to make online purchases, the impact of consumers engaging with brands through social media and the demand for global product availability.

Statistics show that 42% of consumers worldwide make online purchases, and that B2C e-Commerce will rocket to a whopping $1.5 trillion in annual sales by 2020.

Each of these 4 trends has a direct impact on the localisation industry and we see online retailers turning to translation in increasing numbers, to assist with their multilingual efforts in each of these areas.

Trend 1: Artificial Intelligence & technology Translation memory - 4 trends in global e-Commerce

More and more e-Commerce channels are using live chat services to communicate with customers and give them a more streamlined service to suit their shopping needs. Artificial Intelligence (AI) has been adopted by many retailers as a fully automated service, which acts as a first port of call between the customer and the brand. This interactive service makes the user’s shopping experience more interesting, and allows the seller to present their services on numerous platforms, whether it be on their own website or through a social media site.

Live chat users spend an average of 5%-30% more on products after having interacted with the AI.

As more customers are interacting with this kind of technology from a wider, global market, it is essential that services are correctly localised, ensuring they are the perfect fit for each and every customer.

Trend 2: The rise of alternative payment methods F Finance 71 - 4 trends in global e-Commerce

With the introduction of contactless card payments and new cutting-edge technology such as Apple Pay, 2017 may see the end for traditional payment methods. e-Commerce has opened the door to an abundance of new payment methods, and whilst some countries prefer a more traditional card payment approach, the undeniable rise in both ease and popularity of online shopping means that we are seeing a revolution in payment technology.

Did you know that Australian consumers are some of the world’s biggest users of eWallet systems? Or that card payments aren’t popular in Netherlands, and instead consumers prefer iDEAL; a native real-time bank transfer? It’s important to know which method your target market prefers.

Trend 3: Growth in emerging markets Global - 4 trends in global e-Commerce

Think global, act local. More people and countries than ever before are now connected to the internet. If you want to take your business global, don’t ignore new and upcoming markets – some of these represent huge growth potential for the e-Commerce industry.

Asia-Pacific is the largest regional retail market, representing 38% of the global retail economy.

Consumers in China, India and Indonesia are expected to drive retail sales in the coming years, as disposable incomes in these markets rises. Latin America is the 4th largest region in terms of sales, ahead of Central and Eastern Europe (source: emarketer).

Trend 4: Multimedia content SmartMATe Portal - 4 trends in global e-Commerce

Top internet retailers are connected to all social media channels, perhaps more recently Snapchat and Instagram, where they share engaging and powerful content through video, photos and infographics. To have the greatest impact on their international audiences, not only do internet retailers need to translate these messages, they need to localise them to make sure they are culturally appropriate.

It is predicted that up to 60% of customer interactions with online retailers are on mobile devices.

A truly integrated internet retailer has the ability to provide global product information, supporting target languages and offer products with local pricing, currencies & shopping, all while making the entire experience feel natural to the local user. More importantly, the retailer will put buying at the top of the user’s priority, no matter where they are on the globe.

Website integration

Our translation technology suite, SmartMATE, has the ability to integrate with your own systems.

If you use WordPress or Magento, we have dedicated tools to connect your site to our translation ecosystem. If you use another CMS or e-Commerce platform, our website translation proxy is an easy and quick way to localise your content without affecting your English site.

Magento Connect

Translate your Magento content, e-Commerce site and product catalogue updates quickly and easily

Website translation proxy

A cloud-based solution that sits in front of your website and overlays translations so that different audiences can see content in their local languages

The world of online shopping is becoming increasingly interactive and fast-paced, and the numbers show that it is not about to slow down. As we have seen, e-Commerce touches consumers in every part of the world, in every language, on every kind of device.

The companies that will enjoy the most success globally will be those who can engage with their international consumers, in multiple languages through various channels and provide global availability for their products.

Each of these goals present unique challenges, but a localisation partner can help you get there.


As well as being a self-confessed language geek and baking fanatic, Fiona is the Digital Marketing Manager at Capita Translation and Interpreting. When she's not writing blogs, she often dreams of touring France one patisserie at a time.

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