1. eCommerce Localization
Managing 60,000 product descriptions and 20,000 updates a year

2. Tennis-Point
An online store that also operates brick and mortar stores.
250 employees
100% annual growth
60 million EUR revenue
16 offline stores
Eurosport exclusive partner
>600,000 orders a year

3. International presence
And localization requirements
11 languages
Top markets: Germany, France, Spain, Austria, Italy, Switzerland
40% revenue based on international traffic

4. What is special about online store localization
Highly repetitive content
Huge volumes
Content types:
eStore UX
product names
product descriptions
marketing , videos
Huge volumes: words per product * products = 1.1 – 1.5 million euros per language to localize manually
Highly repetitive content: most product titles contain the same words
Fast content lifecycle: 5-6 months before wear get out of fashion
eCommerce lingo
Thousands of small batches

5. Challenges: 60,000 20,000 Limited budget Volume, speed, budget
products
20,000
updates per year
Limited budget

6. Product titles Generated from attributes Rule-based
Building from product attributes
Applicable to French, Spanish, Italian, English, and many more languages
5,000 strings initially
Tennis Clothing
Aussi Open
Tank-top
Damen

8. Integration eStore product information system TMS with memory
Submit portal
Marketing newsletters
Product titles
Metadata
Article descriptions

9. Localization department
Process BEFORE the integration:
New product
Content manager
Localization department
LSP
Manual updates:
> 1,000 man-hours a year

10. Our process AFTER the integration:
New product
Content manager
Localization department
Automated transfer
Auto-updated product information
TMS
LSP / Freelancer
Approve translation in TMS

11. From LSP to freelancer model
Why?
Lack of integration on LSP side
Lower cost
Faster delivery
Varying translation quality
Important:
Keep control over translations and translation memory
Centralized translation management
Automation, project templates
Implement a quality check
LSP

12. Wins Half a year in work hours for content management
Fewer translation requests
Attribute usage for product-titles / bullet points
Translation memory reuse
Quality assurance
Approve internally
Approve by a second translator

13. Next step: product descriptions
French
German

14. Conclusions
How to localize an eshop into 11 languages without spending millions?
Define parts to translate first
Shop system
FAQ, UX
Product attributes
Focus on product titles
Implement automation rules
Translate product descriptions of top products first

15. Vendor perspective on eCommerce l10n

16. Is eCommerce lucrative for LSPs?
Retail ecommerce sales worldwide
Source: eMarketer, August 2016

17. 17% think this way
What's the most attractive industry vertical for LSPs in the next 3 years?
Source: Slator

18. LSP working with online shops
Tech is your friend
Integration expertise
New products
Autolocked TM matches for updated content MT
Product descriptions
User reviews (Tripadvisor, Booking.com)
99% of content
Analytics
Localization vs PPC/SEO budgets

19. Shop systems
More than 120 exist…
Source: ecommerce-platforms.com

20. But only a few have preconfigured connectors8+
Few shop systems are multilingual and connect to TMS out of the box 5+ 3+

21. Work with tools before the buyer
Most established shops have IT teams
DIY: APIs, modules
Scalability & speed most important
Offer more than localization
Multilingual SEO
marketing globalization
Content adaptation (images, country standards)
Sentiment analysis

22. Thank you!