Consumers are more likely to make a purchase in their native language. eBay understands this and is taking steps to improve user experience and interaction on their websites, regardless of the language.
eBay engineers are working hard to translate their content and they already have a beta version of their Russian website. The translation applies only to the title of the listings but will soon spread to other elements of the listings, such as the description. I checked the Russian version of eBay and found that the titles are not always translated, but if you keep your mouse cursor over the title, the translated version appears.
The translated titles also provide a rating window which customers can use to rate the translation. This will help the engineers with their work as the feedback from users will make their algorithms more accurate.
The search queries will also be affected by the machine translation. In the past, results in the same language as the original search would have had priority over the results in the native language. Now, the queries in Russian will be automatically translated to bring the most relevant results to the user.
Why are eBay going to such lengths? Well, if people can shop in their own language they will shop more, and more shopping equals more revenue for eBay.
Localisation is a must!
Common Sense Advisory conducted two studies to see how many people prefer their online shopping to be done in their native language. The first survey from 2006 showed that 73% of the participants would only buy from a website in their native language, which grew to 83% in the larger 2014 survey.
You can view the full report here.
The results speak for themselves. Consumers are more likely to make a purchase from websites that are in their native language.