TRANSLATION –TRANSCREATION – TRANS-ADAPTATION FOR EFFECTIVE E-COMMERCE LOCALIZATION

In this paper, e-commerce localization is understood as a strategic approach for adapting a site to the local language and culture of target markets. It definitely influences and shapes online consumption globally. Based on previous research, we explore the benefits of translation support technologies for localization. Then we focus on the multi-language experience in international shopping, highlighting the impact of language on global audiences. In addition, we provide an example of webpage texts that are culturally and linguistically resonant with the target markets. Similarly, we highlight an example of product description translated by resort to Google Translate, which proves to be an unreliable tool as the grammar rule for forming the plural in Romanian is not applied. As for the cultural localization, the paper highlights the need to combine machine translation with a human translator who has transcreation and trans-adaptation skills to ensure efficient and ethical communication to clients or site visitors from overseas markets. The affective and linguistic processes can influence human behavior in a consumption context. Thus, in the e-commerce localization project, translation is carried out on several levels to ensure that the writing style, tone and other important elements of the original material are translated correctly. The paper concludes that translating content and conducting multilingual keyword research with the audience in mind, proper linguistic management of texts, cultural awareness and cultural sensitivity represent the most feasible approach to make content available to international communities and consumers.