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English to read ‘This translation does not make any sense,’ And then there are the sentence structures and tone of voice
but it shows that automated translation can still make up for that are very important in every language. These are very
some painful mistakes when it is used by people who do not delicate subjects, which can only be translated correctly into
know how to use it properly. another language by someone who knows the rules of and is
familiar with the target language. Even though the quality
Another way in which people try to save costs in transla- of machine translations has increased significantly, a native
tion is using underqualified translators or even friends or speaker is still required to check whether the translation is
acquaintances ‘who also know a bit’ about the desired target adequate. And he or she will most definitely have to make a
language. However – and apparently this is not needless to few alterations in the text provided by, for instance, Google
say – speaking a certain language a little bit does not make Translate.
you a professional translator. Still, many product descriptions,
website texts, terms and conditions, and other vital texts for Up until now, we have only discussed translation errors that
online shops are translated by non-native amateurs, with can cause your online shop reputational damage because they
negative consequences. make you look like an amateur and someone who does not
take his target audience very seriously. This may very well im-
What makes translating so difficult? pede your chances of success in that country, but translations
One of the things that makes translating texts in other errors can cause far more serious damage. Consider the con-
languages so challenging is that words can have various sequences of incorrect translations of legal texts, your terms
meanings. For both a machine and people with insufficient & conditions or medical information leaflets, for instance.
knowledge of the target language it can be quite difficult to The consequences of these mistakes are much worse and can
pick the right translation in a specific circumstance. After all, result in serious problems.
when you want to sell construction items abroad, it is impera-
tive to use the correct translations for products such as nails It is also good to understand that when you expand your
and bolts, as these terms have multiple meanings in English. business to a country where they speak the same language as
you, you will still need to ‘translate’ your content so that it fits
In addition, every language has words that mean something in with your target country - for example, when you want to
completely different in another language - the so-called false trade in Belgium as a Dutch or French company or in Austria
friends. In English, for example, you can make someone very and Switzerland as a German company. Even though the
happy by surprising him with a gift. In Germany, however, language will be mostly the same, there will still remain innu-
people will not like you very much for it, as ‘gift’ is their word merable differences in legislation, and cultural and linguistic
for poison. And be very careful when ordering fish in France, habits. In addition, the same word can have different
as the French word for it is ‘poisson’. In addition, the Dutch meanings across the border, so be sure to call in the help of a
use the word ‘smoking’ for a tuxedo, but when you use that native professional, so that he or she can help you with set-
word in an English-speaking country you will be getting ting up your shop the proper way. ••
something completely different.

Tips & tricks
When you have decided to try your luck in another country – regardless of whether the people there speak the same
language as you – be sure to use professionals to translate your texts into the target language:
• Use a translator who is a native speaker of your target language and who is an expert in your field of expertise.
• Make use of a larger translation agency, who will probably have adequate experts and expertise in-house.
• Also use a translator when expanding to a country where they speak the same language as you.
• When opting for Google Translate or another machine translation, make sure to have your translations checked by a
native speaker who is familiar with the subject.
• Make sure you have thorough knowledge of your target country’s laws and legislation. Otherwise, you can run into se-
rious trouble, for instance when the translations of your legal texts or terms & conditions are not adequate. Especially
when you are trading in food products, this can be a very sensitive topic.
• Do not hesitate to call in the help of a third party when your knowledge on a specific subject is not sufficient. For more
information or a list of relevant business partners, please visit the website of Ecommerce Europe, the European ecom-
merce association.
https://www.ecommerce-europe.eu/

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