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~ Ontranslation ~

ONTRANSLATION:

‘TRUST’ IS THE LANGUAGE

OF SUCCESS

Text: Frank Calviño // Photos: Ontranslation

Over a decade ago, Oscar Nogueras decided to take the jump and
create its own translation and localization agency. From that point
onward, Oscar developed a deep understanding of the complexity
and importance of proper localization and translation for the
success of any e-commerce wishing to become global. Today, we had
the opportunity to chat with this amazing Spanish entrepreneur,

to learn more about the fascinating world of localization and
translation, and how impactful it is in our customer’s buying OSCAR NOGUERAS
CEO - BUSINESS DEVELOPMENT
behaviour. Oscar’s journey through the complex world of
ONTRANSLATION
localization and translation has allowed him to grasp a massive
understanding of what makes an e-commerce sell and create a successful brand image when
expanding into foreign countries and cultures.

et’s narrow down a bit exactly what understanding needed for that. You won’t be able to build
Ontranslation offers. trust if you don’t do things properly.”
L“Sure. We mainly offer website localization,
e-commerce localization, and SEO translation. We are Currently, do you feel it is absolutely vital for an
very much oriented towards marketing, digital marketing, e-commerce to have all its content localized, or is
and translation and localization services. Obviously, we it not such an essential factor for an e-commerce’s
also do other types of translation, proofreading voice-over, success?
and any other types of linguistic services; however, those “The key thing to understand this is to draft a strategy
three I mentioned first, website localization, e-commerce in which you could combine different linguistic services,
localization, and SEO translation, are the ones that make according to the type of content and the phase of your
us different,” says Oscar. business’s internationalization strategy. Obviously, if you
are trying out a new market, you won’t want to spend a lot
That leads to our next question: Which one will then of money on localization or translation, and you probably
be your competitive advantage? just want to test if you might have potential customers in
“Our competitive advantage is that we have been in the that market. So, there you could use machine translation
sector for such a long time already, that we have lived with human proofreading, which is called post-editing.”
through the CMS changes and e-commerce evolutions,
and we have seen first-hand how e-commerce has Oscar continues: “But in other cases or in some markets
professionalized as a sector. And I have learned that, that are much more sensitive to cultural and linguistic
especially for e-commerce, it is vital to build trust in elements and communication, markets that are naturally
your markets. That is something we aim at with all our not used to trusting foreign brands. Nordic markets,
services, especially with localization: to generate content or Germany, for example, are very sensitive to native
that helps the brand connect with that language or region communication, and they wouldn’t buy as much if the
audience at a native level, with the cultural and linguistic content is not properly localized. Also, keep in mind that

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