Germany has the largest population in Europe, a thriving economy and the fifth largest ecommerce market in the entire world. Total online sales in 2021 amounted to some 111 billion, representing a whopping 24% growth from the previous year, so it’s little wonder so many companies are keen to expand their horizons and break into Germany.
When you enter the German market, one of the most important things you need is a high-quality German website. But where should you start? There are many factors to consider when translating your English website into German, to make sure you successfully enter a new marketplace. Follow these tips to avoid the various pitfalls and say Guten Tag to your new customers!
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Be strategic
You have no doubt spent time, energy and hard cash refining your English-language website, tailoring it to the needs and expectations of your target audience. Before you launch headlong into an exhaustive translation of your entire English site, make sure you spend some time carrying out some market research on your new environment. Pinpoint your German target audience and find out about them. Where are they? What do they expect and require from an ecommerce site? And how can you best appeal to them?
At this point, it’s a good idea to also identify your competitors. Have a look at what they’re doing. Spot any key differences between their sites and your own. Even if you don’t yet!) speak fluent German, you can assess the layout, style and design they’ve gone...
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