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Localization is the process of adapting a product to a specific target market. It involves translating the content, adapting the translation and the visuals to suit a certain locale, and all the other technological aspects of the process. 

Differences between translation and localization 

Translation transforms text, while localization transforms the entire product or content from one language to another. Localization covers both linguistic and cultural adaptation. It also involves where cultural adaptation tackles technical obstacles, such as the ability to display target language scripts.

Localization also involves adapting other elements to a target market, including:

  • Modifying graphics and design to properly display translated text
  • Changing content to suit preferences
  • Converting to local currencies and units of measurement
  • Using proper formatting for elements like dates, addresses and phone numbers
  • Addressing local regulations and legal requirements

Why localization is needed?

72.4% of global consumers say that they prefer to use their native language when shopping online, and 55% of these consumers also state that they would only buy products from websites in their own language.


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