Global expansion is a key goal for many companies. According to the CSC 2024 survey, 96% of transnational companies plan to expand into international markets. The Equinix 2022 survey also found that 72% of IT companies were looking to expand in 2023, targeting new countries or regions.

Attracting global audience seems like a reasonable step for growth, but often the content translation is left to last. This leads to grave risks: degraded customer experience, brand inconsistency, delayed time to market and additional costs. To expand successfully, it is worthwhile to integrate the translation into the global growth strategy.

Why is accurate translation important for global success

Poor translation may do serious damage to the business. Here are main issues:

• The content is not clear

Poor translation will not make your product or brand clear for your clients. It annoys, causes mistrust and can lead to legal problems.

• Difficult to pronounce

Brand or product names that sound perfectly fine in one language may be not easy to pronounce in another which pushes away clients.

• Cultural missteps

Mistranslation may insult the audience or provoke a PR crisis due to stereotypical or crude language.

• Wrong tone

Direct translation does not capture the nuances. A brand voice that sounds confident in one language may seem formal or even aggressive in another.

Customers value a multilingual approach

Studies support the importance of translation. According to 2025 data, 76% of consumers don’t buy products without native language support, and 91% expect cultural understanding from global brands. Common Sense Advisory's 2020 study found that 76% prefer to buy in their native language and 40% ignore English-only websites.

Latin America is a prime example of the translation
value. A region with more than 300 million online shoppers offers huge opportunities, but with 250 languages and dialects, translation errors can be an obstacle. A study across six countries in the region found that 77% had abandoned purchases from international companies due to translation errors.

Translation is a must not only for customers. Companies that provide employees with language support have a 42% greater market share in non-English speaking countries.