E-commerce Localization With MTPE: Amazon Global Seller
How Hansem Global approached the localization of Amazon Global Seller (AGS) content and created a successful e-commerce translation.
Project Summary
Amazon provides e-commerce and cloud computing services, holding a market share of 40% in the US e-commerce market. Currently, Amazon holds a leading position in e-commerce within the US market and in the cloud sector within the global market. Amazon’s business units are divided into online sales, offline stores, third-party sales, advertising services, subscription services, AWS, and so on. Among them, Hansem Global participated in a translation project for Amazon Global Seller (AGS), an e-commerce program for sellers looking to enter the global market through Amazon.
Hansem Global, which obtained the ISO 18587 certification, an international translation standard for Machine Translation Post-Editing (MTPE), a new service area emerging to the demand for machine translation, proceeded with the extensive AGS project using MTPE. To conduct MTPE, a similar, but somewhat different approach from traditional human translation was required, and we encountered several challenges along the way.
Challenges
- For a successful localization in the e-commerce field, various factors need to be considered, including accurate and natural translations that reflect the cultural nuances of the local market. In order to achieve this goal, we prioritized cultural appropriateness. For example, it involved integrating marketing elements suitable for holiday seasons or local events into translations and ensuring that product colors and images align well with the preferences of domestic consumers.
- To ensure accurate translations, thorough research was necessary for various aspects, including domestic payment methods, pricing, currency, as well as Korea specific regulations and legal requirements pertaining to e-commerce.
Our Solutions
Formation of an MTPE Expert Team
At the present moment, directly deploying machine translation (MT) output for commercial use has limitations. Therefore, a stage called Machine Translation Post-Editing (MTPE) is required, where human language experts, known as post-editors, enhance the quality of the MT output. In line with the current trend of collaboration between machines and humans, Hansem linguists and the project management team pursued expertise in a new service area based on international standards. In 2017, our localization team completed the MTPE course offered by the Translation Automation User Society (TAUS) and received MTPE certification issued by TAUS.
Comprehending Country Specific Style Guide
We initiated the translation process by allowing ample time for internal reviewers to thoroughly familiarize themselves with the foundational AGS style guide, which serves as the basis for all projects. The style guide in translation serves as a set of guidelines to assist translators and editors in translating and editing text consistently to fit a specific target language and culture. The style guide ensures the quality of the translation work and maintains consistency in the tone and style of the documents. This is particularly important in cases like AGS, where there is a large volume of content or multiple translators working simultaneously, as it provides direction and consistency.
Referring to Translation Memory (TM) and Glossary
MTPE is often used to save on time and costs. Hence, optimizing the workflow and swiftly performing necessary edits are crucial. Especially in technical or specialized fields, consistency in terminology is critical. Referencing the provided glossary and leveraging and revising the existing translation memory (TM) are essential for maintaining consistent translations in terms of tone, style, and terminology.
Using QA tools to Check for Errors and Consistency
Machine translation outputs often generate grammatical errors or awkward expressions. After the translator has completed the initial revision and review, a final check using Quality Assurance (QA) tools is necessary to ensure there are no typos, missing phrases or tags, and that terminology and style are consistent. We utilized QA Detective integrated within the tools or Xbench, to review and eliminate errors and enhance the integrity of the translation.
Utilizing the Query Management System
While translating, it’s essential to grasp the precise meaning of the English source text. However, we sometimes encounter phrases that are difficult to understand or situations where it’s difficult to know the exact context. In such cases, we log into the customer’s dedicated Query Management Tool, where we can freely post queries, enabling real-time communication with the client to clarify any uncertainties and ensure accurate translation.
Outcome
By integrating Machine Translation Post-Editing (MTPE) into the e-commerce sector, we successfully completed the project, enabling us to actively pursue various new MTPE projects in the e-commerce and retail fields from different clients. Additionally, the surge in online shopping in Korea post-pandemic has motivated more Korean companies to expand into the global market through Amazon. We take pride in having laid the groundwork for Korean sellers to more easily enter global marketplaces worldwide.
Our aim is to provide fast and responsive translation services through multilingual localization, operating translation engines tailored to customer-specific glossaries and styles. This commitment ensures our team is skilled in both MTPE and MT project management. Amazon Global Selling is now a crucial tool for Korean companies aiming to enter global markets, promising to significantly influence the future of e-commerce globalization. If you need to localize your e-commerce website, please contact us at Info@hansem.com.