You changed product descriptions, translated your website, and even ran some advertising in many languages. Why then does it still feel as though your overseas audience is holding back?
For companies entering multilingual markets, it is a typical challenge. We assume that once someone gets what we are saying, we sometimes believe they will be confident enough to buy. But understanding by itself does not automatically build trust.
Your consumers may be able to read your material fluently, yet they still pause at checkout.
Why?
Because trust is built in the details. It’s in the way your brand sounds, how seamless the purchasing experience seems, and if your website captures what consumers in that area would anticipate. Language is just the starting point.
That’s why translating your material requires more than accuracy. Often with help from professional business translation services, your message ceases sounding like a translation and starts to seem like it was created for them when it is done with cultural understanding and local context in mind.
So, if your consumers understand you, what’s still getting in the way?
Often, it’s not what you’re saying but how it lands.Does it feel familiar? Does it reflect their local norms? Does it sound like it’s actually speaking to them?
These are the subtle cues that shape a buyer’s trust and often decide whether they click “Buy Now” or close the tab.When trust breaks down at any of these points, you don’t always need to start from scratch. The secret is to know where the disconnect happens and how to close it in ways that feel natural to the customer.
1. Does your brand feel local enough?
Translation gets you in the door, but Localisation is what makes people feel at home.
Localisation goes beyond words. It adapts tone, imagery, humour, colours, cultural references, even how dates, currencies, and measurements are presented.
According to CSA Research, 75% of global consumers are more likely to buy from brands that speak their language. But if your message still feels “foreign,” it can quietly push people away.
Think of a winter promo running in tropical Southeast Asia or British slang that makes no sense to a Latin American shopper. These disconnects, however small, create distance.
What to do instead: Think like a local, not a global brand. Don’t just talk to “everyone.” Talk to someone. Immerse yourself in the culture you’re targeting. Work with local experts or native linguists who understand how messaging should look and sound. That’s what creates brand familiarity and trust.
2. Are you making it easy to pay?
Getting people to want your product is one thing, but if your checkout feels clunky or unfamiliar, they will likely drop off. Customers expect payment options they already use. In Germany, that could mean SEPA or invoice payments. In the Netherlands, it’s iDEAL. In China, WeChat Pay and Alipay dominate. And in Latin America, vouchers like OXXO are still common.
If their preferred option isn’t there, then shoppers are likely not to go through with payment. And it’s not just about payment methods — showing pricing in local currency, providing upfront tax estimates, and being explicit about shipping fees can make all the difference.
What to do instead: Optimise your checkout and pricing experience. Offer payment options people already use. Show prices in the local currency. Be upfront about shipping and taxes. These might seem like small details, but they’re make-or-break for customers deciding whether to complete the purchase.
3. Are you showing the right trust signals?
If your brand is new to them, customers want reassurance before handing over their money.
That means more than just looking professional but more about feeling familiar. Things like:
- Reviews in their language
- Security badges they recognise
- Local contact details, or clear return policies.
If shoppers don’t trust your site, then it’s likely they will abandon their cart at checkout. Localising these elements will help your brand to seem more credible.
What to do instead: Build trust beyond just language. Incorporate familiar credibility cues and social proof. Test your website with local users to spot what feels off or missing.
4. Does your brand sound human?
Translation might get the message across but does it sound like you?
Literal translations can come across robotic or flat. A tagline that’s charming in English can sound awkward in another language. Brands like Airbnb get this right. They don’t just translate — they rewrite with local tone and voice, so their message still feels like it’s coming from a real person, not a machine. If your copy doesn’t feel conversational or relatable, customers might tune out or lose trust altogether.
What to do instead: Speak like a native, not like a translation. Hire linguists who understand your brand voice and how to make it resonate across cultures. Keep your tone conversational because people connect with people, not machines. Working with native speakers means your brand still sounds like you, just in a voice your customers relate to.
5. Is your customer support truly supportive?
Even the best product can lose a customer if customer service feels cold or hard to understand. But what “great” means depends on where your customers are. Some expect formality and precision. Others value friendliness and speed.
What to do instead: Trust also comes from great support, clear returns, and the feeling that someone’s actually there to help. Whether it’s live chat, email, or your help centre in their own language— it leaves people feeling confident that your brand is reliable—before and after the purchase.
Now that you’re understood, it’s time to earn their trust!
Because trust isn’t built through words alone. Multilingual consumers are picking up on cues that say you see them, value them, and belong in their world.
You can’t shortcut your way to trust with a translated homepage. It lives in the checkout that feels familiar. The tone that sounds like home. The support that actually speaks their language.
If your brand doesn’t feel local, then to your customers — you’re still a stranger.
“The opinions expressed by BizWitty Contributors are their own, not those of BizCover and should not be relied upon in place of appropriate professional advice. Please read our full disclaimer."
