The number of worldwide internet users has reached the staggering figure of 1,262,032,697. Leading in absolute terms, with 30% of total internet users, English is overwhelmed by those 882,503,350 users who access internet in a different language. While a considerable share of people from non English-speaking countries are more or less proficient in the language, recent data has shown that in China 85% of the users prefer to access pages in their native language. That figure is 84% for

Japan, 82% for Brazil and Spain, 81% for Argentina and Peru and 79% for Germany.

People won't buy what they don't understand. Whether they are looking for I-beams or iPhones, customers shopping online increasingly expect product descriptions, customer support and financial transactions to be localised to their native languages.

According to research from IDC, customers are four times more likely to purchase goods or services if they are approached in their own language. Supplying information in the local language reduces the scope for misinterpretations and is even legally compulsory in some countries.

Customising services to local languages is therefore an extension of face-to-face marketing, establishing a personal and cultural experience that will bolster the customer relationship and improve customer retention and satisfaction.

However, if website localisation is now a reality for companies willing to establish a true presence worldwide, it's also extremely easy to get it all wrong. Successful international websites take into consideration that the base content, colours, navigation, images, and overall look and feel must address the customs, traditions and expectations of the local audience.