It is more important than ever before to consider different languages when designing websites and launching web advertising campaigns, it has been claimed.
In a post on the Econsultancy blog, reporter Greig Holbrook said that for e-commerce firms looking to expand their worldwide reach, it is no longer sufficient to have an English-only website.
He explained that increasing numbers of consumers from countries around the globe are shopping online, many of whom do not speak English.
"For those under the illusion that their potential customers are all surfing the web in English, it is time to realise that the language of the web is multilingual," said Mr Holbrook.
Multilingual search marketing campaigns could therefore help e-commerce firms reach out to non-English speaking consumers and attract them to their websites.
According to the latest UK e-Retail report from Verdict Research, online spending on retail purchases in the UK is expected to rise by 13.3 per cent this year compared to 2008.