What Is Localisation, and How Does It Differ from Translation?
Many companies translate their product data when expanding into international markets. Yet a good translation alone is often not enough.
Translation is the process of converting content from one language into another. Localisation goes a step further: it adapts content to the language, terminology and expectations of a specific target market.
Example 1: Product Terminology
In the lighting industry:
Einbaumontage (DE)→ Montage encastré (FR) → Recessed mounting (EN)
A literal translation such as Built-in mounting would be understandable. However, lighting professionals would typically use Recessed mounting, which is the established industry term for luminaires installed within a ceiling.
Now let's take the exact same German term in a different industry.
For a concealed cistern in the sanitary sector, the preferred translation would be:
Einbaumontage (DE)→ Installation encastrée (FR) → Concealed installation (EN)
Same source term. Different product. Different translation.
That is the difference between translation and localisation.
Example 2: Compliance and B2B Communication
German:
Wählen Sie energieeffiziente LED-Beleuchtung. DEEE-Ökobeitrag inklusive.
Literal French translation:
Choisis un éclairage LED écoénergétique. Écotaxe DEEE incluse.
Localised French version:
Choisissez un éclairage LED écoénergétique. Éco-contribution DEEE incluse.
Both versions are understandable.
However:
In B2B communication, we would never use the informal tu form.
Écotaxe is commonly used in everyday language, but éco-contribution DEEE is the official and technically correct term.
Example 3: Marketing Copy
German:
Profitieren Sie von energieeffizienter LED-Beleuchtung.
Literal translation:
Profitez de l'éclairage LED efficace en énergie.
Natural French wording:
Profitez d'un éclairage LED économe en énergie.
Both sentences are correct.
But only one sounds natural to a French customer.
Why Localisation Matters
A translation can be linguistically correct and still miss the mark.
Localisation ensures that product data is understood, relevant to the target market and aligned with local expectations.
AI tools are becoming increasingly powerful and can save considerable time. However, when it comes to industry-specific terminology, regulatory requirements and strategic product data, human expertise remains essential.
Conclusion
Good localisation doesn't translate words. It translates meaning.