In the digital world, many businesses believe that simply translating a website, an app or a catalogue is enough to reach new customers. However, the reality shows that translating and localising are not the same thing. Understanding this difference is key to competing in sectors such as software, e-commerce or tourism.
In this article we explain in detail:
- What translation means and what localisation means.
- Why localisation is a strategic factor in Spain and in international markets.
- How we apply comprehensive localisation processes at imaxin to guarantee results.
What does translation mean?
Translation is the process of transferring a text from one language to another, preserving its meaning, intention and structure.
It is the foundation of multilingual communication and is essential in documents where fidelity is the priority: technical manuals, reports, contracts or internal communications.
However, even a correct translation can sound unnatural if it does not align with the cultural expectations of the audience.
Example of literal vs. natural translation
| Original (EN) | Literal translation | Localised translation (ES) | Context |
| We offer a flexible benefits package. | Ofrecemos un paquete de beneficios flexible. | Ofrecemos un plan de retribución flexible/paquete de ventaxas para empregados. | Laboral, España |
Translation is about informing, but not always about connecting.
What does localisation mean?
Localisation is a broader and more strategic process. It does not simply translate words: it adapts content to the culture, expectations and context of the target market.
Its goal is for the user to perceive the product as if it had been created originally for them.
This includes:
- Use of terminology common in the sector.
- Adaptation of formats (date, time, currency, units).
- Cultural changes: images, colours, symbols or references.
- Technical and legal adjustments for the local market.
- Adaptation of style and register to sound natural.
- UX optimisation according to the habits of the target market.
Key localisation examples
Below, we present examples that illustrate how localisation transforms a product for its market.
1. Software and application localisation
| Localised element | Practical example | Impact |
| UI/UX design and usability | The menu button File (4 characters in English) is translated as Arquivo (7 characters in Galician). The interface must be adapted so that the longer text is not cut off or overflows. | Improves UX (User Experience) by avoiding design errors and maintaining a professional appearance. |
| Data formats | Financial software must display dates as DD/MM/AAAA in Europe, rather than MM/DD/AAAA (Anglo-Saxon format). | Prevents interpretation errors and ensures data accuracy. |
| Units of measurement | A navigation application changes distances from miles and temperatures from Fahrenheit to kilometres and degrees Celsius in all countries that use the metric system. | The user understands the information instantly. |
2. Content and SEO localisation
| Localised element | Practical example | Impact |
| Local SEO | The keyword used cars is translated as «coches usados», but the most common search in Galicia is «coches de segunda man». | Increases organic traffic and local visibility. |
| Cultural terminology | A human resources manual for the USA mentions OSHA regulations. When localising it for Mexico, this is replaced by «NOM de Seguridad y Salud en el Trabajo». | Ensures legal relevance and professional credibility. |
| Dialects and tone | A game localised for all of Latin America uses neutral Spanish to be understood by audiences from Mexico, Colombia and Argentina, avoiding excessive regionalisms. | Improves emotional connection with the target audience. |
3. Website and e-commerce localisation
| Localised element | Practical example | Impact |
| Payment methods | A European e-commerce integrates the local payment option Klarna in the checkout for its customers in Sweden and Germany, instead of offering only PayPal or card. | Increases conversions by offering preferred payment options. |
| Images and symbols | A website launched in China replaces the use of the upward red arrow (which there can indicate a loss of money) with golden and red colours (symbols of fortune). | Avoids cultural misunderstandings and improves brand perception. |
| Form structure | An Anglo-Saxon form (First Name / Last Name) is adapted to the Galician format Nome/Apelidos, and even the order (Surname/Name) if the market is Japan. | Optimises the user experience and data collection. |
4. Educational content localisation (e-learning)
| Localised element | Practical example | Impact |
| Cultural references | In a mathematics course, replacing a problem that mentions «baseball» with one that talks about «football» in markets where baseball is not popular. Or replacing examples from the «US Constitution» | Improves understanding and knowledge retention by using examples that are familiar and relevant to the student's everyday life. |
| Voiceover and video | Instead of simply adding subtitles to a video, a new voiceover is recorded or the video is recreated with local actors so that pronunciation, accents and references are appropriate. | Increases credibility and immersion. Avoids the «cultural distance» that arises from hearing accents or idioms that are not native to the market. |
| Curriculum alignment | Adapting course content to align with national standards and curricula. For example, a history course must include content relevant to the local history of the target region. | Guarantees the academic validity of the material, making the content useful for the certification or educational requirements of the country. |
Localising means speaking to the user in their own reality.
The translation and localisation market in Spain
Spain is one of the European countries with the highest demand for language services, which reflects the intense internationalisation activity of its businesses and its internal linguistic diversity:
Sector Structure: According to the CNAE, in 2023 there were 2,095 translation and interpretation companies registered in the country.
Global Growth: The global language services industry grew by 140% in eight years up to 2022 (CSA Research), driven by internationalisation, e-commerce and tourism.
Priority and strategic languages in Spain
Understanding the local and international linguistic landscape is fundamental to an effective localisation strategy:
| Language type | Examples | Strategic relevance |
| Key international | English (export, science), French and German (main European markets), Portuguese (Portugal and Brazil). | Access to the main commercial and academic markets worldwide. |
| Emerging | Chinese, Arabic and Russian. | Rapidly growing markets, essential for the diversification of global business. |
| Co-official (regional) | Galician, Catalan/Valencian and Basque. | Mandatory in legal and administrative contexts and, increasingly, necessary for the perception of closeness. 17.5% of the population speaks Catalan and 6.2% speaks Galician. |
Localisation into regional co-official languages is strategic because it conveys cultural closeness and complies with communication regulations in communities with a strong linguistic identity.
Why is localisation strategic for businesses?
In a globalised and hyperconnected market, localisation is not a cost but an investment with a direct return:
1. Increases conversions and sales: according to Can't Read, Won't Buy (CSA Research, 2020), 76% of consumers prefer to buy from pages in their own language, and 40% never buy from non-localised websites.
2. Improves brand reputation: a company that takes the time to adapt its communication, including cultural references and regulations, conveys closeness and professionalism.
3. Complies with local regulations: in Spain, there are sectors where the use of co-official languages (Galician, Catalan/Valencian, Basque) is mandatory, especially in software and public services.
4. Optimises the digital experience: good localisation ensures that menus, messages and buttons have real meaning for the end user.
Machine translation vs. professional localisation
Neural machine translation (NMT) is a key tool. It saves time and costs on high-volume projects, especially when combined with professional post-editing.
However, machine translation does not replace localisation. An engine can translate thousands of words in seconds, but it does not understand cultural nuances, irony or brand intentions.
That is why the best practice is to combine:
- Machine translation technology
- Translation memories and terminological glossaries
- A specialised human localisation team
imaxin's value proposition
At imaxin we have spent over 25 years helping businesses communicate without barriers.
We offer a comprehensive translation and localisation service for software, apps, websites and digital content, with auditable processes and measurable results:
- Technical expertise: localisation of software, video games, e-commerce and complex documentation.
- Certified quality: use of translation memories, glossaries and exhaustive quality control processes.
- 360° management: we handle the entire project cycle, from extraction through to final implementation.
- Multidisciplinary team: translation, linguistics, technology and design professionals working together.
- Scalable SaaS solutions: direct integration with the client's systems for real-time translation.
Conclusion
Translation opens the door to new markets.
Localisation ensures that those markets become loyal customers.
In a globalised and multilingual environment, the difference between translating and localising determines whether your business simply communicates or truly grows.
At imaxin we transform translation into a localisation strategy that generates sales, trust and loyalty.
Want to see it in action for your own business? Request a free assessment of your website, app or software and discover how we can help you grow in any language.
