Beyond Language Barriers: Why Language-Neutral Is the Future of Ecommerce Search

Michael Lee
Michael Lee
Introducing multi-language semantic search in Bloomreach

Many business owners view expanding into foreign markets as a sign that they’ve truly “made it.” However, managing multiple languages for a global brand can be challenging. It’s easy for search engines to misunderstand queries in different languages, creating poor site search experiences that lose sales. 

In reality, true success lies in offering a seamless cross-border experience that caters to customers in any language. Since the search bar is often the first place customers turn, its performance can make or break a sale. 

Bloomreach’s new multi-language semantic search is a cutting-edge solution that transforms how global ecommerce companies handle search across various languages. Keep reading to discover why high-performing multi-language search is essential, the limitations you may face when serving international customers, and how Bloomreach’s feature can eliminate confusion and missed sales due to language barriers. 

The Challenge of Multi-Language Search in Ecommerce 

Global ecommerce companies often struggle to provide the same level of sophisticated search functionality in non-English languages as they do in English. While English-language search functionalities can pick up on everything from misspelled words to seasonal context clues, the same cannot be said for many non-English search platforms. 

That’s a real letdown, considering the buying power of other language groups. In the United States, Spanish speakers alone control $1.4 trillion in buying power. Globally, McKinsey research shows that China is the darling of the ecommerce industry, with over one billion potential customers. Clearly, neglecting these and other groups would be a missed opportunity. 

When non-English speakers visit a site with poor search functionality, they encounter several issues: 

  • Poor query understanding: Language differences can produce wrong or incomplete search results. If your site search is poorly configured, a search in Spanish may not return the results your shopper wishes to see, even if the product catalog is the same as in English.
  • Slow performance: Global companies often experience slower search speeds in non-English languages. This frustrates shoppers and encourages them to leave your website or mobile app. 
  • Inaccurate results: If your site search can’t handle language-specific nuances, it will spit out irrelevant product suggestions. Imagine a German shopper searching for a “schreibtischlampe” (desk lamp) and receiving no results because the search engine doesn’t understand the compound word. This worsens the user experience and plummets conversion rates. 

The Importance of Semantic Understanding in Search 

Semantic search goes beyond simple keyword matching to understand the meaning and intent behind a user’s query — in other words, what your shopper is really looking for. Semantic search accomplishes this by considering the relationships between words, context, and user behavior to deliver more relevant results. 

For example, if a user searches for “organic face cream” but types “natural skincare for face,” a semantic search engine understands the intent and displays organic face creams, even though the exact terms weren’t used. This delivers more relevant search outcomes that enhance the overall shopping experience. Learn more about how semantic search impacts the customer journey and your business’s bottom line. 

Semantic search showing related items for the search query "natural skincare for face"

And yet, many ecommerce businesses use search functionality that only serves English speakers. In a global study, 76% of participants reported they prefer to purchase products with information in their own language. By that logic, shoppers who can’t find what they’re looking for in their preferred language are likely to abandon your site and may not return. There’s no denying it: Search is more than a tool — it’s a strategic advantage. 

Introducing Bloomreach’s Multi-Language Semantic Search 

Global brands face a long list of challenges when it comes to honoring multiple languages across site search. To address these challenges, Bloomreach is excited to bring semantic search to 33 non-English languages. Now, ecommerce companies can deliver a top-notch search experience around the world. 

33 non-English languages supported with Bloomreach's multi-language semantic search

Powering our advanced semantic search capabilities is Loomi AI, which can ensure that product recall, ranking, and relevance are as precise in non-English languages as they are in English.

Our new feature also improves the handling of compound words in languages like German, Dutch, and Finnish, where such terms can complicate search queries. By breaking down these compound words, we provide more accurate search results. 

Query relaxation broadens searches by making certain words optional when no exact matches are found. For example, if a user searches for “vestido de fiesta rojo” (red evening dress) in Spanish and the exact item isn’t available, the system might relax the query to show results for “vestido de fiesta” (evening dress) or simply “vestido” (dress). This way, the user still finds relevant options, even without an exact match. 

Using multi-language semantic search to relax search queries in Spanish

Bloomreach’s Inferred Product (BRIP) capabilities also boost product ranking and recall, ensuring that the most relevant items appear at the top of search results. Global companies can manage search more effectively across diverse markets with this feature, which currently supports 22 non-English languages. To address the specific needs of each language, we’re rolling out these features in phases. 

Key Benefits for Ecommerce Companies 

Multi-language semantic search offers significant advantages for ecommerce companies, including: 

  • Increased customer satisfaction: By delivering more accurate and relevant search results in non-English languages, businesses make global customers feel valued. This boosts engagement, lowers bounce rates, and makes it more likely that they’ll shop with you again. 
  • Improved conversion rates: The Harris Poll finds that 53% of global consumers will abandon a website if they can’t find what they want. Multi-language semantic search ensures that even users searching in niche languages like Finnish or Dutch have a seamless shopping experience. 
  • Streamlined search management: Bloomreach’s unified, multi-language semantic search offers a consistent, high-performing solution across all languages that makes it easy to manage different search systems. 

Use Cases for Multi-Language Semantic Search

To illustrate the power of this feature, let’s look at some potential use cases for multi-language semantic search. 

Let’s say there’s a European retailer with operations in Germany, the Netherlands, and Finland that noticed high search abandonment rates on its non-English sites. By using our multi-language semantic search, the brand can greatly improve the relevancy of its search results for languages with many compound words, resulting in improved conversions and lower bounce rates in those regions. 

Using semantic search AI to break down "kindervelo" in German and understand each term

Or, let’s say a marketplace serves multiple countries in the EMEA region and is struggling with inaccurate product recall for non-English searches. Our search solution would allow the brand to optimize product rankings, ensuring that users find exactly what they’re looking for, regardless of language. This, in turn, will boost customer trust and loyalty to drive long-term growth. 

Break Language Barriers and Boost Sales With Bloomreach 

Your customers deserve a shopping experience that feels like it was designed just for them, regardless of the language they speak. 

Bloomreach’s multi-language semantic search is the key to global growth. By understanding the nuances of different languages, we help your customers find exactly what they’re looking for — every time. 

Additionally, Loomi Search+ support will be available alongside our multi-language semantic search. Our advanced hybrid vector search solution makes it even easier to deliver highly relevant results hyper-targeted to each individual’s preferences. 

Give language barriers the boot and start increasing sales. Request a demo today and learn how our multi-language search features can transform your business.

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Michael Lee

Senior Editor
Michael is a Senior Editor with an eye for creating content that’s insightful and valuable. With over a decade of content strategy, copywriting, and copyediting experience, Michael is well versed in how to contextualize information in a way that’s both fun and helpful.

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