Localized Expression of English Copy for Products on Cross-Border E-Commerce Platforms

Abstract

Against the backdrop of the continuous expansion of China’s cross-border e-commerce export industry, more domestic brands are going global. As a core medium connecting brands and overseas consumers, the English copy of products exerts a direct impact on product exposure, conversion efficiency and brand reputation abroad. Currently, most cross-border e-commerce enterprises still adopt literal translation, which gives rise to various problems such as poorly matched keywords, Chinglish sentence patterns, inadequate cultural adaptation and non-standard information presentation, greatly undermining market competitiveness. Guided by Eugene Nida’s Functional Equivalence Theory and combined with relevant research on localized translation, this paper establishes a comprehensive strategic system for localized English copy by applying theories to the translation of product titles and detail pages on cross-border e-commerce platforms. It clarifies the key points of localization for title keywords, sentence structures, word order and dynamic optimization, as well as the stylistic rules, information layout, service descriptions and language standards for detail pages. Meanwhile, a full-cycle implementation framework consisting of preliminary calibration, in-process optimization and post-launch iteration is formulated, with typical translation examples for verification. The research proves that scientific localized copy writing based on translation theories can effectively break down linguistic and cultural barriers in cross-border trade, enhance user trust and boost product sales, providing practical references for the high-quality global expansion of domestic brands.