Best Buy's Spanish E-Commerce Discoveries

When Best Buy launched a Spanish version of its site last fall (2007), E-Commerce officials quickly noticed unexpected activity, such as customers spending twice as much time on the Spanish site.

"Spanish speakers could well be hungry for online product information, as only 18 of the 102 largest online retail sites had any Spanish content in late 2006," said this Internet Retailer story. Best Buy chose not to translate all products into Spanish, instead limiting them to "complex products, such as computers and home theater systems" but "not more easily understood products such as movies and music."