By Ayaka Uchida (A-Digital Works Ltd CEO)
When Japanese companies expand into Europe, many believe that translating their website and adding payment options is enough. In reality, this often leads to loss of user trust, legal risks, and missed opportunities. This article outlines common localization mistakes in four key areas: technology, legal compliance, language, and user behavior—based on real-world experience supporting Japanese brands in Europe.
1. Technical and Structural Mistakes
One of the most common pitfalls for Japanese websites expanding to Europe is failing to account for basic design and infrastructure differences. Units and date formats are a prime example: while most of Europe uses the metric system (cm, kg, °C), the UK may still mix in inches and pounds. Dates are typically written as DD/MM/YYYY, which differs from Japanese and American formats and can easily cause confusion.
Browser and OS usage also differs significantly. Chrome is overwhelmingly dominant in Europe, while the percentage of iPhone users is lower than in Japan—making Android and Windows more important to test for. Although Safari is still used, its market share in most countries remains around 30%. These differences mean that design issues like font rendering and layout shifts occur in different environments, requiring multi-device testing. Languages like German and French also introduce structural challenges due to longer word lengths, which must be accounted for in UI layout.
Cookie banners are another critical area. GDPR requires users to clearly opt into different types of cookies (e.g., essential, analytics, advertising). Simply offering an “Accept All” button is not compliant. In Germany, for instance, non-compliant banners have led to significant fines. Poorly translated or unprofessional banners also erode user trust. Far from a regulatory formality, cookie consent UX is one of the first credibility signals a user encounters.
2. Legal Misunderstandings and Omissions
Understanding European legal norms is essential. VAT (Value Added Tax) may seem like an EU-wide standard, but rates and conditions vary by country. For example, VAT is 20% in the UK, 19% in Germany, and 20% in France—each with its own rules for reduced and zero-rated items. Local compliance requires more than simply applying a flat EU-wide policy.
GDPR enforcement also varies by country. Germany and France impose strict penalties for privacy policy or cookie consent violations. Fines can reach €20 million or 4% of annual global turnover—whichever is higher. Legal compliance must go beyond surface-level documentation to be truly effective.
Moreover, many Japanese websites overlook mandatory corporate disclosures. In Germany, this is called the “Impressum”; in France, it’s the “Mentions légales.” These pages must list the company name, registered address, legal representative, VAT number, commercial registration ID, and contact details. Failing to display these can not only result in fines but also cause ad campaign rejections or trust issues with B2B partners.
Real-world example: A Japanese company attempted to run Meta Ads for European audiences, only to find their campaigns blocked due to non-compliant cookie consent. Platforms like Meta and Google restrict ad delivery when GDPR-compliant consent is not properly collected. Moreover, some platforms limit targeting or even suppress delivery entirely when the advertiser is based outside the EU.
That said, this doesn’t mean ads can’t be delivered from Japan at all. For example, by working with an EU-based partner or implementing a Consent Management Platform (CMP) aligned with local standards, companies can often regain targeting capabilities. However, ad distribution in Europe now requires deliberate system setup and strategic partnerships.
3. Language and Translation Pitfalls
It’s true that many Europeans understand English. However, “understanding” and “trusting” are not the same. In countries like the Netherlands and Sweden, even though many people speak English fluently, official communications—especially in finance, healthcare, and government—are still expected to be in the local language.
Literal translation is another recurring issue. Japanese teams often translate terms too directly, unaware that they’re using phrases no one actually searches for. For instance, a phrase like “intelligent device” or “advanced data processing unit” may sound correct in Japanese, but local users rarely search for such technical-sounding terms. This results in poor SEO performance. Proper keyword localization requires native-level intuition and real-world search behavior analysis.
UI layout is also impacted by language. German and French words tend to be much longer than Japanese or English, which can break menu bars, buttons, and mobile layouts. Language affects not just translation but the structure of the entire interface—something that must be considered from the start of the design process.
4. Differences in User Behavior
Trust signals and user habits differ between Japan and Europe. One key difference is the importance of reviews. Platforms like Trustpilot and Google Reviews are taken very seriously in Europe. A product or service with no reviews is often perceived as untrustworthy. In markets like Germany and the Nordics, this can significantly affect conversions.
Contact expectations are also different. In Europe, it’s common to reach out to businesses via Instagram DMs or Facebook comments—not just through email forms. Many users expect fast, informal replies on social platforms. Brands that fail to monitor these channels risk being seen as unresponsive or even indifferent.
Payment preferences also vary significantly. In Germany, Klarna (buy now, pay later), SEPA (bank transfer), and PayPal are widely used. In France, common methods include Carte Bancaire and Paylib. In the UK, credit cards, Stripe, and Apple Pay dominate. If a Japanese brand only offers unfamiliar payment methods, European customers may abandon the cart before completing a purchase. The checkout experience is often the final make-or-break trust checkpoint.
Conclusion: Localization Is Not Just Translation
Successfully launching in Europe requires more than language support and credit card payments. It demands a strategic approach that includes technical compatibility, legal compliance, cultural understanding, and real-world user behavior.
At A-Digital Works, we help clients with everything from translation and legal alignment to SEO, UX optimization, and tailored market strategy—based on real-world experience supporting Japanese brands across Europe.
Contact: info@a-digitalworks.com
Author: Ayaka Uchida (A-Digital Works Ltd CEO)
