A global website should present its visitors with relevant content as quickly as possible. Ideally, visitors will not have to do anything except visit the main site to receive content that is targeted for their language, country, and region. Generally, the best way to accomplish this is through automatic language detection, using the browser’s language settings to autodetect a visitor’s most likely preferred language. Combined with geolocation, the website can display the most relevant content for the user’s language and location.
Numerous studies show that if the products are presented in the site visitor’s native language (even if the visitor also speaks English), she or he will be significantly more likely to make a purchase. The faster visitors become aware that they can browse or become more familiar with your brand in their native language, the better.