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Home Depot's New Spanish-Language Web Site
40,000 Online Products Available to Hispanic Shoppers

Posted by Chris Edwards on 12/4/2008 4:43:01 PM

A November 17, 2008 Wall Street Journal article article talks about Home Depot’s new Spanish language version of its Web site - espanol.homedepot.com. With this effort, Home Depot is making 40,000 products available to Spanish-speaking online shoppers. Despite the size of the multicultural market, few majors retailers have created Spanish-language versions of their Web sites that correspond to the breadth of content contained on the English-language version. By comparison, Sears, Kmart and Wal-Mart do not offer Spanish-language online shopping. Lowe’s, Home Depot’s chief competitor, provides a relatively small Spanish-language Web site dedicated to decorating trends and home improvement, but doesn't offer ecommerce functionality for online purchases.

Home Depot’s strategy is simple. With limited competition, they are seeking to grab a large share of the ever-expanding Hispanic market. Here are some quick statistics featured in the article:
  • 1/4 of Hispanics must be served in Spanish if retailers want their business

  • 7.1 million online shoppers prefer Spanish

  • Hispanic online shoppers will exceed 17 million by 2011

  • Hispanic consumers surveyed by Home Depot said they prefer shopping in Spanish even if they are bilingual

  • Best Buy surveys have determined that customer satisfaction rates are higher on their Spanish-language Web site than on the English-language site. Also, customers spend more time on the Spanish site



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