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If you're travelling around the world, the utterance of the world 'Hello' won't always get you smiles, but it would get you question marks.   What every customer does while shopping online is to see what the product is all about. 75% of them read all about it. And the term 'reading' does bring about the word 'language' into play. The cursors go flying at the close button if the language goes flying over their head.