Ready to conquer new markets with your online shop? Carefully considering your approach is key, which is exactly where things tend to go wrong. Language proves to be a stumbling block more often than one might think. You won't reach international customers with a simple translation of your homepage or product descriptions.
In order to truly connect and sell across borders, you’ll need a smart translation strategy. One that takes cultural and technical differences into account, on top of linguistic accuracy.
In this article, you’ll discover:
- Why it is so important that your online shop is translated by professionals who speak the native language of your target audience
- The exact meaning of e-commerce localisation – and how to get it right
- Which translation strategy works best for a multilingual online shop
In order to truly break through internationally, you need an online shop that is actually ready for it. With a well-thought-out translation strategy, you will increase your visibility in search engines and AI systems, build trust with your customers, improve your conversion rate, and ultimately lower your support costs.
Why simply translating your online shop isn’t enough
Many companies choose to have their product copy translated directly – sometimes even with automatic translation systems. The result? Strange sentences, cultural blunders and missed sales opportunities.
Sounds like a bit of a stretch? Take this real-life example, something we encounter all the time: a German online shop for natural cosmetics wants to expand into France and translates the slogan 'natürlich schön' literally to 'naturellement beau'. Seems logical, right? But to French speakers, it feels distant and unnatural. A local language specialist would probably have gone for 'la beauté au naturel' - in order to strike the right chord.
This is exactly what localisation is all about: not merely translating your online shop content correctly, but aligning it with the cultural and functional expectations of your target audience as well. Consider things like local currency, trusted payment methods, and a form of address that matches local etiquette.
Towards a multilingual online shop step by step (roadmap)
- Step 1: choose your target markets and languages with a smart strategy
- Step 2: focus on the content that truly matters You don't have to translate your entire online shop right away. Start smart. Choose content that directly impacts your customer: your homepage, bestsellers, category pages, product details, frequently asked questions (FAQ), shipping and payment information and, of course, the check-out process. These are elements in which professional localisation will make a difference from the start. Technical tip: make sure your CMS supports multilingual content in a logical and convenient way. This will make your content much easier to manage and keep your online shop free of errors.
- Step 3: have your online shop translated by professionals - native speakers make all the difference Translating e-commerce requires expert skills. A professional translator knows how to turn a rather bland "Buy now" into a convincing "Acheter maintenant" or "Acquista ora" – without it feeling fake or forced. Native speakers who understand SEO ensure a natural tone of voice, avoid embarrassing blunders and let your brand speak just the way you want it to – in your customers’ language.
- Step 4: score internationally with multilingual SEO Your SEO needs to be exactly right in all languages for optimal effectiveness. For example, a Spanish customer searching for 'zapatillas ecológicas' won't find your site if you optimise on 'eco trainers' only. Conduct keyword research in the language of your target audience. Use hreflang tags (you can find a hreflang guide for international SEO here), write meta text, choose clear, local URLs and go for structured data. All while using an SEO-friendly CMS, of course.
- Step 5: keep your translation consistent – work with translation memories and terminology management Consistency is key. A translation memory (TM) stores previously translated sentences. Perfect for product descriptions and repeated content. It saves time, reduces costs, and ensures a recognisable style on every page. A well-maintained glossary guarantees that brand names, specialist terms, or slogans remain the same in every language - just as you intended them. This is great news for your brand, and important for legal clarity. Remember: recognition is everything. Your customers must feel comfortable when visiting your online shop – even when viewing it in a completely different language.
- Currency & payment methods: Nobody in Poland likes to pay in US dollars. And in the Netherlands? Your customers would prefer to pay with iDEAL or a credit card.
- Sizes & units: Centimetres instead of inches, kilos instead of pounds, litres instead of gallons - use the same measurements as your customers. Don’t force them to grab a calculator just to interpret your product page.
- Customer service: An FAQ and contact form in the right language prevents misunderstandings and reduces the pressure on your customer service team.
- Design & tone of voice: What feels professional in one country might come across as excessive or impersonal in another. Pay attention to colour use, imagery, and style.
- Product names & symbolism: Check that names, labels, and symbols are correctly understood by your target audience – and avoid unintentional cultural blunders.
Where do your ideal clients live? What language do they really speak, and what kind of message truly resonates with them? A clear market analysis helps you make targeted, strategic choices. English might seem like a safe first step, but it’s not necessarily the best one. Do you sell organic products? The Netherlands, France, and Scandinavian countries are promising markets – and those customers are best reached in their own language.
Other important localisation factors for a multilingual online shop
E-commerce localisation is about more than words. Consider these important aspects:
Online shopping in 2025 - AI as a buying advisor: will your online shop be among the 'chosen ones'?
Artificial intelligence is changing online buying behaviour at lightning speed. The first point of contact with a customer is increasingly taking place via an AI interface. Guess what? A lot of customers only click on the online shop that was recommended by AI. For that to happen, your online shop has to contain well-structured, clear information, while offering real added value: expertise, customer experience, and service.
E-commerce localisation is not a luxury – it is a must
A word-for-word translation may make your online shop multilingual on paper, but it takes more than that to perform across borders. True growth will require true internationalisation of your online shop. Professional, native-speaking translators with experience in e-commerce use their linguistic knowledge and cultural understanding to create translations that resonate. Which is exactly what you need to build trust, overcome language barriers, and grow your sales internationally.
Do you want to prepare your online shop for an international audience?
ELAN Languages is at your service – with a team of native-speaking translators, technical experts and experienced project managers. Together, we develop a translation strategy that perfectly suits your online shop and your growth ambitions.
Get in touch today and give your online shop a global boost!