Selling internationally is no longer optional for ambitious e-commerce brands. Research consistently shows that consumers are 72% more likely to buy a product when the information is presented in their native language. Yet most Shopify and WooCommerce stores serve only one language, leaving enormous revenue on the table. This guide walks you through localizing both platforms — from product pages to checkout — so you can capture international demand.
Shopify Localization
Shopify Markets and the Translate and Adapt App
Shopify Markets is the built-in framework for selling in multiple countries and languages. It handles currency conversion, duties, and language routing. Pair it with the free Translate and Adapt app to manage translations directly inside your Shopify admin. The app lets you translate every resource type — products, collections, pages, blog posts, email notifications, and checkout — from a single interface.
Exporting Product CSV for Bulk Translation
For stores with hundreds or thousands of products, manual translation inside the admin is impractical. Instead, export your product catalog as a CSV, translate the relevant columns (title, body HTML, tags, SEO title, SEO description) using Adara's document translation feature, and re-import the translated CSV. For a detailed walkthrough, see our CSV translation guide. This approach handles bulk translation in minutes instead of days.
Translating Collections, Pages, and Blog Posts
Beyond products, translate your collection descriptions, static pages (About, Contact, FAQ), and blog content. These pages are critical for SEO and for building trust with international shoppers who research before purchasing.
Checkout and Email Notification Translation
A localized product page loses its impact if the checkout reverts to English. Shopify allows you to translate checkout fields, order confirmation emails, shipping notifications, and abandoned cart emails. Complete the full customer journey in the target language to maximize conversion rates.
WooCommerce Localization
WPML and Polylang Approach
WooCommerce does not include built-in multilingual support, so you need a plugin. WPML (WordPress Multilingual Plugin) and Polylang are the two most established options. Both let you create translated versions of every page, product, and taxonomy. WPML offers deeper WooCommerce integration with its WooCommerce Multilingual add-on, while Polylang is lighter and works well for simpler stores.
Using Adara for WooCommerce Translation
Once your multilingual plugin is set up, use Adara Translate to generate translations at scale. For individual pages and products, translate content directly using the Chrome extension or the web app. For bulk operations, export your content and use Adara's document translation to process everything at once, then import the translated content back into WooCommerce.
WooCommerce-Specific Considerations
WooCommerce has several areas that require extra attention during localization:
- Product variations and attributes — size labels, color names, and material descriptions must be translated
- Shipping zone descriptions — especially for stores with region-specific shipping options
- Tax labels and legal notices — these vary by country and must be accurate
- Plugin-generated strings — review output from third-party plugins like reviews, wishlists, or comparison tools
What to Translate: Prioritized List
Not everything needs to be translated on day one. Prioritize by conversion impact:
- Product titles and descriptions — the most direct driver of purchase decisions
- Category and collection names — essential for navigation and internal search
- Checkout flow and cart page — where abandoned carts happen most often
- Email notifications — order confirmation, shipping updates, and abandoned cart recovery
- Return and refund policies — legal requirements in many markets demand local-language policies
- Customer reviews — consider displaying the original review alongside a machine translation for authenticity
SEO for Multilingual E-commerce
Getting SEO right is the difference between a localized store that ranks and one that is invisible in target markets.
- Hreflang tags for product pages — every product variant in each language needs proper hreflang annotations
- Translated URL slugs — /products/running-shoes should become /productos/zapatillas-running in Spanish
- Localized structured data — update your Product schema markup to include translated names, descriptions, and currency-specific pricing
- Local keyword research — product search terms differ by market; "sneakers" in the US might be "trainers" in the UK and "zapatillas" in Spain
Common Pitfalls
- Translating only product pages while leaving checkout, emails, and policies in English
- Ignoring right-to-left languages in store layout and product image placement
- Forgetting currency and payment method localization — offer local payment methods where possible
- Not testing the full purchase flow in each language before launch
- Using generic machine translation without review for high-value product descriptions
Frequently Asked Questions
Should I translate all products or just bestsellers?
Start with your top 20% of products by revenue. These pages drive the most traffic and conversions. Expand to the full catalog once you validate demand in each new language.
How do I handle prices in different currencies?
Both Shopify Markets and WooCommerce (via WPML or currency plugins) support multi-currency pricing. You can either auto-convert based on exchange rates or set manual prices per market for tighter margin control.
Can I use AI translation for product descriptions?
Yes, AI translation engines produce high-quality product descriptions, especially when guided by a glossary for brand terms and product names. Learn more about glossary best practices in our translation memory vs glossary guide. For premium or luxury products, consider a human review pass on the AI output to ensure the tone matches your brand positioning.
How do I translate Shopify email notifications?
Use the Translate and Adapt app in Shopify admin to translate each email notification template. Navigate to Settings, then Notifications, and add translations for each template. Shopify automatically sends the correct language version based on the customer's language preference.
