You’re probably wondering – what does selling internationally mean? And more importantly – what does this have to do with me and my Shopify store?
So, you operate an ecommerce store on Shopify. You’re proactive and eager to stay ahead of competitors – that’s why you’ve already integrated competitive intelligence apps, giving you competitor insights that are helping you make strategic business decisions.
However, growth has stagnated in the past while, or maybe it’s just not exactly where you envisaged it would be by now. You’re wondering what else can be done to stay ahead of the game. The answer to this is a multilingual Shopify store.
In baseball and in business, there are three types of people. Those who make it happen, those who watch it happen and those who wonder what happened.
Tommy Lasorda
Estimated reading time: 9 minutes
Suppose I sell product X. The market size for this product is 100, however, I’ve decided to target 25% of it. Sounds preposterous, right? Well, that’s because it is.
Unfortunately, this is the reality that many businesses, especially those selling on online platforms, unknowingly find themselves in. In 1996, more than 80% of internet users were native English speakers. Flashforward to 2010, and, this figure had dropped to 27.3%.
Today, it is estimated that only 25% of internet users are native English speakers. What is the moral of the story? More than 75% of internet users want to browse, and buy, in other languages.
Still not convinced? Not to worry – let’s take a quick look at some of the specific benefits associated with a multilingual Shopify store.
It will come as no surprise to anyone that a consumer’s propensity to purchase a product (or service) online significantly diminishes if they can’t understand what they’re reading.
Landing and product pages are essentially the first impression a customer has of the business and what it provides. If this isn’t translated accurately, or even worse, at all – don’t expect the website visitor to make a purchase.
Translating your website into multiple languages will make it accessible to a whole new segment of consumers from markets you weren’t even aware you had access to.
As the old salesman adage goes, your pitch needs to be tailored to each person based on how they want to communicate and what they’re hoping to hear.
Therefore, you’ll attract a whole new consumer group, which will expand your business.
When you take the important step of integrating a translation solution into your website, more people will visit it. This means it leads to a greater awareness of your brand on a global scale.
Businesses that successfully operate multilingual ecommerce platforms give themselves a competitive advantage in the global marketplace. Customers will associate this multilingual functionality with high standards, which will increase their trust in the brand.
Therefore, it’s important that you recognize the added value that a multilingual dimension could add to your business in terms of not only growth but also credibility.
So, now you know why you need to make your Shopify store multilingual. However, now it’s time to look at the how. Luckily for you, transforming your Shopify store into a multilingual one has never been easier. Thanks to a number of Shopify translation apps.
Each of these apps can integrate into your store and display them in a variety of languages.
Let’s take a look at some of these apps in more detail to help you decide on which solution might be best for your business:
The final translation solution we’re going to look at is the Weglot Shopify translation app. The app boasts a seamlessly simple 5-minute set-up process to both automatically translate and display your Shopify store.
This involves adding and installing the Weglot translation app, and creating a Weglot account. You simply enter the original language of your site and the language(s) you would like to translate it to.
The Weglot dashboard allows users to both manage and edit the automatic translations of all the content on Shopify. This includes any content you’ve created using other Shopify apps.
There is also the option of ordering professional translations if they are required.
Noteworthy features of Weglot include:
It’s also worth noting that the Weglot app translates your whole checkout process. It integrates seamlessly with invoicing to facilitate your customers.
Offering translation services in over 100 languages, GTranslate combines the abilities of Bing and Google’s automatic translation services to make your Shopify store multilingual.
Conveniently, a free app version is available to download on Shopify. However, it’s important to note that a number of key features are exclusive to paid plans.
Paying users get access to the GTranslate dashboard, which facilitates the editing of automatic translations. Additional features include the ability to monitor the traffic generated on the translated pages.
The app places a language switcher on your site so visitors can choose their language of choice as appropriate. However, it’s worth noting that any customization of this language switcher will require contact with the team at GTranslate or some expertise in coding.
Another option at your disposal is Langify. The app eliminates the need for the creation of multiple websites (i.e. one for each language). It allows visitors to view translated content in their desired language via a language switcher. Langify does not, however, offer automatic translation of your content, unlike most translation solutions.
The app acts as a translation manager. The process involves the user providing and uploading the translations themselves. And then editing and managing these translations via the Langify dashboard. In this respect, Langify is one of the more time-intensive translation solutions available.
A key feature of the Langify translation solution is the automatic language detection feature. This means that, depending on the language of the website, the visitor will be automatically detected based on their browser settings.
As a result, they are redirected to their preferred language in a domain that is specific to that language. These individual domains can also have Ahreflang tags and other associated metadata translated to help with SEO.
When it comes to the checkout phase for customers, it’s worth noting that the Langify solution does not allow the whole process to be fully translated. It may require seeking an additional app or finding an alternative solution.
Only you can determine which Shopify app is right for your translation needs. However, when making your decision, be careful not to make the mistake of sacrificing long-term value for short-term price savings. Also, be mindful of the following:
While a translation app may support many languages, this doesn’t necessarily mean they support the language you need for your website. Be prudent and check out the app’s site to make sure the language you need is provided.
When it comes to Shopify apps, there are two primary methods of translation available – automatic and human translation. The best solutions are those that combine the time and efficiency of automatic translations with the option to incorporate human translations via translation editors or by linking up with professional translators
Chances are – you’re not a developer, and so, it’s in your interest to be using an intuitive and user-friendly application. No one wants to have to get caught up in a convoluted installation process or work with large amounts of code to translate their site.
Finding a Shopify app that will make this process as seamless as possible will save you both time and a lot of unnecessary stress.
Make sure to research how the app will impact the design of your existing site. Look into the adaptability of your translation solution, for example, are there options to customize the language switcher?
For those venturing towards making their sites multilingual for the first time, you may find yourself with lots of questions initially. Therefore, it’s important to check out what kind of support is being offered by the solution you choose.
Is there extensive documentation, guides, and FAQs? Is there a dedicated customer support team? If so, this can greatly facilitate the process.
If you want to place higher on SERPS (and why wouldn’t you?), you need to ensure that the solution you choose is SEO-friendly friendly, ideally, following Google’s best practices.
When your metadata, including titles and descriptions, is translated, you can target a broader range of keywords, improving your chances of ranking higher.
So, it’s clear that multilingual websites will play an increasingly vital role in the future of ecommerce. At the start of this article, I made a bold statement in the words of Tommy Lasorda – Former Major Baseball League Pitcher, Coach, and Manager.
In baseball and in business, there are three types of people. Those who make it happen, those who watch it happen and those who wonder what happened’
Tommy Lasorda
Given the hyper-competitive business environment we operate in nowadays, and the frenetic pace at which it is evolving, this quote is very much applicable to the question of translation and ecommerce.