Internationalization guide
Successfully address multilingual target groups and utilize the full potential of your language versions
1 Why this guide?
Many store operators want to address new customer groups with additional language versions - a sensible and important step. Our solution helps you to translate all store content such as products, categories and media content quickly and efficiently.
In fact, there is enormous potential here: Only around 14% of Google search queries in Europe are in German. Most users search in French (13%), English (12%) or Italian (10%) - in other words, in languages that are often spoken directly beyond national borders.
In practice, however, it is also clear that translations alone are often not enough to exploit the full potential of foreign-language target groups. Visibility, trust and relevance are only achieved through the interplay of several factors.
A key success factor: Marketing measures that you already use in your main language - such as Google Ads, campaigns or third-party listings - must also be implemented in the additional languages. This is the only way to effectively reach your target groups where they search, compare and buy.
In this guide, you will learn how to get the most out of our solution - and which additional levers will help you turn your multilingualism into real sales.
2. what our solution does for you - and what else is important
Our solution automates key translation and language control tasks for your store. It therefore forms a stable basis for your multilingual setup.
✅ Our tool will do this for you:
- Daily monitoring and automatic translation of your store content
- Instant translations for product and category texts
- Language-based redirects (redirects) for visitors
- Intelligent URL handling for translated content and internal links
🔍 In addition, relevant success factors (not part of our solution):
- Targeted SEO strategies & keyword research
- Local advertising and content campaigns (e.g. Google Ads, social media)
- Expand your external data sources with translated content (e.g. for marketplaces)
- UX customizations for specific target markets (e.g. payment methods, layouts)
➡️ Our tool provides the technical basis - the strategic approach to your target groups remains in your hands.
3. seven success levers for multilingual stores
3.1 Ensure visibility
Our solution automatically recognizes the preferred language of your visitors and redirects them accordingly - this ensures a seamless first impression. Nevertheless, it is important that users can also change the language manually if required.
- Place language switcher visibly, e.g. in the header and mobile menu → This allows users to switch to the desired language at any time - an important factor for conversion and user experience.
- Check redirects regularly to ensure that all target groups land reliably in their language
3.2 Don't forget the SEO basics
A technically well-translated store is the basis - but to ensure that you are also found, it is worth taking a look at a few basic SEO rules:
- Set hreflang tags correctly (Shopware does this automatically in some cases)
- Maintain meta descriptions per language - this can also be done directly via Reqser
- Optimize alt/title tags for images to improve indexing by search engines and AI. This can also be done automatically via Reqser with the "Image descriptions" product
- Check template for correct SEO output → Ensures that meta descriptions, titles and other SEO texts are actually translated and loaded in the frontend. Not all templates are configured multilingual by default - check in the source code whether the translated content is also output to Google and other search engines.
3.3 Localization instead of just translation
A good feeling for language comes from cultural relevance:
- Adapt prices, units of measurement and payment methods to local customs
- Take speaking style into account, e.g. 🇬🇧 British vs. 🇺🇸 American English
- Regional holidays, delivery conditions or legal information can also be important
3.4 Making content multilingual-capable
For translations to work automatically and efficiently, content should be structured to be multilingual-capable from the outset:
- Do not use texts in images → Texts that are embedded directly in graphics cannot be translated automatically. Instead, use text modules, CMS elements or experience worlds/HTML to display content. This enables automatic translation, better adaptation to different screen sizes, accessibility for screen readers and easier maintenance.
3.5 Building trust
A professional presence in the foreign language creates the basis for trust - a key success factor in e-commerce.
- Translate legally relevant content, e.g. terms and conditions, data protection and shipping information → This content is not only legally necessary, but also strengthens trust in your store.
- Display customer reviews, FAQs and support texts in the appropriate language → This makes visitors feel they are being taken seriously - which reduces abandoned purchases and increases conversion.
3.6 Extending external data streams
Translated store content is not enough if important information outside the store is missing or remains incomprehensible.
- Provide product data for marketplaces (e.g. Amazon, eBay) in the appropriate language → Many platforms require complete, localized data - and reward this with greater visibility.
- Localize feeds for comparison portals and price agencies → Uniform, linguistically adapted data improves findability on external platforms.
- Provide search and recommendation tools such as DooFinder with multilingual product information → Internal search results and recommendations should also appear in the correct language - this improves the user experience and conversion.
- Expand social media and API data with multilingual content → This keeps your product information consistent in ads, posts and other channels.
3.7 Actively addressing target groups
Translated content ensures visibility - targeted campaigns ensure relevance and growth.
- Place ads in the relevant language (e.g. Google Ads, Meta) → This is the only way for campaigns to achieve their full effect - culturally and linguistically appropriate to the target group.
- Create landing pages for relevant keywords, promotions or markets → Localized pages improve SEO performance and appeal directly to searchers.
4. recommendations for implementation
Many of the measures mentioned can be implemented yourself with manageable effort. For more complex topics such as SEO or campaigns in new markets, it is worth working with experienced partners.
→ If you are already working with an agency: Feel free to pass on this guide - it provides a good basis for working together.
→ If not: we will be happy to put you in touch with suitable agencies from our network that have experience with multilingual webshops.
Our aim is to support you not only with the translation, but also with the effective use of your language versions.
5. any questions? We are happy to help
Our support team is available to you at any time - whether for technical questions, setup or to assess your current configuration.
Just write to us if you have feedback, ideas or specific challenges. We look forward to supporting you.