How to translate an e-store into several language versions and what should you keep in mind when doing so? – everything you need to know about a multistore

More and more entrepreneurs decide to start online sales. The e-commerce market has been developing at a very fast pace. It is also worth mentioning that multistore-based solutions are gaining popularity. Multistore involves combining several stores in one intuitive panel.

Let’s assume that each store is to be based on reaching various recipient groups of different nationalities. How should you deal with online store translation into several languages? Here is a list of three aspects that are worth considering.

Shopping process at an online store from A to Z

It is obvious that each of the components of the shopping process (such as quantity and product specifics, prices, delivery options, payment methods), should be adjusted to the market on which it will be offered. The key aspect that you should take into account when translating an e-store into several language versions is to be sure that all messages along the entire shopping path are properly translated and visible to the customer. The stages of shopping as well as the entire process related to it must be properly developed. For instance a store on Shopify has a very advanced system for editing such sections. Translation of error messages at the shopping cart stage are often omitted, such as:

·        A message stating that a certain payment card is not accepted

·        A message stating that there is no possibility of delivering the product to the indicated address

·        A message about a given discount code being invalid

·        A message on failing to meet the formal conditions (checking consent boxes)

It is highly important for a customer whose order cannot be processed, to learn the reason for such a situation as well as the possible solution.

Often, messages indicating that page or data is loading or that the user is redirected, are omitted.

Email notifications in an e-store

The shopping process and auxiliary messages are one thing but email notifications that are sent to the customer after making a purchase, are equally as important.

·        Order confirmation

·        Confirmation of making the payment and payment being received

·        Notification about order being completed

·        Notification about order being sent

·        Notification about delay in the order process

·        Notification about order being cancelled

The key issue is to prepare the base message which will be used for all translations of the message into other languages. Once such a base version is prepared, some time on translating further versions will be saved. From my experience and observations, I can say that universality of the base message is key.

I frequently see situations where a client wants to personalise messages to match a certain group of recipients. This is a great idea but complications occur when some messages/phrases do not exist in other languages.

There are many neologisms, regionalisms, metaphorical phrases that will only be understood by a certain group of people.

Keep in mind that a universal message will be interpreted in the same way by all recipients, regardless of the language in which it is written, hence using such a message will give you certainty that your intention will be understood properly.

Design of an e-store and CTA buttons

Product categories and footer are components that need to be translated as the basis of an online store. It is also worth paying specific attention to CTA buttons/messages.

Prior to expanding your services to international markets, it is worth following the top stores functioning in certain countries, where you want to offer your products. This will make it possible to find out which phrases are often used, searched for and clicked on. For instance: on sliders and banners in English, it is very popular to use such phrases as: ‘See’, ‘Buy now’, ‘Discover’.

Creating a multilingual online store is not a difficult task

Developing a store in several language versions is a challenge but this process can be made significantly easier and shorter if you engage appropriate people for this task, whose experience in translation will be the key to success. A properly configured multistore and translated with special emphasis placed on quality of translation of the shopping process, emails and CTA, can turn out to be a huge step forward in developing an online business.