E-commerce localisation: an online store that sells on a new market

In an online store every word is part of the conversion chain: the product title brings the customer from search, the description makes them decide to add to cart, and the text of the checkout page determines whether they complete the order. Research consistently shows that most buyers do not buy a product offered in a foreign language, regardless of their knowledge of English, while a significant share of carts abandoned at the payment stage is linked precisely to unclear terms, an unfamiliar currency and the absence of a local payment method. E-commerce localisation turns this loss directly into revenue.

What online store localisation covers

An online store is structurally the most diverse digital product. Localisation covers:

• The product catalogue: titles, descriptions, technical characteristics, size charts, attributes and filters (colour, material, size), the category tree.
• The checkout process: cart, delivery options, payment form, order confirmation, error messages.
• Transactional communication: automatic emails and SMS notifications about the order, payment, dispatch and returns.
• Legal and consumer texts: delivery and returns policy, warranty, public offer, privacy, which must also comply with local consumer legislation.
• Customer support: FAQ, chatbot scenarios, help centre, support templates.
• Marketing elements: banners, promotions, loyalty programme, email campaigns, moderation of product reviews.

Product descriptions: a translation that sells

A literal translation of a product description creates two problems: it often sounds unnatural and does not take local search behaviour into account. So we work on the catalogue at two levels:

• The technical part (characteristics, composition, dimensions) is translated exactly, with conversion of units of measurement (inches and centimetres, pounds and kilograms, US and European clothing sizes) and with local standards in mind.
• The promotional part (title, advantages, usage scenario) is written with the transcreation approach: we keep the brand's tone and message, but adapt the wording to the expectations of the target audience.

For large catalogues (thousands of SKUs) we create product type templates and an attribute terminology base, so that "cotton blend" in one product does not become "fabric containing cotton" in another. Translation memory fills repeated fragments automatically, which considerably reduces deadlines.

SEO localisation for the catalogue

The customer searches for a product with the words they use every day, not with a translation dictionary. "Running shoes" in Georgian can be any of three different everyday expressions, and each of the three has a different search volume. During localisation:

• we research the target market's keywords at the level of categories, product types and brands;
• we write titles, meta descriptions and H1s according to local search;
• we create URLs readable in the target language and check the hreflang structure, so that the language versions do not compete with each other;
• we translate the Product and Offer structured data (JSON-LD), so that price, stock and rating are reflected correctly in search results.

Payment systems, currency and trust elements

The checkout process is the most sensitive point of localisation. Here the customer pays money, and every uncertainty leads to cart abandonment. We check and adapt:

• The names and instructions of payment methods: local bank cards, online banking systems, instalments, e-wallets, cash on delivery. If a method common on the market is missing, we record this in the localisation recommendation.
• The currency format: the position of the lari symbol (149,90 ₾), the decimal separator, rounding logic, whether VAT is shown in the price or separately.
• The address form: field order, postal code validation, list of regions, telephone code. A form that makes a US state mandatory simply stops a Georgian buyer.
• Trust signals: secure payment marks, the wording of the returns guarantee, a realistic description of delivery times, local contact information.
• Error texts: "card declined" or "check the expiry date" must be written so that the customer sees a specific next step.

UX and cultural adaptation in an online store

A localised store must be local visually too. A Georgian buyer already understands a "Black Friday" discount banner, but "Boxing Day" or "Back to School" need rearranging to the local calendar. We analyse:

• the change in text length on product cards, filters and buttons ("Add to cart" and its Georgian equivalent require different widths);
• the local standard of size charts and conversion tools;
• text on product photos, which often goes unnoticed and lands on the Georgian page as foreign-language infographics;
• seasonal and holiday campaigns, which must be planned according to the local calendar and consumer behaviour.

Platforms and technical integration

We work with Shopify (Translate & Adapt, Weglot export), WooCommerce (WPML, Polylang), Magento, PrestaShop, OpenCart, BigCommerce and custom platforms. We receive the catalogue as a CSV, XLIFF, JSON or API export, process it in a CAT environment while protecting HTML tags and attributes, and return it in the same structure, so that import happens without manual editing. For large and constantly updated catalogues we offer a continuous localisation model: new products go to localisation automatically and come back within 1-2 working days.

Quality control and testing

Before launch a localised store goes through the full customer journey in the target language: search, filtering, product page, cart, registration, payment in test mode, confirmation email, return request. We check cut-off text, untranslated elements, currency and date formats, the language of automatic emails and form validation. Every problem is recorded with a screenshot and location, so that the developer has an exact task.

Frequently asked questions