Shopify mehrsprachig: Der Multi-Language Store

Shopify Multilingual: The Multi-Language Store

Find out how you can go multilingual on Shopify and whether the multi-language store can boost your sales.



If you want to achieve global growth and an international audience, building a multilingual Shopify store is critical to your success. Find out how you can go multilingual on Shopify and whether the multi-language store can boost your sales here.


By displaying another language alone, you can mathematically double your potential audience. However, there are a few things to keep in mind. We've summarized how to go about implementing multilingual landing pages, product descriptions, blog posts, emails, payments, and international search engine optimization.

As a Shopify Plus partner, we have already built several multilingual stores for international brands. As a first step, we always make it a point to assess with our clients, based on their current numbers, whether globalizing their business and expanding into more markets is worth it at this point in time. If you are already sure that the multilingual store is the right step for you, you can find all the features you need to expand your multilingual store here.

 Shopify mehrsprachig nutzen -der multi language store


What is a multilingual store and why should I bother with it?

In a multi-language store, your store is translated into the right language depending on the visitor's location and customized according to their region. Help your customers understand what you offer and guide them to the checkout with a packed shopping cart.


With a multi-language store, you naturally expand your customer base and open up opportunities for your business to acquire and delight new customers worldwide. The content must be properly translated throughout the entire customer journey - from the landing page to the order confirmation. Only then can you treat all customers with the same appreciation and smoothly transport your workflow to all markets. By offering a multilingual Shopify store, you can significantly increase your traffic and sales.


But: expanding into foreign markets only makes sense if your customers don't have to spend time translating product descriptions and other texts. The question always arises: "Would I do this work myself?" - If your answer is no, then you should read on carefully.


Data analysis: the first step to use Shopify multilingually

First, you should perform a detailed data analysis to determine if a multi-language store makes sense for your business (right now).

Are you already running a Shopify store? Very good, because then you can use Shopify's own analytic tools. Your store is still running on another system? No problem, with Google Analytics you get insights into the data that are relevant for the consideration.


When analyzing data, first take a close look at which regions your traffic comes from. As a rule, the lion's share should come from the country of your target market (Germany). However, if you already identify relevant traffic from other countries, it is clearly time to look into a multi-language store. Generally, the conversion rate of an online store in a country increases as soon as its language is integrated. This means that you are already building on existing traffic. If you have chosen a target market outside of the analysis data, further attention will be paid to SEO and your marketing activities for the country to be developed.<


Die besten Übersetzungsverfahren

Automatische Übersetzungs-Apps wie Google Translate scheinen die schnellste und einfachste Option zu sein, eignen sich jedoch nicht für ambitionierte Online-Stores und Brands. Automatisierte Übersetzungen sind immer fehlerbehaftet und treffen niemals das Wording und den Stil, in welchem du mit deinen Kunden kommunizieren möchtest. Es führt also kein Weg daran vorbei, deine Store-Inhalte manuell zu übersetzen. Das ist natürlich nicht mal so nebenbei erledigt, erzielt aber garantiert die besseren Ergebnisse. Bei der manuellen Übersetzung empfiehlt es sich, für jede Region oder Sprache einen eigenen Store zu eröffnen, um diesen unabhängig steuern zu können.

 Shopify mehrsprachig nutzen - der multi language store


Configure Shopify multilingual

This is the only way to ensure that the right products are recommended to your visitors for each store and that the right message is conveyed. Unless you are multilingual yourself, you should hire a native content writer instead of relying on automated tools for translation. Of course, this is especially true for the legally relevant portions of your content.


The manual translation method means that depending on the visitor's IP address, the correct store will be displayed. Make it easier for potential customers from other countries to navigate your store, read the content, and find the fastest way to checkout.


Of course, there are alternative translation apps for Shopify like langify or weglot. They offer you the possibility to duplicate the elements of your store and offer a multilingual display in the frontend with automatically created or manually entered translations. However, this way you lack full control. On the one hand, you have to make sure that everything, from the menu item to the footer, is displayed in the correct target language. On the other hand, you have achieved multilingualism, but you offer the same store for all markets. Of course, this also applies to all promotions that you might want to offer only for a certain country and all products, whether they are suitable for the customers of your target language or not. This way you can't react to possible differences in availability, shipping costs or even import regulations and you take away almost all possibilities to optimize your store.

Verwende einen IP-Redirect

Wir empfehlen die Verwendung einer IP-Redirect-App, um den Standort deiner Besucher zu ermitteln, und sie sofort in den richtigen Shop weiterzuleiten. Mit diesen Apps kannst du beispielsweise folgende Nachrichten anzeigen lassen: "Es sieht so aus, als wären Sie in Spanien, klicken Sie hier, um zu unserem spanischen Store zu gelangen". Eine andere Möglichkeit ist die automatische Weiterleitung ohne deinen Kunden vorher anzusprechen.


Achieve global relevance

With a multilingual Shopify setup, your brand becomes more globally relevant. Because of this, your potential customers from other countries or continents feel like they can identify with your brand. This creates trust and connection, which leads to an increase in your conversions in the long run. It is important to use the right terminology. For example, English people use the term "jumper" instead of the American term "sweater". The German word "Pullover" is hardly familiar in the respective countries. You will only gain the trust of the corresponding customers if your brand understands your customers and vice versa. That's why the quality of your translations is of utmost importance, in addition to the technical requirements that Shopify can implement multilingually.

Global search engine optimization

Being read by search engines in different countries and languages is crucial for your success in global business. To rank high in search engines around the world, you need a strong international SEO strategy. If you use a different store for each language and region, your stores are already contributing greatly to your global search engine optimization. Just like your customers, you won't confuse Google's crawlers with a jumble of languages on the same domain.


With a separate store for Spain, for example, your online store will be perceived by search engines as a "real" Spanish site. This alone gives you an advantage for the rankings there. Next, make sure that the URL structure of your store is clean and specific. This makes it easier for regional search engines to find the individual content such as collections or products of your multilingual brand. Ideally, a larger brand should have or hire a Shopify SEO expert who can configure language tags and create unique content in multiple languages.



Going global with your brand and reaching an international audience is exciting and can open up completely new opportunities for your business. On the other hand, it can be a very complex process and take a lot of time. In our experience, manual translation for multiple standalone stores is the best way to configure Shopify to be multilingual. In addition, standalone stores help push your brand in search engines around the world and show your customers the best content and products for each.


Just don't be hasty: you need to be confident that taking your brand global and building multilingual stores is the right path for your business. So before you invest time and money on expansion, you should do a detailed data analysis to determine if this path makes sense for your business at this time. After our initial overview of internationalizing your brand with a multilingual Shopify setup, want to learn more? We're happy to be your Shopify partner if you need assistance!


About the Author:

Sarah - Shopify Expert & Branding Specialist



Shopify Expert & Branding Specialist