Shopify has launched Translate & Adapt, a new app that works with Shopify Markets, to help merchants quickly and accurately localise the customer journey. Shopify Markets removes the barriers to cross-border selling and has empowered more than 175,000 Shopify merchants to become global by default since its launch in 2021.
The new Translate & Adapt app now allows merchants to translate their store into different languages with both manual and machine translations. They can also adapt custom content for each market. For example, merchants can account for variations in dialects and languages, like changing ‘pants’ to ‘trousers’ when switching from American to British English. They can also add or remove lines from product descriptions to better reflect how individual products might be used or referenced in different countries.
“Expanding to new markets without a localised consumer experience means you’re leaving untapped potential on the table,” said Shimona Mehta, Managing Director, EMEA, at Shopify. “Shopify Translate & Adapt overhauls how Shopify merchants can build high-touch storefronts for each market, all from a single store and platform, and we think it’ll be a game changer for increasing consumer empathy and conversion.”
Shopify Translate & Adapt is available to all merchants globally from today. Learn more here.
