Shopify launches new localisation tool

Shopify launches new localisation tool

Leading ecommerce platform Shopify is launching Translate & Adapt. The tool, which works with Shopify Markets, offers localisation for merchants looking to expand to new markets. The new application is available worldwide as of this week.

Shopify shared the news yesterday on the company website. The new tool works with Shopify Markets, a service for international selling which launched last year. Only this summer, the ecommerce platform experienced a decline in customer demand and let go of 10 percent of staff.

Translations and custom shipping terms

Over 175.000 merchants are using Shopify Markets, according to the company. This would amount to around 10 percent of all users. With Markets, customers can already add local currencies, payment methods, pricing and product availability. As of this week, merchants will have access to Shopify Translate & Adapt as well.

Around 10% of customers use Shopify Markets.

The new localisation tool translates a user’s online store into different languages. This includes anything from custom product pages to contact information pages. Customers can use auto-translate and manually edit translations, Shopify writes. Merchants can also create different shipping terms for each market, such as a minimum spend for free shipping.

Markets Pro version early access in United States

In addition to Translate & Adapt, Shopify is launching Markets Pro. Although at the moment, only select customers in the United States have early access. With the Pro version, users can offer more payment options, express shipping and manage tax and duties more easily. There is also coverage for fraud and chargebacks.

Shopify is also launching Markets Pro in the United States.

According to Shopify data, translating content can increase gross merchandise (GMV) value from local buyers by 13 percent. Offering local currencies can grow GMV by 7 percent, Shopify writes, while local payment methods can result in a 6 percent higher checkout rate.

‘Increasing consumer empathy and conversion’

“Expanding to new markets without a localized consumer experience means you’re leaving untapped potential on the table,” says Director of Product Rohit Mishra from 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 has been investing in cross-border ecommerce as of late. The platform recently set up Shopify Payments and Shopify Shipping in France as well as point-of-sale in Italy. When releasing its second quarter results, Shopify’s CEO Harley Finkelstein said that international selling should be as simple as selling domestically.



Jasmijn writes all types of news and background articles with a focus on sustainability in ecommerce.

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