Internationalisation and translation of your online shop

Running an online shop in several languages relies on many factors, which can sometimes be overly demanding. Below we will provide you with detailed advice on how you can pull it off.






1. Choose the right shop system for you

The first step towards internationalisation is to find out if the shop system in question offers a multilingual facility, or in other words, if the front end, article texts and categories can be translated. Here is a brief overview of the different shop systems:



OXID eShop:

Since 2002, the German shop system provider Oxid eSales has been developing its online shop system, OXID eShop. Some of its most significant advantages include superb modularity with numerous interfaces, high scalability and a remarkably high data processing speed. Moreover, this high quality shop system distinguishes itself with excellent ease of use for the shop visitors as well as for the operators. As a consequence the company ranks among the best-known and most popular shop system providers in Germany.

OXID eShop has a multilingual capacity – it is supported in all common languages, and can easily be converted into other languages.

An overview of the check list:

  • simple installation of the language packs
  • all content translatable through export



With more than 8000 installations, 300 certified partners and about 200 extensions, Shopware is counted among the most modern and best structured shop systems in Germany. As of 28th August 2012, Version 4.0 of the software was filed under AGPL License, and is therefore an open-source shop software.

Online shops of all different sizes of sales revenue can be set up and managed quickly and easily, so that no wish is left unfulfilled. Latest technologies enable bonus systems for certain customers to be installed with very little effort, and even facilitate the installation of several shops. For every extra request, there is also the matching upgrade. The stage environment offers exceedingly practical assistance in checking all of the functions of a system in a test environment before it is made public online.

Since then, Shopware Version 5 has been released online, which makes translation easier than ever.

Up to date language packs can be acquired from the Shopware online store. DialogTicket is working in close cooperation with Shopware AG in its role as a certified partner.

An overview of the check list:

  • Many updates and new functions
  • several shops available in various different languages
  • back end can also be translated


Gambio GX2:

The German shop system Gambio GX2 is based on xt:Commerce 3, and first went online in 2004. Its favourable price-performance ratio makes it an ideal system for smaller online operators, small enterprises and entrepreneurs.

More than 200 features and 100 interfaces allow the operator to precisely adapt their online shop to the needs of their consumers. A sophisticated search engine optimisation provides the foundation for competing at the very top of the search engine rankings. The unparalleled StyleEdit tool puts the retailer in the position of being able to create his entire shop according to his own designs. The “Gambio MobileCandy” template conveys the entire website in a tablet- and smart phone-friendly format. Delivery notes and invoices can also be created and sent as a PDF file just as easily with the Gambio template. Numerous interfaces connect the online shop with the relevant payment and inventory control systems.

In comparison with other shop systems, Gambio does not provide such a solid foundation as a multilingual platform, but nevertheless allows for the entire shop to be displayed in different languages.

Language packs are also ideal for this purpose.

Tip: Be sure to check which version you possess before purchasing a language pack. There are significant differences between the Versions GX2.0, GX2.1 and GX2.2.

An overview of the check list:

  • Gambio improves the language system with every update
  • Translations of email templates are directly integrated into the language pack
  • Easy-to-manage language packs




In 2003, xt:Commerce 3 emerged as an offshoot of the osCommerce shop system. This open-source-software has already been installed over 100,000 times. All the same, this variant is no longer being offered by the manufacturer in this format.

In the meantime, the next generation was brought into being: the xt:Commerce 4 shop system, which was initially referred to by the name “Veyton”. This successor is also available for free as a “start version” with limited functionality. Anybody who wishes to get the full programme is recommended to acquire the “professional version”. The “multishop” edition is the ideal solution for operators of two or more online shops.

xt:Commerce actually already comes in several languages that can be installed with just a few clicks, but translations for the items themselves are not included.

An overview of the check list:

  • a well-established shop system
  • numerous updates
  • many languages come preinstalled



On the basis of experience and impressions, Shopware stands out as the preferred choice for internationalisation. The simple usability for shop operators, which enables new languages to be added in mere seconds thanks to the plug-in manager, makes Shopware a truly multilingual shop system. Every item can be translated directly in the back end as preference dictates. It is also possible to import or export all items in other languages.




internationalisierung2. Translation of the front end

For the customer to see the shop in the correct language, it is necessary that the front end of the shop, meaning the part of the shop that the customer sees first in the browser, is displayed in the right language. Language packs are perfectly suited to this purpose. These multilingual modules broaden the horizons of your shop, and mark the first step towards a seamless internationalisation.


3. Email templates, terms and conditions, cancellation policy

The next step concerns the individual pages and information of an online shop. To achieve trouble-free communication with a customer, email templates and terms and conditions must be translated into the appropriate language of their country of origin. Cancellation policies should also not be forgotten.

Tip: When selling abroad, the cancellation policy of your own country always applies.

In order to ensure a high quality of language, these very specific pages and texts should be translated by a qualified specialist translator.


4. Items and categories

The next important step is to match the item texts, such as the title, description, keywords and prices, to the particular country and its relevant language. The categories are also translated during this phase so that the customer can navigate confidently through the shop, and can easily find what they are looking for. The translation of the front end is consequently of great importance to the ordering process. A sophisticated strategy for internationalisation is also very important in this regard.



5. Shipping and conditions of payment

It is best to inform yourself in advance about the conditions of payment and shipping options for specific countries. In many EU countries and the USA, the credit card is the most common method of payment, but in some cases the payment method must be adapted to suit certain other countries. International shipping is always more expensive than domestic shipping – shipping costs must therefore be adjusted accordingly






If you bear these suggestions in mind when setting about the internationalisation of your online shop, you’re sure to be on the right path. In DialogTicket and, you’ve found a professional partner in all things multilingual. We are expertly qualified to translate your shop as well as your sales items.


Internationalisation of your online shop