Expanding internationally is exciting, but poor translations can hurt more than help. Here are the five most common translation mistakes Shopify merchants make - and how to avoid them.
Mistake 1: Translating Everything Literally
The most common mistake is treating translation as a word-for-word conversion.
The Problem
Literal translation ignores:
- Cultural context
- Idioms and expressions
- Marketing effectiveness
- Regional preferences
Example
English: “Our sale is going bananas!”
Literal German: “Unser Verkauf geht Bananen!” (Makes no sense)
Better German: “Unser Sale ist der Wahnsinn!” (Captures the excitement)
How to Fix It
- Use AI translation engines that understand context (not just word substitution)
- Review marketing copy manually
- Test translations with native speakers
- Consider hiring local copywriters for key pages
LocaleFlow’s AI translation understands context, but you should still review marketing headlines.
Marketing Copy Alert
Headlines and taglines deserve special attention. Even great AI translation benefits from a human eye on your most important marketing copy!
Mistake 2: Ignoring SEO in Translations
Many merchants translate content but forget about search visibility.
The Problem
If your translated pages aren’t optimized:
- They won’t rank in local search engines
- International customers can’t find you
- You miss organic traffic opportunities
What Gets Missed
- Meta titles and descriptions
- URL slugs
- Image alt text
- Header tags
- Structured data
How to Fix It
- Translate meta content - Don’t skip meta titles and descriptions
- Localize URLs - Use translated URL handles when possible
- Add hreflang tags - LocaleFlow handles this automatically
- Research local keywords - The #1 keyword in English might differ in German
Example
English keyword: “running shoes” German keyword: “Laufschuhe” (not “rennende Schuhe”)
A literal translation would miss what Germans actually search for.
Mistake 3: Not Translating Metafields
Metafields contain critical product information that often gets overlooked.
The Problem
Shopify themes increasingly use metafields for:
- Size guides
- Care instructions
- Material details
- Custom product attributes
If these aren’t translated, customers see a mix of languages on product pages.
What to Translate
- Product metafields (specs, materials, dimensions)
- Metaobjects (size charts, ingredient lists)
- Theme settings that use metafields
- Custom sections and blocks
How to Fix It
Use a translation app that supports metafield translation with field-level control. LocaleFlow lets you:
- See all metafields in your store
- Choose exactly which fields to translate
- Exclude technical fields that shouldn’t change
Mistake 4: Forgetting the Customer Journey
Translation isn’t just about product pages.
The Problem
Merchants often translate products but forget:
- Cart and checkout
- Email notifications
- Account pages
- Support content
- Policies and legal pages
This creates a jarring experience where the language switches mid-purchase.
The Full Customer Journey
- Discovery - Blog posts, collection pages
- Product pages - Descriptions, reviews
- Cart - Messages, upsells
- Checkout - Forms, shipping options
- Post-purchase - Order emails, tracking
- Support - FAQ, contact pages, policies
How to Fix It
Audit your entire store from a customer perspective:
- Start at the homepage
- Browse collections
- Add items to cart
- Go through checkout (use test mode)
- Check email notifications
- Visit support/policy pages
Note any untranslated elements and address them.
The Full Journey Matters
Customers notice when language suddenly switches mid-checkout. A fully translated experience builds trust - and trust drives conversions.
Mistake 5: Set and Forget Mentality
Translation isn’t a one-time task.
The Problem
Stores evolve. You add:
- New products
- Updated descriptions
- Seasonal collections
- New blog posts
- Changed policies
If translations aren’t maintained, new content appears in the wrong language.
Signs of Outdated Translations
- New products showing in original language
- Inconsistent language across collections
- Missing translations on recently added pages
- Customer complaints about mixed languages
How to Fix It
- Enable automatic sync - LocaleFlow translates new content automatically
- Review monthly - Check a sample of recent products
- Monitor analytics - Watch international conversion rates
- Gather feedback - Ask international customers about language issues
Bonus: Quick Translation Audit Checklist
Use this checklist to find translation gaps:
Content Audit
- Product titles and descriptions
- Collection names and descriptions
- Page content
- Blog posts
- Navigation menus
- Footer content
SEO Audit
- Meta titles
- Meta descriptions
- URL handles
- Image alt text
- Hreflang tags present
Customer Journey Audit
- Cart messages
- Checkout fields
- Order confirmation emails
- Shipping notification emails
- Account pages
Technical Audit
- Metafields translated
- Theme settings
- Error messages
- Form labels
Conclusion
Avoiding these five mistakes will significantly improve your international customer experience:
- Translate for meaning, not words - Use context-aware AI translation
- Optimize for local SEO - Translate metadata and URLs
- Don’t forget metafields - They contain critical product info
- Translate the full journey - Cart, checkout, emails, policies
- Keep translations current - Enable automatic sync
With LocaleFlow, most of these issues are handled automatically. The AI understands context, auto-sync keeps content current, and metafield support covers technical content.
Flowy's Got Your Back
Worried about making these mistakes? LocaleFlow handles most of them automatically - so you can focus on growing your international business!
Start translating the right way - try LocaleFlow with a free demo.
