/General Questions
Question
Should I translate my store into multiple languages as a beginner or keep it English only?
Posted by •11/18/2025
I live in Europe and I'm tempted to:
- Translate my store into 2–3 languages (German, French, Spanish)
- Run ads into multiple countries at once
My logic:
- More countries = more potential buyers
- People buy more easily in their own language
But the downside:
- More work (translations, different currencies, policies, etc.)
- More complexity for support and returns
Right now I have:
- A basic English store
- Product that could work in EU-wide markets (home organization)
Should I:
1. Keep it 100% English + target fewer countries (e.g. US, UK, CA, AU)?
2. Or localize and go deeper into 1–2 EU countries with proper language + currency?
3. Or try to go wide (many countries, many languages) from the start?
What's smartest for a beginner?
- Translate my store into 2–3 languages (German, French, Spanish)
- Run ads into multiple countries at once
My logic:
- More countries = more potential buyers
- People buy more easily in their own language
But the downside:
- More work (translations, different currencies, policies, etc.)
- More complexity for support and returns
Right now I have:
- A basic English store
- Product that could work in EU-wide markets (home organization)
Should I:
1. Keep it 100% English + target fewer countries (e.g. US, UK, CA, AU)?
2. Or localize and go deeper into 1–2 EU countries with proper language + currency?
3. Or try to go wide (many countries, many languages) from the start?
What's smartest for a beginner?
2 Replies
•11/18/2025
I started with “worldwide, English only” and my support inbox turned into a mess of languages I don’t speak.
What worked better:
- I switched to just DE/AT/CH
- Fully translated store into German
- Advertised only there
Conversion rate went up a lot because the experience was consistent. But I only did this AFTER I already knew my product + funnel converted in English first.
What worked better:
- I switched to just DE/AT/CH
- Fully translated store into German
- Advertised only there
Conversion rate went up a lot because the experience was consistent. But I only did this AFTER I already knew my product + funnel converted in English first.
•11/18/2025
As a beginner, complexity is your enemy.
Adding:
- Multiple languages
- Multiple currencies
- Multiple policies
… multiplies:
- Tech issues
- Support headaches
- Chance of breaking the funnel
Better approach:
- Pick **ONE primary market** to start with.
- Either:
- English-speaking (US/UK/CA/AU)
- Or your home country if you know the language/culture very well.
Once you can:
- Profitably run ads
- Convert at 2–3% in **one** market
… THEN consider localizing to a second country.
Multi-language **can** increase conversion, but not if:
- Your product page / offer is weak to begin with
- Your support can’t handle multiple languages.
Adding:
- Multiple languages
- Multiple currencies
- Multiple policies
… multiplies:
- Tech issues
- Support headaches
- Chance of breaking the funnel
Better approach:
- Pick **ONE primary market** to start with.
- Either:
- English-speaking (US/UK/CA/AU)
- Or your home country if you know the language/culture very well.
Once you can:
- Profitably run ads
- Convert at 2–3% in **one** market
… THEN consider localizing to a second country.
Multi-language **can** increase conversion, but not if:
- Your product page / offer is weak to begin with
- Your support can’t handle multiple languages.