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Expert Answer • 2 min read

Should I translate Black Friday content?

As an e-commerce business targeting international markets, I'm unsure whether I should invest time and resources in translating my Black Friday promotional content. My store currently operates primarily in English, but I've noticed significant traffic from non-English speaking countries. I want to understand the potential impact of content translation on conversion rates, customer engagement, and overall sales during this critical shopping period. What considerations should I evaluate when deciding whether to localize my Black Friday marketing materials?
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

2 min

TL;DR - Quick Answer

Translate Black Friday content for markets where English conversion rates are significantly lower than local language rates. Priority markets: Germany (DE), France (FR), Netherlands (NL), and Brazil (PT). Use native translators, not auto-translation alone.

Complete Expert Analysis

Should You Translate Black Friday Content?

Translation for BF can significantly lift conversion rates in non-English markets - but it requires investment and must be done correctly. Here's how to prioritize and execute.

Translate For

  • - Germany (EN CVR 30% lower than DE)
  • - France (strong preference for French)
  • - Netherlands (high English but local preferred)
  • - Brazil (low English proficiency)
  • - Spain / Latin America (Spanish)

Consider Translating

  • - Italy (moderate English)
  • - Japan (low English, high opportunity)
  • - Poland, Czech Republic
  • - Mexico (Spanish adaptation)

Skip Translation For

  • - UK, Canada, Australia (English native)
  • - Nordics (very high English proficiency)
  • - Singapore, Hong Kong (high English)

Translation Prioritization

  1. 1. Checkout and cart (highest impact on conversion)
  2. 2. BF offer overlay / campaign text
  3. 3. Product pages for BF hero products
  4. 4. BF email campaign
  5. 5. Homepage BF banner

Use Shopify Translate and Adapt app - supports Shopify Markets for automatic locale-based content switching.

Growth Suite: Growth Suite campaign text can be set per locale using Shopify's translation system. If you translate your store for German or French audiences, your BF Trigger Campaign overlays can display in the visitor's language automatically - no separate campaign needed per language.

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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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