Localising a product page means changing everything a shopper needs in order to buy with confidence in their own market, not just the words. That includes language, units, sizing, currency, payment options, delivery and returns information, and legal text. Translation is one step in this work, which is why localisation and translation are different jobs.
What to adapt, layer by layer
| Layer | Questions to ask | Example change |
|---|---|---|
| Language and tone | Does it read as written for this market? | Local spelling, product names and idioms |
| Units | Which measurement system do shoppers use? | Centimetres to inches, millilitres to fluid ounces |
| Sizing | Do size labels mean the same thing? | Add a conversion chart for clothing and shoes |
| Currency and pricing | What do shoppers expect to see? | Local currency, tax-inclusive or exclusive display as local practice requires |
| Payment | Which methods do shoppers trust? | Local wallets or bank transfer options |
| Delivery and returns | What can you honestly promise? | Local carriers, realistic timeframes, return rules |
| Legal and compliance | Which local rules apply? | Consumer law text, labelling, privacy notices |
| Imagery | Do pictures fit local context? | Replace culturally specific scenes or props |
Check the details of each local rule with a local adviser. This article is general information, not legal advice, and consumer, tax and labelling rules differ by country.
Start with the product data, not the page
Most errors come from product data held in a single language and format. Before translating anything, audit the source fields: title, description, materials, dimensions, weight, care instructions, warnings and variants. Store units and size charts as structured data so the right version can be displayed per market. Retrofitting after launch is expensive.
Be accurate in every market
Wherever you sell, the product must be described truthfully. In Australia, the ACCC says images and descriptions must be accurate, claims need reasonable grounds, and leaving out important details can mislead (ACCC). If you adapt copy for a new market, do not stretch claims to match a competitor’s phrasing; check each claim against what the product actually does and what local rules allow.
Set up the site so search engines find each version
Google’s guidance says to give each language or regional version its own URL, use hreflang annotations so Google understands the variations, and make sure each page links to all alternates and itself, otherwise the tags are ignored (Google Search Central: localized versions). The same documentation advises avoiding automatic redirects based on assumed language, and instead linking to the other versions so users and crawlers can reach all of them (Google Search Central: multi-regional sites).
Local signals matter too: the multi-regional guidance lists local language and currency, local addresses and phone numbers as signals of your intended audience. Localised versions only count as duplicates if the main content stays untranslated.
A rollout process
- Choose the market and confirm demand. See how Australian brands reach international audiences.
- Audit product data and fix gaps in the source language first.
- Define a glossary and tone guide so product terms are consistent.
- Translate and adapt with a native reviewer who understands the product category.
- Localise the transaction: currency, payment, shipping, returns, tax display.
- Review legal pages with local advice.
- Set up URLs and
hreflang, then test the whole purchase path as a local shopper would. - Monitor returns, support questions and conversion by market, and update.
Trade-offs
- Full localisation of every product may not be worth it for a small catalogue test. Start with best sellers.
- Machine translation can speed up drafts, but human review catches wrong sizes, unsafe instructions and awkward claims.
- More markets mean more support, returns and compliance work. Each market should justify itself.
- Launching into Chinese-speaking markets can bring platform and payment differences beyond translation; see launching a brand across English and Chinese markets.
Where Radiance Impact fits
Radiance Impact’s Global Expansion division supports localisation and adaptation of content for other markets. To talk about product content for a new audience, see /global/localisation or get in touch via /contact.
Sources
- False or misleading claims, ACCC
- Localized versions of your site, Google Search Central
- Managing multi-regional and multilingual sites, Google Search Central
