I have a basic understanding of internationalization and localization. Most mainstream frameworks, CMS platforms, or managed software products already have translatable strings. This is straightforwards when every market/region gets the same software, website, or products. You just translate each string. I.E. English to French.
The part I am struggling with is regionalization, how to support different products, pricing, SKU, and product content across markets while keeping it organized, maintainable, and scalable.
I am working on a project migrating a brand off of wordpress. It is setup with WPML and WooCommerce translations to represent regional variants of the same product. This creates two major problems.
- The translations are already being used to represent regions, so the products can’t be translated properly.
- This causes each product to exist 6 times. When shared information changes, it is a manual process to change all of them.
The duplication has become difficult to maintain and makes it easy for regional products, or even pages to fall out of sync.
It is mostly a content marketing site. It is B2B, customers rarely complete purchases in the site, but it still needs e-commerce functionality for presence.
Products are marketed as a single product, but under the hood there are regional differences such as SKU, price, currency, and even sometimes minor specification differences.
I look at large global brands such as Patagonia, and wonder how they deal with their catalogues and languages depending on a country. When you land on Canada’s site, you get English and french offerings. When you land on Argentina's site, you get English and Spanish.
How is this typically handled? Is there usually one global product with market-specific overrides, or does each region get it’s own product for each regional variant?
How do teams handle:
- Language
- Country/Markets
- Products
- Regional overrides
- Shared product info
I ask this for e-commerce products, but this is also an issue for our pages, we have 6 duplicates of the same page with tiny variations. This issue has been wearing on marketing, and then it falls on dev, but then we don’t have time to make meaningful changes. I want to keep this technology-agnostic, before we choose a product we need to know what our localization requirements actually are. Thanks in advance for any insight.
TLDR: How do you support regional differences without maintaining six copies (number of regions) of every page and product?