Which languages to prioritize for your PrestaShop?

English, the standard language in e-commerce

When it comes to internationalizing your PrestaShop store, English stands out as the first language to consider after your native language.
Being the most common language, this makes it an essential choice for any e-commerce expansion strategy.
Compared to other languages, English is generally easier to implement. Resources, translation tools and expertise are widely available.

English also allows you to launch multiple markets at the same time. Indeed, by translating your site into this language, you can reach the United States, the United Kingdom or even European countries accustomed to English such as the Netherlands for example.
It is therefore the priority language to launch for maximum reach and reduced costs.

Strategic European languages

After establishing a presence in English, it is wise to turn to strategic European languages for your PrestaShop store.
Europe, with its single market and strong purchasing power, offers significant opportunities for e-commerce.
Nevertheless, remember to accept currencies other than the euro €.
Here are the languages to consider as priority:

German 🇩🇪

German is the most spoken language in the European Union and represents the continent’s largest economy.
The German e-commerce market is mature, with consumers accustomed to online shopping and demanding in terms of service quality.
Key points:

• Most important e-commerce market in Europe
• Consumers with strong purchasing power
• Potential for expansion to Austria and part of Switzerland

Italian 🇮🇹

Italy has a rapidly expanding e-commerce market, with strong growth potential.
Italian consumers are increasingly inclined to make online purchases.
Key points:

• Rapidly growing e-commerce market
• Strong attachment to low prices
• Opportunity to stand out from the competition

Spanish 🇪🇸

Although already mentioned as a standard language, Spanish deserves special attention in Europe.
Spain represents an important market, with constantly evolving online consumption habits.
Key points:

• Fourth economy of the eurozone
• Bridge to Latin American markets
• Sustained growth in e-commerce

Portuguese 🇵🇹

Portuguese opens the doors to the Portuguese market, but also potentially to Brazil, an e-commerce giant in South America.
Key points:

• Growing Portuguese market
• Potential access to the rapidly expanding Brazilian market
• Large Portuguese diaspora in several European countries
• Amazon does not prioritize this market and is only present with a .es domain.

Dutch 🇳🇱

The Netherlands has one of the highest e-commerce penetration rates in Europe.
Key points:

• Consumers very accustomed to online shopping
• Highly developed logistics infrastructure
• Potential for expansion to Dutch-speaking Belgium

Don’t forget Eastern European countries

When expanding your PrestaShop store in Europe, it would be a mistake to neglect the emerging markets of Eastern Europe.
These countries present significant growth potential for e-commerce, with an increasingly connected population and rising purchasing power.
Moreover, your competitors are much less likely to be present there. This is a huge competitive advantage.
Here are the languages and markets to consider:

Polish 🇵🇱

Poland is the largest market in Central and Eastern Europe, with a rapidly growing economy.
Key points:

• Population of nearly 38 million inhabitants
• E-commerce market in full expansion
• Consumers increasingly inclined to online shopping

Czech 🇨🇿

The Czech Republic has one of the highest internet penetration rates in Central Europe.
Key points:

• Stable and developed economy
• High adoption rate of online commerce
• High purchasing power compared to other countries in the region

Hungarian 🇭🇺

Hungary presents a rapidly growing e-commerce market.
Key points:

• Constant increase in online sales
• Young and tech-savvy population
• Opportunities for foreign brands

Romanian 🇷🇴

Romania offers a developing market with strong growth potential.
Key points:

• Second largest country in Eastern Europe after Poland
• Rapid growth in digital adoption
• Opportunities in major cities

Slovenian 🇸🇮

Slovenia, although a small country, offers an interesting and growing e-commerce market.
Key points:

• Highly educated and tech-savvy population
• Internet penetration rate among the highest in Central and Eastern Europe
• Relatively high purchasing power compared to other countries in the region
• EU and eurozone member, facilitating transactions
• Strong growth potential for e-commerce, still underdeveloped compared to Western Europe
• Consumers open to foreign brands and new trends

Prioritize countries where Amazon is not established

In your PrestaShop store internationalization strategy, it may be wise to prioritize targeting countries where Amazon, the e-commerce giant, does not yet have a dominant presence.

This approach can offer you unique opportunities to establish your brand and gain market share without facing such intense competition.
Here are some European countries where Amazon is not yet firmly established:

• Belgium
• Nordic countries (Sweden, Denmark, Finland, Norway)
• Portugal
• Poland
• Czech Republic

Test, test, test!

The internationalization of your PrestaShop store is not an exact science.
Each market is unique, and what works in one country may fail in another.
That’s why the most effective approach is to adopt a continuous experimentation mindset.
Start by testing your translations. Experiment with different formulations for your product titles, descriptions and calls to action.
Test the impact of adding local payment methods on your conversion rates.

Delivery strategies can greatly influence purchasing behavior.
Experiment with different options like free, express or economy delivery to see what attracts customers the most in each country.
Test the impact of free delivery thresholds on average basket size.
Be patient and give your tests enough time to collect meaningful data.
If you want to discover more advice on translating your PrestaShop store, don’t hesitate to consult our guide on this subject.