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ETQ Amsterdam
The complete webshop in 12 languages, automatically on brand voice
Not just products: collections, pages, blogs, menus, theme copy and FAQ too. The entire storefront in 12 languages, in ETQ's own tone of voice. And it gets better every month.
The command center. 83% of the complete storefront live on Shopify, progress per language, and a built-in flag where content still has gaps.
Live AI cost in the dashboard, broken down by category. The complete storefront, products, website copy and shared content, in 12 languages on Shopify for ~€105 ($113) since we went live.
What didn't scale before.
ETQ sells internationally. It wasn't just 400+ products that needed to be multilingual, but the entire storefront: collections, pages, blogs, menus, theme copy and FAQ. All by hand or through agencies into 12 target languages, and every source change kicked off the same loop again.
Tone of voice slipped along the way. And content shared across dozens of places, materials, features, reusable blocks, was retranslated every single time.
One dashboard that tracks the entire storefront and translates automatically.
A Shopify dashboard where all English content is automatically translated by Claude into 12 languages, with ETQ's tone of voice baked into the prompt. Products, but equally collections, pages, blogs, menus, theme copy and FAQ.
Reviewers approve in one click, and the system pushes straight to Shopify Translate & Adapt, including metafields, materials and premium features.
Per item, the flow: translate → approve → publish. On the left the catalog with status per language, on the right the English source with the translation next to it.
Left: a product with only the English source. Right: the same product page after the system added the Dutch translation, ready for one-click approval.
Not just products. The entire store.
Everything a visitor reads, in every language, on brand voice. One system covers the complete storefront.
Titles, descriptions, SEO meta title & description, metafields and metaobjects.
Collection copy, landing pages, blogs and articles.
Banners, USP copy, microcopy, menus, filters, theme templates and even URL handles, slugified per language.
Materials, premium features and reusable blocks: translated once, applied everywhere.
Terms, policies and FAQs, separate from the catalog.
Shop settings and every standalone string Shopify exposes.
Nothing goes live without a human seeing it.
Source next to translation, field by field. The system flags where something needs attention, for example a term identical to the source that may not be translated. Approve with one click and move to the next, or a whole language in bulk.
The reviewer sees English and the translation side by side. The system flagged here that 'Cotton Silk' is identical to the source, possibly untranslated. The human decides, in seconds.
No generic translations. ETQ's voice in 12 languages.
Brand examples, language-specific pitfalls and style guidelines are baked into the prompt. Every translation sounds like ETQ. Not like Google Translate, not like a freelancer.
The prompt configuration with brand examples, language-specific pitfalls and style guidelines built in.
The 'Bamboo' material, used on 30 products. Translated once, applied automatically everywhere it's used, in all 12 languages.
A material description used on 30 products? Translated once.
Shared content is translated once and propagates everywhere, across all 12 languages, on every product that uses it. Any change to the source follows automatically.
The system watches Shopify on its own.
Exactly the old problem, now solved: every change to the English source used to restart the whole loop by hand. The system now checks Shopify every night and shows what's new, what changed and which languages need redoing as a result.
23 source changes detected automatically, with the languages that need redoing per product. No one has to manually track what changed in Shopify anymore.
Per catalog: ~97 hours gone, no more translation agency, a system that sharpens itself.
400+ products × 15 min by hand ≈ 100 hours per catalog. With the system: 30 sec per product ≈ 3 hours. AI cost: ~€105 for the complete storefront in 12 languages, since going live on Shopify.
400+ products in 12 languages. Manually 15 min per product, with the system 30 sec.
Products, website copy and shared content in 12 languages, since we went live. No translation agency, no freelancers. Roughly 1.5 cents per translation.
Reviewers approve, the system learns ETQ's voice more deeply. Month over month, fewer corrections.
Roadmap
Not a multi-year project. Prove it first, then scale.
400+ products mapped, 12 target languages confirmed, every metafield inventoried.
Dashboard built, prompt engineering with brand examples, Shopify integration, review flow.
First batch of products in production.
→ Architecture and scope locked in.
→ Working system, ready for the first batch.
→ Reviewers work inside the system, translations go live.
400+ products mapped, 12 target languages confirmed, every metafield inventoried.
→ Architecture and scope locked in.
Dashboard built, prompt engineering with brand examples, Shopify integration, review flow.
→ Working system, ready for the first batch.
First batch of products in production.
→ Reviewers work inside the system, translations go live.
It used to take weeks to launch a product because we were waiting for translations. Now that happens in a morning. My team can focus on the markets themselves, not the logistics around them.
What ETQ built in 6 weeks, we can build for you too.
Also translating product descriptions every month for a new collection?
ETQ went from ~100 hours of manual work per catalog to ~3 hours, no translation agency. What is your team doing manually that a system could take over?
