Translations

Translations let you manage product content in multiple languages. Generate descriptions, titles, and other attributes in different languages to reach customers in their preferred language, all while keeping content consistent across your catalog.

Emfas handles translations by establishing a base language that serves as the source of truth, then generating content in other languages based on that foundation.

Base language

Every organization has a base language - typically the primary language you use in your ecommerce platform. This is the foundation for all translations. When AI generates content, it creates the base language version first, then translates to other languages.

The base language requirement ensures consistency. Content flows from one source to all translations, so you don't end up with different information in different languages. If the base language value is missing for an attribute, translations can't be generated - Emfas skips that attribute and flags the issue.

Your base language is set when you connect to Shopify, Centra, or other platforms. Once set, it's locked to maintain data integrity. If you need to change it, the Emfas team can assist with migration.

How translations work

When you generate content in multiple languages, AI follows a specific workflow. It generates the base language first, using all available product information, images, and research. Once the base language is complete, AI translates that content into your selected languages.

Languages come from your connected platforms - Emfas mirrors whatever languages are configured in Shopify, Centra, or other systems. If you need additional languages that don't exist in your platform, the Emfas team can set those up for Emfas-specific attributes.

Translatable attributes

Not all attributes can be translated. Some attributes - like SKU codes, prices, or technical identifiers - are the same across all languages.

For Emfas attributes, you control whether an attribute is translatable through the Is translatable setting. For external attributes from Shopify or Centra, Emfas respects the translation configuration from those platforms.

See the attributes documentation for more details on which attributes support translations.

Shopify translation requirement

Shopify requires a base language value before translations can be published. If you try to publish a translation without a base value, it will fail. Always ensure your base language content exists first.

Language settings

Access language settings in two ways:

Click Languages in the left menu to see all available languages. Use the search to quickly find specific languages by name.

Keyboard shortcuts

Press T from anywhere in Emfas to open the language search. This gives you instant access to any language without navigating through menus.

From a proposal

When working in a proposal, click Generation settings next to any attribute, then switch to the Language tab to adjust language-specific settings.

Adding new languages

The process for adding new languages depends on your setup and which ecommerce platform you're connected to.

If you use Shopify

Add the new language in Shopify's Translate & Adapt section. Once the language is added in Shopify, contact the Emfas team to sync the new language to your Emfas account. The language will then appear in your language settings and be available for content generation.

If you use Centra

Add the new language in Centra and mark it as enabled for localization. Additionally, the language needs to be marked as enabled on the setting Activate localization. After configuring the language in Centra, contact the Emfas team to sync the new language to your Emfas account.

If you use Shopify Multi-store

Get in touch with the Emfas team directly. They will help you set up the new language in your Emfas account.

If you don't have an ecommerce platform connected

Get in touch with the Emfas team directly. They will help you set up the new language in your Emfas account.

Syncing is required

After adding a language in your ecommerce platform, it won't automatically appear in Emfas. The Emfas team needs to sync the language configuration to ensure everything works correctly.

Language-level instructions

Instructions can be set at the language level, not just for individual attributes. This is powerful for maintaining consistent tone and style across all attributes in a specific language.

Language-level instructions apply to every attribute generated in that language. Use them to define tonality, market-specific considerations, cultural adaptations, and brand voice.

Examples

Tonality and voice

Use a casual, friendly tone appropriate for the German market

Market-specific considerations

Emphasize sustainability and eco-friendliness for the Swedish market

Cultural adaptations

Avoid direct translations. Adapt idioms and phrases to sound natural in French

Brand voice

Maintain our premium brand voice: sophisticated, elegant, understated

Combine with attribute instructions

Language-level instructions work alongside attribute-specific instructions. Set broad guidelines at the language level, then fine-tune individual attributes for maximum control.

Generating translations

Creating multi-language proposals

When creating a proposal, select multiple languages to generate translations. AI generates the base language first, then creates translations for each selected language.

Start with fewer languages

When testing new attributes or instructions, generate in one or two languages first. Verify translations work as expected before scaling up to all languages.

Start with one or two additional languages when testing new attributes or instructions. Verify the translations work as expected before scaling up to all languages.