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SportSpar: a sports outlet running seven European language markets on Laioutr
How SportSpar runs seven languages across six countries on top of Shopify, with images and copy generated inside the platform instead of hand-managed in templates.
- 3 WeeksLive
- 2xHigher CVR
- Seamless i18nContent & Frontend Management
The Challenge
SportSpar sells manufacturers' overstock and end-of-line ranges from brands such as adidas, Nike, PUMA and ASICS. That model has its own rhythm: what is in stock changes constantly, ranges arrive and sell out, and the catalogue never settles. Every one of those changes has to reach seven languages across six countries.
That is where the work piled up. Translation was a permanent backlog rather than a project with an end, and product presentation, copy and imagery had to be produced again for every market. The previous setup meant administering templates for all of it, which made market-specific changes slow and made the smallest markets the ones that got updated last. In a business whose margin comes from moving stock quickly, a translation queue is a commercial problem, not a content problem.
The Solution
Shopify stayed as the commerce backend. Laioutr sits above it as the frontend layer and carries the seven language versions as one storefront rather than seven variants to keep in sync.
The productivity change came from moving generation into the platform. Images and copy are generated inside Laioutr and used directly in the pages they belong to, instead of being produced somewhere else and then fitted into a template. The team works on the page itself, in the market it is for.
Pages are compositions of components, so a market does not need a template set of its own. A change to a category page, a campaign or a product presentation is made once and rolled out to the languages that need it.
"Our stock changes constantly, and every change has to reach seven languages. The translation backlog used to decide which markets were up to date. Now copy and images are created directly in the page, and the small markets move as fast as the big ones."
Jevgenij Borisenko
Managing Director
Why it worked
Seven languages stopped being seven workloads. The translation backlog that used to decide which markets stayed current is no longer the bottleneck it was, because copy and imagery are produced where the page is built.
For an outlet retailer, that speed is the business. Stock that arrives can be presented in every market while it is still worth presenting, instead of reaching the smaller language markets after the range has already sold through in the larger ones.
And because Shopify stayed in place, none of it required touching the commerce system. Catalogue, checkout and order logic kept running while the layer in front of them changed.