5,321 hours of translations now replaced by AI.
How does Kulina manage 24 markets automatically?
Kulina is one of the largest projects on Shoptet Premium and has long-term growth based on expansion across Europe. Thanks to a combination of a stable technological foundation, individual adjustments from Premium partner dkLAB and the AI localization plugin LOCO, it now manages 24 language mutations, more than 26,800 products and handles content localization fully automatically without the need for translators. Thanks to its successful international expansion, approximately 75% of the company's total revenue now comes from foreign markets, and this share continues to grow.
Result and evaluation
Expansion to 24 markets
Kulina operates an e-shop in 24 language versions and manages more than 26,800 products across all markets from one system.
Automatic localization without human help
Thanks to the LOCO add-on, localization is now fully automatic without the involvement of translators. A new or modified product is translated and available in all language versions by the next day.
Significant cost savings
Before the deployment of AI, localization cost more than CZK 2.3 million and took 5,321 hours of work. Today, the entire process runs without manual work and without additional costs for translators.
Consistent content across markets
Thanks to the long-term translation memory and glossary built in the LOCO add-on, the content is consistent across all language versions. Products, categories and other content communicate uniformly and correspond to the brand standard in each market.
Antonín Štětina
Expansion doesn't end with online
Antonín Štětina, who is behind Kulina, also co-founded the Melody Mall project. This allows brands such as Kulina, Angry Beards, Aromatica, Puravia and many others to enter offline sales without initial investments. Shared retail increases accessibility for customers, while e-shops can fully focus on their online business.
About the client: A premium e-shop with a reach across Europe
Kulina.com is a premium e-shop focused on quality kitchen and household equipment. Its assortment offers thousands of products from world brands and has long placed an emphasis on design, functionality and customer experience. Thanks to an ambitious expansion strategy, it now operates across Europe and develops its business in dozens of language versions. The success of the company's international expansion is evident in the fact that approximately 75% of its revenue now comes from foreign markets, and this share continues to grow.
Manual localization was hindering growth
As Kulina grew to dozens of foreign markets, content localization became a key limit to further expansion. This led to specific obstacles that needed to be addressed:
High costs – Translations cost over CZK 2.3 million
Time-consuming – More than 5,000 hours of translator work
Limited speed of rollouts – The deployment of new languages took weeks
The goal was to fundamentally simplify the process, speed up localization, and enable scaling without dependence on manual work.
A solution for a scalable expansion
Kulina built its expansion strategy on a combination of Shoptet Premium as a stable and scalable technological foundation, individual adjustments from Premium partner dkLAB, and the LOCO localization add-on.Shoptet Premium enabled technical expansion to dozens of markets and centralized e-shop management. dkLAB ensured tailor-made adjustments and long-term development of the solution. The LOCO add-on took care of the automated localization of all content across language mutations. Thanks to this, Kulina now manages the expansion into 24 language versions from a single system, without the need for manual localization management.
Ready for the era of AI search
ChatGPT, Perplexity and Google AI Overviews already read product texts directly and recommend specific e-shops. Generic machine translations are skipped by AI. But high-quality, consistent content across all markets is not. Thanks to the translation memory and glossaries built over the years in the LOCO add-on, Kulina has now such content, that AI search engines can process and cite it in all 24 languages. The work they did for humans is now starting to pay off for machines.
Custom features and customizations
A cross-market review aggregator
Kulina works with reviews from local comparison sites and services such as Heureka, Trusted Shops, Opineo and others. Selected reviews are displayed on individual language versions of the e-shop, which strengthens the brand's credibility in each market.
Centralized content management
Banners, articles and individual content sections can be managed from one place for all language versions of the e-shop. Content is easily synchronized across markets and significantly simplifies the management of dozens of e-shops simultaneously.
Shop the look inspiration
Products can be linked directly to inspirational photos using interactive labels. Customers can easily view and purchase individual products directly from the created scenes and inspirations.
In-store product reservations
Customers can reserve selected products directly at a specific store. The function connects online and offline sales and facilitates the availability of goods across individual channels.
Expansion to 24 markets
AI content localization
One-stop management
Connecting online and offline
Scalable solution
Customization
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