The goal was not to replace agents fully but to equip existing English-speaking teams to handle queries in multiple languages without delays or the need to onboard native-speaking agents as customer acquisition grew in Germany, Spain, the Netherlands, and Norway.
Customers expected fast answers in their native language, while the company wanted to avoid slow ticket routing, inconsistent quality across regions, and high staffing costs. The solution needed to be accurate and easy to integrate into the existing support stack.
Scaling Multilingual Support for European E-commerce Platform with AI-Powered Translation
The client is a fast-growing e-commerce company operating across Europe, offering a wide selection of electronics and quick delivery. The store receives a high volume of live chat inquiries daily, ranging from order status checks to return requests.
The challenge
Step-by-step implementation
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Needs analysis and scoping
- Identified primary non-English languages: German, Spanish, Dutch, Norwegian
- Selected high-volume customer intents (order tracking, returns, payment issues)
- Assessed chat tool compatibility and mapped agent workflows
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AI translation integration
- Connected the translation engine to the existing support tool
- Configured auto-detection of incoming language
- Set rules for seamless translation routing (agent never needs to toggle or translate)
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Pilot setup with demo conversations
- Developed localized test cases to simulate real-world inquiries
- Enabled agents to respond in English only, while AI handles all language conversion
- Reviewed conversations for tone, clarity, and accuracy in all supported languages
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Quality assurance and agent guidance
- Trained agents on best practices for writing clearly to optimize AI translation
- Introduced a fallback path for edge cases needing native-level review
- Built-in translation logs to ensure QA visibility and continuous improvement
Achievements
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- Reduced language support budget by 34% in the first 3 months post-launch
- Maintained 91–94% CSAT scores across all supported languages
- Agents handled 100% of incoming chats, regardless of language, using one shared queue
- First response time for non-English chats improved by 23%
- Increased handled chats per agent by 18%, thanks to centralized workflows
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