In the world of e-commerce and open source platforms, such as Magento or WordPress, the need to manage dynamic content in multiple languages arises increasingly often. Store and website owners want to use advanced page builders while expecting simple and automatic methods for introducing translations – e.g., via CSV file import or Poedit-type plugins, not to mention the trend of using AI. Unfortunately, these two approaches are often mutually exclusive. Why does this happen and how can it be reconciled? [
Why do dynamic content and page builders hinder automatic translations?
- Data structure: Page builders (e.g., Elementor, WPBakery, Magento Page Builder) save content in non-standard structures (shortcodes, JSON, serialized data) rather than in simple database text fields. This makes their mass export and import difficult.
- Lack of standardization: Each page builder has its own way of storing and rendering content. Translation plugins or tools like Poedit are designed mainly for classic text fields or language files (.po/.mo), not complex dynamic structures.
- Content dynamics: Dynamically generated content (e.g., blocks, widgets, custom post types) can be scattered across different places in the database and is not always visible to mass translation tools.
- Versioning and updates: Changes to the page layout via a page builder can cause translations to become outdated or require re-mapping.
Why do CSV imports / .po/.mo files not always work?
- CSV: CSV import/export works well for simple structures (e.g., products, categories), but struggles with nested content, custom fields, or nested page builder blocks.
- Poedit and .po/.mo files: These tools are great for translating the interface (UI), but not dynamic content created by the user in page builders.
What are the options?
- Dedicated translation plugins
- WPML, Polylang (WordPress), Magento Translation Manager – they integrate with popular page builders but require manual translation of individual blocks.
- API and custom exports
- Creating custom scripts that export content from page builders to a translation format (e.g., JSON), and then import the translations back.
- Headless CMS and integrations with external tools
- Storing content in a headless CMS (e.g., Strapi, Contentful) and displaying it through Magento/WordPress – easier translation management, but greater implementation complexity.
- Manual translation in the panel
- The most time-consuming, but gives full control over the final result and avoids errors resulting from automation. [cite: 199]
How to reconcile this?
- Content architecture planning: Already at the page/store design stage, it is worth deciding which content will be dynamic, which will be static, and how they will be translated.
- Tool selection: If we care about automation, it is worth limiting the use of page builders to a minimum or using those that have good support for translations.
- Testing and documentation: Before implementing mass translations, test the process on a staging site and prepare documentation for the team.
- Consultation with a developer: Technical support is often necessary when exporting/importing content from page builders.
Summary
The desire for dynamic, easily editable content and simple, automatic translations are two conflicting goals that are difficult to fully reconcile on open source platforms. The key is conscious planning, choosing the right tools, and readiness to compromise – sometimes automation cannot replace manual work, especially with complex content structures.
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