Implications of switching default language

Shopify Discussion

Topic summary

A Swiss-based Shopify store launched 5 weeks ago with English as the default language but now recognizes German should be primary, given Switzerland’s predominantly German-speaking population and SEO considerations.

Key implications of switching:

  • URL structure changes: The default language controls root domain URLs (example.com vs. example.com/de). Switching requires 301 redirects to preserve search rankings and traffic.

  • Translation limitations: Shopify’s built-in system won’t automatically translate custom Liquid code or hardcoded text—manual updates needed.

  • Technical considerations: Must verify hreflang tags, ensure checkout/menus/product pages display correctly in German, and check third-party app compatibility with translation tools.

Expected outcome: While temporary ranking fluctuations may occur during transition, the change will better align with the target audience and improve long-term SEO performance in the Swiss market.

Summarized with AI on October 30. AI used: claude-sonnet-4-5-20250929.
1

Hi

We launched our site about 5 weeks ago and are realising that we should have had the default language in German and not English (currently english is the default and German is an additional language). We are based in Switzerland and the majority of Switzerland is German-speaking. So we realise it is going to impact our SEO. We would like to understand the implications of switching the default language, how difficult is it to switch, any complications it causes, anything we need to be aware of? For example, does it translate custom liquids, etc?

Thank you for any insight!

2

Hi @mariannemca ,

Switching your default language to German can improve SEO and user experience in Switzerland, but it requires careful handling. Shopify allows the change, but you’ll need to check translations for custom Liquid code, theme elements, and third-party apps. SEO can be affected due to URL changes, so setting up proper redirects and updating hreflang tags is crucial. Also, ensure your checkout, menus, and product pages display correctly in German. While the transition may cause temporary ranking fluctuations, it will ultimately align better with your target audience.

3

Hi @mariannemca

Switching your default language to German is beneficial for SEO and user experience, but here are some key considerations:

  1. SEO & URL Changes – Shopify assigns the default language to the root domain (e.g., example.com for English and example.com/de for German). Changing it will alter URL structures, so set up 301 redirects to preserve rankings and traffic.
  2. Translation Impact – Shopify’s built-in translation system does not automatically translate custom Liquid code or hardcoded text. You may need to manually update these elements.
  3. Apps & Third-Party Integrations – Some apps may not support language switching seamlessly. Check compatibility with your translation app (e.g., Translate & Adapt, Langify).

Hope this helps :slightly_smiling_face:

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