Case Study · E-Commerce Connox: 10+ languages, monthly releases, one dedicated team.
Connox is one of Germany's leading online stores for home design. More than 21,000 products, its own CAT system, monthly release cycles. tolingo has translated the product descriptions into more than ten languages since 2018, with a dedicated language team per market and an integrated translation memory strategy.
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- Client: Connox GmbH, Hanover. An online store for premium home design with over 21,000 products on connox.de and its international country shops.
- Challenge: Translating product descriptions from German into ten target languages, integrated with Connox's own CAT system, with monthly releases.
- Solution: A dedicated language team per market, an XLIFF-based workflow, and translation memory for consistency and cost savings on recurring segments.
- Result: Stable scaling since 2018 from one source language to ten active language pairs, with monthly partial deliveries and no bottlenecks.
The challenge
Scaling international shops without breaking the release cycle
Alongside connox.de and connox.com, Connox runs several country-specific shops. New products from the premium home design segment are added every month, each with a product description, material details, a short designer profile and care instructions. These texts need to be available in every active language at the same time, otherwise product pages end up empty or inconsistent between markets.
The original brief in 2016 was modest: German product texts into French. As the international shops expanded from 2018 onward, the language portfolio grew to more than ten target languages. At the same time, the monthly release rhythm had to stay intact, localisation quality had to stay consistent, and the workload for the Connox team couldn't increase.
The solution
A dedicated team, an XLIFF workflow, translation memory
tolingo connects directly to Connox's own translation management system. For every release cycle, Connox exports the new product texts as XLIFF files. tolingo takes these files, passes them on to the dedicated language team for each market, and loads the finished translations straight back into the Connox system.
Three building blocks make the workflow hold up:
The same translator team works on each target language, and knows Connox's style, the designer names and the product categories. That keeps the tone consistent across hundreds of releases.
Texts go back and forth as structured XLIFF files, not as spreadsheets or copy-paste jobs. That rules out formatting and tagging errors.
Recurring segments, such as material details or care instructions, go into the translation memory and noticeably reduce the cost of follow-up projects.
tolingo's project management keeps a constant eye on the status of every sub-project. Delivery dates, language status, open questions, all documented. If needed, the plan is adjusted, for example when a market runs a special campaign and needs extra languages at short notice.
The result
Stable scaling, monthly releases, no bottlenecks
Since scaling up in 2018, the workflow has run without any structural changes. Connox delivers a batch of new product texts every month, and tolingo handles the ten active languages in parallel. The dedicated team assignment per market has cut onboarding effort for new releases to almost nothing.
The setup has delivered three measurable effects:
- Consistency, not a clash of styles. Even with translators working in parallel across several languages, the brand's tone stays stable in every language. The translation memory enforces reuse of established wording.
- Lower costs on variants. Product texts for similar furniture pieces often share 30% to 60% of their segments. These are recognised in the TM and billed accordingly at a lower rate.
- Predictable delivery dates. The monthly rhythm lets Connox plan releases reliably. tolingo confirms delivery times as binding before the project starts.
What Connox says
A voice from international shop coordination
Connox is very happy with tolingo in every respect. That starts with the transparency of all services and project planning, continues through the quality of the translations, the meetings and clarifying any questions along the way, and extends to the flexibility around delivery and change requests. The price is also entirely reasonable for the overall package.
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