Langwill Shopify Translation App Review: An Impartial Deep Dive

Langwill (formerly known as ETranslate) is a Shopify app designed to help merchants create a multilingual, multi-currency storefront. In this review, we’ll take a close look at Langwill’s capabilities, pricing, and real user experiences—both positive and negative—to assess how well it delivers.

Getting to know Langwill

Before we explore Langwill’s features in detail, let’s get to know what the app actually is and why it’s gaining attention among Shopify store owners.

What is Langwill?

Langwill is a Shopify translation and currency conversion app developed by Channelwill, which has been around since 2020. Its goal is to provide international shoppers with a smooth, in-language experience while helping merchants boost global sales. In fact, many Shopify merchants consider it an essential tool for reaching a global audience, citing its accurate translations and smooth integration with Shopify’s platform.

Langwill’s key features

Langwill packs an impressive range of features for localization. Here’s a quick rundown of its core capabilities:

• Multilingual Translation: Supports translating store content into 138 languages using AI.
• Multi-Currency Conversion: Displays prices in 100+ local currencies and auto-converts using real-time exchange rates.
• Geolocation & Switcher Widget: A customizable switcher that lets visitors manually change language or currency; it also detects the visitor’s location or browser for automatic switching.
• SEO Localization: Automatically translates meta tags and URL slugs and generates hreflang tags to improve search rankings.
• Advanced Translation Tools: Includes Glossary Management, Image Translation, Visual Editor, and support for translating third-party app content.

Langwill is feature-rich—it’s not just doing brute-force translation but aiming to be a comprehensive localization solution. But how well do these features perform in practice? Let’s dive into the details of each key aspect.

Detailed review: Langwill’s key features

Langwill comes packed with a variety of tools to help Shopify merchants localize their stores. Below, we break down its standout features and how they perform in real-world use.

1. Number of languages supported

How many languages can Langwill handle? Officially, the app supports translating into up to 138 languages overall, which is a huge range covering virtually all the common languages used in global commerce. However, there is a practical limit on the number of languages you can publish at once, determined by your pricing plan. (as we will discuss later)

2. Translation quality

Translation quality can make or break a multilingual store, and Langwill’s performance here draws mixed reviews. On the one hand, many users praise the app for its accurate and time-saving translations. especially when using higher-tier plans. In fact, several store owners highlight this as a core strength, noting that out-of-the-box results are solid and easily editable, ensuring that brand names or special terms remain consistent.

One area where Langwill stands out is its use of multiple AI engines, including Google Translate, DeepL, and GPT-4 (on Premium plans). However, on the other hand, a smaller group of users report that some translations feel too literal or mechanical, especially on the free or basic plan—often likened to raw Google Translate output.

Additionally, issues can arise with HTML-heavy content, where the app may struggle to translate or render text correctly. To address this, Langwill offers a visual editor to help fine-tune translations manually. (which we’ll review later below)

3. SEO localization

Langwill aims to follow multilingual SEO best practices, which automatically translate meta titles, descriptions, and URL handles, add hreflang tags, and integrate with Shopify Markets for geo-targeting. As a result, several users report noticeable SEO gains after using Langwill, particularly from language-specific URLs and metadata that help drive international traffic.

That said, not all experiences have been smooth. A few users ran into SEO issues caused by technical glitches or misconfigurations. In some rare instances, bugs led to errors on secondary language pages, negatively affecting both user experience and search rankings. Overall, most of these problems appear to be edge cases linked to specific bugs or incorrect setup.

Nevertheless, when implemented correctly, Langwill’s SEO localization delivers powerful capabilities—many of which are typically only available in more advanced or manual localization setups.

4. Translating editing capabilities

Langwill’s Visual Editor is an in-context translation tool that lets you edit translations directly on your live website. Once activated, the app loads your storefront, and you can simply click on any text element to modify its translation on the spot.

Overall, merchants generally appreciate the Visual Editor as a handy way to fine-tune translations and catch any text that wasn’t translated automatically. However, a few users noted that highly complex elements may need extra attention to translate perfectly.

5. Image translation

This standout feature allows you to serve different images for different languages on your site. To use it, you simply prepare the localized version of an image (with text or graphics translated) and then use the Image Translation section to assign that image to the respective language variant.

In practice, store owners find the image translation feature very useful for maintaining branding consistency across different locales. However, users do emphasize that the feature “doesn’t auto-translate images” magically, meaning you have to provide your own translated graphics.

6. Language and currency switcher

Langwill includes an automatic geolocation feature that adjusts your store’s language and currency based on the visitor’s location or browser settings. Once enabled, it detects the user’s IP address or browser language and then redirects to the appropriate language while also converting prices to the local currency in real time.

As a result, most merchants find this auto-switch seamless and essential for reaching a global audience. In particular, they praise the built-in language and currency switching widget for making international shopping frictionless.

The app also allows extensive design customization of the language/currency switcher’s appearance and placement. Specifically, Langwill provides options to either embed the switcher in a fixed position or have it float on the page as a widget.

However, feedback on the switcher customization is mixed. While experienced users value the design control, some newcomers feel there’s a bit of a learning curve to get everything set up just right.

7. Integration

Langwill can also translate content from certain third-party Shopify apps. In particular, it offers direct integrations with a few popular tools (currently Parcel Panel Order Tracking, PageFly page builder, and Judge.me reviews) so that text from those apps can be managed and translated right within Langwill.

As a result, many users highlight that Langwill truly “translates the whole site”, including content from other apps, which sets it apart from simpler translation solutions.

Taken together, Langwill’s advanced features go beyond basic translation, offering tools that support growth and flexibility. While setup may require some onboarding, the built-in support and documentation help ease the process.

How much does it cost to translate a Shopify store with Langwill?

Langwill’s pricing model combines subscription tiers and usage limits (specifically word count limits). Importantly, all paid plans come with a 3-day free trial period, so you can test the higher-tier features before committing. Here’s a breakdown of the plans and what you get:

• Free plan – $0/month: This includes 1 translated language and up to 5,000 words translated. Additionally, you get the currency conversion feature (all 153 currencies available), multilingual SEO support, and manual editing on this free tier.
• Starter plan – $9.99/month: This plan raises the limits to 5 translated languages and 30,000 words per month. It also includes everything in the Free plan plus some advanced perks: a Glossary for custom terms, Auto switch currency, Backup & Restore Translations, and Third-Party App Translation support.
• Growth plan – $19.99/month: This bumps you to 80,000 words per month and up to 20 languages. In addition to all Starter features, it adds Auto-translate, Auto switch language, Visual Editor, and Image translation capabilities.
• Premium plan – $49.99/month: This is the top-tier plan, allowing 300,000 words per month and supporting up to 20 languages. What sets it apart are key differentiators like GPT-4 Translation for higher-quality results, the ability to purchase additional words, and Priority Support.

So, are there any extra charges or limits? The main “extra” charge to watch is the word count usage; Langwill charges at a rate of $9.99 per 30,000 words beyond the included quota. Because of this, it’s important to monitor your usage—the app likely has a dashboard for it.

Additionally, another hidden limitation pointed out in a user review was a cap on the number of products that could be edited—they mentioned discovering they could only edit 1,000 products, which was not clearly stated.

Pros and cons of Langwill: AI Language Translate

After examining features, pricing, and user feedback, here’s a balanced summary of Langwill’s pros and cons:

Pros of Langwill

• Accurate AI translations (with manual control): The majority of users agree that Langwill provides high-quality translations out of the box. This is because the app can leverage advanced AI engines like GPT-4 and DeepL for more accurate results. Moreover, if something feels off, you have full ability to edit translations or use a glossary to perfect terminology.
• Easy to use & Shopify integration: Langwill is built to work natively with Shopify’s multi-language system, making integration seamless. In fact, the installation is straightforward, as it’s accessed right in the Shopify admin and works with Shopify’s native translation framework—so it doesn’t hack your theme or slow down your site.
• Massive language and currency support: Langwill supports virtually any language you might target (100+ available) and over 150 currencies. This means it far exceeds the needs of most stores and gives plenty of room to expand. Additionally, its auto-detection features ensure customers see the right language and currency without manual switching in most cases.
• Comprehensive localization (all-in-one): Langwill combines language translation and currency conversion in one app, which is highly convenient for store owners looking for a unified solution.
• Multilingual SEO features: Langwill translates meta tags and even URLs for each language, helping improve your search engine visibility globally. This is particularly valuable for merchants focused on international traffic.
• Rich feature set (images, glossary, etc.): Langwill offers advanced capabilities, including translating images, a visual editor, third-party app integration, and backup. As a result, the app is well-suited for handling edge cases and complex sites.
• Excellent customer support: A common theme in 5-star reviews is praise for Langwill’s support team. Users frequently mention the support being quick, friendly, and effective in resolving issues or guiding setup. For many, this made a significant difference in their experience.

Cons of Langwill

• Currency converter issues: Getting the language switcher to appear in the right spot—or ensuring it doesn’t conflict with the theme—could require manual steps like embedding the widget or removing existing theme selectors.
• No external integrations/import-export: Langwill largely works within its own ecosystem and Shopify’s native translation framework. It does not currently offer integrations with external translation services or provide import/export of translations via CSV. While this is acceptable for most merchants who rely on built-in AI, more customization-minded users might find this limiting.
• Slow resolution of issues: Although frontline support is responsive, the development team’s fixes may not always be immediate. For example, a couple of reviews mentioned it took weeks or even months for critical issues—like the site erroring out in another language—to be fully resolved.
• UI confusion: While marketed as easy to use, Langwill’s abundance of features can feel overwhelming. Especially for new users, the interface may require a bit of time to navigate confidently.

• Word limits and potential extra costs: The app imposes monthly translation word limits per plan, which can be a constraint. Furthermore, Langwill has changed its paid plans or usage limits without clear notice, which has led to dissatisfaction for some users.

The ultimate Langwill alternative: Transcy

If you’ve explored Langwill but find its word limits, lack of import/export options, or occasional setup complexity a dealbreaker, then Transcy is a substantial alternative worth considering. It is another popular Shopify translation app, and it’s often mentioned as a top alternative (or even a direct competitor) to Langwill. With that in mind, let’s briefly compare why Transcy might be called the “ultimate Langwill alternative.”

• Higher language count: Transcy stands out by letting you add and fully edit for all 148+ languages (on its higher plans)—far beyond the 20-language editing limit enforced by Shopify Markets in most other apps.
• No word limits: One of Transcy’s biggest selling points is that it can automatically translate your entire Shopify store to 148 languages with no limit on the number of words, no matter which plan. Moreover, when combined with pricing that’s roughly in the same range as Langwill’s (from $9.90 to ~$39.90/month, plus a free plan), this makes Transcy a more cost-effective choice for stores with large or growing content.
• Full localization toolkit: In addition, Transcy includes a currency converter and switcher (with geolocation), supports multilingual SEO, and translates not only text but also images and content from third-party apps. It also offers visual editing and allows you to use different images for different locales for a better cultural fit. As a result, most users find Transcy’s AI translation quality reliable. And, like Langwill, you can manually adjust translations as needed on paid plans.
• Reputation and support: Transcy, developed by a well-established Shopify app company, has a long track record. It’s the only localization solution featured by Shopify in App Success Stories. Notably, it also earns the Built for Shopify badge and is known for its responsive support and regular feature updates.

All in all, Transcy is a top-notch alternative that often comes up when Langwill is discussed. So, if you find Langwill isn’t meeting your needs—whether due to word limits, an unsatisfactory experience, or you’re simply curious to compare—Transcy is definitely worth a look.

Conclusion

In conclusion, our in-depth analysis reveals that Langwill is a feature-rich and largely reliable translation solution that can transform a store into a multilingual, multi-currency experience with relative ease. Of course, it’s not flawless—no translation app is—but overall, its pros significantly outweigh its cons.

That said, as with any app, your mileage may vary. However, armed with the insights from real users, you can make an informed decision on whether Langwill is the right fit for your store’s global journey. And if your needs evolve over time, apps like Transcy stand ready as the next step.

Frequently asked questions

1. What makes Langwill different from other Language Translation App for Shopify stores?

To begin with, Langwill stands out by combining translation and currency conversion in one app. In addition, it supports image translation, glossaries, and multilingual SEO (meta tags and URLs). On higher-tier plans, it leverages multiple AI engines—such as GPT-4, Google, and DeepL—for more natural-sounding translations. Thanks to its deep Shopify integration and broad feature set, Langwill functions as a comprehensive localization tool, not just a basic translator.

2. How accurate are Langwill’s translations, and can I edit them?

Overall, translations are generally accurate—especially for widely used languages. Moreover, GPT-4 (available on the Premium plan) enhances the natural tone of the content. That said, some translations on the free plan may feel literal or stiff. Fortunately, Langwill allows full editing and manual overrides, giving you the flexibility to fine-tune results.

3. Why isn’t the Langwill language/currency switcher showing up on my store?

In most cases, this is due to missed setup steps.

• Make sure to publish the switcher in the app and enable the app embed in Shopify’s theme settings.
• Check for any theme conflicts or hidden styles. If auto-switch is enabled, the page may already load in the correct language—making the switcher seem absent.

4. How much does Langwill cost, and are there any limits or extra charges?

Langwill offers 1 free plan and 3 paid plans:

• Free Plan: Allows 1 language, 5,000 words translated, and basic features.
• Starter Plan ($9.99/month): Supports 5 languages and 30,000 words translated per month, plus features like glossary and auto currency switch.
• Growth Plan ($19.99/month): Increases limits to 20 languages and 80,000 words per month, while also adding auto-language switch, visual editor, and image translation.
• Premium Plan ($49.99/month): Offers up to 300,000 words per month, supports 20 languages, uses GPT-4 for translation, and includes priority support.

Additionally, you can purchase extra translation capacity at a rate of $9.99 per 30,000 extra words on the Premium plan.