WooCommerce shop NFCW.nl and Clonable - Quick international scale-up

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For years, NFCW.nl has been a trusted platform for everything around NFC technology and contactless payments. The website was growing steadily in the Netherlands, but to reach a wider audience, NFC World wanted to expand to other countries.

A multilingual website seemed a logical next step. In practice, managing multiple languages quickly proved complex and time-consuming.

International growth bogged down by scalability

"We saw that there was a lot of demand internationally, but scaling up our webshop turned out to be more difficult than expected," says Emiel Wessels of NFC World.

For the first international expansion, the team took a manual approach with Polylang. They translated pages, adjusted technical settings and re-implemented changes on a per-language basis. Soon, content was diverging. New pages didn't appear in all languages, and maintenance took more and more time.

The challenge: multiple markets, no overview

The team was working with multiple languages and markets, but lacked a central way to manage everything.

• Updates were implemented in multiple places

• Content varied by language

• New pages had to be added manually

• Maintenance was becoming increasingly time-consuming

As the number of countries grew, the complexity increased. The team had to make the same changes over and over again and lost the overview.

Check out the English Clone: NFCW-shop.com

The turnaround: one central workflow for all countries

NFC World redesigned international expansion with Clonable. This centers on one central workflow. They implement updates once, after which all languages and markets are automatically kept in sync. New pages appear instantly in each language extension.

"Expanding internationally used to take us mostly time. Now we do it quickly and in a controlled way," said Emiel. The team manages the webshop from one place and adjusts per market where necessary.

A practical approach that proved scalable

The team tackled the transition in phases. First, they fully set up one language extension and tested all the settings. Then they developed an established workflow for new markets, including a checklist for verification and delivery.

They used that checklist for, among other things:

• setting up measurability

• checking review blocks

• testing forms and recaptchas

• setting shipping costs and delivery times

• placing test orders

Once this workflow was in place, they rolled out multiple countries in a row without having to rebuild the process each time.

"We now have a roadmap. It's a matter of testing, optimizing and then scaling up," Emiel said.

Content stays in sync, with room for localization

During the process, they worked with hundreds of pages per language. To keep that manageable, they combined technology with manual optimization:

• AI for first translations

• A fixed SEO structure

• manual optimization

• control by native speakers

This keeps content consistent while leaving room for local differences.

The result: less manual work and more overview

Above all, the new way of working changed how much time the team spends on management. The number of manual operations decreased significantly. They no longer had to make changes on a language-by-language basis and kept a better overview of all markets.

"This automation has saved us about 1,500 hours compared to our old way of working," says Emiel. That amounts to about €35,000 in saved costs. Time that the team now no longer spends on repetitive work.

Also growing internationally without extra complexity?

Do you work with multiple languages or markets and find that managing them takes more and more time? With Clonable you can set up international websites as one system, with one central workflow.

Listen to the podcast "This is how NFCW grew from €230K to €500K revenue in one year"