A multilingual marketplace

The Collecting Group runs a luxury bidding platform for rare cars and watches, connecting buyers and sellers across Europe and beyond. Every listing has to read as naturally in Munich or Milan as it does in London, and carry the confidence a high-value sale demands.

TCG came to us after raw machine translation left its European site sounding unnatural. Listings were mistranslated or stripped of context, the copy read as machine-made, and bounce rates climbed as traffic on the European site dropped away.

A luxury marketplace runs on trust. If the copy reads as if a machine wrote it, buyers leave. Our job was to make every listing feel written for its market, not translated into it.

1. Full integration

   We connected directly to TCG’s POEditor and Contentful platforms, so interface copy and marketplace listings move into translation without manual handling. Content flows in, gets localised, and comes back ready to publish.

2. The right approach

   We match the translation method to the content. All content runs through machine translation with an automated round of first edits to keep costs in check. Then, high-profile listings get reviewed by a linguist. For the core languages, we tuned the AI to TCG’s own terms and tone.

3. Robust proof of concept

   We began with Japanese, the hardest of the seven and the clearest test. It let us prove the workflow, refine the tuning, and give TCG confidence before we rolled the same approach out across the remaining languages.