An Italian store that started selling in German

Air conditioning is not an impulse purchase. People compare specifications, ask whether the installation is included, and want to know what happens if it breaks in August. That conversation happens in the buyer's own language, with the buyer's own standards and plug types in mind.

A translated catalogue does not have that conversation. It repeats an Italian page in German words. It is also, from Google's point of view, a weaker page in a market where local competitors wrote theirs natively.

• Native German and French. Written for each market rather than translated, with the specifications and the terms buyers in that country actually search for.
• One Merchant Center feed per country. Instead of one feed for everywhere. Prices, availability and shipping rules differ by market, and a single feed forces a compromise that fits none of them.
• Technical content and trust signals. On the products people buy after thinking about them: what is included, who installs it, what the warranty covers.

Google Shopping clicks by month, from March 2025 to August 2026, indexed so that the comparison period is 100. The green bars are the four months this page reports.

The pattern here is seasonal, as it should be for air conditioning: summer is the business. What changed is the level the season reaches, and where the buyers come from.