The Brief
The client is the official Anex store in Kazakhstan — a single-brand retailer selling strollers, car seats, a 3-in-1 high chair line and model-specific accessories, with pickup from its showroom in Almaty. The store had to serve Russian- and Kazakh-speaking parents equally well, and to feed the showroom instead of competing with it.
What Was Built
1. A four-category storefront, deep in variants
A WooCommerce storefront with four top-level categories — strollers, car seats, high chair, accessories — and a subcategory per stroller model, so every accessory sits under the model it actually fits. Products are variable, with color swatches and price ranges in the listing, and the cart, checkout and account flows exist in both languages. The catalog is compact but deep: one model comes in several colors and pairs with its own adapters, footmuffs and rain covers. Layered navigation, stock and price filters and AJAX search cut it down to a single model in a couple of clicks — these are the Woodmart theme's catalog tools, configured against the attribute and category structure rather than coded from scratch.
2. Localization done properly, not duplicated
WPML with WooCommerce Multilingual keeps the two catalogs at near parity, and the Kazakh side is genuinely translated rather than mirrored: categories and products carry Kazakh slugs (/kk-kz/shop/arbalar/… alongside /shop/strollers/…), titles and meta descriptions are written per language, and hreflang covers ru, kk-kz and x-default on the homepage and on product pages alike.
3. Search-ready, then handed over
Product pages emit Product, Offer and BreadcrumbList structured data, category pages carry their own titles and descriptions, and both language trees are exposed in the sitemaps. The store was built in 2020 and handed over: the client's team has run and updated it since, and the tag manager, GA4 property and Meta/TikTok pixels on the site today were added after the original build.
The Result
Russian- and Kazakh-speaking parents get an equally complete shopping experience, not a translated afterthought.
- Two language trees at near parity, with real Kazakh slugs and metadata rather than a mirrored export.
- Layered navigation and AJAX search cut a compact but deep catalog down to one model in a couple of clicks.
- Live since 2020, run and extended by the client's own team since handover.
The stack: WordPress and WooCommerce with WPML and WooCommerce Multilingual, on a Woodmart theme with Elementor Pro, Yoast SEO for metadata and sitemaps, WP Rocket for caching. This was a configuration job on a mature, well-established stack — and that's what makes it useful now: I know where a bilingual WooCommerce catalog keeps its URLs, translations and product variations, exactly what a store of this class needs mapped out before it moves to a headless setup.