The Challenge
Following the success of Autorig in the Baltic market, the team saw an opportunity to expand into the UK agricultural machinery space under a new brand — Agrorig. The UK market is larger, more competitive, and comes with its own set of requirements.
The core challenge was internationalization. The platform needed to serve UK buyers in English as a baseline, with plans to support Polish, Spanish, and French for European agricultural dealers browsing cross-border. Each locale needed its own URL structure, localized content, and SEO optimization — not just translated strings, but culturally appropriate copy and region-specific machinery terminology.
Beyond i18n, the agricultural machinery vertical has different categorization needs than heavy construction equipment. Tractors, harvesters, and implements have their own specification hierarchies that required data model adjustments.
Our Approach
We built Agrorig on the same proven Next.js and Supabase foundation as Autorig, but with internationalization designed in from the start rather than bolted on.
next-intl for i18n routing — we implemented locale-based routing where each language gets its own URL prefix (/en, /pl, /es, /fr). This ensures search engines index each language variant independently, which is critical for ranking in local search results.
Localized content pipeline — rather than machine-translating everything, we set up a structured content system where key landing pages, category descriptions, and UI strings are professionally localized. Listing data (specifications, descriptions) supports per-locale fields in the database.
SEO per locale — each language variant generates its own sitemap, hreflang tags, and structured data. Meta descriptions and page titles are crafted per locale rather than auto-translated, ensuring they read naturally to native speakers and target the right search terms.
Agricultural taxonomy — we extended the filtering system to handle agricultural-specific categories: tractors by horsepower class, harvesters by capacity, implements by compatibility. The filter UI adapts based on the active category.
Tech Stack
- Next.js (App Router) with TypeScript
- next-intl for internationalization and locale routing
- Supabase (PostgreSQL) for multi-locale data
- Tailwind CSS for responsive design
- Vercel for global edge delivery
The Result
Agrorig launched in the UK market with full English support and Polish, Spanish, and French locales rolling out shortly after:
- Four fully localized versions of the platform, each with independent SEO optimization and locale-appropriate content.
- Organic search visibility in the UK market started building from day one thanks to proper hreflang implementation and server-rendered, crawlable pages.
- The shared codebase between Autorig and Agrorig reduced development time significantly — shared components and patterns meant the second platform shipped in a fraction of the time.
- Cross-border discovery improved as European dealers found UK-listed machinery through their native language search queries.