#website-translation #multilingual #shutto-translation #cross-border-ec #global-expansion June 10, 2026 | Read time: approx. 8 min
The Short Answer: Shutto Translation Is Still Running
"Is Shutto Translation still active?" "I heard it shut down — is that true?" These are questions many people researching website localization or currently subscribed to the service have been asking. To address this directly: Shutto Translation (shutto翻訳) has not been discontinued. As of 2026, the service is fully operational.
The confusion stems from two things: the shutdown of an older product called the "WordPress smartphone conversion plugin" that shared the Shutto brand name, and the fact that the company's name and ownership have changed over the years. Far from winding down, Shutto Translation actually rolled out major updates in 2026 — a new pricing structure and a generative AI translation feature — and continues to grow.
This article covers four things: ① why the "discontinued" rumor took hold, ② current service status and recent news, ③ the March 2026 pricing revision and new features in detail, and ④ an overview of current plans and capabilities. Whether you're comparing localization tools or evaluating Shutto Translation for your site, read on for a complete picture.
Why Did the "Shutto Translation Is Discontinued" Rumor Spread?
The Root of the Confusion: A 2012 WordPress Plugin
The "Shutto" brand traces back to 2011, when e-Agency Inc. released a service called "Kantan Sumaho Henkan Service shutto" — a drag-and-drop tool for converting desktop websites to smartphone-friendly layouts. A WordPress plugin version launched in December 2012.
As responsive design became the industry standard, demand for that kind of smartphone conversion service collapsed. The WordPress plugin was discontinued and is no longer available. The official page still explicitly states: "Development of the shutto WordPress plugin has ended and is no longer available."
That notice has been sitting on the internet ever since, and over the years it created the impression that "Shutto = a dead service." Old articles appearing in search results alongside more recent ones only deepened the confusion.
Shutto Translation (the Website Localization SaaS) Is a Different Product
Today's "shutto翻訳" is a website multilingual SaaS operated by e-365, Inc. (formerly Submit!). It works by inserting a single line of JavaScript into your site's HTML, instantly enabling automatic translation across multiple languages. Despite sharing naming roots with the old smartphone conversion tool, shutto翻訳 is a completely different product — different service, different operator, different history.
As of 2026, the official site is active and accepting free trial registrations. Reports of the service ending are simply incorrect; the current Shutto Translation product is actively maintained and expanding.
Service Status in 2026: Active Growth on Multiple Fronts
Now Available as an Official App on Color Me Shop
In February 2026, Shutto Translation was added to the official app store of Color Me Shop (カラーミーショップ) — one of Japan's largest e-commerce platforms, operated by GMO Pepabo, with over 220,000 registered stores nationwide. Being selected as an official app on a platform of that scale is a strong signal of the service's credibility and long-term viability.
With this integration, Color Me Shop merchants can add multilingual support to their storefront in as little as three minutes, directly from the app store. For e-commerce businesses looking to reach international customers, the barrier to entry has dropped significantly.
Still Listed and Reviewed on ITreview
Shutto Translation continues to appear as an active product in the website translation tools category on ITreview, a major IT product review and comparison platform in Japan. Products that have been discontinued are typically removed from these listings, so its continued presence — with live user reviews and comparison data — is another confirmation that the service is ongoing.
March 2026 Major Update: New Pricing and Generative AI Translation
Pricing Revision (Effective March 3, 2026)
On March 3, 2026, Shutto Translation revised its pricing across all plans. The changes reflect rising infrastructure costs, labor costs, and the broader inflationary environment in Japan. Updated monthly fees (tax included) are as follows:
| Plan | Previous Price | New Price |
|---|---|---|
| Entry Plan | ¥6,600 | ¥8,800 |
| Basic Plan | ¥33,000 | ¥42,900 |
| Business Plan | ¥66,000 | ¥82,500 |
| Enterprise Plan | Custom quote | Custom quote |
Existing subscribers were notified to transition to the new pricing at their next contract renewal on or after April 1, 2026. Importantly, the price increase came paired with the generative AI translation feature described below — it was a combined pricing and capability upgrade, not a price hike in isolation.
The custom domain option for the international search engine feature was also revised, while other add-on fees remain unchanged.
Generative AI Translation Feature (Released March 2026)
Also in March 2026, Shutto Translation launched a new generative AI translation capability. The key difference from standard machine translation: the AI analyzes the full page's tone and context before re-translating, rather than processing sentences one at a time.
Three notable characteristics of the feature:
- Page-wide re-translation from the dashboard: All text on a page can be re-translated at once from within the editing interface, eliminating the need to review and correct individual segments.
- Improved translation coherence: By accounting for surrounding context, the AI reduces the tonal inconsistencies and meaning mismatches that often occur with sentence-by-sentence machine translation.
- Available on all paid plans: Usage counts against each plan's included generative AI translation token allocation.
The company specifically recommends applying this feature to concept pages where brand voice matters, pages with key marketing copy, product descriptions and documentation, and pages targeting international search engine rankings. For small and medium businesses that find full professional translation too costly but are dissatisfied with basic machine translation quality, this feature offers a practical middle ground.
Current Plans and Core Features
How It Works
Shutto Translation's setup is straightforward: embed a single JavaScript tag in your site's HTML and automatic translation is enabled. The tag-based approach works with any CMS or hosting environment, including Shopify, BASE, and WordPress.
Three translation modes can be used in combination: automatic translation (machine translation), professional translation (human translation), and self-translation (manual input). A typical approach is applying professional translation to high-priority pages while relying on automatic translation for frequently updated content. When site content is updated, translations reflect the changes in real time — no manual re-translation workflow required.
Supported languages include English, Simplified Chinese, Traditional Chinese, Korean, French, and others, covering multilingual expansion toward Southeast Asia, East Asia, and Western markets.
Who Uses It
The official site lists client logos from companies including Narumiya International, Smoca Co., Ltd., Fukuya Co., Ltd., Marutaka Apparel, and Rinyuu Tourism Co., Ltd., spanning apparel, food, tourism, and other sectors. The service has been deployed across municipal government websites, corporate sites, e-commerce stores, and admin interfaces.
For mid-sized businesses generating tens of billions of yen in annual revenue, building dedicated overseas pages from scratch is often out of scope. The ability to add multilingual support to an existing site without restructuring the underlying architecture is frequently cited as the main reason for adoption.
FAQ
Q1. Why can't I use the Shutto WordPress plugin?
The "shutto WordPress plugin" released in 2012 was a standalone product for converting PC sites to smartphone layouts — a completely different service from today's website translation SaaS. Development on that plugin ended years ago. That said, installing Shutto Translation on a WordPress site is still fully supported: you add it by embedding the JavaScript tag into the site's header, rather than installing a plugin.
Q2. Is the free trial still available after the March 2026 pricing revision?
Yes, free trials are still available as of June 2026. You can register at the official registration page. Note that the generative AI translation feature added in March 2026 is not included in the free trial — an upgrade to a paid plan is required to access it. For full details on the post-revision pricing structure, refer to the official announcement.
Q3. Does Shutto Translation support SEO for international audiences?
Shutto Translation offers an optional "international search engine" feature that serves translated pages under a custom domain, enabling Google and other search engines to index them as distinct multilingual pages. The custom domain option incurs an additional fee, but it's a worthwhile consideration for businesses seriously pursuing cross-border e-commerce or international marketing. The generative AI translation feature released in March 2026 is also explicitly recommended for SEO pages, given that translation quality can influence how search engines evaluate and rank your content.
Summary: Shutto Translation Is Still Evolving in 2026
For anyone who found this article by searching "Shutto Translation discontinued" — here's the key takeaway: what ended was the WordPress plugin from 2012, a smartphone layout converter with no relation to today's service. The current Shutto Translation website localization SaaS is a separate product, and 2026 has seen three major developments: official integration with Color Me Shop, a revised pricing structure, and the launch of generative AI translation.
When evaluating any multilingual tool, service longevity and active development are important factors. On both counts, Shutto Translation is in active growth mode — investing in new capabilities and expanding platform integrations.
That said, there is a real gap between "adding a translation tool" and "generating actual business from international markets." Multilingual support is the starting point; closing the gap requires understanding local market needs, designing content for overseas audiences, and building the conversion pathways that actually drive inquiries and purchases.
At Leap, we support businesses beyond the translation layer — from multilingual website strategy and design to international marketing consultation. If you've already installed a translation tool but haven't seen the results you expected, we'd welcome the opportunity to help.
References
- shutto翻訳 Official Service Page
- shutto翻訳 Pricing Revision Notice (December 1, 2025)
- shutto翻訳 Generative AI Translation Feature Launch (February 9, 2026)
- Color Me Shop News: shutto翻訳 Now Available on App Store (February 16, 2026)
- shutto翻訳 Product Profile (ITreview)
- e-Agency Inc.: shutto WordPress Plugin Launch Press Release (December 2012)
About Leap
Leap regularly publishes resources for small and medium businesses pursuing international expansion — from translation tool comparisons to practical content strategy for overseas audiences. For actionable guidance, explore our blog here.
