Having a website in English is a good idea to reach a lot of persons as it is true that this is a language that a big part of the world speaks but this is also true that a lot of these persons don’t perfectly understand it, this could be an issue when trying to sell a product or maybe provide information.
There are two ways to completely translate the content of your website, these are the Machine translation and the Human translation, you can use only one of them, using a plugin for Machine translation, for example, or hire a freelancer for the Human translation.
What do your users and customers appreciate most about your WordPress storefront? Great deals and a variety of products are both good answers. If you use Easy Digital Downloads, how about you give them one more aspect to appreciate about your ecommerce website? A blazing fast storefront has never attracted criticism!