10. The one or more computer readable hardware storage device of claim 6 , wherein the query comprises a plurality of queries received over time.
6. One or more computer-readable hardware storage device having embedded therein a set of instructions which, in response to being executed by one or more processors of a computer, causes the computer to execute operations comprising: receiving a query from a client machine for items, the query in a first language; translating the query into a second language, including optimizing, for ecommerce, a translation of the query from the first language into the second language based at least in part on an ontology; obtaining a result set of items in the second language that meet the query; translating the result set into the first language for presentation to the client machine; and monitoring feedback from the client machine, including observing actions a user of the client machine takes relative to the result set, the actions including the user purchasing a product from the result set and placing a product watch from the result set; and building the ontology based at least on part of the observed actions such that the ontology reflects language changes over time.