Product and Product Descriptions
Product Names ("tires" in the US vs "tyres" in the UK)
Pricing (currency and pricing structures)
Images
Rules and regulations
You may also need to change your website layout and user experience. Images are a good example of content that may need to change because of cultural differences. A good example of a company that optimizes its images for international SEO purposes is Ikea. For example, pictures of kitchens in the US are way larger than the Chinese and European markets, where there are smaller kitchens.