App Store Localization for European Union Markets

The EU: A Collection of Distinct Markets

The European Union represents significant App Store revenue—but it's not one market. Each country has its own language, culture, and app preferences. To localize app store listing for European Union effectively, you need a strategic approach.

This guide covers the major EU markets, regional considerations, and practical localization strategy.

EU Market Overview

The Major Markets

Revenue Distribution

Germany and France together account for over 50% of EU App Store revenue. However, smaller markets often have less competition, offering better ROI for the same localization effort.

Germany (de-DE): The Anchor Market

Why Germany First

• Largest App Store market in Europe
• Highest per-user spending
• Strong preference for native language content
• Quality expectations set the bar

German User Characteristics

Value-conscious: Germans research before buying. Your description must clearly communicate value.

Privacy-aware: Data handling matters. Mention privacy features if relevant.

Quality-focused: Poor localization hurts more in Germany than elsewhere.

German Localization Tips

Formality: Use formal "Sie" unless targeting young, casual audience.

Precision: Be specific with features and benefits. Vague claims fall flat.

Length: German text runs 25-35% longer than English. Plan for expansion.

Example transformation:

English: "Get organized fast"

German: "Organisieren Sie Ihre Aufgaben schnell und effizient"

(Organize your tasks quickly and efficiently)

France (fr-FR): Quality and Lifestyle

French Market Characteristics

• Second-largest EU market
• Strong preference for French language content
• Quality and aesthetics matter
• Lifestyle positioning effective

French Localization Tips

Elegance: French users appreciate refined, quality messaging.

Punctuation: French uses spaces before colons and semicolons.

Tone: Professional but not stiff. Confident but not aggressive.

Example:

English: "The best way to manage your tasks"

French: "La meilleure façon de gérer vos tâches au quotidien"

(The best way to manage your daily tasks)

Canadian French (fr-CA)

If doing French localization, consider adding fr-CA:

• Different expressions and terminology
• Large market (Quebec)
• Minimal additional effort with fr-FR as base

Italy (it): Engagement and Value

Italian Market Characteristics

• Large market with high engagement
• Price sensitivity balanced with quality appreciation
• Mobile-first behavior strong
• Less localized competition in many categories

Italian Localization Tips

Enthusiasm: Italian allows more expressive language than German.

Value messaging: Communicate what they get for the price.

Example:

English: "Simplify your workflow"

Italian: "Semplifica il tuo flusso di lavoro e risparmia tempo prezioso"

(Simplify your workflow and save precious time)

Spain (es-ES): Mobile-First Culture

Spanish Market Characteristics

• Strong mobile engagement
• Young, tech-savvy user base
• Growing App Store presence
• Gateway to learning for Latin American expansion

Spanish Localization Tips

Regional awareness: es-ES differs from es-MX (Latin America).

Informal/formal balance: Depends on app type. Consumer apps can be informal.

Vosotros vs. ustedes: Spain uses vosotros; Latin America uses ustedes.

Spain vs. Mexico Differences

If targeting Spain specifically, use es-ES conventions.

Netherlands (nl-NL): High Value, Often Overlooked

Dutch Market Characteristics

• High spending per user
• Very tech-savvy population
• English is widely spoken BUT Dutch preference remains
• Often overlooked = less competition

Dutch Localization Tips

Don't assume English works: Dutch users prefer Dutch, even if they understand English.

Direct communication: Dutch culture appreciates straightforward messaging.

Worth the investment: High ROI for relatively small localization effort.

Poland (pl): Eastern EU Leader

Polish Market Characteristics

• Largest Eastern EU App Store market
• Rapidly growing app spending
• Young, mobile-first population
• Price-conscious but quality-appreciative

Polish Localization Tips

Growing market: Less saturated than Western EU.

Polish language strong: Users strongly prefer native language.

Value positioning: Important for conversion.

EU-Specific Considerations

GDPR and Privacy

EU users are privacy-conscious. If relevant:

• Mention privacy features in your description
• Localize any privacy-related messaging
• Consider this a selling point

Payment Preferences

Apple handles payments, but know that:

• European users are familiar with in-app purchases
• Subscription acceptance varies (Germany more cautious than France)
• Clear pricing communication matters

Regulatory Mentions

If your app relates to regulated areas (health, finance), ensure localized content respects EU regulations.

EU Localization Strategy

Phase 1: Core Markets

• **de-DE (German)** - Highest impact
• **fr-FR (French)** - Second highest
• **es-ES (Spanish)** - Gateway to Hispanic markets

Phase 2: Expansion

• **it (Italian)** - Large market, less competition
• **nl-NL (Dutch)** - High value, often overlooked
• **pl (Polish)** - Eastern EU leader

Phase 3: Comprehensive

• Nordic markets (sv, no, da, fi)
• Other Eastern EU (cs, hu, ro)
• Regional variants (pt-PT, de-AT)

Handling Multiple Similar Markets

Romance Language Efficiency

French, Italian, Spanish, and Portuguese share roots. A translator working in one can often handle others—but don't assume copy-paste works. Each requires proper localization.

Germanic Language Efficiency

German and Dutch have similarities. Some processes can be combined, but each needs native attention.

Regional Variants

• de-DE covers de-AT (Austria) and de-CH (Swiss German) reasonably
• fr-FR covers French-speaking Belgium reasonably
• Consider explicit variants only for very high-value apps

Keyword Research Across EU

Market-Specific Research Required

Keywords don't translate across EU markets. "Productivity" keywords differ:

• German: "Produktivität," "Aufgaben," "Planer"
• French: "Productivité," "Organisation," "Planification"
• Spanish: "Productividad," "Tareas," "Planificador"

Research each market separately using local App Store search.

Competition Analysis

Check competitive landscape per market. An English app dominating in Spain might have zero presence in Germany—opportunity differs by market.

Measuring EU Performance

Track separately for each market:

• Impressions (keyword effectiveness)
• Conversion rate (description effectiveness)
• Downloads (volume)
• Revenue (monetization)

Compare markets to identify where localization is working and where it needs improvement.

Quick Start for EU Expansion

• **Start with German** - Highest ROI
• **Add French** - Second largest market
• **Consider English variants** - en-GB for UK (still significant)
• **Expand based on data** - Let results guide next markets
• **Maintain consistently** - Update all localized markets with releases

The EU represents tremendous App Store opportunity. Approach it as a collection of distinct markets, localize thoughtfully for each, and measure results to guide your expansion strategy.