Beyond English: Which Markets Should You Localize First?

The Paradox of Choice

The App Store supports 40+ locales. You can't localize for all of them with equal attention. So where do you start?

This guide provides a framework for prioritizing markets based on actual opportunity, not assumptions.

Tier 1: The High-Value Markets

These markets combine high App Store spending with significant iOS market share:

Japan (ja)

• Second largest App Store market by revenue
• Users willing to pay for quality
• Less competition from English-only apps
• Cultural adaptation is important

Germany (de-DE)

• Largest App Store market in Europe
• Strong purchasing power
• Users prefer native language apps
• Direct translation often works well

United Kingdom (en-GB)

• Easy win—same language, different spelling/terminology
• High spending per user
• Often overlooked by US developers

France (fr-FR)

• Large market with strong iOS presence
• Users strongly prefer French content
• Influences other Francophone markets

South Korea (ko)

• Very high App Store spending
• Mobile-first culture
• Competitive but rewarding market

Tier 2: High-Growth Opportunities

These markets offer strong growth potential:

Brazil (pt-BR)

• Largest Latin American market
• Growing middle class
• Lower competition than mature markets
• Portuguese, not Spanish

Spain & Mexico (es-ES, es-MX)

• Combined reach across continents
• Large Spanish-speaking population
• Different regional preferences

Italy (it)

• Strong European market
• Users prefer localized content
• Good iOS market share

Canada - French (fr-CA)

• Often forgotten
• Legally important for many apps
• Easy addition if you're doing French

Australia (en-AU)

• Another easy English variant
• High spending market
• Different seasonal timing

Tier 3: Strategic Additions

Consider these based on your app category:

China (zh-Hans)

• Massive potential, but complex
• Requires specific considerations (App Store vs. alternatives)
• Worth it for the right apps

Taiwan (zh-Hant)

• Easier entry than mainland China
• High-quality user base
• Traditional Chinese

Netherlands (nl-NL)

• Small but wealthy market
• High English proficiency (so localization helps you stand out)

Nordic Countries (sv, no, da, fi)

• High spending per user
• Often grouped together
• English proficiency is high, but native content preferred

How to Prioritize for Your App

Check Your Analytics

Start with data you already have:

• Where are your current users?
• Which countries have highest in-app purchase rates?
• Where do you see organic interest?

If you're getting users from Germany without German localization, imagine what happens when you add it.

Consider Your Category

Some categories perform differently by region:

• **Productivity apps** → Germany, Japan, South Korea
• **Games** → Japan, South Korea, China
• **Health & Fitness** → US, UK, Australia, Germany
• **Finance** → Mature markets with banking apps
• **Education** → Varies widely by content type

Assess Competition

A market with lower competition might outperform a larger market where you'd be buried. Check the top charts in your category for each locale.

Factor in Effort

Some localizations are easier than others:

Easy (similar to English):

• en-GB, en-AU, en-CA (spelling changes)
• Western European languages

Medium (more adaptation needed):

• Asian languages (character limits differ)
• Right-to-left languages

Complex (cultural adaptation required):

• Japan (high expectations)
• China (regulatory considerations)

The Recommended Starting Point

For most indie developers, start here:

• **en-GB, en-AU** - Quick wins, same effort as a spell check
• **de-DE** - Highest value European market
• **ja** - High revenue potential, rewards localization
• **fr-FR** - Important European market
• **es-ES or es-MX** - Broad Spanish coverage

This gives you strong coverage of high-value markets without overwhelming complexity.

When to Expand

Add more locales when:

• You've validated performance in initial markets
• You have bandwidth to monitor more markets
• Specific markets show organic interest
• You're seeing diminishing returns in current markets

The Long Game

Localization isn't one-and-done. As you update your app, you'll update metadata. Each locale needs maintenance.

Start focused, prove the model works, then expand. Better to do 5 markets well than 20 markets poorly.

The developers who win in international markets are the ones who treat localization as an ongoing strategy, not a checkbox.