How Do I Localise My App Store Listing for Different Countries?

Have you ever wondered why your app performs brilliantly in your home market but barely gets noticed in other countries? I've seen this happen more times than I can count—a genuinely good app with solid functionality and decent reviews in one region, yet it sits there getting maybe five downloads a week in markets that should be perfect for it. The problem isn't usually the app itself; its the app store listing that's letting it down.

App localisation is one of those things that sounds simple on the surface but gets complicated fast. Most people think it's just about translating words from English into French or Spanish or whatever language they're targeting, and honestly, I wish it were that straightforward! But here's the thing—proper localisation means understanding cultural preferences, adapting your messaging to resonate with local audiences, and optimising for how people actually search in different countries. A direct translation of "best budgeting app" might be grammatically correct in German, but if German users are searching for "Finanz-Manager" or "Haushaltsbuch," you're going to miss them completely.

The difference between translation and localisation is the difference between being understood and actually connecting with your audience.

Over the years I've helped apps expand into dozens of markets, from launching health apps across Europe to bringing e-commerce platforms to Southeast Asia. Each market teaches you something new about what works and what doesn't. Sure, the technical side of managing app store localisation requirements isn't too difficult once you know your way around, but the real challenge is doing it properly—making sure your screenshots make sense culturally, your keywords match actual search behaviour, and your messaging doesn't accidentally offend anyone. And that last bit? More common than you'd think.

Understanding App Store Localisation Beyond Simple Translation

Right, so here's where most people get it wrong—they think localisation is just about translating their app description from English into French or Spanish or whatever language their target market speaks. I mean, sure, translation is part of it, but it's honestly the smallest part of what you need to do. Its like thinking that painting your car a different colour will make it drive faster, it just doesn't work that way.

Localisation is about making your app feel native to each market you're targeting. And that goes way beyond words. When I'm working with clients on this, I always tell them that every market has its own expectations, its own quirks, and bloody hell—its own way of making purchasing decisions. What works in the UK might fall completely flat in Japan or Brazil. The colours you choose, the way you position your app, even the screenshots you show...all of that needs to reflect what resonates with people in that specific country.

You know what? I've seen apps fail in new markets simply because they didn't bother to understand local payment preferences. In Germany, people are way more cautious about privacy than in other markets—so if your app listing doesn't address data security upfront, you're already fighting an uphill battle. In China, users expect social features and sharing capabilities that might seem excessive to Western audiences. These aren't small details; they're the difference between getting downloads and getting ignored.

What Localisation Actually Includes

When we talk about proper app store localisation, here's what you're really signing up for:

• Adapting your app name and subtitle to make sense locally (not just translating word-for-word)
• Understanding cultural references and removing anything that doesn't translate well
• Choosing imagery and screenshots that reflect local users and contexts
• Researching which features matter most to each market and highlighting those
• Adapting your tone and messaging style to match local communication preferences
• Understanding local competitors and how they position themselves

The apps that succeed internationally are the ones that make each market feel like the app was built specifically for them. That's the bar you're aiming for, anything less and you're just another foreign app trying to break in.

Researching Target Markets and Cultural Preferences

Before you even think about translating a single word of your app store listing, you need to understand who you're talking to and what actually matters to them. I mean, its not enough to just know that people in Germany speak German—you need to understand how German users behave differently from British users, what problems they're trying to solve, and what kind of messaging resonates with them. This research phase is honestly where most app localisation projects either succeed or fail.

Start by looking at your competitors in each target market. What do their app store listings look like? How are they positioning themselves? What features are they highlighting? I spend hours doing this for every new market we enter because it tells you so much about local preferences. Sometimes you'll find that apps emphasising certain features in one country are completely ignoring those same features in another—thats your first clue that priorities are different across markets. Understanding how to position your app effectively across different geographic markets can make the difference between success and failure in international expansion.

But heres the thing—you cant just copy what competitors are doing. You need to dig into actual user behaviour and cultural nuances. Look at app reviews in your category within each target market; what are people complaining about, what do they love, what language do they use to describe their problems? This is gold for understanding not just what to say, but how to say it.

Key Areas to Research

• Popular payment methods in each country (some markets hate credit cards, others wont use anything else)
• Local competitors you might not even know exist because they don't operate in your home market
• Cultural taboos and sensitivities around colours, images, and messaging
• Device preferences—Android dominates in some regions whilst iOS leads in others
• Average data costs and wifi availability (affects how you present your app's data usage)
• Local holidays and shopping patterns that could affect your launch timing

Set up app store accounts in each target country so you can browse as a local user would. The trending apps, featured collections, and even the layout can vary significantly—you need to see what users in that market are actually experiencing when they search for apps like yours.

Understanding Price Sensitivity

Price sensitivity varies massively between markets and its something people often get wrong. A £2.99 app might be considered cheap in the UK, but that same price point could be seen as expensive in emerging markets. Research local purchasing power and what users typically pay for apps in your category; sometimes you'll need different pricing strategies entirely rather than just converting your existing price to local currency. And dont forget—some countries prefer free apps with in-app purchases whilst others are more comfortable with upfront costs.

Translating and Adapting Your App Store Text

Right, so you've done your research and you know which markets you want to target—now comes the actual work of translating your app store listing. And I'll be honest with you, this is where most people mess it up. They think translation is just swapping English words for French words or Spanish words, but its so much more than that.

First thing: never use Google Translate for your app store listing. I mean it. I've seen apps with brilliant functionality get absolutely destroyed in foreign markets because their listing looked like it was written by a confused robot. Your app store text is your first impression—sometimes your only impression—so it needs to sound natural and persuasive in the target language. Hire a professional translator who understands marketing copy, not just someone who speaks the language.

But here's the thing—even professional translation isn't enough on its own. You need localisation, which means adapting your message to fit the culture and expectations of each market. What works in the UK might fall completely flat in Japan or Germany. For example, British humour and casual language might come across as unprofessional in some markets; references to local events or idioms won't make sense elsewhere.

Getting the Tone Right

Different cultures respond to different communication styles. German users tend to prefer detailed, technical information about features and functionality. They want to know exactly what theyre getting. Japanese users value politeness and harmony in messaging. American users (generally speaking) respond well to confident, benefit-focused language that tells them how the app will improve their lives.

Your app description length might need to change too. Some languages are naturally more verbose than others—German text can be 30% longer than English for the same content. Make sure your key selling points appear early in the description, because different markets have different reading patterns and attention spans.

Adapting Your Value Proposition

The benefits you highlight should match what each market actually cares about. I've worked on fitness apps where we emphasised convenience and time-saving for UK users, but focused on community and group motivation for markets in Asia where collective goals are more valued. Same app, different angle. It's not being dishonest—its recognising that different people have different priorities and different problems they need solved.

Don't forget about your app name and subtitle either. Sometimes a name that works perfectly in English doesn't translate well or—worse—means something unintentionally funny or offensive in another language. Do your homework here; check with native speakers whether your translated name actually makes sense and sounds appealing.

Creating Localised Screenshots and Preview Videos

Here's where most app developers mess up their localisation efforts—they translate the text but keep the same screenshots across every market. I mean, technically your app store listing is now in German or Japanese, but the screenshots still show an interface in English? Its a missed opportunity really, and users notice this stuff more than you'd think.

Screenshots need to match the language of the market you're targeting; that means recreating them entirely with the localised version of your app. Yes, this takes time. Yes, its more work than just running your description through a translation service. But if you want users in France or Brazil or South Korea to actually download your app, they need to see it in their own language from the first moment they encounter it.

The text overlays on your screenshots—the bits that highlight features or explain benefits—these need cultural adaptation too, not just direct translation. What resonates with users in the UK might fall flat in Japan. I've seen this loads of times where a feature that's a big selling point in one market is completely irrelevant in another, so your screenshots should reflect what matters most to each specific audience. The psychology of colours and their impact on purchase decisions varies significantly across cultures, so the colour scheme that drives conversions in the UK might actually deter users in other markets.

The visual language of your app store listing speaks louder than any description text ever will, so make sure its speaking the right language to the right people

Preview videos are trickier still because they require voiceovers, on-screen text, and sometimes even different visual content depending on cultural norms. A video that works brilliantly in the US might need significant changes for markets where certain colours have different meanings or where user behaviour patterns are completely different. And honestly? Some markets respond better to videos showing real people using the app, while others prefer clean interface demonstrations without any human element at all. Understanding how colours influence user emotions and perceptions becomes even more critical when creating visual content for different cultural contexts. You've got to test what works for your specific markets—there's no one-size-fits-all approach here.

Managing App Store Keywords Across Different Languages

Right, this is where things get a bit tricky—and honestly, its where I see most apps make their biggest mistakes. You can't just translate your English keywords into French or Spanish and call it a day. I mean, you could, but you'd be throwing away a massive opportunity.

Each language has its own search patterns, its own popular terms, and different ways people actually look for apps. In English, someone might search for "workout tracker" but in Spanish they're more likely to type "aplicación ejercicio" or "entrenamiento fitness". The literal translation doesn't always match what people actually search for—and that's the key insight here.

You need to do keyword research separately for each market. Use tools like App Store Connect's search popularity data (when its available), look at what competitors are ranking for in each region, and honestly? Just talk to native speakers in your target markets. They'll tell you what sounds natural and what sounds like it was run through Google Translate at 2am.

Keyword Research Tips by Market

• Check local competitor apps and see what keywords they're ranking for in their market
• Use App Store Connect to view search volume data per country (the numbers can be wildly different)
• Consider cultural differences—what works in the UK might not resonate in Australia despite the same language
• Watch out for keywords that have different meanings in different regions
• Don't forget about regional spelling variations (organise vs organize, colour vs color)

The character limits for keywords vary by store and field, so you'll need to prioritise differently for each language. German words tend to be longer than English ones, which means you fit fewer keywords in the same space. Its frustrating but you work with what you've got.

And here's something people often miss—some keywords perform better in certain countries because of local trends or regulations. A VPN app might emphasise "privacy" in Germany but "streaming" in other markets; both are accurate but one resonates more based on what that market cares about.

Technical Setup and Implementation in App Store Connect

Right, so you've got your translations done and your screenshots looking proper for each market—now comes the bit where you actually upload everything to App Store Connect. I'll be honest, the interface can feel a bit clunky at first, but once you know where everything lives its pretty straightforward. The key thing to understand is that App Store Connect treats each localisation as a separate version of your listing, which means you need to add each one individually. No bulk uploads here I'm afraid!

To add a new localisation, you need to go into your app's page in App Store Connect and look for the "App Store" tab. From there, click the little plus icon next to "App Information" where it says "Localisation". You'll see a dropdown with basically every language and regional variant Apple supports—and there are loads of them. Pick the market you want to target and you're off. Here's where it gets interesting though; you need to decide whether you want "English (UK)" or "English (US)" or "English (Australia)" because they're all treated as separate localisations, even though the language is technically the same.

What You'll Need to Upload for Each Market

For every single localisation you add, you need to provide certain elements. Some are required, some are optional, but I'd recommend filling in as much as you can because it all helps with discoverability. Here's what Apple asks for:

• App name (max 30 characters—yeah, that includes spaces)
• Subtitle (30 characters again, use it wisely)
• Description (up to 4,000 characters, but most people only read the first few lines)
• Keywords (100 characters total, no spaces after commas)
• Promotional text (170 characters that you can update without submitting a new version)
• Screenshots for each device size
• App preview videos (optional but they really do help conversion)

One thing that catches people out—and I mean it happens all the time—is forgetting that you need separate screenshot sets for different device sizes within each localisation. So if you're localising into German, you dont just need German screenshots; you need German screenshots for iPhone 6.7", iPhone 6.5", iPhone 5.5", and so on. It adds up quickly and can feel like a lot of work, but users notice when screenshots match their device and language.

Managing Multiple Localisations Without Losing Your Mind

Once you've got more than three or four localisations set up, keeping track of everything becomes a proper challenge. I've seen teams lose track of which markets have which version of the copy, or forget to update screenshots in one language when they change them in another. My advice? Keep a spreadsheet. Boring, I know, but it works. List each localisation down the left side and each asset type across the top—then tick them off as you upload and update them. When you push an app update, this becomes your checklist to make sure nothing gets missed.

Before you submit your app for review, switch your device language settings to each of your target markets and check how everything appears in the App Store app itself. You'd be surprised how often something that looked fine in App Store Connect looks weird on an actual device—especially with longer text strings that might get cut off.

Another thing to watch: App Store Connect lets you remove localisations at any time, but doing so means users in that market will default to your primary language (usually English). This isn't always a disaster, but its definitely not ideal if you've been marketing to that audience. Better to keep it updated than to pull it down completely.

Testing Your Localised Listings Before Launch

Right, so you've done all the hard work of translating your content, adapting your screenshots, and setting everything up in App Store Connect. But here's the thing—you absolutely cannot skip the testing phase. I mean, I've seen brilliant localisation efforts completely ruined because nobody actually checked how everything looked before hitting publish.

The App Store Connect preview function is your best friend here; it lets you see exactly how your listing will appear to users in each country before it goes live. Navigate to your app's listing, select each localised version, and review it like you're a user in that market. Does the text flow naturally? Do the screenshots make sense? Are there any weird formatting issues or cut-off text? These problems are surprisingly common, especially with languages that use longer words than English.

Getting Native Speakers to Review

Actually getting real people from your target markets to look at your listings is probably the most valuable testing you can do. Send them direct links to preview versions if possible, or at minimum show them screenshots of how everything appears. They'll spot cultural mistakes, awkward phrasing, or images that dont resonate—things you might miss even with professional translation services.

What to Check Before Going Live

Here's what I always test before launching a localised listing:

• Text length in all fields—some languages expand by 30% or more
• Character limits on app names and subtitles across different stores
• Screenshot text visibility on both iPhone and iPad displays
• Keywords actually being recognised by the stores algorithm
• App preview videos playing correctly in each region
• Metadata displaying properly on different device sizes
• Currency symbols and pricing appearing as expected

You know what? I also recommend doing searches in each App Store using your target keywords to see what competitors show up and how your listing compares. Sometimes you'll discover that your carefully chosen keywords dont actually match what users in that market are searching for. Better to find out now than after launch!

Monitoring Performance and Iterating by Market

Right, so you've localised your listings and pushed everything live—congratulations! But here's the thing, that's really just the beginning. The work doesn't stop once your app is available in different markets; in fact, that's when the really interesting stuff starts happening. You need to watch how each market responds to your listing and be ready to make changes based on what the data tells you.

I've seen too many apps launch in multiple countries and then just... forget about them? It's a bit mad really, because different markets behave in completely different ways. Your screenshots that work brilliantly in the UK might fall flat in Japan, your keywords that drive downloads in Germany might be totally wrong for Brazil. The only way to know is to monitor each market individually and treat them as separate experiments.

Tracking the Right Metrics for Each Market

Start by looking at your conversion rates—that's the percentage of people who view your listing and actually download the app. If one market has significantly lower conversions than others, something in your localisation probably isn't resonating. Maybe its the screenshots, maybe the description feels off, or maybe your app icon doesn't work culturally in that region.

You should also watch your keyword rankings in each country separately. A keyword that ranks well in English might have completely different competition levels in Spanish or French. Check your App Store Connect analytics regularly (I'm talking weekly for new markets, monthly once things stabilise) and note which keywords are driving impressions versus which are actually converting to downloads.

The best localisation strategy is one that treats each market as its own living project, not a set-it-and-forget-it translation exercise

Making Data-Driven Changes

When you spot underperforming markets, don't panic and change everything at once. Test one element at a time—swap out screenshots first, then try adjusting your short description, then experiment with different keywords. Give each change at least two weeks to gather meaningful data before making another adjustment. And honestly? Sometimes you'll discover that a market just isn't ready for your app yet, and that's okay too. Better to focus your energy where you're seeing traction than spread yourself too thin trying to win everywhere at once.

Conclusion

Look, I'll be honest with you—localising your app store listings properly takes time and it costs money. But here's the thing; its one of the most effective ways to grow your app's reach without spending a fortune on paid advertising. I've watched apps double their downloads just by adding a few well-optimised localisations, and the beautiful part is that once you've done the initial work, maintenance is pretty straightforward.

The biggest mistake I see is people treating localisation like a one-time task. They translate everything, upload it, and then forget about it for months. But your French listing needs just as much attention as your English one—maybe more if you're trying to break into that market. Check your metrics regularly. See which markets are performing well and which ones need work. Sometimes a small change to your screenshots or a better keyword can make a massive difference.

And remember, you dont have to localise into 40 languages on day one. Start with two or three markets where you see genuine potential or where you already have some users. Get those right, learn from the process, then expand gradually. Quality always beats quantity when it comes to localisation; a half-baked German listing will actually hurt your credibility more than having no German listing at all.

The mobile market is more global than ever before. Your next thousand users might be in Brazil or Japan or Poland—you just need to make sure they can find you and understand what makes your app worth downloading. Its a big opportunity, really.