The Language Selection Problem#
You've decided to localize your app. Now what? With 7,000+ languages in the world and app stores supporting 40+, where do you start?
Choosing the wrong languages wastes time and money. Choosing the right ones can transform your business. This guide gives you a data-driven framework for making that decision.
The Framework: ROI-Based Language Selection#
Every language decision should be based on a simple formula:
Expected ROI = (Market Size × ARPU × Accessibility) / (Translation Cost + Maintenance Cost)
Let's break down each factor.
Factor 1: Market Size#
Not all languages are equal in terms of addressable market:
| Language | Smartphone Users (approx.) | App Store Markets |
|---|---|---|
| English | 1.5B | US, UK, AU, CA, etc. |
| Chinese (Simplified) | 1.0B | China (special rules) |
| Spanish | 500M | Spain, Latin America |
| Hindi | 450M | India |
| Portuguese | 300M | Brazil, Portugal |
| Arabic | 300M | Middle East, North Africa |
| French | 280M | France, Africa, Canada |
| Japanese | 120M | Japan |
| German | 100M | Germany, Austria, Switzerland |
| Korean | 55M | South Korea |
But market size alone is misleading. India has 450M smartphone users, but ARPU is a fraction of Japan's 120M.
Factor 2: Average Revenue Per User (ARPU)#
ARPU varies dramatically by market:
| Market | Relative ARPU | Best For |
|---|---|---|
| United States | Very High | All app types |
| Japan | Very High | Gaming, lifestyle |
| South Korea | Very High | Gaming, entertainment |
| Germany/DACH | High | Productivity, business |
| United Kingdom | High | All app types |
| France | High | Lifestyle, utility |
| Australia | High | All app types |
| Brazil | Medium | Social, entertainment |
| India | Low | Volume play |
| Southeast Asia | Low | Volume play |
Key insight: 5 languages covering high-ARPU markets often outperform 15 languages covering low-ARPU markets.
Factor 3: Competition#
Less competition means easier visibility:
- English: Extremely competitive — millions of apps
- Japanese: Moderate competition for Western apps — an advantage
- Korean: Lower competition for non-gaming apps
- German: Moderate — many apps don't localize into German
- Portuguese (Brazil): Lower competition, massive market
Pro tip: Check how many of your direct competitors are localized in each language. Gaps are opportunities.
Factor 4: Translation Complexity#
Some languages are more complex (and potentially more costly with human translators):
| Complexity | Languages | Why |
|---|---|---|
| Low | Spanish, French, Portuguese, Italian | Similar structure to English |
| Medium | German, Dutch, Polish, Swedish | Some structural differences |
| High | Japanese, Korean, Chinese | Different writing systems, cultural adaptation |
| High | Arabic, Hebrew | RTL layout, different number systems |
With AI translation, the cost difference is minimal. But testing and cultural review may take more effort for high-complexity languages.
The Tier System#
Based on the factors above, here's a practical tier system:
Tier 1: Start Here (Best ROI)#
| Language | Why |
|---|---|
| Spanish | 500M speakers, medium ARPU, easy translation |
| German | High ARPU (DACH), many apps don't localize |
| French | 280M speakers, high ARPU, covers multiple markets |
| Japanese | Very high ARPU, lower competition for Western apps |
| Portuguese (BR) | 200M+ in Brazil alone, growing market |
Translate to Tier 1 first. These 5 languages typically capture 60-70% of the international opportunity.
Tier 2: Expand Here#
| Language | Why |
|---|---|
| Korean | Very high ARPU, especially for gaming |
| Italian | Decent ARPU, underserved market |
| Dutch | High ARPU, small but affluent market |
| Chinese (Simplified) | Massive market, but app store restrictions |
| Polish | Growing market, low competition |
Tier 3: Maximize Coverage#
| Language | Why |
|---|---|
| Turkish | Growing smartphone market |
| Arabic | Large market, few localized apps |
| Swedish | High ARPU, small market |
| Russian | Large market, complex geopolitics |
| Thai | Growing market, low competition |
Data-Driven Decision Making#
Use Your Own Data#
The best language decisions come from your existing data:
- App Store Analytics: Check "Sources" in App Store Connect → which countries already show interest?
- Google Play Console: Check "User acquisition" → which countries have organic installs?
- Website Analytics: If you have a landing page, which countries visit most?
- Support Requests: Are you getting requests in other languages?
Example: Data-Driven Decision#
Scenario: A productivity app sees this in analytics:
| Country | Organic Visits | Current Language Support |
|---|---|---|
| Germany | 2,500/month | None |
| Japan | 1,800/month | None |
| Brazil | 1,200/month | None |
| France | 900/month | None |
| Spain | 800/month | None |
Decision: German and Japanese first (highest organic interest + ARPU), then Portuguese and French.
Special Considerations#
App Category Matters#
Different categories perform differently by market:
- Gaming: Japan, South Korea, China dominate spending
- Productivity: DACH (German-speaking), Nordic countries
- Social: Latin America, Southeast Asia (volume)
- E-commerce: Follows local market maturity
- Health & Fitness: US, UK, Germany, Australia
Chinese Market: Special Rules#
Localizing for China requires more than translation:
- App stores are fragmented (no Google Play)
- Government regulations and content restrictions
- Different social platforms (WeChat, Weibo)
- Consider Chinese (Simplified) for the broader Chinese-speaking market outside mainland China
Latin American Spanish vs European Spanish#
You may need separate localizations:
- Latin American Spanish: Preferred in Mexico, Colombia, Argentina, etc.
- European Spanish: Used in Spain
- Key differences in vocabulary, informal pronouns (tú vs. vos), and expressions
For most apps, Latin American Spanish covers the larger market.
The Budget Factor#
With shipglobal.dev's pay-per-use pricing, adding languages is incredibly affordable:
| Languages | Estimated Cost (10,000 strings) |
|---|---|
| 5 Tier 1 | ~€15 |
| 10 (Tier 1+2) | ~€25 |
| 15 (All tiers) | ~€35 |
At these prices, the question shifts from "can we afford it?" to "why wouldn't we?"
Step-by-Step Action Plan#
- Analyze your data — check existing traffic and downloads by country
- Pick 3-5 Tier 1 languages based on your app category and data
- Localize and launch — translate strings + App Store metadata
- Measure for 4-6 weeks — track downloads, revenue, and engagement by market
- Optimize top performers — improve keywords, screenshots, descriptions
- Add Tier 2 languages based on results
- Repeat until diminishing returns
Conclusion#
Choosing target languages isn't guesswork — it's a data-driven decision. Start with the languages that offer the best combination of market size, ARPU, and low competition.
For most apps, starting with Spanish, German, French, Japanese, and Portuguese covers the largest opportunity with the least complexity. Then let your data guide the expansion.
The cost of trying is low. The cost of not trying is months of missed international revenue.