What Is Product Localization, and How It Can Work for Your Business

To achieve success on a global scale, you must eliminate the language barrier and make your product easily accessible to individuals of all cultures. However, translating your product documentation, website, or marketing content from one language to another is not sufficient.

You have to rely on state-of-the-art localization software, get familiarized with the process of product localization, and keep an eye on even the smallest of details.

But what is the process of product localization, at all? And how can it benefit your business?

Product localization explained

A product localization strategy is designed to help a user make the right adjustments so that consumers in different nations feel as though they are acquiring something that is both familiar and unique to their culture.


This process may involve but is not limited to altering color palettes, translating, substituting well-known brand names, or even including additional features based on regional needs.

Why should you care about product localization?

If you speak English, it’s likely that the majority of the websites and items you use are written in English. Consequently, the necessity to localize may not be immediately obvious.

However, less than 20% of the world’s population is English-proficient. Unless you invest in product localization, a substantial percentage of the potential market is unreachable to you if you seek a global audience for your product.

Localization makes it easier to attract and convert 80% of non-native English speakers, as 76% of buyers prefer purchasing products with information in their own language.

Even if a portion of your users is proficient in English, they will appreciate your effort to speak their language.


If you’re up for putting in the extra effort to make a bond with your consumers on their level, they’re more likely to lower their barriers and build trust in you.

How to make product localization work for your business

Let’s break down the product localization process into a few steps that can help you make the most it in the long run.

Market research

Researching the target market is the initial step of a product localization strategy. You must know who you’re targeting, where they live, what is their preferred language for audiovisual content, and any cultural issues that must be taken into account.

Build your team

Depending on the size and resources of your organization, you may need a small team or a multi-department structure to ensure effective translation. Nonetheless, all localization teams will require a project manager, translators, and product developers.

Take advantage of tech solutions

Using applicable software and skills is one of the most vital aspects of a product localization strategy.


Localizing your content for each individual market takes time, so you must ensure that it’s being done correctly by professionals who use the right tools and also understand how to localize effectively for search engines and users.


When it comes to localization, there is no magic formula or one-size-fits-all solution. What works in the United States may not work in Germany, and vice versa. So make sure to localize your products according to each market’s preferences and requirements.

Test, test, test

Once the localization process is complete, it is time to test the localization of your product. Before launching a product or service, it is important to do user testing with real people in order to have a sense of the potential challenges they may encounter.

Final words

In our globalized society, the most successful products are those that have traversed borders and achieved international success. To get there, however, you need thorough and extensive localization. So follow this guide and make contact with the right localization experts.

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