Localization that matters: how to choose the next 3 countries to expand into

A lot of teams “go global” by translating the app into 12 languages and hoping something sticks.

That’s not expansion. That’s lottery tickets.

Real expansion is picking a small number of countries where you have a clear reason to win, then doing localization that actually changes conversion and retention, not just the language.

Here’s a simple way to choose the next 3 countries.

Start with the mistake everyone makes

People choose countries based on vibes:

“Let’s do Spain because it’s a big market.”

“Let’s do Brazil because everyone is growing there.”

But “big” doesn’t mean “good for your app.” It just means “crowded.”

You want countries where your app has a strong chance to convert, rank, and retain users with realistic effort.

Step 1: Separate “language” from “country”

Language localization and country expansion are related, but not the same.

One language can cover multiple countries, but those countries can behave completely differently:

• pricing sensitivity
• preferred competitors
• cultural expectations
• payment methods
• support volume
• even the keywords people use

So you’re not choosing “Spanish.” You’re choosing “Spain vs Mexico vs Argentina,” and you might pick only one first.

Step 2: Build your shortlist with three signals

You want a shortlist of 8–10 countries before you narrow to 3. Use these signals:

1. Where you already have organic traction

Even if it’s small, it’s proof. If you already get installs from a country with no localization, that’s a strong candidate.

2. Where the category is underserved

Some countries have weaker competitors or fewer high-quality apps in your niche. That can make ranking and growth easier.

3. Where your monetization actually works

This is the one people ignore. If users can’t pay easily, you’ll get installs and no business. Check whether your pricing model fits the market and payment habits.

If you don’t have data yet, you can still do this with light research by looking at the top apps in your category per country and seeing how strong they look and how they position themselves.

Step 3: The “next 3 countries” selection rule

Pick your next 3 countries using this exact mix:

• 1 “easy win” country

Similar culture/expectations to your current users or where you already have traction. Low risk, faster results.

• 1 “high upside” country

Large enough market, but you have a strong angle. This is where you can win big if the bet is right.

• 1 “test lab” country

A smaller country that still gives you meaningful signal. You use it to validate localization and pricing changes cheaply before scaling.

This avoids the classic trap: picking three huge markets and getting destroyed by competition and wrong expectations.

Step 4: Make sure you’re not confusing “localization” with “translation”

Translation is replacing words.

Localization is making the app feel like it belongs.

If your localization plan is only:

“translate strings + store listing,”

you’ll often see a tiny improvement and then nothing.

The first wave of localization that usually matters most is:

• store listing copy that matches local search intent
• screenshots that match local expectations
• pricing display that feels normal in that market
• support and error messages that reduce confusion

The app UI translation is important, but if your store listing doesn’t convert, nobody installs the app in the first place.

Step 5: Check keywords before you commit

Before you pick a country, do a quick keyword reality check.

Search your core intent keywords in that country’s store and see:

• what kind of apps show up
• what words they use in titles/subtitles
• how they frame the problem

If your app’s value doesn’t naturally match the way users in that market search and think, you’ll have a harder time.

This is why “localization” is not just translation. It’s positioning.

Step 6: Don’t expand into countries that will create support hell

Some expansions fail because the app is “bad,” but because support and expectations explode.

Before you choose a country, ask:

• will new users expect live chat support?
• will they expect certain payment methods?
• will they expect offline mode / low-data mode?
• will your onboarding make sense culturally?

If you can’t handle the support load, pick a different country first.

Expansion should increase revenue and learnings, not overwhelm you.

Step 7: What to localize first in each country

Once you’ve chosen the next 3 countries, don’t localize everything at once.

Do it in this order:

1. Store listing (title/subtitle/description) in the local language and local vocabulary

2. Screenshots with localized text and culturally relevant framing

3. Pricing page / paywall wording

4. Onboarding and the top 10 most used UI screens

5. Everything else later

If you do this right, you’ll feel conversion move quickly because you’re fixing the front door first.

A practical example

Let’s say your app is a habit tracker.

Bad expansion:

Translate into 10 languages and publish.

Better expansion:

Pick 3 countries:

• one where you already see organic installs
• one big market with manageable competition
• one smaller market to test paywall messaging

Then localize:

• the store listing to match how people in that country describe habits (not your English words)
• screenshots that show the top local use-case (study, gym, prayer, sleep, whatever fits)
• paywall text to reduce “scam” and billing confusion

You’ll learn more in two weeks than you would from a six-month “translate everything” approach.

The real advantage is monitoring

Choosing countries becomes easier when you can see:

• where competitors are growing
• where they localize first
• how their listings change per region
• which countries get frequent updates and focus

That’s part of what we’re building Sentinel-ASO for: making expansion decisions based on real signals, not guesses.

If you want to follow along as Sentinel-ASO launches: the first 200 paying customers get 70% off their first payment (monthly or yearly). Sign up here.