How to successfully localize your SaaS in Europe and the USA

When it comes to SaaS, localization has become a strategic driver of international expansion.

In this article, discover how platforms are taking a sustainable growth approach in the rapidly expanding European and American markets by integrating technical, cultural, and regulatory aspects.

Why SaaS localization is an essential driver of growth

The SaaS market has experienced unprecedented growth in recent years, valued at $315.68 billion in 2025 and with a projected valuation of $1,131.52 billion by 2032. (Fortune Business Insights).

For SaaS decision-makers thinking about international expansion, localization is much more than a simple translation, it is a strategic driver of growth that could generate up to 1,900% ROI according to the industry.

Simple translation versus localization

Is your company expanding and are you looking to roll out your platform to new international markets? The time has come to translate your platform into the language of your target markets. Well, are we talking about translation or localization?

There is a significant difference between these two concepts. Translation is a linguistic process that involves converting your message into the native language of your target audience. 

As for localization, it goes beyond the language itself. It is a strategic and cultural process. It consists of adapting the user experience to ensure it fits perfectly with the preferences of the target audience. 

Differences between translation and localization:

The risks of poor localization

The statistics speak for themselves:

• 75% of users prefer buying products in their native language
• 40% of consumers categorically refuse to buy in a language other than their native language
• In Europe, only 39% of French people say they can communicate in English, underlining the crucial importance of a localized approach when it comes to reaching these markets.

In concrete terms, the risks of imprecise localization and product localization errors are therefore loss of market share and loss of user confidence. Churn can increase by 10 to 30% in poorly localized new markets, and conversion rates can plummet on pages that are not culturally adapted. 

The fintech company Wise (formerly TransferWise) learned this the hard way when it noted a drop in conversions and an increase in support requests after failing to localize its invoicing emails in the Spanish-language version of its platform.

The benefits of successful localization

We understand that localization directly influences crucial performance indicators when it comes to your expansion strategy:

• Reduced churn: churn rates drop by 20% when decision-makers fully understand the product. Successful localization reduces churn from 10% to 4% in the first three critical months.
• Improved retention: localized platforms see a significant increase in activation rates from the very first week.
• Increased sales: localizing SaaS products helps companies enter new markets and attract a wider user base.
• Better NPS: customized experiences, adapted to each region, encourage brand loyalty. Users are more likely to continue using a product that appears to be adapted to their needs.
• Increased local adoption: the brand is perceived to be a local brand. A localized user interface makes your product familiar and accessible to new audiences. It reduces friction and increases integration.

Europe vs. America: two markets, two approaches

The SaaS market has seen exponential growth, in particular in two distinct markets: the European market represents an opportunity worth €8,6 trillion, whereas the United States dominates with a projected $445.59 billion by 2029.

The strategy for the European/US market must therefore be adapted to the cultural, legal, and regulatory differences between these two geographical areas.

All these differences and market-specific features must be taken into account upstream to avoid friction and setbacks when expanding your SaaS business into a new market.

How to successfully localize your SaaS platform

The localization strategy for your SaaS platform must go beyond simple translation. Here is a checklist of best practices to ensure the successful international expansion of your SaaS.

Adapting the interface and UX

International expansion must be integrated right from the architecture design phase, for easy adaption to the different markets and to avoid subsequent redesign costs. This means you need to take into account key technical elements, such as:

• Separating the code and content
• Supporting different currency and date formats
• Handling text length variations, or text expansion, in the UI (for example, German may require up to 30% more space)
• Adapting the reading direction of different languages (RTL vs. LTR)

When it comes to UX, best practices for localization include adapting the interface to cultural browsing preferences and interaction habits, customizing visual and iconographic elements, and optimizing the mobile experience in emerging markets.

Localizing marketing and assistance content

Localizing marketing and assistance content is not in itself limited to the translation of what can be seen on a website. It involves an SEO strategy specifically designed for the target markets, testing the key words in each language and integrating them into the content, as well as adapting tags and metadata.

Integrating client support into the SaaS international expansion strategy is essential for product adoption. This involves, for example, access to localized support with a translated knowledge base and local chat facilities.

Integrating payment features 

Localizing prices goes beyond just converting currencies. 

It requires fine-tuned knowledge of local purchasing power and consumer habits. For example, while credit cards are common in some countries, others prefer automatic bank transfers or local payment systems. 

Ensuring that your payment infrastructure takes these preferences into account may improve customer satisfaction.

Regional payment methods:

Recommended tools

Many TMS systems are available on the market to localize your SaaS platform: Phrase, Lokalise, Crowdin, etc. 

When selecting your localization management platform, you need to bear in mind certain issues to ensure a seamless and efficient process:

• Continuous localization integrated into the development phase
• Automation of translation work flows 
• Contextual preview for translators
• Integration of AI into processes
• Real-time collaboration between technical and linguistic teams
• Integration of your style guides and glossaries into the tool
• Linguistic QA tool and multilingual interface testing

Summary – checklist for successful localization of your SaaS

Real-life cases and frequent errors

Classic errors

Without an appropriate strategy, a majority of SaaS companies fail at their first attempt at multilingual translation. Classic errors include:

• Machine translation that has not been proofread by a human linguist, with idiomatic expressions that have not been understood, a lack of consistency in the tone, and inconsistent terminology management (for more information, read our article)
• Not adapting Terms and Conditions of Use and local regulations
• Inflexible interface (truncated text, bugs)

Best practices from industry leaders

Here are a few concrete examples that illustrate how leading SaaS companies have adopted localization to boost their expansion.

Netflix has seen remarkable results in countries with a strong cultural identity such as India and Asian countries by not only adapting subtitles, but the entire interface, recommendations and even the thumbnails, according to regional preferences.

Dropbox covers 22 languages and provides content, integration and marketing adapted to each market. Increased focus on regional regulations and multilingual customer support has boosted its strong international presence, attracting over 75% of users from outside the United States.

Slack has a dedicated in-house localization team that ensures that the brand’s tone is successfully adapted to multiple languages and cultures. The team adapts the user interface and marketing content to meet the expectations of users in each market.

Conclusion: prioritize localization, not just translation

Localization is more than a simple technical step, it is a real driver of international growth. By integrating linguistic, cultural, regulatory and UX aspects from the outset, you can maximize your chances of winning over European and American markets.