What Is Localization? Definition, Examples & How to Do It Right
Localization (l10n) is the process of adapting a product or service for a target market: language, culture, formats, currencies, layout, and legal context. It goes beyond translation: translation converts the words; localization adapts the entire experience so the product feels native to the audience, not just understandable. For software and digital products, localization typically combines a translation management system, a glossary and style guide for terminology, and engineering work for date, number, and right-to-left formatting.
- What it is: adapting a product or service for a target market, going beyond translation
- vs translation: translation converts the words; localization adapts the entire experience
- vs i18n: i18n is the engineering preparation (make the app adaptable); l10n is the per-market adaptation work
- What it covers: language, culture, currency, units, date formats, layout direction, legal compliance
- Who needs it: any business shipping to more than one market, language, or legal jurisdiction
- Business impact: 40% of consumers will not buy from a website not in their language; 75% prefer post-sale support in their language
What does localization mean?
Adaptation includes, but goes beyond, translation. It ensures that every element of a product or service resonates naturally with the target culture.
Key elements include:
- Language: Translating content with consideration for idioms, tone, and context.
- Content adaptation: Aligning imagery, colors, symbols, and references with cultural expectations.
- Regional preferences: Adjusting formats (date, currency, units, etc.) to local standards.
- UI/UX adjustments: Modifying layout, reading direction (LTR vs. RTL), and screen structure.
- Legal compliance: Ensuring adherence to local laws, from GDPR to packaging regulations.
- Functional adaptation: Removing or adding features to suit market-specific needs.
- Testing: Verifying linguistic accuracy and technical performance for every locale.
Adapting content is important for both big companies and small businesses. This is especially true for startups and SMEs that want to grow internationally.
According to research, 40% of consumers say they will never purchase from a website that isn’t available in their native language. And 75% say they’re more likely to return to a business if post-sale support is in their own language.
Real-life examples of successful companies
Business example: Airbnb
As businesses become increasingly global, they're interacting with customers from all over the world. To succeed, they must adapt not just their language, but also their entire user experience to local markets.
Localization is no longer optional; it’s a key part of any growth strategy.
Airbnb is a great example of this. The company now operates in over 220 countries, and in each one, it adapts the platform to reflect local language, currency, content, and expectations. This makes users feel like the service was built just for them.
Source: https://www.airbnb.com/
Software example: Netflix
Localization is also a vital strategy in the world of software development. Everything from user experience to overall design will need to be considered to ensure that customers are getting the very best experience.
A good example of software-localization is Netflix. The global streaming giant has become synonymous with efforts on both the translation side of things and on the developer side.
The technology and processes that they utilize are translated and localized in every region, meaning the interface and apps change, as do the subtitles and voice dubbing of content.
Even the films and TV shows they develop are localized for specific countries.
Source: https://www.netflix.com/
Check out our more real-life examples on this page.
What does localization mean in industry?
Localization in industry refers to the adaptation of products, services or processes to the requirements and characteristics of a specific market or region.
As with the answer to the general question “What is localization?”, the aim of localization in industry is to take into account aspects such as language, legal requirements, cultural differences and local standards in order to increase competitiveness and acceptance in the target market.
Four examples of localization in industry:
- Product packaging: An international food manufacturer adapts the labels and packaging texts to the respective national language and legal labelling regulations of the target country.
- Safety standards: A packaging machine is adapted to the respective legal safety standards, such as the European CE marking or American OSHA regulations.
- Software customization: A machine manufacturer integrates various language settings and units of measurement into its control software so that operators from different countries can use the machines without any problems.
- Marketing campaigns: A car manufacturer develops different advertising campaigns for different markets, taking into account cultural characteristics as well as regional preferences and trends.
What is an example of localization in business?
When it comes to localization in business, the global fast food company McDonald's is a good example.
McDonald's adapts its menus uncompromisingly to local tastes and eating habits in different countries.
In India, for example, where many people do not eat beef for religious reasons, McDonald's offers special alternatives such as the “McAloo Tikki” (a potato-based vegetarian burger) or chicken burgers instead of the classic beef burger.
In addition, advertising, packaging and even the design of the restaurants are geared towards the respective culture and the expectations of local customers.
Localization allows the company to respond better to the needs of regional markets and be more successful.
What are the three types of localization?
Localization can basically be divided into three types.
Linguistic localization refers to the adaptation of the language used for a product or service to the respective target language.
In addition to dimensions and formats, this also includes currencies and other language-specific elements. Only then will users perceive your offers as natural and understandable.
With cultural localization, you adapt products, content or services to the cultural characteristics and expectations of a specific market.
This includes, for example, taking symbolism, legal requirements and social norms into account. The aim is to ensure that your offer is accepted in the respective country or region.
If we look at technical localization, we move within the framework of different standards, power voltages or climatic conditions or legal requirements in terms of safety and functionality.
It is important to consider all three types of localization when developing products and services in order to increase user satisfaction in international markets.
What are the goals?
Effective adaptation is about more than access; it’s about building relationships. Here are the main goals:
- Enter new markets: Remove entry barriers and expand reach.
- Gain a competitive edge: Compete on equal footing with local businesses.
- Boost customer satisfaction: Offer a familiar, intuitive experience.
- Increase brand loyalty: Build trust through cultural relevance.
- Maximize profit: Tap into new audiences and increase conversion rates.
Related resources
- Language localization: adapting content for a specific language or region
- Localization strategy: defining how your business will localize across touchpoints
- Software localization: adapting UI, content, and backend for multi-language support
- JavaScript localization: making web apps functional across languages and cultures
- Website localization: translating and adapting websites for global audiences
- Localization marketing: tailoring campaigns to cultural values and buying habits
How to implement it – a step-by-step guide
- Identify where it's needed: Not everything must be localized; start with high-impact areas.
- Research your target audience: Understand culture, language, habits, and legalities.
- Bring in professionals: Work with native linguists, cultural consultants, or a localization partner.
- Ensure quality assurance: Use local testers and conduct linguistic and functional QA.
- Localize across content types: From websites to games, marketing materials to user manuals.
🎥 Watch our video to see how our software supports your localization workflow.
Frequently Asked Questions
Localization (l10n) is the process of adapting a product or service for a target market. It includes translating language, adapting cultural references, formatting numbers, dates and currencies, complying with local legal requirements, and adjusting the user interface (e.g. right-to-left layout for Arabic and Hebrew). The goal is for the product to feel native in the target market, not merely understandable.
Translation converts text from one language to another. Localization adapts the entire experience: text plus date and number formats, currency, address layouts, plurals, gendered language, images, layout direction, and legal references. Translation is one part of localization; localization is what makes a product feel native rather than translated.
Internationalization (i18n) is the engineering work that makes a product capable of being adapted (extracting strings, supporting multiple character sets, handling plurals, formatting dates per locale). Localization (l10n) is the per-market adaptation work that uses the i18n foundation (actually translating the strings, providing cultural assets, complying with local regulations). i18n is done once; l10n is done per target market.
Linguistic localization adapts language, idioms, and language-specific elements like date and currency formats. Cultural localization adapts symbols, colors, references, and social norms to the target market's cultural expectations. Technical localization adapts to local technical requirements: character encodings, regulatory safety standards, power and unit conventions. Effective product localization usually requires all three.
Ideally during the product design phase. This is called internationalization (i18n): making your codebase capable of being adapted before you actually need to adapt it. Extracting all user-facing strings, supporting multiple character sets, and handling plurals, dates, and currencies from the start makes later localization dramatically cheaper.
Often yes. English-speaking markets have meaningful differences: US, UK, and Australian English vary in spelling, vocabulary, and tone; date formats differ (12/31/2025 vs 31/12/2025); units differ (miles vs kilometers); idioms and cultural references rarely cross. For products targeting multiple English-speaking regions, localization still applies; you are just localizing within a single language.
Yes. Research consistently shows that consumers prefer to buy in their own language: 40% will not purchase from a website not available in their language, and 75% are more likely to return when post-sale support is in their language. For products in competitive markets, localization is often the difference between launching successfully and being ignored.
Airbnb localizes its platform for over 220 countries, adapting language, currency, content, and expectations per market. Netflix localizes its UI, subtitles, voice dubbing, and even original content per region. McDonald's adapts menus to local food preferences (vegetarian McAloo Tikki burgers in India, for example). The common thread is that the product feels designed for the local market, not translated into it.
Conclusion
Localization is the difference between a product that works in a market and one that belongs there. Done well it pays for itself in trust, conversion, and customer loyalty; the brands that get it right do not localize as an afterthought, they treat it as part of the product. For software teams, that starts with internationalization (i18n) baked into the codebase and continues with a translation management system, glossaries, style guides, and a workflow that keeps translations in sync with product changes.
If you are localizing a software product, Locize is a translation management system built by the team behind i18next, designed around AI/MT for speed, CAT-tool ergonomics for the editor, glossary and style guide for consistency, and human review for the final mile. Start a free trial or write to us at support@locize.com.