So you’re ready to go global. Or maybe you already are global, but something’s not quite clicking with your audience. It might be the words, the layout of your app, the tone of your emails… or all of it.
That’s where different types of localization come in. Each one solves a different problem and requires a unique approach.
Localizing a website? Not the same as adapting a mobile app. Translating a user manual? Different again.
This guide breaks down the key types of localization (with real examples, most of them coming from our customers) so you can stop guessing and start building experiences that actually work across markets.
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What is localization?
Localization is how you make something feel local, like it was made for the people using it.
It’s not just about swapping words from one language to another. It’s about making sure the whole experience makes sense to someone in a different country or culture.
That means translating the language, but also adjusting things like tone, images, currency, date formats, even colors or jokes.
Translation and localization are similar, but here’s the main difference in a nutshell:
- Translation asks, “How do I say this in another language?”
- Localization asks, “How do I say this in a way that makes sense here?”
The goal? When someone visits your website, opens your app, or reads your instructions, nothing feels “foreign” or weird. It just works. Naturally.
Main types of localization (+15 examples)
So, what exactly can you localize? Quite a bit. Think websites, apps, software, games, e-learning, customer support, marketing content, and more.
Let’s break down the main types of localization, with examples to show what each one looks like in the real world.
📚 Further reading
Check out these awesome localization examples, along with plenty actionable micro-lessons you can learn from them.
1. Website localization
Website localization is about creating a browsing experience that feels tailor-made for each visitor, no matter where they’re from. Translation is a key part of it, but it’s also about adapting the layout, visuals, navigation, forms, and tone to match local expectations.
How Hipcamp localizes their website on-the-go
Currently, Hipcamp is active in the US, Canada, and Australia. So, it’s three English-speaking countries. Although the common language may be English, there are significant differences in spelling and terminology across the three regions, especially in the camping industry.
Hipcamp uses a highly automated system to simplify the process of adjusting website content to different regions. If any changes are made to their base file (in Hipcamp’s case, the US file), the changes get detected. Translation keys get pushed to Lokalise, and the website is ready to be launched.
🗒️ Key takeaway
People don’t want to feel like they’re visiting a foreign site (even if they access it in their own language). They want something that looks and sounds familiar, and reflects how they think and shop online. This expectation is so natural that, as consumers, we rarely think about it.
2. Software localization
Software localization digs into the product’s core. It involves adapting all user-facing content (e.g., menu items, buttons, tooltips, and notifications), while also ensuring functionality supports different formats (e.g., currency, dates, units).
It requires working closely with developers to localize the UI make sure the interface can expand or contract based on text length. Not only that, but it also needs to support right-to-left languages or non-Latin scripts.
How Lucca shorten their new language release by 8x
Lucca, a French SaaS company serving over 2,500 businesses in 80+ countries, faced significant challenges in their localization workflow. Managing translations through 80+ spreadsheets led to errors, delays, and postponed language launches.
By adopting Lokalise, Lucca transformed their process. Developers could now add new keys and base language values, product owners reviewed them, and translators handled the rest. All within a centralized localization platform.
3. App localization
App localization is about making a mobile app feel right in a user’s hand, no matter where they are. That includes translating the UI, onboarding flow, settings, and notifications, but also optimizing app store listings, screenshots, and keywords for local markets.
You also need to rephrase push notifications for tone, brevity, and cultural sensitivity, especially in languages with different sentence structures.
How Life360 localized their entire app into 5 languages
Life360 wanted to expand into five new markets: Sweden, Denmark, Norway, Finland, and the Netherlands. But they had over 500,000 words to localize and just one month to do it. With a lean team and the holidays approaching, traditional translation workflows weren’t going to cut it.
They turned to Lokalise, using AI-powered localization with human post-editing, and plugged it into their existing tools like Figma, GitHub, and Zendesk. This smart setup helped them move fast without sacrificing quality.In the end, they saved two months of work, cut costs by 80%, and brought their app to five new markets. All in less than 30 days.
📱 Good to know about UX/UI localization
UX/UI localization is an integral part of software and app localization. This one’s all about the feel of your product. Technical localization means adapting not just the text, but also the layout, button sizes, navigation, and interactive elements so everything works naturally in different languages and cultural contexts.
For example, if your app looks great in English but breaks in Arabic, you’re facing a UX problem that’s there because of the lack of proper localization. Or if your “Submit” button gets cut off in German… That’s not a translation issue.
4. Game localization
Game localization is a massive task because it blends creative storytelling with technical precision. It includes translating dialogue, localizing cultural references, adapting humor, and sometimes rewriting parts of the plot or changing character appearances.
Voiceovers, subtitles, menus, and even the game’s difficulty curve may be adjusted to match the preferences of different regions.
How ESL gaming used localization to launch 20+ languages
ESL Gaming, the world’s largest esports company, needed a scalable localization solution to support its global audience across Europe, North America, South America, India, China, and Australia. Previously relying on two custom-built translation interfaces, ESL sought to centralize and simplify its translation processes.
But then, ESL Gaming integrated localization directly into its development workflow, allowing approximately 30 translators and 10 developers to collaborate efficiently.
This helped them shorten development cycles, reduce repetitive work, and expand localization efforts across various products (including their mobile app and account identity platform).
5. Marketing localization
Marketing localization means rewriting your message so it clicks with the people you’re trying to reach. That might mean changing the headline, reworking your call to action, swapping out visuals, or rethinking the tone entirely.
How ActiveCampaign launches localized campaigns in just 2 days
ActiveCampaign, a global marketing automation platform, faced challenges with its localization efforts when it comes to LinkedIn campaigns. Initially, developers managed translations using machine translation without human oversight. This led to inconsistencies and inefficiencies.
But then, the team adopted Lokalise, and integrated it with tools like Figma, GitLab, and Zendesk Guide. No more silos or broken workflows, everything run smoothly. Plus, the use of translation memory helped with cost optimization.
The team experienced a 73% increase in traffic to the Spanish blog year-over-year and a 111% increase in visits to their Help Center.
🧠 Good to keep in mind
It’s a challenge to launch campaigns that resonate in your own language, let alone for other languages. But marketing doesn’t work if it doesn’t land. You could have the best product in the world, but if your campaign feels weird or out of touch, people will not get it.
6. Multimedia localization
Videos, podcasts, animations… All of that needs more than subtitles. Multimedia localization is about making sure everything (e.g., voiceovers, music, visuals) feels right to a local audience. Sometimes it means dubbing the audio, sometimes you’re rewriting captions or re-editing the entire thing to match different humor, pacing, or emotion.
How CoachHub doubled its language support and improved customer satisfaction
CoachHub has a multitude of multimedia content pieces, including lengthy articles, course material, and visuals. Before Lokalise, they used to send out all their content to a translation agency or let translators work within Storyblok.
After switching to Lokalise and connecting it with their CMS (Storyblok), they finally had one centralized place to manage translations. Content teams, developers, and translators could now collaborate smoothly, catch errors early, and launch new languages faster.
The impact? CoachHub went from 10 to nearly 20 supported languages in just a year, freed up 25% of their team’s time, and improved customer satisfaction across regions. This is reflected in stronger NPS scores and better platform engagement.
7. Legal localization
Legal content can be… well, boring. But it’s important. And if you mess it up? You can get in real trouble. Legal localization means rewriting contracts, privacy policies, terms of service, and anything else with legal implications so they actually make sense in another country (and keep you out of hot water).
You need to know what law requires in each place and write it in a way locals understand and accept.
Shopify adjusts their legal policies depending on the country
Shopify operates globally, so it can’t rely on a one-size-fits-all legal document. For users in the EU, Shopify’s Terms of Service, Privacy Policy, and Cookie Notice are adapted to meet GDPR requirements. It’s about outlining the legal basis for data collection and including contact info for EU-based data protection officers.
Meanwhile, users in the US see a different version tailored to local laws, like the CCPA in California. The wording, formatting, and even clause structure change to reflect regional legal standards and customer expectations.
📚 Further reading
Thinking about launching an international online store? There are a lot of legal matters you need to take into account. Read our complete guide to cross-border ecommerce to learn what experts have to say.
8. Financial localization
Financial localization means showing the right currency, formatting numbers the way people expect (yes, a comma or a dot makes a difference), and supporting local payment methods. It’s the kind of detail that seems small until your customer can’t figure out how much they’re paying (or can’t use their credit card).
How Revolut leveraged fintech localization for true global reach
When Revolut started, it was just one app in one language. But as they grew fast and expanded globally, they knew localization couldn’t be an afterthought. They needed a way to translate and adapt content quickly, without putting extra pressure on their dev teams.
By switching to Lokalise, they made localization part of their everyday workflow. The team now pushes updates in 30+ languages with just a 48-hour turnaround.
Features like screenshot context, translation memory, and automation tools help them move fast without sacrificing quality. It’s how they keep up with the pace of global growth, without missing a beat.
💰 Curious about fintech localization?
Read our article about fintech localization to discover insights from experts and the way they handled localization. You can also check out our ebook that’s written in collaboration with 30+ professionals from reputable companies such as Western Union, Wise, Google Pay, Wise, and more.
9. Customer support localization
There’s nothing worse than needing help and getting a reply that feels like it came from a robot. Actually, there is one thing worse: getting a reply from a foreign robot.
Localizing customer support means your help articles, chatbots, and support agents actually sound like they get where you’re coming from. It’s about bridging the language gap and nailing the tone and the structure.
Moreover, when you know the market like a back of your hand, you can also decide which tickets to prioritize.
How Playtomic responds to non-native tickets 76% faster
Playtomic, Europe’s leading app for racket sports enthusiasts, faced challenges in providing timely and effective support across multiple languages. Previously, language barriers led to delayed responses and increased pressure to hire multilingual agents.
But what if you could respond to non-native tickets without hiring new agents? That’s exactly what Playtomic managed to do with Lokalise Messages.
Customers now feel more comfortable reaching out in their native languages, leading to higher satisfaction and engagement. As Giulio Castiglioni, Global Head of Customer Care from Playtomic said:
“We prefer to have good people with good experience, who provide a good service without the need to speak 15 languages.”
10. Product localization
Product localization is the full package (sometimes quite literally, if you’re selling a physical product). It means adapting everything about your product so it feels like it was made for a specific market.
That includes the interface (if it’s digital), the features you offer, the way the product is packaged or delivered, the pricing model, customer support options, and more. It’s about meeting local expectations not just with words, but with functionality, experience, and value.
How Navan nailed product localization by reducing translation turnaround times by 93%
Navan, a business travel and expense management platform, faced challenges with a fragmented localization process. Developers were manually handling translation files, leading to inefficiencies and delays.
By fully integrating Lokalise into their development workflow, they automated translations and established clear communication channels. This overhaul resulted in:
- A 93% reduction in translation turnaround times
- 100% product localization across nine languages
- A 90% decrease in internal tickets related to untranslated content
Pretty impressive, no?
💡 Pro tip
The best product localization happens when you design with local users in mind, not just retrofit later. Wonder why? Learn more about continuous localization and how this approach can transform the success of your product in international markets.
11. E-commerce localization
If you’re selling globally, e-commerce localization is your best friend. You need to translate all the product descriptions, and localize sizing guides, currencies, shipping options, returns policies, and payment methods.
Even the way you display prices or organize categories can change how people shop and whether they choose to trust your store.
How Fetch localized for their Spanish audience and increased active users by 73%
Fetch is a free rewards app that lets users earn points by scanning receipts from any store, which can then be redeemed for gift cards to popular retailers like Amazon and Target. Users can also earn points by shopping online through the app, playing mobile games, and referring friends.
Fetch’s team noticed a growing number of Spanish-speaking users engaging with their platform and reaching out to support in Spanish. Recognizing an opportunity to better serve this audience, they aimed to localize their app and offers into Spanish.
However, with a small team and over 800 offers running simultaneously, their manual translation process was slow. It took up to six days for delivery. To overcome this, Fetch turned to Lokalise for its robust documentation, technical support, and automation capabilities.
They achieved same-day translation delivery, a threefold increase in speed to market, and an increase of 73% in active users. Talk about the value of localization done well.
🛍️ Learn more about Shopify localization
If you’re using Shopify as your ecommerce platform, you’re one of 2 million+ merchants trusting it for online growth. But how do you make it available in multiple languages? Learn more in this practical, step-by-step guide on Shopify localization.
12. Healthcare and medical localization
In healthcare, clarity is of critical importance. No room for getting lost in translation. Medical localization covers everything from patient instructions and clinical trial documentation to health apps and medical device manuals.
Additionally, you need to think about cultural sensitivity, especially when it comes to norms around things like mental health, diet, or reproductive care. These can vary widely from region to region.
How Kry empowered over 11 million medical consultations to its patients in 5 countries through their app
Kry, a digital healthcare platform serving millions across Europe, needed to localize content quickly and accurately, but without overwhelming developers. Their existing setup made it hard for content teams to manage translations or see how text would appear in the final product.
By switching to Lokalise and integrating it with Figma and Contentful, Kry gave UX writers and content creators full control over translations. They could now preview how localized content looked in designs, catch issues early, and update copy without relying on developers.
The result? Faster launches in new markets, smoother collaboration between teams, and clearer, more patient-friendly healthcare content across multiple languages.
🏥 Learn more about healthcare localization
Want more healthcare localization examples? Check out the success story about Withings and how they managed to ship localized features by up to 90% faster.
13. Edtech localization
Edtech localization is about making digital education platforms, tools, and experiences work for learners in different languages and regions. You need to adapt the platform’s interface, grading systems, calendar formats, student-teacher interactions, and compliance with local education standards.
How Arduino localized their edtech product and expanded to 46 languages
Arduino, a global leader in open-source electronics, recognized the need to localize its educational products to meet diverse linguistic and cultural requirements. Initially, their localization process was slow, averaging one language per year per product.
By integrating Lokalise into their workflow, Arduino accelerated their localization projects, completing around 60 initiatives in a significantly shorter timeframe.
Today, their educational kits are available in 46 languages worldwide.
14. SEO localization
SEO localization means adapting your content so it ranks in local search engines. Your job here is to explore how people in a specific market actually search online, what phrases they use, and what search intent looks like there. This impacts everything from metadata and URLs to blog content and product pages.
How Booking increases their reach through SEO localization
Booking.com localizes their SEO efforts for each individual market. For instance, someone in the UK might search “cheap hotels in Paris”, while someone in Spain searches for “hoteles baratos en París.”
Same intent, different wording, different SEO strategy.
Instead of using one global page with translated content, Booking.com creates separate, optimized landing pages for each market and language.
These pages use local keywords, local date and currency formats, and even country-specific filters (like family-friendly stays or pet policies that differ by region). Metadata, URLs, and internal links are also localized to boost rankings in each local search engine.
15. Content localization
Content localization is about adapting written content. Everything from blog posts, articles, and case studies to whitepapers, help docs, and more. The goal is to make it feel relevant and valuable to each audience.
It’s more than translating the words. You’ll need to rework examples, update statistics, change idioms, or rewrite whole sections to match the local context.
HubSpot’s “global blogs” strategy relies on launching content in 6 large languages
HubSpot runs dedicated blogs for different regions, like France, Germany, and Japan. Instead of republishing the same articles in different languages, each team creates or adapts content based on local trends, tone preferences, and what people are actually searching for in that market.
The US blog might focus on sales automation, the German blog may prioritize CRM compliance or GDPR-related topics. Even when covering similar themes, the structure, tone, and examples are tailored.
Why understanding different localization types matters
Knowing the different types of localization helps you see the full scope of what it really takes to connect with people in other markets. It’s easy to assume translation alone is enough. But depending on your product, that might only scratch the surface.
Some things need to feel familiar (like tone or layout), while others need to work seamlessly (like features or payment options). The clearer you are about what type of localization is needed, the less time you waste. And the better the results.
This also brings focus. Instead of localizing everything all at once, you can prioritize what matters most. Maybe it’s your onboarding flow for a new app launch. Maybe it’s adapting legal docs to meet regional requirements.
When you know the difference between website, product, and marketing localization, you’re in a better position to scale without making guesses.Want to explore how Lokalise can help your localization efforts? Sign up for a free trial to get started. No credit card required.
