Localization for SaaS: All you need to know for global success

Going global with your SaaS product opens the door to new markets, greater revenue, and broader influence—but it’s not as simple as translating your interface into another language. True success in international expansion requires thoughtful, strategic localization.

This guide will explore how to implement SaaS localization to reach users worldwide, enhance customer satisfaction, and compete effectively in global markets. 

What is SaaS localization?

SaaS localization adapts a software-as-a-service (SaaS) product to meet a new target market’s language, culture, and regulatory needs. Localization goes beyond simply translating text; it requires a deeper dive into cultural expectations regarding your product. SaaS companies must adapt the following elements:

• User interface (UI): Menus, colors, and navigation elements may need adjustment to make the platform intuitive for international users. UI localization also involves accommodating different text lengths and reading directions.
• Date, time, and number formats: Adapt regional conventions to avoid confusion and improve usability. For example, a U.S. user might expect MM/DD/YYYY formatting, whereas a German user will expect DD.MM.YYYY.
• Payment processes and pricing: Users are more likely to complete purchases when familiar payment methods are available. SaaS price localization includes integrating local payment gateways, displaying prices in local currencies, and ensuring operations comply with regional tax laws.
• Legal compliance considerations: Your business must meet all applicable laws and regulations within the target market. This may involve adjusting your terms of service, privacy policies, and data handling practices. For instance, SaaS companies operating in the EU must adhere to the General Data Protection Regulation (GDPR).
• Web and mobile apps: Localization for SaaS programs should be consistent across desktop and mobile touchpoints. In addition to text, adapt visuals and multimedia elements to align with cultural expectations. Don’t forget to localize mobile app store descriptions, screenshots, and reviews to build credibility and drive downloads.

When developing new SaaS products for global markets, consider building an adaptable program architecture into the design from the start. This is called software globalization, and it significantly streamlines the localization process.

Translation methods for SaaS localization

Companies can implement three main SaaS translation approaches during the localization process. Depending on their quality, speed, and cost expectations, they may choose different strategies for various elements.

AI-powered translation for SaaS interfaces is increasingly accurate, but certain types of content—like technical manuals and legal disclaimers—still benefit from human oversight. In these instances, hybrid translation workflows combine the speed of machine translation with expert human review to generate accurate, brand-consistent results.

See our translation services page for more information on which content type best suits each translation method.

10 steps to a successful SaaS localization

Effective SaaS localization is a cross-functional effort that spans content translation, product development, marketing, and customer support. The following steps offer a comprehensive roadmap for SaaS companies to plan and execute a global localization strategy:

1. Research the target market

Each new market comes with distinct local competitors and a unique set of preferences and expectations regarding software solutions. Understanding the cultural and economic differences is essential. Use customer surveys, interviews, and local search data to gather insights. Consult with experts to understand the norms that might influence product adoption.

2. Identify your target customer

Knowing your audience is the key to success in any localization strategy. Tailor your messaging and user experience to the people you will most likely engage in the new region. Identify localized customer personas that include language, profession, goals, and pain points. Consider how local industry trends might affect user needs.

3. Establish a local presence

Establishing your brand locally helps build trust and credibility with your audience, whether you open a physical office or maintain a virtual presence (e.g., a dedicated social media account or region-specific website). Don’t forget to invest in localized SEO efforts to increase your website’s visibility in local search engines.

4. Adapt your software product

Here’s where the actual software localization work begins. Translate UI text into the local language and adapt features, support options, and pricing structures to match the preferences and regulatory needs of the target market. Use internationalization (i18n) best practices, such as externalizing strings and allowing for text expansion. Incorporate character encoding (e.g., UTF-8) to support all writing systems and avoid layout breakage.

5. Test the market

Collect feedback from locals before committing to a full-scale international expansion. Consider running pilots or soft launches to test the target market and gauge interest. Localization testing helps you evaluate your website and software for usability, tone, and cultural relevance, providing you with insights to continuously hone your company’s localization strategy.

6. Build a local team

Having a team on the ground helps your company bridge cultural gaps and better understand the local market. It also demonstrates an authentic commitment to customers in the region. Hire marketers, support agents, and product managers who understand the cultural context and can provide valuable insights and impactful work. 

7. Develop a local marketing strategy

Successful global marketing and localization strategies use local channels to reach target audiences. These could include print media, paid advertising, and partnerships with regional influencers and celebrities. In addition, create unique promotions and marketing messages for local holidays and other seasonal events.

8. Use local or native-speaking translators

Native speakers possess cultural knowledge, idiomatic fluency, and market familiarity that’s invaluable to your localization process. To get the most value from translators, ensure they’re trained in your brand voice and product features. Use a style guide and glossary to promote consistency in tone and terminology.

9. Monitor, test, and never stop adapting

SaaS localization isn’t a one-time task. You should closely monitor customer feedback and market changes and use those insights to continuously optimize your marketing efforts and products.

Customers appreciate seeing their suggestions and concerns addressed. It’s a great way to build relationships and earn loyalty.

10. Optimize your processes for easy scaling

Use tools that support fast, scalable localization. Smartling’s Global Delivery Network (GDN) is the fastest and most cost-effective way to launch web apps and websites globally. Content flows automatically into Smartling for translation. Once it’s ready, requests for localized versions are delivered instantly.

Smartling’s AI Hub provides access to over 15 machine translation engines and large language models (LLMs). Users can custom-train engines, automate file pre- and post-processing, and streamline content delivery using APIs and pre-built integrations.

For instant, high-quality translations without post-editing, explore Smartling’s AI Translation. This service delivers MTPE quality at half the cost and turnaround time, combining the strengths of LLMs and machine translation for maximum efficiency.

4 key benefits of SaaS localization

Why invest in localization? Beyond global visibility, SaaS product localization delivers tangible benefits. Here are four compelling reasons growth-minded SaaS companies should prioritize localization:

• Increased market reach: A study from CSA Research found that 76% of consumers prefer to purchase products with information available in their own language. Localizing SaaS products helps companies tap into new markets and attract a broader user base.
• Enhanced user experience: A localized UI makes your product feel familiar and accessible to new audiences. It reduces friction and allows faster onboarding.
• Higher user satisfaction and retention: Personalized, regionally relevant experiences foster brand loyalty. Users are more likely to continue using and engaging a product that feels tailored to their needs. 
• Competitive advantage in international markets: Localization helps differentiate your solution from competitors that rely solely on English or simplistic machine translations. It positions your brand as global-ready and user-first.

3 examples of well-implemented SaaS localization

Localized SaaS solutions should cater to users’ linguistic and cultural preferences across regions. These examples showcase how leading SaaS companies have embraced localization to serve global users and drive expansion:

• Dropbox: Dropbox supports 22 languages, providing tailored content, onboarding, and marketing for each market. This helps them attract global businesses and individual users alike. Dropbox’s attention to regional regulations and multilingual customer support has contributed to its strong international footprint, with over 75% of users outside the U.S.
• Slack: Slack has a dedicated in-house localization team to ensure its brand voice is successfully adapted to multiple languages and cultures. Guided by core company values like playfulness and empathy, the team adapts UI content and marketing copy to meet users’ expectations in each market. Slack knows that a well-localized SaaS product should feel native to the user.
• Canva: Rather than treating the translation process as an afterthought, Canva embedded localization into their core product strategy early on. Their efforts go beyond interface translation to include culturally specific templates, tutorials, and design resources. This approach has helped Canva grow a massive user base, with more than 100 languages supported and a product experience that resonates worldwide.

Power your SaaS localization strategy with Smartling

SaaS localization delivers a tailored user experience to every market. A well-localized product increases satisfaction, reduces churn, and unlocks new growth. However, this type of comprehensive, large-scale localization requires powerful tools and proven processes.

Fortunately, Smartling provides everything developers need to achieve fast, scalable localization. Smartling’s enterprise-grade, developer-first API simplifies app translation, enabling interactive multilingual experiences. Automation tools integrate directly into your CI/CD pipeline, seamlessly connecting with GitHub, Bitbucket, GitLab, Contentful, Adobe AEM, Figma, and more. And these solutions all boast unparalleled security and reliability, with SOC 2, GDPR, and ISO-aligned practices and 99.99% uptime.

Ready to take your product worldwide? Download our free eBook, “Navigating the shift: Why, when, and how to adopt AI translation,” to learn how to optimize your SaaS localization strategy with AI.