The English locale trick that triples your App Store reach in 5 clicks

Open App Store Connect. Look at the localizations sidebar for any app you’ve shipped. If you’re like most indie devs, you’ll see one entry checked: English (U.S.).

That’s fine. It’s also leaving roughly two billion English speakers outside the U.S. with one less reason to find your app.

The five storefronts you’re ignoring

Apple distinguishes between English (U.S.) and five regional English storefronts:

• English (U.K.) — en-GB
• English (Australia) — en-AU
• English (Canada) — en-CA
• English (India) — en-IN
• English (Singapore) — en-SG

If you don’t add localizations for these, the App Store shows users in those countries a fallback (your en-US content), but they’re not your localizations. That has two consequences worth understanding.

1. You lose keyword targeting for that country’s market

App Store search ranks results per storefront. The keywords field is literally region-scoped — en-GB users searching from London hit a different index than en-US users searching from New York. Without keywords set for en-GB, you’re competing on whatever Apple decides to fall back to, which is usually a degraded version of en-US matching.

2. You miss small but real conversion-relevant wording differences

“Favorite” reads as a typo to half the Commonwealth. “Color” reads as American to readers in London and Sydney. “Customize” sets off the same quiet bell. None of these will sink your conversion rate on their own, but at the volume of impressions an App Store search page generates, the small things add up.

Why nobody does this

Because doing it manually is tedious. You open en-GB, paste the en-US name, paste the subtitle, paste the description, paste the keywords, swap “favorite” → “favourite” in two places, save, switch to en-AU, repeat, switch to en-CA, repeat, and so on five times.

By the time you finish, you remember why you didn’t bother last release.

The five-click version

The reason we built this into Asomium as a first-class command: you should be able to take everything in en-US and project it into the other five English storefronts in one action.

The UX is the same in every grid:

1. Right-click the en-US column header.
2. Choose Expand to all English locales…
3. Tick which fields to copy.
4. Tick Regionalize spellings if you want the small substitutions.
5. Confirm.

The five new columns appear, populated, ready to push to ASC.

You can still tweak any field per storefront before pushing — the en-IN keywords might genuinely be different from en-US if you target a different audience there. But you’re starting from “five storefronts filled in” rather than “five storefronts empty.”

What to actually change per storefront

If you want to spend ten minutes per storefront after the bulk fill, here’s where to look:

• Keywords — search volume and competition genuinely vary by country. The Indian English market in particular is large and underserved for many app categories.
• Subtitle — this is the line shown right under the name in search results. If you have a regional play (pricing in local currency, a feature tuned for an event), this is where to mention it.
• Promotional text — the only field you can change without a new app version. Easy place to test market-specific copy.

Everything else, the en-US version is almost certainly good enough.

The case for doing it before your next release

Adding the five English storefronts doesn’t cost you a review cycle — metadata changes don’t require a new version. You can do it today, push it, and the next App Store crawl picks it up. The conversion impact is linear and additive: more storefronts, more impressions, more downloads, without rewriting a word of product copy.

---

If you want to one-click this for every app you ship, Asomium does this and the rest of the release workflow from one Mac window. Free 14-day trial.