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Localize your store listing for the German market

German keyword habits, formal vs informal tone and text length.

updated ·3 min read

In this guide

The general method is in localizing your store listing. This page covers what is specific to German. The points below are editorial observations from writing German copy, not search-volume data; verify keywords with the store's own search suggestions (see keyword research without paid tools).

1. Du or Sie

German has two ways to say "you", and the choice sets the tone of the whole listing.

  • du (informal): common for consumer apps, games, fitness, social, creative tools.
  • Sie (formal): safer for finance, insurance, legal, public services, B2B and apps for older or professional users.

Pick one and use it everywhere: title area, description, screenshots, update notes, in-app text. Mixing both looks careless. If you are unsure, look at how comparable apps in your category address users, and ask a native speaker. Note that the in-app text and the listing should use the same form.

2. Keywords: do not translate word by word

  • German builds long compound nouns ("Haushaltsbuch", "Fahrtenbuch"). Users may search for the compound, for the split version, or for an English term. Check which one appears in search suggestions rather than assuming.
  • Many German users type English terms for tech topics ("Scanner App", "To-do"). Others type the German word. Both can be right for your app; the suggestions tell you which is used.
  • Do not repeat words across fields without need. Whether the store indexes inflected forms or combinations, and how, is not something to assume. Check the current store documentation.
  • Use a native speaker's list of how people really name the problem ("Kassenbuch führen", not "Buchhaltungslösung").

3. Text length

German words are often longer than English ones, so titles, subtitles and screenshot captions can overflow. Draft in German from the start rather than pasting a translation, and check every field against the current limit in the store console. Shorten with synonyms or a rewrite, not by cutting the meaning.

4. Screenshots and captions

  • Translate captions and check that they still fit the picture.
  • Make the UI in the screenshot German if the app is.
  • Use German formats in the image: date (31.12.), decimal comma (1,50 EUR), 24-hour time, if your app uses them.

5. Points specific to the German market

  • Privacy. Data handling is a sensitive topic for many users. State plainly, and only if true, what you store and where. This is not legal advice; for the privacy details your listing and policy must contain, check the stores' current requirements and ask a professional.
  • Legal imprint and company details may be required for your situation. Ask a professional.
  • Pricing wording. Say clearly what is free and what is paid. Avoid vague "kostenlos" if there are in-app purchases.

6. Checklist

  • [ ] One address form (du or Sie), applied everywhere.
  • [ ] Keywords checked in German store suggestions.
  • [ ] Titles and captions fit after translation.
  • [ ] Screenshots show German UI and German formats.
  • [ ] Update notes also in German.
  • [ ] A native speaker read the whole listing.

For pages tailored to different audiences within one market, see custom product pages.

  • Hub: ASO and launch resources
  • Localize your store listing for Spanish-speaking markets
  • Custom product pages: a guide for small apps

Have a German speaker read your listing before you publish. Start with AppReviewX for private, structured feedback from other developers.