[_delirium]

A related factor is that it's very common for even the first iteration of a product to be in English, which means it can start to get international appeal. This is possible partly because even the domestic market is fairly open to English-language products/services, so you don't need to make something in Swedish in order to sell it to Swedish people.

[emilsundberg]

It depends on your target audience. We did our app in english and it didn't catch on in Sweden before we translated it to Swedish.