Simon Ellis, Head of Operations, EMEA at Airwallex
In today’s interconnected world, the path to global expansion for businesses has never been more attainable. Those looking for sustainable growth should embrace deep localisation strategies across their business.
Why localisation is a must for today’s global consumers
Technology has rapidly advanced and now enables us to reach customers anywhere in the world. This also reflects evolving customer expectations. We know that international shoppers don’t just want access to products, they expect retailers to understand and cater to their specific preferences, payment habits and cultural expectations.
These consumer expectations aren’t just about convenience; they directly impact purchasing decisions. In fact, research shows that 93% of customers claim that seeing a product priced in their local currency influences their decision to purchase. It doesn’t just stop at local currency – payment method preferences vary across markets, too. For example, while global digital wallets such as Apple Pay lead in Australia, bank-based transfers through iDEAL dominate in the Netherlands. Before expanding internationally, businesses must recognise these nuances in preference, not just market size and competition. Navigating each market with this level of insight can help to build a better understanding of a company’s customer profile and show the cultural competence they expect.
Localisation in practice for businesses
So, what does effective localisation look like? While multilingual customer support is vital, it extends far beyond this. True localisation requires attention across multiple business areas, from legal to currency management.
Once a business has invested deeply in understanding consumer behaviour and local business practices, doubling down on legal and regulatory compliance is the most critical operational requirement. Each market brings distinct regulatory frameworks that must be navigated carefully to avoid financial penalties and reputational damage. More importantly, robust compliance builds customer trust for sustainable growth in international markets.
The technical infrastructure for localisation centres on payment and platform adaptation is also a vital element to consider. Websites must be translated and culturally adapted, but the real advantage comes from integrating local payment methods and currencies that customers actually use and trust.
Alongside optimising payments, logistics and customer experience is a necessity. Research indicates that 47% of consumers cite lengthy refund processing times as a challenge when shopping internationally. Businesses that invest in world-class logistics solutions and partner with third-party providers capable of handling international returns will stand out.
Finally, marketing and social commerce strategies must adapt to local digital behaviours and preferences. We know, for example, that Facebook dominates cross-border shopping globally except in China and Singapore, where TikTok leads instead. Additionally, 75% of consumers indicate that endorsements from local influencers significantly shape their trust in foreign merchants, highlighting the importance of region-specific partnerships over broader global campaigns.
The payments infrastructure to drive sustainable growth
Of all the requirements for localisation, payment infrastructure deserves a deeper focus, as it underpins every customer interaction and transaction. Many businesses underestimate payment complexity until they encounter cross-border friction firsthand, too late in discovering that their domestic payment solution creates barriers in new markets.
The right payment partner can accelerate market entry and reduce operational challenges, while the wrong choice creates costly delays and ongoing headaches. When evaluating potential partners, businesses should prioritise several key capabilities: deep regulatory expertise across target markets, established local financial relationships, comprehensive multi-currency support, sophisticated risk management and fraud prevention, as well as flexible integration options that won’t require rebuilding existing systems.
The ideal payment partner combines global reach with local market insight, demonstrating not just broad geographic coverage but a genuine understanding of regional payment preferences, regulatory requirements, and cultural expectations around financial transactions.
Localisation advantage
The question facing ambitious businesses isn’t whether to invest in localisation, but how quickly they can build the capabilities to compete effectively in international markets. In a world where global reach is increasingly accessible, local expertise is an absolute must.
The businesses that understand these dynamics and build their international strategies accordingly will capture the extraordinary opportunities that a globalised world offers.