Navigating Localisation in a Globalised Economy 

Introduction

As globalisation accelerates and emerging economies integrate into the global marketplace, enterprises are increasingly seeking to expand their operations into new geographic regions. Interestingly, while globalisation is the driving force behind this expansion, the success of such ventures often hinges on effective localisation — adapting enterprise products, services, and processes to align with the expectations of local customer segments and comply with regional regulations.

For product managers and project managers, a deep understanding of localisation nuances is no longer optional — it is essential. This knowledge enables them to refine project plans, tailor testing strategies, and ensure successful market entry.

This article highlights key aspects of localisation, offering insights that professionals can leverage to address the specific needs of their projects in diverse markets.

Product

Product Descriptions: Balancing Global Reach with Local Relevance

While English remains the dominant language in eCommerce across many countries, certain markets — such as China — continue to prioritise content in their native language. In these regions, providing product descriptions in the local language is not merely a preference but often a necessity for customer engagement and regulatory compliance.

To address this, many enterprises adopt a dual-language approach, enabling users to seamlessly switch between English and the local language. This strategy enhances user experience, broadens market accessibility, fosters trust, and improves conversion rates across diverse linguistic landscapes.

Product Availability and Customisation: Aligning Offerings with Local Needs

As enterprises expand into new markets, it becomes essential to tailor product portfolios to align with local economic conditions, consumer preferences, and regulatory requirements. Localisation often extends beyond language to include subtle yet important product modifications that meet regional expectations.

For instance, customers in France may prefer computer keyboards configured with a French (AZERTY) layout, while the same product sold in India would typically feature an English (QWERTY) layout. These adjustments, though minor, significantly enhance user satisfaction and product usability.

Another important consideration is the expectation of global consistency among multinational customers. These clients often seek uniform product availability and pricing across regions, which can create challenges when balancing localisation with global standardisation. Enterprises must therefore strike a careful balance between adapting to local markets and maintaining a cohesive global brand experience.

Processes

eCommerce: Adapting to Regional eCommerce Norms

One of the most critical aspects of localising an eCommerce experience is aligning with regional payment preferences. While credit and debit cards dominate in many Western markets, payment behaviours vary significantly across countries due to cultural, technological, and regulatory factors.

For example, the Unified Payments Interface (UPI) has transformed digital payments in India by enabling real-time bank transfers through mobile applications. Cash on Delivery (COD) also remains popular, particularly in semi-urban and rural areas.

Equally important is the localisation of Terms and Conditions to reflect local consumer protection laws. Legal requirements vary widely across jurisdictions, influencing return policies, warranty terms, dispute resolution mechanisms, and data privacy obligations. Failure to comply with these frameworks can expose enterprises to regulatory risks and erode customer trust.

Accounting and Taxation: Navigating Complexity in Global IT Systems

Accounting and taxation represent some of the most complex areas to manage within enterprise IT systems, particularly when operating across multiple geographies. Differences in accounting standards — such as Generally Accepted Accounting Principles (GAAP), International Financial Reporting Standards (IFRS), and local frameworks like Chinese Accounting Standards (CAS) — introduce significant variability in system design and implementation.

Key areas of complexity include:

• Transfer pricing calculations
• Multi-currency accounting
• Deferred tax accounting
• Asset depreciation methods

In many jurisdictions, regulatory requirements mandate the maintenance of multiple accounting books to ensure compliance with both corporate and tax reporting standards.

Taxation adds another layer of complexity. Tax structures can vary not only between countries but also within regions, states, or even districts. For example, while Value Added Tax (VAT) is standard across Europe and parts of Asia, it is not commonly applied in the United States. Additionally, state-level regulations — such as California’s eco-fee on computer screens larger than five inches — require tailored tax configurations.

For project managers, it is critical to ensure that testing scenarios comprehensively validate all relevant aspects of accounting and taxation. This includes edge cases, regional exceptions, and compliance requirements, all of which are vital to delivering a robust and compliant enterprise solution.

Supply Chain: Managing Cross-Border Complexity in Regional Markets

Expanding operations into closely integrated regions such as the European Union inevitably involves navigating the complexities of cross-border logistics. Enterprises may strategically locate manufacturing facilities in countries like Ireland to serve broader regional markets efficiently. However, this operational model requires compliance with both local and international trade regulations.

For instance, the movement of goods across borders within and outside the EU requires adherence to specific documentation standards and customs protocols. A key requirement from the International Trade Administration (ITA) is the generation of a Commercial Invoice, which is essential for export and import clearance processes. This document must accurately reflect transaction details, including product descriptions, pricing, and country of origin, to ensure compliance and avoid delays.

Project managers and supply chain leaders must collaborate closely with legal, logistics, and IT teams to ensure enterprise systems are configured to support these regulatory requirements. This includes automating documentation, integrating customs codes, and validating trade compliance rules across different jurisdictions.

Conclusion: Empowering Project Managers for Global Success

As enterprises continue to expand into new markets, the role of the project manager becomes increasingly pivotal in navigating localisation complexities. From adapting product descriptions and payment methods to aligning with regional accounting standards, tax regulations, and supply chain requirements, each aspect demands thoughtful planning and precise execution.

Successful localisation is not merely a technical or operational challenge — it is a strategic imperative. Project managers must collaborate across functions, stay informed about regional nuances, and ensure that testing scenarios and implementation plans reflect the realities of each target market.

By adopting a localisation-first mindset and leveraging cross-functional expertise, project managers can drive smoother roll-outs, enhance customer satisfaction, and ensure compliance across geographies. In doing so, they not only support business growth but also position their organisations for long-term success in an increasingly interconnected world.