by Renee

3 min reading time

Localization vs. Globalization in Europe: which e-commerce strategy works best?


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In the vibrant digital landscape of Europe, as an e-commerce seller, you’re presented with a realm of opportunities, but also many challenges. Since Europe is a continent rich in cultures, languages, traditions, and customs, the central question remains: should sellers focus on offering a locally personalized experience, or is a standardized, global approach the way forward? The answer isn’t as clear-cut as you might think.


Localization: more than just a language

When discussing localization, one might immediately think of language, but localization is much more than that. Localization revolves around offering a unique experience tailored to local culture, customs, currency, and even holidays. As such, localization is seen as the bridge between your brand and a potential customer. By localizing your approach, you show respect and appreciation for the local market. Customers notice this, which can increase their trust in your company. Furthermore, research indicates that localizing and thus personalizing experiences often leads to increased conversion rates.

How does this work in real life? Imagine you have an online store, and you decide to offer special promotions during ‘Las Fallas’, a major festival in Valencia. This would undoubtedly capture the attention of the local populace, increasing your conversion chances. The advantages are clear – enhanced conversion opportunities and enhanced trust. A well-thought-out localization strategy can furthermore prevent misunderstandings stemming from cultural differences or translation errors.

However, localization too entails a series of intricate challenges. Although it can offer numerous advantages, it also carries significant costs. Personalizing and tailoring content requires extra resources, both in time and money. Additionally, operating in various markets introduces a layer of complexity, especially in administration. Consider the varying VAT rates and rules in each country. Managing and keeping these variables up-to-date is a demanding task, requiring careful attention and expertise.


Globalization: uniformity above all

With globalization, you choose a uniform approach for each market. Think of a webshop that defaults to English, regardless of whether your customer is from France, Germany or Spain. Your prices? Those are the same everywhere, too. This strategy has its advantages: you have to deal with fewer variables, which makes the management and maintenance of your webshop a lot easier. Moreover, a unified approach can often be more advantageous than multiple, customized local strategies.

Still, globalization isn’t the right choice for every entrepreneur or product. Sticking to one language or currency might deter potential customers who don’t feel catered to or aren’t fluent. Additionally, you risk missing out on local trends, events, or customs, leading to lost sales opportunities.


Hybrid: best of both worlds?

A middle-ground approach is the hybrid method. Academically, this is termed ‘glocalization’. Here, elements from both localization and globalization are combined. For instance, you might maintain global branding but adapt to local payment methods.

For Example: consider an online store that operates in English worldwide but offers the iDEAL payment method for Dutch customers. This flexibility allows companies to swiftly adapt to local market needs while simultaneously benefiting from the scalability of the global approach.


So, which one should you choose?

The choice between localization, globalization, or a hybrid approach depends on your business goals and budget. It’s time for some introspection: which strategy aligns best with your brand identity, business objectives, and your customers’ needs?

  • To what extent is your product or service culturally bound? Could it be sold worldwide with minimal adjustments?
  • What are your target audience’s expectations? Are they looking for a personalized local experience or do they prefer a more uniform, international approach?
  • How scalable is your current e-commerce strategy? And if you opt for localization, can you efficiently deploy it across multiple markets?

Regardless, don’t become fixated on just one strategy. The e-commerce world is rapidly evolving, and flexibility is crucial. Ultimately, understanding and listening to your target audience is paramount. And if you need assistance with the complexities of cross-border VAT declarations or simply need advice for decision-making, don’t hesitate to reach out. Our experts are available to guide you, ensuring you make the best choice for your online store!



Nitish, S., & Pereira, A. (2005). The culturally customized website: Customizing websites for the global marketplace.

Roudometof, V. N., & Dessì, U. (Eds.). (2022). Handbook of Culture and Glocalization. Edward Elgar Publishing.

Forbes: Localization In The Global Economy: What Business Leaders Need To Know.

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Yonis Brander

VAT consultant

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