Why Localisation Defines Global Success

E-commerce leaders are united by one objective: growth beyond borders. Yet research shows that 70% of consumers are more likely to buy when product information is available in their own language, and more than half will abandon a basket if prices are not displayed in their local currency. 

For beauty and nutrition brands, both built on trust, familiarity, and repeat purchasing, localisation is not a nice-to-have. It is central to conversion, customer confidence and brand perception. 

Step 1. Choosing the Right Markets: Data-Led, Not Gut-Led

When global teams decide where to go next, too many rely on internal enthusiasm or anecdotal evidence. The best-performing brands use data signals already within their ecosystem: 

• Demand signals: Analyse where traffic originates. Data from Google Analytics, marketplace interest, and organic search can reveal which markets already show intent. 
• Basket signals: Identify which markets deliver strong average order values despite friction such as language or delivery limitations. 
• Competitive signals: In beauty and nutrition, some regions (such as Germany, France and South Korea) have mature domestic marketplaces and unique regulations, which must be factored into prioritisation. 

Start small and focus on two or three target markets with both demand and manageable complexity. It is better to launch successfully in two countries than struggle in ten. 

Pro tip: Use a Market Fit Matrix to score each potential region by four factors: consumer demand, regulatory simplicity, fulfilment accessibility, and competitive gap. 

Step 2. Localised Pricing Strategy - From Currency to Psychology

Getting pricing right is one of the most underestimated localisation levers in e-commerce. It affects perception, conversion and profitability. 

1. Local Currency and Transparent Costs 

Shoppers expect to see prices in their own currency, not converted at checkout. For example: 

In the EU, beauty customers abandon 41% more baskets when presented with GBP or USD at checkout. 

Nutrition customers in Asia-Pacific markets expect duties and taxes to be included in displayed prices (“landed pricing”), not added later. 

2. Psychological Pricing and Local Norms 

Local conventions matter. Rounding, charm pricing and price point expectations differ by market. 

£29.99 may appear “affordable” in the UK but could feel “discount” in Japan. 

European consumers are sensitive to “price fairness”; wide discrepancies between markets can reduce trust. 

3. Margin and Duty Alignment 

When expanding, shipping, duty and return costs change, so your margin model should adjust too. 

Beauty SKUs with higher weight-to-value ratios can incur disproportionate shipping costs; consider regional product bundling. 

Nutrition products may face customs restrictions. Pre-calculate duties and either absorb or disclose them transparently. 

Step 3. Language and Culteral Localisation - Beyond Translation 

Translation alone is not localisation. High-performing brands localise emotion and intent as well as text.

1. Tone of Voice and Storytelling 

Beauty shoppers in France expect sophistication and scientific validation, while those in the United States prefer conversational and benefit-led copy. Nutrition buyers in Japan value precision and efficacy language. 
Adapt messaging accordingly while maintaining brand consistency through global tone-of-voice guidelines. 

2. Imagery and Inclusivity 

Visual language drives conversion. Localise imagery to reflect local beauty standards, demographics and product usage norms. THG Ingenuity testing across markets shows a 15–18% higher click-through rate when imagery reflects local representation. 

3. Multilingual SEO and Discoverability 

Search behaviour varies by region. Local keyword research is vital. 

A “pre-workout supplement” in the United States might be searched as “energy booster” in Southeast Asia. 

“Vegan skincare” in Germany versus “natural cosmetics” in France – same intent, different phrasing. 

Step 4. Checkout, Payments and Trust

Even with strong localisation, a poor global checkout experience can destroy conversion. Senior e-commerce leaders should ask: How local is our checkout? 

• Local payment methods: Offer payment options native to each region, such as iDEAL, Klarna, Alipay or PayPal. THG Ingenuity data shows beauty customers using Buy Now Pay Later have a 12% higher repeat rate. 
• Delivery promise: Localised language around delivery timelines (“two-day delivery”, “ships within 24 hours”) builds confidence. 
• Customer support localisation: Support in local time zones and languages can increase NPS by up to 20 points. 

Trust also stems from compliance: visible privacy notices, secure checkout badges, and clear return policies that match local expectations. 

Step 5. Measure and Iterate - Localisation as Performance Lever

Global expansion is an iterative process. The most effective CCOs treat localisation as a performance programme rather than a one-off project. 

Measure three metrics per market: 

• Conversion rate uplift after localisation (versus control). 
• Customer lifetime value (CLV) in local currency – does repeat purchasing hold steady? 
• Contribution margin by region – after duties, shipping and returns. 

Common Pitfalls

• Launching multilingual sites without optimising for local SEO, leading to invisible content. 
• Using uniform global pricing, creating perceived unfairness and margin leakage. 
• Ignoring local consumer behaviour such as payment preferences or gifting culture. 
• Failing to embed localisation metrics within commercial dashboards. 

Final Takeaways

For beauty and nutrition brands, localisation is not about translation. It is about transformation. The brands winning in 2026 will be those that integrate localisation into every part of their go-to-market approach: pricing, content, operations and data. 

In Part 2 of our localisation series, THG Ingenuity will explore the next critical growth enabler: fulfilment, channels and marketplace infrastructure, where speed, cost and brand control define success.