40% of global consumers abandon a website if it’s not in their native language. 73% of buyers are more likely to purchase when an offering feels personalized.

As brands expand globally, the pressure to localize while maintaining a cohesive brand identity is critical. Localization now goes beyond translation—it’s about creating connections, adapting to cultural nuances, and adhering to local regulations.

In my last role at Amazon, I led the Customer Experience for EU Expansion, helping bra...