GTM Glossary · Market Entry
Localisation
Adapting product, content, and commercial practice to a market’s language, norms, and regulatory expectations, beyond translation.
[01]What It Means
Localisation covers language, examples and references, price presentation, legal documents, support hours, and the tone a market expects. Translation converts words; localisation converts meaning and credibility.
[02]Why It Matters
European buyers treat localisation as evidence of commitment. A German site with English contracts and a US-only support window signals a vendor that may not still be here next year.
[03]Where It Goes Wrong
Machine-translating a site and publishing it without native review.Localised marketing with untranslated legal and support material.Local references presented in the wrong currency or format.
[04]Related Terms