I get this problem all the time and I live in "the right" London so it is not just a "nearest London" thing. It is not just digital assistants, but so many other things like Google maps, e-commerce sites, address auto-completes etc seem to assume that I want the North American one with a population of 300k that no one knows about, not the one that everyone has heard of with a population of 9 million. I've always just…
This is rather inconvenient when shopping for niche products. American website assumes that everyone on the internet is American, and you have to go through the shopping cart experience to learn that they don't ship to Canada or Europe.
TBF internationalisation is complicated and hard to do well. So is international shipping.
But compare with a European site like thomann.de, which not only handles currencies and taxes but also (mostly) translates the product descriptions into most European languages.