Earlier quoted context omitted.
I wonder about this. China has its own app ecosystem, as does Russia. India is pushing towards having its own as well. What about Europe? Is it harder because you have to localize to so many languages?
It's not localization that's stopping European companies from taking over the entire EU market, it's competition from other companies. If a French company wants to expand into the Spanish market, they can localize their app all they want; if their prospective customers in Spain are already using a different app that works just as well, they're going to have a hard time convincing them to switch. The same dynamic also…
It very much is about localization - both language and to some extent also culture. Both are notable problems with b2c, and there are no "good enough" automated solutions.
My point of reference is the success of Polish domestic "Allegro" ecommerce platform, which was able to out-fox EBay, and later on Amazon, and still maintains dominant position on the local market. There were no significant technological advantages, nor any notable political connections. The platform won purely on being local.
In spite all the local success the platform could not expand to the west of Poland due to localization (language and partly culture). It did expand a little bit to Ukraine and Czech Republic. And while it's possible to browse foreign offers, it's rather rare to do so - due to the language barrier.