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Why is Localisation Crucial for Breaking into New Markets?

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By Hyther Nizam, President – MEA, Zoho Corp.

Nigeria has the largest market in Africa with a GDP standing at $514.05 billion in 2021 and a population of over 200 million people. The business scene in Nigeria is faced with many challenges and the survival of any business in this market is dependent on the adoption of successful strategies.

One successful strategy for businesses entering the Nigerian market is localisation. A strong long-term localisation strategy will help in establishing a presence among locals, earning their trust and eventually building brand loyalty.

It is equally critical, however, for businesses to understand that localisation entails more than just providing pricing in local currencies. Instead, it has to be a holistic approach that involves customers, employees, and other relevant stakeholders.

Understanding localisation

Before digging into why localisation is so important and how to undertake it successfully, let’s discuss what it actually means. Localisation refers to the adaptation of a product or a marketing strategy to meet the needs of a specific locale through language, culture, or other relevant factors.

Localisation can be achieved in a number of ways. For example, a product company can offer a local language user experience (UX) and provide vernacular customer support. However, if a company simply uses a translation tool that doesn’t take into account local nuances, such a localisation attempt will create a negative brand perception.

On the other hand, a holistic approach can have major benefits for a business, including easier entry into new markets, increased customer satisfaction and brand loyalty, and ultimately improved revenue.

Beyond translation

Making your product or service available in the local language and providing support are the first few steps towards localisation. There are other considerations you should make too.

For example, if you have an online offering, when you localise it to right-to-left (RTL) languages such as Hebrew, Persian, and Arabic, you should also enable a right-to-left oriented UX layout for better user experience.

Even something as simple as automatically detecting which date format to use in a specific territory (dd/mm/yyyy vs mm/dd/yyyy, for example), or using a comma or dot when writing a large number, can go a long way in building brand affinity.

Local pricing is also important as it allows customers to avoid currency fluctuations. Furthermore, you can integrate your product with local payment gateways and other locally-popular third-party apps in order to increase adoption.

A culture of localisation

Real localisation, however, goes beyond localised offerings. It should be inculcated into your business’s culture. That means taking local cultures and ways of working into consideration when you enter new territories.

At Zoho, we have adopted an approach called “transnational localism”. It brings together the best features of global connectivity with local knowledge and insights. We hire locally in the new territories and train the new employees so that they intimately understand our various offerings and brand values. They, in turn, bring with them a deep understanding of the local markets, and help adapt the offerings.

Ultimately, if your employees buy into this attitude, they’re also more likely to feel empowered to cater to the needs of local customers. This will enable smoother entry into new markets.

Taking advantage of the moment

It’s also worth pointing out that there’s never been a better time to take this kind of holistic

approach to localisation. The past two years have accelerated digital transformation, and customers are more willing to adopt new products and offerings. Thanks to the rise of remote work, meanwhile, there are a whole host of workers who are ideally suited to working for global businesses and who can offer their expertise when it comes to localisation.

The businesses that take advantage of this unique set of circumstances to build fully localised offerings and an open culture of localisation will put themselves in the best possible position to succeed in their expansion plans.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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QEDNG Summit 2026 set for August 11 in Lagos

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QEDNG Creative Powerhouse Summit will hold its second edition on August 11 in Lagos, bringing together leaders across the creative, business and policy spaces.

QEDNG Summit 2026 set for August 11 in Lagos

Convened by Mighty Media Plus, publishers of online newspaper QEDNG, the summit brings together conversations at the intersection of creativity, enterprise and influence, with a focus on strengthening Nigeria’s creative economy.

Reflecting on the inaugural edition, Iyanda said the summit drew participation from respected figures across sectors, including group managing director of SO&U Udeme Ufot as chairman and founder of The Africa Soft Power Group Dr Nkiru Balonwu as keynote speaker, alongside panellists such as filmmaker Kunle Afolayan, All Africa Music Awards (AFRIMA) founder Mike Dada and executive director of the National Film and Video Censors Board (NFVCB) Dr Shaibu Husseini who contributed to discussions on the direction of the creative economy.

“The first edition showed that there is a strong interest in serious engagement around the creative economy. We had contributions from experienced voices who helped set the tone for the kind of platform we are building,” Iyanda said.

Building on the success of its inaugural edition, the summit continues to expand its scope, attracting a diverse mix of industry leaders, entrepreneurs, policymakers and emerging talents.

“This summit is designed as a meeting point for ideas, influence and execution. It is not just about conversations, but about outcomes that strengthen the creative economy,” Iyanda added.

He noted that the timing of the summit is significant as the country’s creative sector continues to evolve.

“Nigeria’s creative sector has grown in visibility, but the structures that support it are still evolving. The QEDNG Creative Powerhouse Summit is part of the effort to bring clarity, direction and serious engagement to that growth,” he said.

The 2026 edition will feature keynote addresses, panel discussions and curated sessions addressing themes around innovation, growth, funding and the global positioning of Nigerian creative talent.

According to Iyanda, the long-term goal is to build a platform that remains relevant across generations.

“Our goal is to build a platform that remains useful over time, one that documents progress, connects stakeholders and contributes meaningfully to policy and practice,” he said.

Further details on speakers, partners and the full programme will be announced in the coming weeks.


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NUJ Accuses NBC of Attempting to Gag Media, Demands Dialogue

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Nigeria Union of Journalists (NUJ) has criticised the National Broadcasting Commission (NBC) over a recent directive to broadcast stations, describing it as a threat to free speech and press freedom.

NUJ Accuses NBC of Attempting to Gag Media, Demands Dialogue

In a press release signed by Achike Chude, national secretary, the union said it viewed the NBC’s notice released on 17th April with “grave concern and utter disappointment.”

It said the directive, which warned broadcasters to ensure “strict and uncompromised compliance,” was “nothing short of a veiled attempt to gag the media and institutionalise censorship.”

The union argued that the NBC’s warning against anchors expressing “personal opinions” interferes with newsroom decisions.

“Journalism, particularly in the realm of current affairs and political analysis, requires robust engagement,” the NUJ said.

It added, “To strip presenters of their right to analyze and contextualise news is to reduce the Nigerian media to a mere mouthpiece.”

The NUJ also faulted what it called vague rules and harsh penalties.

It said classifying such actions as offenses punishable by fines or suspension creates “a chilling effect.”

According to the statement, “This regime of fear encourages self-censorship, where journalists are too afraid to ask tough questions.”

Citing Section 39 of the 1999 Constitution, the union stressed that freedom of expression includes “the freedom to hold opinions and to receive and impart ideas and information without interference.”

It added, “The NBC Code cannot and must not be used to override the supreme law of the land.”

The NUJ called for dialogue instead of threats and urged journalists to remain “resolute, professional, and fearless.”

It said, “The media is the watchdog of society, not the lapdog of the government.”

 


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Fela Makes History as First African to be Inducted into Rock and Roll Hall of Fame

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Fela Anikulapo-Kuti, simply known as Fela, legendary Nigerian musician, has made history as the first African artist to be inducted into the Rock & Roll Hall of Fame.

Fela Makes History as First African to be Inducted into Rock and Roll Hall of Fame

Fela

This is coming after he was  posthumously honored with the 2026 Grammy Lifetime Achievement Award, becoming the first African artist to receive this prestigious special merit recognition.

Fela will be honoured in the early influence category this year, along with Queen Latifah, rapper MC Lyte, country rocker Gram Parsons, and Cuban singer Celia Cruz at this year’s Rock and Roll Hall of Fame event.

The honorees were revealed on Monday night in the US, during an airing of American Idol.

Sade Adu, Nigerian-born British singer, will be honoured in the performance category.

However, Shakira, Mariah Carey, Lauryn Hill, New Edition, and Pink, missed out on the final cut despite being nominated.

Over 1,200 artists, historians and music industry professionals voted to decide the honorees.

The induction ceremony will be held on 14 November at the Peacock Theatre in Los Angeles.

 

 

 


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