09.05.2025

Expanding into new markets opens the door to more customers, new revenue streams, and a stronger global footprint. But there’s one factor that can quietly make or break your success: payments.

A payment method that works in one region might fail in another. From alternative payment methods (APMs) to local compliance requirements, merchants need a payment strategy that’s fast, flexible, and built for the region they are entering.

Here’s your practical guide to getting payments right when launching in new markets.

Why Local Payment Strategies Matter

Consumers across the globe don’t pay the same way—and they don’t expect to.

For example, alternative payment methods (APMs) such as buy now, pay later (BNPL) is projected to grow by 70% from 2024 to 2030. This surge reflects a broader shift toward more flexible, convenient payment options, especially in regions where traditional banking infrastructure may be less prevalent or where digital-first solutions are preferred.

If you enter a new market and only offer credit cards or PayPal, you risk losing customers at checkout. Localization in payments isn’t just about offering local currency and language—it’s about providing the payment methods users already trust and rely on.

Common Payment Challenges in New Markets

Cross-border expansion brings several unique payment challenges:

• Different preferred methods: Cards are dominant in the US and Canada, while bank transfers are preferred in Germany and wallets like GCash and Alipay lead in Asia.
• Local regulations: Rules vary from region to region. Some countries require local data storage, others mandate local acquiring, and many enforce strict anti-fraud and AML measures.
• Shifting fraud risks: Fraud types and security expectations differ significantly. Solutions must reflect local behaviors.
• Settlement timing and fees: International payment processing can introduce delays and additional costs if not optimized.

Each market needs its own approach. Copy-pasting a global solution doesn’t work.

Payment Trends Smart Merchants Are Following

To compete in new markets, merchants are aligning their payment strategies with key global trends:

1. Alternative Payment Methods (APMs) on the Rise

Digital wallets, mobile money, and real-time bank transfers are gaining significant share globally.

Consumers want payment methods that are fast, familiar, and secure. Supporting the right local APMs is now essential—not optional.

2. Faster, Localized Payouts

It’s not just about collecting payments. In industries like gaming, gig work, and affiliate marketing, fast and flexible payouts build trust and retention. Merchants that enable local-currency payouts win long-term users.

3. The Rise of Embedded Finance

More businesses want to offer financial services directly within their own platforms—whether it’s branded payments, wallets, or loyalty-linked cards. This makes flexible, API-first PSPs even more valuable.

4. Localized Fraud Prevention

Fraud is not uniform. A strategy that works in one region might underperform—or overblock—elsewhere.

Smart fraud systems use behavioral analytics and local insights to strike the right balance between security and approvals.

Building a Payment Strategy That Works Across Borders

A smart payment approach doesn’t need to be complex—it needs to be strategic. Focus on the following:

1. Research Payment Preferences Before Entry

Understand what people actually use to pay—and why.

Examples: Brazil: PIX instant payments dominate. Netherlands: Bank transfers (iDEAL) are the top choice. India: UPI has transformed the digital payment space.

2. Prioritize Local Methods at Checkout

Make sure your checkout adapts to the customer’s region automatically. The right method, at the right moment, removes friction and builds trust.

3. Support Local Currencies and Languages

Currency conversion and native language reduce cognitive barriers and reduce abandonment rates.

4. Choose a Payment Provider That Scales with You

Look for a PSP that supports:

• Multi-currency acceptance and settlement
• Broad APM coverage
• Local acquiring where needed
• Developer-friendly APIs

At COLIBRIX, we help merchants scale internationally with flexible, secure solutions that support local payment methods, fast global payouts, and built-in fraud protection—all through a single integration.

5. Keep Compliance at the Core

From PSD3 to GDPR and regional banking laws, compliance is tightening globally. Work with partners who monitor changes, update their systems, and help you stay ahead of the curve.

Local Payments, Global Growth  

New markets bring new users, but they also bring new expectations—especially when it comes to how they pay.

Getting payments right is not just about checking boxes; it’s about building trust, reducing friction, and giving users what they already expect from a modern platform.

The merchants who succeed internationally are the ones who take the time to understand each market’s needs—and who partner with PSPs ready to meet them.