apac Archives - FastSpring eCommerce Solutions for the Digital Economy Thu, 30 Apr 2026 18:35:07 +0000 en-US hourly 1 https://wordpress.org/?v=6.9.4 EP44: Optimizing Ecommerce for Emerging Markets With Sudipto Manna and Lauren Steyn https://fastspring.com/blog/ep44-optimizing-ecommerce-for-emerging-markets-with-sudipto-manna-and-lauren-steyn/ Thu, 30 Apr 2026 14:34:52 +0000 https://fastspring.com/?p=31358 Breaking into emerging markets takes more than translating your checkout page. In EP44 of Growth Stage, FastSpring's Sudipto Manna and Lauren Steyn unpack the real requirements for selling in regions like India, Southeast Asia, Latin America, and Africa — covering local payment methods, subscription considerations, regulatory compliance, and why a frictionless, localized checkout experience can make or break your conversions.

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]]> One of the fastest ways to grow your business is to expand globally, especially in emerging markets like India, Brazil, and others, but how do you successfully monetize in emerging markets while avoiding risk and burdensome compliance requirements for you and your team?

In this episode of Growth Stage, we interview Sudipto Manna and Lauren Steyn of FastSpring about their thoughts on how to approach payments and ecommerce in emerging markets, and some of the requirements needed to get access to local payment methods and currencies.

If you’re wondering how you’re going to get the most bang for your buck when it’s time for you to expand into new emerging markets, don’t miss this episode of Growth Stage. Watch or listen now!

Podcast Full Interview: Audio

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Podcast Full Interview: Video

Transcript

David (00:04)
Welcome to Growth Stage by FastSpring, where we discuss how digital product companies can increase the value of their businesses. I’m your host, David Vogelpohl. I support the digital product community as part of my role here at FastSpring. And I love to bring the best of the community to you here on Growth Stage. In this episode, we’re going to be talking about optimizing ecommerce for emerging markets, not the core markets in North America, Europe, and Asia, but emerging ones with their own unique challenges. And joining us for this conversation are two folks that know a lot about this. I’d like to welcome both from FastSpring, Sudipto Manna. Sudipto, welcome to Growth Stage. Welcome back to Growth Stage.

Sudipto (00:47)
Thanks for having me, DV.

David (00:49)
And Lauren Steyn. Lauren, welcome. Have you been on Growth Stage before, Lauren? I don’t recall.

Lauren (00:56)
No,

I have not. This is my first time. Thank you for having me.

David (00:59)
Excellent, excellent. We’re so excited to have both of you here. We’re going to double click and learn more about what your advice is for tackling e-commerce in emerging markets. And for those watching and listening for a little more context, Sudipto and Lauren are going to share their thoughts about how to approach payments in e-commerce in emerging markets and some of the requirements needed to get access to things like local payment methods and currencies.

It’s more than just a desire. There’s actually some steps to go through. And these folks are going to talk a little bit about that and particularly give us some more information on particulars in certain emerging markets. So I’m going to ask you both the same question I ask every guest here on Growth Stage. Lauren, maybe I’ll start with you. What was the first thing you bought online?

Lauren (01:51)
Wow, that is a great question and I genuinely struggled to remember it for so long ago, but I suspect it would have been something like a movie ticket. Buying that through online instead of going to the cinema and buying it from there. I believe that must have been my first online buying experience.

David (02:10)
Ooh, that’s a good one. Well, what about you, Sudipto? What was the first thing you think you bought online?

Sudipto (02:15)
Yeah, that’s like an old timer. So I don’t recall the first purchase that I ever made online, but I recall a memorable purchase that I did back in 2011. And I would like to piggyback on that side because that brings closer to what we are building here and what we are doing. So my first purchase was airline tickets for my entire family. So that was the first time we as a family traveled from Mumbai to Kolkata. And that was the pivotal moment where

things airline tickets were becoming more and more accessible to common people like us. So that was the first purchase online purchase that I did that I got to recall.

David (02:54)
So what was the occasion of traveling from Mumbai? Where did you travel to?

Sudipto (02:59)
We traveled to Kolkata. It was my cousin’s wedding. And that was the first time we, the entire family, traveled together. In India, back in India, we traveled during our holidays. So that was the first time we as a whole family traveled. Usually I travel alone, but that was the first time we as a whole family traveled. It was a pleasant experience for all of us.

David (03:21)
Cool and it’s kind of interesting that both of you bought tickets you think for the first time you bought something online. I’m trying to remember how you bought airline tickets before online. That’s actually maybe a topic for another another episode. All right. Well, let’s let’s take a little deeper here. You know, we’re talking about e-commerce and payments and emerging markets. And so I just want to kind of get an understanding for both of your backgrounds. I’ll start with you again, Lauren. Could you tell me about your role at FastSpring

And what FastSpring does, I mean, I people listen to the podcast, just like, what does FastSpring do and what do you do here?

Lauren (03:55)
Absolutely. really, FastSpring is a global commerce platform and it’s designed specifically for companies selling online goods across a range of industries. One of the things that makes FastSpring unique is that we act as a merchant of record, which basically means that we handle a lot of the complexity of selling globally, know, collecting payments, taking in taxes, know, calculating the taxes, VAT and GST, doing currency conversion.

making sure that you are compliant, doing fraud management. So really all of that complexity around selling online, we take on that responsibility so that our customers, can just focus on selling the goods that they want and making that product the best that it possibly can be. And really it flows through a FastSpring checkout experience. So we’ve got a range of checkout experiences. So our customers will…

plug in our, the FastSpring checkout into their website or app and ⁓ FastSpring takes care of the rest. So that is the FastSpring side of it. So my role at FastSpring ⁓ is really that checkout experience itself. I am a product manager working on UI UX. So I work on a different number of levels, but really on the UI, making sure that that user interface is very intuitive, but also ⁓ focusing on the

the developer experience and those developer facing components that companies use to integrate with the FastSpring checkout. So ⁓ my job really is about how all these complex systems show up on that buyer journey, that end customer journey that coming through that checkout. So if I, if I would say, you know, my focus is really around how the purchase experience feels to the buyer, making sure that the checkout is intuitive, localized and as frictionless as possible.

So the goal is that when somebody decides to buy, nothing about that interface slows them down or makes them lose confidence in any way so that they can just seamlessly go through that checkout experience.

David (06:03)
Okay, so you’re coming to this conversation through this kind lens of expertise around UI, UX, localization and developer experience. And I think when a lot of people think about localizing for any market, let alone emerging markets, that’s what they tend to focus on a lot are things like language translations and like use this color in this country because of these reasons, like those types of things.

There’s of course a lot more to it and you kind of alluded to that a little bit when you were talking about what FastSpring does as a merchant or record. Basically taking on all of that complexity and compliance like do I need a local entity? What do I need to get access to a local currency? And FastSpring’s customers are basically offloading all that to FastSpring. So we’re going to talk about that today, like what you need in order to get access and the strategies you need to deploy.

But kind of as you pointed out with that merchant of record model that FastSpring customers kind of inherit a lot of those things so they don’t necessarily have to jump through some of the hoops we’re going to talk about today. But we are going to talk about what’s necessary in order to achieve that. But you’re coming to it from like the UI UX and developer experience perspectives that sound about right, Lauren.

Lauren (07:12)
Absolutely, exactly.

David (07:14)
Excellent. Now, Sudipto we already heard what FastSpring does. I’m not going to ask you that part, but what do you do here? What expertise are you bringing to this conversation?

Sudipto (07:22)
Yeah, I’m a Senior Product Manager here for FastSpring and work in the high skilled payment infrastructure with the focus on converting transaction friction into revenue growth. And most recently, I’ve been working with our team to launch certain payment methods which help our customers acquire more subscription, recording, bidding space, optimize checkout flows, have shown incremental growth and we have grown 30 % year over year. So.

I tried to bridge the gap between complex local global compliance and seamless user experience, ensuring that invisible payments remain both secure and high converting. When a customer comes in, they should not feel like they are transacting in an alien software or alien land. They should feel more local. They should feel more ease to purchase and feel secure to pass on their payment information to us.

I’m looking to bring my expertise into modular payment stacks and retention focused FinTech for a team to scale and grow for the next 100 billion customers. That’s my goal for this whole approach.

David (08:28)
Excellent. You know, it’s funny when I joined FastSpring a little over three years ago, you were one of the first people I spoke with who gave me the lay of the land about how the company and platform worked and really much deeper understanding of payments and when I kind of came into the company. And so I’m really excited to have you here today to be one of the folks I’m asking questions around strategies for emerging markets. Now, we’ve talked about emerging markets a few times, obviously, this is like the context of the podcast.

But like what does that mean? Like Lauren, what does emerging markets mean to you?

Lauren (09:03)
Right. Well, I think when people talk about emerging markets in the context of digital commerce, they usually mean regions where online purchasing is growing rapidly, but maybe the payment ecosystem is still evolving. It’s becoming solidifying. In some regions, you’ve got it in really, really very stable place. But in these evolving markets, you’ve got local competitors continuously

creating new payment methods. So it’s a lot happening there. I think that is one of the things that for me, emerging markets mean. ⁓ So in practical terms, that could mean a few things. So maybe credit card penetration might be lower and local pevin.

local payment methods are more dominant. Yes, so I think from a product perspective, emerging markets aren’t just about geography, they’re about payment behavior. To give you an example, if you only support international cards, you may unintentionally be excluding a large percentage of those potential buyers in those emerging markets. And I think this is one of the real challenges that global merchants face when they are trying to go after those emerging markets.

David (10:18)
It is an interesting point that this idea of emerging markets is relative. And what we’re talking about is the ability, capability, and I guess the frequency of people buying online and how they do that and how you as a company are going after these customers and what you’re offering to them and considerations, like you said, around credit card penetration, local payment methods.

and other aspects of that commerce journey and payments journey that would be specific to that market, which is going to be different maybe than your core markets if you’re focusing on say North America, Europe, and certain parts of Asia. So I’m just curious, like Sudipto, and I’m particularly curious from your perspective, why is it important to localize commerce for emerging markets? Like if I’m trying to get into India or where you’re from or Brazil or another place that might not be one of my like…

primary markets I’ve already kind of been focusing on.

Sudipto (11:16)
Yeah, that’s a great question. And I can certainly put some color on both India and Brazil, both of the regions which where I have exclusively worked on. So both Brazil and India have a huge young population. So if you look at the

top markets or top growing population, both India and Brazil have a plethora of young population. A younger digitally savvy population, Gen Z and millennials seek convenience and personalization without the long term liabilities of ownership. So that’s where we see a tremendous growth or influx of customer base coming in from. Now this market existed to be sure, like they existed well before the pandemic. What happened?

post pandemic, see a ⁓ shift in the bio-to-purchase phenomena. Both these countries have built a local regulatory system which offers this regional payment method, which in terms like are well beyond the traditional payment rates like cards or pay balance and things. So when we look at Brazil and India, we are looking at a huge population which relies on a strategic payment method which is backed often by the government.

So those are the regions why we, FastSpring try to explore into those regions and try to offer a regional aspect to our checkout flow. Be sure this customer existed, they were not purchasing anything digitally. Take an example, I, as a consumer, when I purchased my first ticket, it was back in then. Prior to that, I still used to go to the airline counter and buy my tickets using cash. So things are changing.

the landscape is changing. There’s a rapid user growth and the customers are looking for a trusted partner. In this case, the partners are the government backed payment methods like UPI, like PIX which are very close to customers and customers can actually use those payment method and have a solid trust in the system. So that’s where when you talk about merging markets, people are looking for trust.

People are looking for growth. People are looking for reliability. And those regional payment methods backed by the government source actually do those things for the customers.

David (13:35)
So UPI is a government backed payment method in India. Is that correct? And then PIX is like the Brazil version of that. Is that sound fair?

Sudipto (13:40)
Yes, that’s absolutely correct.

Yeah, yeah.

And I’m glad you brought those things up and I’m responsible for launching those two payment methods ahead of FastSpring And I can safely say that those two payment methods have a tremendous impact in our customer base and how we see customer transactions act, be it the approval rate, be it conversion, be it new user acquisition. All those things have shown a huge shift in our traditional product launches. And I’m

I’m excited about the future and growth of this payment methods.

David (14:19)
You know, it’s funny when FastSpring first launched PIX, I was on a ski trip, I can think it was two years ago, around this time around spring break. And I got on the lift with someone from Brazil and I was like, Hey, we’re launching PIX in Brazil. And he’s like, yeah, you better because like everyone in Brazil uses PIX and not everyone necessarily has a credit card. And like that really hit home to me because to me that’s like maybe one of the reasons it’s so important.

It’s because my perspective as an American who’s lived here my whole life is everybody’s got credit cards, right? Some form or another or debit card. And the reality is that’s actually not true in every country and places like India and Brazil. The majority of people, the overwhelming majority of people are using these government backed digital payment methods, I guess, for lower fees and convenience and all kinds of reasons, but it’s just different than what I experience here in the US. Is that fair?

Sudipto (15:18)
Yeah, that’s absolutely fair. And I think there’s this psychological shift also. People are more keen on using, which is homegrown. When I look at, and give you an example, like when I go back to India, there’s this whole nationalism and pride going on. Hey, I want to use PIX or I want to use UPI. So that’s the narrative that is going around and making people comfortable in using certain payment methods, which are region, which are backed. And I think…

If I look at the amount of UPI is by far the most important payment method back in India. If you are offering anything in India, it has to be offered or you have to offer UPI. You cannot do business without offering UPI back in India. That’s the reality. And same goes with PIX also. You cannot, the person whom you met on the ski, he is definitely giving it a picture of how things are evolving and we…

sitting in the United States, we just think like, hey, why don’t the customer have access to credit card? Because it’s not the norm out there. Doesn’t mean that everybody should have a credit card. It’s totally fair for other people to have their preferred payment method. PIX and UPI seems to be one. And when we scale up and go to other emerging markets, that’s the case. That’s the scenario. That’s the lay of the land that we’re dealing with.

David (16:43)
Thanks a lot of sense and you know, I actually have done go to markets in India without picks and I would imagine they would have done a lot better had we included that. I don’t know if they were available at that time. That’s very like five years ago or so, but that seems like it’s an important part of it. So Lauren, I want to go back to you though for a minute and talk about like what are the elements that you need to localize for a specific country or region within your commerce engine? We talked about.

local payment methods, but what else do we need to worry about when we think about localizing for emerging markets?

Lauren (17:17)
Yes, absolutely. And you even mentioned, you know, the obvious one earlier, the language, you know, that is at the most basic. want to support the languages that those local users will be using the currency as well. Seeing a language that you understand and the currency that you are used to using just builds that trust. Really the elements should always follow the principle of, want to create trust and confidence in this checkout experience. You know, these layers, there are several layers. we’ve

got the language, the currency, and people want to see prices and instructions in a format that they immediately understand. Then there are slightly more subtle details. Once again, we’ve already gone through the payment methods displayed in that checkout. What they should really reflect, the payment methods that those people in that market are actually using. And even beyond that, show those logos of those payment methods very clearly so that they’re familiar logos. So it’s all these little…

visual trust signals that you need to build up, you know, and reduce that hesitation. And then some of the more subtle ones are the form design. When we come in from a more Western perspective, we have forms built in a very specific format, first name, last name first, and then billing address and so on and so forth. Not all markets follow that form design. So address formats, phone number fields, even name ordering differ across countries. You really should do your

your research on those local markets that you’re going after to make sure that your forms are flowing in a way that is natural to that market that you’re going after.

David (18:54)
Yeah, I know that’s such a great tip and I think that scenario people don’t think about is the form format. think a lot of people will pick up on like, you know, especially if you’re coming from like a US perspective, like the date format is going to be different than the rest of the world for whatever reason. And I really liked your tip around thinking about the default payment methods you’re showing. Shoppers and users when they’re kind of interacting with your checkouts and like if you have these local payment methods, making sure they’re visible and not like.

hidden down in some deep dark menu where it’s like hard to find. I think that’s another like less than intuitive thing that people think about with localization.

Lauren (19:33)
nailed

it 100%. I would say the last thing that people sometimes underestimate is and that is critical, absolutely critical, is how you present taxes and then the totals. They are different across different regions. In some regions, buyers expect the tax to be included in the price, while in others they expect them to appear separately. You’ve really got to cater to that. So giving full transparency

within the expectations of that market of the pricing. It’s going to build trust. If they say that they’re going to buy something and then at the last second they see a different price, it immediately breaks that trust. So really in a nutshell, know, localization is really about making sure that when someone opens that checkout in that market, it looks and behaves like something that is built for them, not something that is a bit jarring and imported from somewhere else.

David (20:28)
You’re giving me memories of travels to places where the tax was included in the price and how great that felt to not have to worry about the surprise extra total at the end. When it comes to localizing, I often talk about a crawl walk run and I like to think of like commerce as like the crawl even where like you can offer local payment methods. You can offer ⁓ you know, localized checkouts that are easy for local populations to use.

even before you localize your website by language or you localize your support by language, do you think that’s fair to think about it in that sequence where like localizing commerce could actually be like the first step to breaking into a new region?

Lauren (21:12)
I think you could definitely work from that way and then backwards. As a matter of fact, it’s probably simpler to do it that way.

David (21:20)
Yeah, that’s kind of the point I make. I mean, I’ve used this in the past when expanding globally at other companies is like localizing commerce first, then language, then platform and support, which are like the much more complicated pieces, I feel. But it’s good to hear your perspective on that.

Lauren (21:37)
I like that. Sorry to interrupt. just want to say I really like that and it’s flowing backwards. if you’re starting from that endpoint and flowing backwards, you also, and this is kind of another one of those UI UX tips is build for consistency. So start at the end point and then you can create the consistency into the platform at the back.

David (21:57)
Yeah, love that. All right, Sudipto, so I’m going to kind of come back to you. What are the unique challenges with getting access to local payment methods and currencies? Like we talked about how there’s these government backed methods like PIX and UPI. But what do I need to get access to that? Do I get like a bank account or like open a business? What do I have to do?

Sudipto (22:22)
Yeah, that’s a great question. you think of expanding your business globally, then you are met with multiple challenges. Getting access to a payment method in a developing country requires you to deal with multiple different financial and government institutions. It’s not one piece. You have to deal with financial regulators, the fintechs, the government authorities, and so on and so forth. And each and every one of them have their own model to complex rules and regulation. So when we think about opening a shop,

Now you’re dealing with, hey, which department do I need to go to seek for a license? Which department should I go to seek for the clearance on my shops? So same thing happens when you try to expand into a global market. You need to think about, hey, if I want to offer this payment by the way, that is the bread and butter for me to expand and grow in that market. What are the different things? Things can be like setup, onboarding. Are you doing the KYC and KYB for each NMD buyer?

David (23:18)
What does this mean? I’m sorry.

Sudipto (23:20)
Yeah, KYC would be know your customer, know your buyers. So are you doing the know your buyer, know your customers for each and every financial product that you’re trying to sell. So that will be the first piece. Every time we speak with a partner or an entity back in a developing country, that’s the first question that they are asking us. Hey, are you doing your KYB KYC or are you or do you have a local bank account where we can fund the settlements? Do you have all the rights and regulation to deal with it?

here at Foshpring, we take front load all these aspects for our customers and make sure that our sellers or our customers don’t have to go through all this regulatory process, don’t have to go through all this setup process to ensure that the FedEx or the partners with whom they are working globally, let’s say in India or in Brazil, they have to deal with it. It’s a complex product. If I may, I might give you some examples like

bigger Western companies, they have to close down their business back in India because they could not meet the specific requirements. So what we are trying to do is we are trying to tiptoe and work with the partners and institution to make sure that we follow all those rules and regulation and have all the rights instrument in place to ensure we acquire and we can process the payment for our customers. So if you go alone,

there might be lot of challenges on the way, but if you come with offspring, it will be a smooth sailing path forward for you. Sorry, I it, but that’s the reality.

David (24:53)
Yeah. And you’re on a fast-spring podcast. I don’t apologize too much for selling the benefits of fast-spring here, but it’s so like, if I’m doing it on my own though, right? I can build my own and manage my own payment orchestration layer. can run through my payment service providers and do credit card processing. can figure out the bank account legal requirements of local payment methods and, configure that into my orchestration layer and manage and maintain all of that on my own.

And I can also offload it or outsource it to providers like FastBringing and that reduces that complexity. But getting access to that local payment method comes with some extra hoops to jump through that you might not be familiar with. You’re going to have to get familiar with that country that you’re trying to break into. And then you’re going to have to bring all of that and figure out how to manage it if you are doing it yourself. But these are some of the requirements that you have to jump through some of the hoops you have to jump through to make that happen.

I think that’s helpful for people to understand like how that works in the grand scheme of things, even if they choose to offload or outsource to a provider like fast bring. So I really appreciate you kind of walking us through that. Lauren, I’m just curious from your perspective. What does bad look like when I do business in emerging markets like you talked about like what good looks like from like the UI, you actually inflation, all this stuff. What is bad?

Lauren (26:16)
really, it’s the same concept just in the reverse, right? It usually looks like the checkout that works technically works. It does everything that it’s supposed to, but it clearly wasn’t designed for that local user in mind. And we’ve gone through a number of examples where they may not support the currency or the language or the payment method. And I think in particular, the most…

The worst thing you could do is not support the main payment method because in some markets that instantly excludes a large portion of the potential buyers. So, ⁓ and I think that another, another one is what, what issue is interface friction. Things that slow the checkout pages down. So it might be confusing form fields or a heavy checkout with number of steps to go through. know, Siddipto alluded to this earlier where in some of these emerging markets,

You’ve got users mostly on their phones and they need a light touch and quick checkout that can, you know, just one, two, three clicks and they’re done. So, you know, especially in regions where the connectivity is not necessarily very good. So you want to, ⁓ you know, really reduce that friction as much as possible. Because any friction friction that you add to a checkout, any additional input fields that are not necessary, any clutter. That’s bad. You want to just get that, ⁓ buyer with that.

end customer focused on checking out as easily and as quickly as possible.

David (27:46)
Yeah, that’s really interesting that you bring up page load time in emerging markets. There is a gentleman I got to know who created one of the famous web page test tools out there. And he had created it at a time back in the AOL days when AOL engineers were testing page load times, but they were testing it from like inside the data center and they were like every web page loads great. And he was like, no, you got to test at the other end of a dial up line at that time.

And I know that we’ve gone through phases of that here at FastSpring where like we’ve optimized based on page load times in specific regions. And that’s actually one of our claims to fame is how well we do at page, flip my notebook up there, how well we do at page load times in these emerging markets. And I think that’s a thing a lot of people miss when they’re thinking about getting into PIX or India, like maybe they’re using a CDN, a content distribution network or.

Maybe they have localized hosting or something, but they haven’t really paid attention to their load time in that market. Is that something you’ve seen a lot of? You know, you brought it up there, Lauren, or don’t know, Sudipto, do if you have any thoughts on that on the infrastructure side, but is that a common miss that people do when they start focusing on emerging markets is like testing their speed in that market.

Lauren (29:03)
It’s definitely a common miss. you know, this is partly why we at FastSpring spent a lot of time and energy getting much more accurate measurements and then from there optimizing for those local markets. And we really did see the load times differ quite substantially across those emerging markets. And really, when you’re talking about load times, the

The golden number is almost two seconds. It’s not necessarily achievable, but that is you don’t really want to go much over two seconds. You just want that, you know, that seamless experience. As soon as it goes longer than two seconds, people start wondering, what’s going on here? And that’s where the conversion starts dropping. But it’s definitely something that you need to put some thought into how you can measure the load times in different markets. And you have to put a lot of energy and time into it. So I think that is a lot of companies then.

maybe to make shortcuts or maybe they don’t even realize they need to do that. So ⁓ we can definitely help on that side.

David (30:02)
Yeah, that makes sense. The other thing I’ve seen in the past is people say things like, oh, well, you know, in India, most people don’t have computers, so you need to optimize for mobile. And what I’ve also seen is people don’t necessarily pay attention to their own traffic in that emerging market. They take that little nugget of truth they learned and apply it. But then they sell like downloadable software for PCs. And it’s like, well, yeah, but.

all your customers or most of your customers are probably visiting from a PC. So like looking at your own analytics and determining like really what devices should I be doubling down on. There’s another myth I’ve seen people do when they take these little factoids about a country and then, you know, try to apply that to reality. All right, Sudipto, I’m going to ask you next, because I know this is like something you’ve been working on, if offspring launched UPI subscriptions recently.

Tell me about that and what special considerations one might have with subscriptions in emerging markets. Is there a special set of considerations for subscriptions when attacking emerging markets?

Sudipto (31:04)
Yeah, David, thanks for asking. Yes, we launched UPI AutoPay in India recently and we see a strong adoption there. And let’s take a step back and tell you more about subscription and how things are working in India. There’s a psychological shift in affordability amongst customers. So consumers are increasingly prioritizing access and flexibility over ownership. This is reflected in the own less experience more motto for the millennials and the

urban population. This is close to what I have experienced and I would like to give a small example. Subscription is not new to India. It has always been part of our culture. We have subscriptions for the regular milkman, we call it the doodhwalas, the newspapers and so on so forth. What has changed is we have moved all the subscription away from traditional offline channel to online channel.

and UPI being the most dominant payment method is basically shifting that entire offline traditional cash based payment to digital online payment. And no matter whether you’re selling a physical goods or a digital goods, UPI is bread and butter. If you think of any scenarios where you know that the customer will subscribe to this product and they would like to use this product, you have to offer UPI AutoBee. There is no other way around or else

you will rely on somebody who has already left the market 20 years back, like me, who has left that market, the inner market 15 years back when I moved here. So, U-Pay AutoPay is a great product and the psychological shift is basically driving all the customers in India to adopt to more, like adopting to own less and experience more and more too.

David (32:55)
You say that a consideration though, maybe India is a bad example for this, but are there other markets or even populations within places like India where they’re not ready for subscriptions yet and you should consider like a prepaid model instead? Is that another thing to think about when breaking into an emerging market?

Sudipto (33:14)
Yeah, absolutely. There are tons of market where subscription is not the way to go. So I’ve closely working with customers or partners in China and other South Asian countries. And those markets are again, huge market when we look at the customer base, but they’re not very keen on using the subscription model. They are very keen on, hey, if I want to use the product, I will pay for the product at that point of time. They are more savvy towards make it simpler.

the thing that Lauren brought up. Load it quickly, make the load times faster than possible. Also, they’re like, hey, I know what I want. I don’t want you to auto charge my payment method because I want to have more authority over the payments that I’m trying to approve. If you look at China, if you look at other Southeast Asian countries, they’re more reserved towards the subscription approach. They’re more inclined towards make it secure, make it faster for me.

Let me take a step back and think about my subscription auto recording purchase for a while.

David (34:18)
Yeah, and I know different countries have had different like surges of sentiment for and against subscriptions. I know that’s a challenging dance. Is there also like regulations and laws you got to pay attention to with stuff like that?

Sudipto (34:31)
Yeah,

that’s a great point, Devi. The regulation is also one thing that drives the payment partners like us to ensure that we are not tipping on some regulatory cleaves or some regulatory challenges. There are multiple countries and some of them are coming up in EU also where they are promoting more one-time purchase rather than subscription purchase where they want to give visibility to customers about how much money and who is going to collect from you. So they are more…

the inclining towards. If you do one-time purchase, we know that who is authorizing the payment and when the charge will be. But for recurring purchase, because that happens, it’s an invisible passive income, right? So that happens behind the scenes. So as a customer, I have less more clarity or less more visibility into when the charges will happen. So certain governments are taking this approach of only pursuing the purgatory product. The motto is, if you want it,

you pay for it at that particular point of time. You don’t have to set up and forget it.

David (35:33)
Yeah, that makes sense. Lauren, what about from your perspective? Are there any other considerations folks should think about when thinking about subscriptions in emerging markets?

Lauren (35:43)
think Sadipla raised a really good point about the regulations and the one thing that I keep seeing is that these regulations are evolving continuously, you know, and coming into law and you have to respond, you have to be quick and you have to keep up with that. And it’s absolutely, as Sadipla said, it’s all going towards that transparency of what exactly you are buying with the subscription, what are the charges going to be.

So you really just have to keep your pulse on all of the markets that you’re working within and make sure that you’re up to date on those regulations and adapt accordingly. That is one of the things that we do at FastSpring is we are constantly scanning what are happening in the different regions, in the different countries, and making sure that we update our regulatory, whatever it might be, but elements.

so that we keep our customers safe so that they can just continue to sell through us safely and within compliance.

David (36:47)
So if I have built and maintained my own payment orchestration layer, it’s more than just like seeking some product managers to research how to do it and be compliant initially. I have to then implement all that the right way and to keep up with it and modify it over time.

Lauren (37:06)
Absolutely. Yes, that maintenance is a large piece that is continuously ongoing.

David (37:14)
Yeah, and it’s interesting to think about it from the compliance perspective. And I know people get, you know, kind of freaked out about fines and stuff like that, which obviously is concerning. As a marketer, I think about conversion rates and like if I’m delivering an experience my customers aren’t expecting or aren’t used to, and obviously that’s going to have an impact. And I might walk away from going after emerging market thinking like, geez, it didn’t work. I guess that market’s not for us. But the reality could have just been I was bad at localizing that.

commerce experience, which I think is a really interesting perspective you guys have shared kind of throughout this interview. So now I’m going to ask you both the same question to wrap this up here. Lauren, I’ll stay with you. If people just remembered one thing from what we talked about today, what should that be?

Lauren (38:01)
It’s really what I’ve been saying all the way through the interview, which is don’t assume that you know the market that you’re going after or the customer within the market that you’re going after. What is tried and tested in a well-known market, you cannot shift and lift that to a new market. You have got to do your due diligence. know, a company might do everything right, have a great product, great marketing, global reach. But if the checkout experience feels unfamiliar or confusing, people simply won’t complete that purchase.

David (38:32)
That’s a great one. What about you, Sudipto? If people only remembered one thing today, what would that be? Should that be?

Sudipto (38:38)
Yeah, for me, it will be the psychological shift. It’s happening, which is opening up new opportunities. As long as the products are affordable and meet the customer demands and you make it affordable and easy to pay, you will find customers. When I say affordable and easy to pay, I’m leading towards offering local payment methods. Do not expect or do not wait for someone to tell you that the market is evolving. Look around, do your due diligence, and you will soon see the markets which are opening up and

where you should focus on. At Am, Africa are two big examples where I believe based on working on this whole portfolios, we see there are a lot of opportunities and we truly believe the customers are there. We need to just position ourselves in a way that it becomes easier for ourself and our customers to be enhanced. We are focusing on those regions more.

David (39:35)
Excellent. Well, thank you so much, Shadipta. Thank you for being here today.

Sudipto (39:39)
It’s always pleasure to be with you, DV and Lauren.

David (39:42)
Thank you, Lauren, as well.

Lauren (39:45)
Thank you so much for having me.

David (39:47)
If you’d like to learn more about what Sudipto and Lauren are up to, can visit fastspring.com. Again, thanks for joining us here for Growth Stage. I’ve been your host, David Vogelpohl. I support the digital product community here at FastSpring as part of my role. And I love to bring the best of the community to you here on Growth Stage.

The post EP44: Optimizing Ecommerce for Emerging Markets With Sudipto Manna and Lauren Steyn appeared first on FastSpring.

]]> 6 Proven Strategies for APAC Companies to Successfully Enter Western Markets https://fastspring.com/blog/6-strategies-apac-companies-western-markets/ Thu, 02 Apr 2026 14:57:41 +0000 https://fastspring.com/?p=31237 For APAC-based SaaS and digital goods companies — from Singapore’s fintech hubs, to India’s rapid-growth AI startups, to South Korea’s gaming giants — the U.S. and Europe represent more than just new territory: They present opportunities for a significant jump in revenue and long-term retention.  However, many founders quickly discover that the biggest hurdle to […]

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]]> For APAC-based SaaS and digital goods companies — from Singapore’s fintech hubs, to India’s rapid-growth AI startups, to South Korea’s gaming giants — the U.S. and Europe represent more than just new territory: They present opportunities for a significant jump in revenue and long-term retention. 

However, many founders quickly discover that the biggest hurdle to global growth isn’t product-market fit — it’s the structural drag of an entirely different set of Western administrative and regulatory requirements.

Companies are often caught off guard by the technical requirements and administrative realities. Moving into the West is not just about switching currencies; it’s a fundamental shift in how you manage your customer lifecycle and your business’s legal footprint.

Every new market demands its own web of legal entities, localized contracts, domestic banking, and tax registrations. That means that a lean, engineering-led startup can quickly become bogged down in legal and finance operations.

Based on FastSpring’s own internal data and our experience helping thousands of sellers scale, here are six proven strategies to navigate the high-stakes transition from APAC into Western markets.

FastSpring is how companies in APAC enter the western market online and in more places around the world. We handle every payment need — from subscription management to tax collection, remittance, and more — so your business can go farther, faster. We’re also the leading merchant of record for global software companies, powering over a billion dollars in worldwide transactions every year. We’ll manage your checkout, VAT and sales taxes, compliance, and more, freeing you to focus on what you do best: building great software. Set up a demo or try it out for yourself.

1. Leverage the Merchant of Record (MoR) Model

Selecting the right financial architecture is the most critical decision an APAC seller can make when selling beyond their home region. For many, the merchant of record (MoR) model provides a shortcut through the bureaucratic hurdles that typically accompany international growth. The MoR serves as the legal entity responsible for every transaction, allowing your team to focus on the product experience while the MoR handles the heavy lifting of global commerce.

  • Immediate Market Entry: An MoR eliminates the need for APAC companies to establish local legal entities in the U.S. or Europe, enabling global expansion in days rather than months. Entity setup is not just a one-time cost — it creates ongoing legal, financial, and operational overhead.
  • Compliance Outsourcing: The MoR handles the calculation, collection, and remittance of sales taxes and VAT, and it assumes the risk for fraud and chargebacks. And while taxes are very important, this is also critical  for companies using traditional PSPs, because it is just one part of a much bigger operational burden.

2. Meet Digital Goods Regulations in Europe

Europe has moved aggressively to standardize the digital economy, introducing frameworks that require absolute precision in data handling and tax reporting. Navigating these rules requires a proactive approach to ensure your checkout process remains both compliant and conversion-friendly. 

The following recent and ongoing mandates represent a hard line for international sellers, where universal requirements have replaced previous exemptions for smaller companies. 

  • VAT in the Digital Age (ViDA): As of Jan. 1, 2025, previous VAT registration thresholds have been eliminated. Every B2C digital sale, no matter how small, is now a taxable event that must be reported through the One Stop Shop (OSS) system.
  • The EU Data Act: Starting in September 2025, European customers have a “cancel anytime” right for cloud services, allowing them to terminate contracts with two months’ notice regardless of legacy terms. Providers must also ensure data portability, and by early 2027, all “switching fees” will be prohibited.
  • Privacy as a Trust Factor: Beyond legal mandates such as GDPR, 2026 marks a shift toward “Privacy by Design.” Western buyers increasingly treat data transparency as a competitive requirement, so showing clear, auditable trails for data residency and automated decision-making is no longer just a legal hurdle but a primary driver of customer trust.

3. Navigate US Tax and Subscription Enforcement

The United States market is currently defined by complex state and federal regulations. Success in the U.S. requires a keen eye on shifting state legislation and a commitment to clear, accessible user terms that protect your business from regulatory scrutiny. 

Balancing these local tax obligations with federal consumer protection rules is essential for any APAC brand looking to establish a long-term presence.

  • The Nexus Maze: Many U.S. states now impose sales tax on digital downloads and SaaS. For example, starting July 1, 2025, Maryland enacted a 3% sales tax specifically on technology services.
  • Subscription Transparency: The FTC continues to aggressively enforce subscription transparency under the Restore Online Shoppers’ Confidence Act (ROSCA). Companies must offer simple, accessible cancellation options and clear disclosures about auto-renewal terms or risk significant penalties.
  • Data Minimization: In line with the FTC’s focus on consumer protection, Western brands are shifting toward “data minimization”: the practice of only collecting what is strictly necessary. For APAC companies accustomed to data-rich “super-app” models, adopting a lean data approach is essential to avoid the multi-million-dollar settlements that are common under U.S. state privacy laws such as California’s CCPA.

4. Bridge the Gap Between Design and UX

APAC and Western customers often operate on different visual logic. While many high-growth Asian interfaces thrive on information density (such as surfacing multiple options, promotions, and data points all at once to show value), Western users typically favor minimalism and progressive disclosure. In the U.S. and EU, consumers don’t view a cluttered UI as feature-rich; instead, they perceive it as overwhelming and even spammy.

Here are a few tips on how to design for these audiences as you expand your business:

  • Design for Focus, Not Completeness: Western SaaS buyers prioritize speed and ease. They expect a clean, minimalist layout with a single, clear call-to-action (CTA). In Western markets, whitespace is a functional tool for guiding the eye; removing it can lead to higher bounce rates.
  • The Trust of Transparency: While APAC buyers often build trust through multi-sensory engagement, Western buyers build trust through visual clarity. This includes clear typography, a subdued color palette (moving away from high-energy reds and golds), and a direct, step-by-step onboarding flow that reveals features only as needed.
  • Actionable Adjustment: Audit your marketing site and product dashboard for visual noise. Shift from a high-density, all-in-one layout to a streamlined experience that highlights one specific outcome at a time. This reduces the mental effort required for a Western buyer to say “yes” to your product.

5. Optimize Payment Performance and Risk

Cross-border payment performance is a silent variable that can either accelerate your growth or quietly drain your revenue through high decline rates. Friction at the point of purchase is often the result of poorly localized payment methods, or of inadequate fraud management that flags legitimate international buyers. 

For APAC companies, the most significant hurdle is often infrastructure: transitioning from a region where digital wallets and real-time payments are the primary engine of commerce to Western markets that remain deeply rooted in one-click payment systems.

  • Local Optimization: Adding local payment methods (such as iDEAL in the Netherlands) can increase checkout conversion rates by up to 30%. Successful brands use dynamic checkouts that automatically detect a user’s location to display relevant currencies and billing frequencies.
  • Managing Risk: Fraud and risk are harder to manage internationally. For example, while India’s UPI transactions are generally irreversible, Western credit cards offer robust consumer protections that make disputes easy. Utilizing an MoR can help mitigate this by assuming the legal and financial risk for fraud and chargebacks, protecting your bottom line from the volatility of international payment disputes.

6. Implement Advanced Pricing Strategies

Simply converting your home-market pricing into USD or EUR is rarely a winning strategy. To truly capture the market, APAC brands must adopt sophisticated pricing models that reflect the actual purchasing power and billing expectations of Western customers. These adjustments aren’t just cosmetic — they’re data-backed methods for increasing the lifetime value of every user you acquire.

  • Purchasing Power Parity (PPP): Universal pricing often fails. SaaS companies that implement PPP-adjusted pricing — reflecting local economic conditions — see up to 18% higher growth rates and 25% higher revenue per customer.
  • Annual vs. Monthly Billing: While monthly retention in Asia often hovers around 75% compared to 85%+ in the West, annual subscription retention is nearly identical globally. Understanding how customers like to buy (e.g., promoting annual plans) can help stabilize revenue and offset higher Western acquisition costs.

Scale Efficiently With FastSpring

Global expansion can get expensive quickly when each new market adds more internal complexity. FastSpring handles the global checkout, tax management, and regulatory compliance so you can focus on building your SaaS or software business rather than managing administrative overhead.

Ready to scale your SaaS beyond borders? Schedule a demo today.

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]]> Expand Your Reach in South Korea: Announcing Toss Pay Support on FastSpring https://fastspring.com/blog/announcing-toss-pay/ Tue, 10 Feb 2026 17:36:16 +0000 https://fastspring.com/?p=31130 Announcing official support for Toss Pay in South Korea! Reach 19M+ active users and boost conversions with the region's most popular digital wallets.

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]]> We’re excited to announce that Toss Pay is now live on FastSpring in South Korea. As one of South Korea’s most dominant digital wallets, commanding nearly 20% of the market share, Toss Pay joins our existing support for Kakao Pay. By offering the two most popular payment methods in the region, we’re helping you unlock one of the world’s most tech-savvy economies.

Why Local Payment Methods Matter

For companies looking to expand into South Korea, success depends on moving beyond a “one-size-fits-all” global approach. Here’s how FastSpring’s latest integration drives growth in South Korea:

  • Wider Market Reach: Expand market reach to Toss’s 19 million+ active users. Used by over 90% of South Korean smartphone owners, Toss Pay is an essential part of any company’s growth strategy in South Korea.
  • Boosted Conversions: While global cards are common, the combined dominance of Toss Pay and Kakao Pay means that it’s essential to capture Gen Z and Millennial shoppers who prioritize the frictionless, biometric one-tap checkout experience these apps provide.
  • Operational Efficiency: As your Merchant of Record, FastSpring doesn’t just add a button to your checkout; we handle localized tax collection, compliance, remittance, and currency conversion to KRW automatically.
  • Better Margins & Insights: Leveraging local payment rails reduces transaction friction and costs, directly improving your bottom line. Plus, our platform provides the region-specific data you need to forecast growth accurately.

Ready to learn more about Toss Pay? Take a look at our release documentation or take a look at our list of global payment methods to see how we support the entire global market. Schedule some time with our team today to learn about how FastSpring can help you expand into global markets.

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]]> News: Japan’s Mobile Software Competition Act Opens Up Steering This Month https://fastspring.com/blog/news-japans-mobile-software-competition-act-opens-up-steering-this-month/ Fri, 12 Dec 2025 17:00:00 +0000 https://fastspring.com/?p=31001 A regulatory act enacted by the Japan Fair Trade Commission (JFTC) in 2024 to curtail mobile app gatekeeping will go into effect this month.

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]]> A regulatory act enacted by the Japan Fair Trade Commission (JFTC) in 2024 to curtail mobile app gatekeeping will go into effect this month.

What Is the Mobile Software Competition Act (MSCA) and When Does It Go Into Effect?

The Mobile Software Competition Act (MSCA) goes into effect on December 18, 2025 and will, among other things, require companies such as Apple and Google to allow third-party payment systems and third-party app stores within their mobile ecosystems.

Is Japan’s MSCA Similar to What Other Countries and Unions Are Doing?

Many countries around the world are enacting similar regulations and laws around mobile steering for payments — also referred to as D2C (direct to consumer) or app2web — including the EU, Brazil, and the U.S. (there are separate ongoing legal cases involving Google and Apple).

However, the MSCA in Japan is unique for a couple of reasons:

  • It will affect both Android and iOS, not distinguishing between the platforms.
  • It addresses native payments, or payments directly inside the game processed by a third party such as FastSpring.

Since this is the first ruling impactfully addressing native payments, this is an area we’ll be monitoring closely.

What Platforms Will Be Affected by the MSCA?

This act will affect any platforms that the act qualifies as “designated providers,” which we can safely assume includes the Apple App Store and the Google Play Store.

What Other Changes Does the MSCA Include?

Steering is only one of many changes that will be enforced when the MSCA takes effect in Japan in December. To read more about how the act unlocks alternative app stores, requires greater transparency in the platforms’ app review process, and ultimately represents a targeted effort to enable fair and open digital markets, you can find the “tentative translation” English version of the guidelines as published by the JFTC here. 

About FastSpring

FastSpring is how gaming studios and mobile app makers sell in more places around the world. For nearly two decades, FastSpring has been a payment provider you can use to sell apps, games, or in-game items on your website, web shop, or embedded directly into your app with fully customizable and branded checkouts just for you. FastSpring allows you to offload the complexity of global payments, sales tax and VAT compliance, player payments support, and many other aspects of payments management. Spend less time managing your payments and compliance and more time making great apps!

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]]> FastSpring Expands APAC Presence and Brings Together Singapore Team With New Office Location https://fastspring.com/blog/fastspring-expands-apac-presence-and-brings-together-singapore-team-with-new-office-location/ Thu, 30 Oct 2025 20:33:19 +0000 https://fastspring.com/?p=30926 FastSpring has further expanded its APAC presence and brought together its existing Singapore team with a new office location.

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]]> We’re excited to announce that FastSpring has further expanded its APAC presence with a new office location in Singapore. As part of FastSpring’s continued strategic effort to strengthen its global footprint, the Singapore office space joins an already diverse network of offices in:

  • Amsterdam.
  • Austin.
  • Belfast.
  • Dublin.
  • Halifax.
  • Santa Barbara.

FastSpring has been represented by an in-person sales team in Singapore for almost two years, and that team has quickly grown FastSpring’s presence while embedded in the local technology community. 

Growing demand for FastSpring’s merchant of record services in the dynamic and thriving Asia-Pacific region has led to the subsequent growth of our Singapore team, which will now be able to serve our APAC customers even better from a dedicated workspace. 

Leo Ng [foreground] takes a selfie with [background, left to
right] Tengxiong Yao, Jay Jia, and Jeslyn Ong.

The Singapore team now has a private office space within the bustling WeWork coworking location at 60 Anson Rd, Singapore 079914, Unit #17-135.

Related: FastSpring recently won the 2025 Golden Sail Award for Outstanding Global Expansion Ecosystem Service at GICC, one of China’s most recognized global business summits.

FastSpring remains focused on deep, local integration with tech communities all over the world to ensure we remain in touch and in tune with the customers we serve in the SaaS, software, video games, mobile apps, AI, eLearning, and other digital goods spaces. 

FastSpring powers global payments for software companies, video game publishers, and other digital goods businesses. As a merchant of record, FastSpring provides a fully managed payment solution including checkout, fraud mitigation, comprehensive sales tax and VAT compliance, and more. Founded in 2005, FastSpring is a privately owned company headquartered in the U.S., with offices in Canada, Ireland, the Netherlands, Singapore, and the U.K.

Set up a demo or try it out for yourself.

To view our homepage in simplified Chinese, click here.
若想浏览 FastSpring 中文官网，请点击此处。

To sign up for a personalized demo using a form in simplified Chinese, click here.
若希望使用中文提交表单并预约产品演示，请点击此处。

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]]> FastSpring Wins GICC 2025 Golden Sail Award for Outstanding Global Expansion Ecosystem Service https://fastspring.com/blog/fastspring-wins-gicc-2025-golden-sail-award-for-outstanding-global-expansion-ecosystem-service/ Mon, 27 Oct 2025 21:51:34 +0000 https://fastspring.com/?p=30922 FastSpring’s GICC award for Outstanding Global Expansion Ecosystem Service further solidifies our reputation as a trusted partner for APAC companies going global.

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]]> FastSpring is excited to announce that FastSpring was recognized at Global Internet CEO Conference (GICC) 2025 in Beijing as a leading enabler of global expansion!

We are honored to receive the Golden Sail Award for Outstanding Global Expansion Ecosystem Service, further solidifying our reputation as a trusted growth partner for Chinese and APAC companies going global.

A black and gold poster style image, with Chinese writing and FastSpring written in English.

FastSpring’s Senior Account Executive Jay Jia was present to receive the award for FastSpring, accompanied by Account Executive Leo Ng and Sales Development Representative for APAC Jeslyn Ong. 

A photo of a man holding a glass trophy in front of a colorful backdrop covered with Chinese writing.

Jay received FastSpring’s Golden Sail Award for Outstanding Global Expansion Ecosystem Service.

Three people standing in front of a blue and white FastSpring backdrop, each holding a certificate or trophy.

Jeslyn, Leo, and Jay in the FastSpring booth, excited about our award!

Related: Are you an APAC mobile app developer wanting to take your app global? Learn more about the many things that entails — and what FastSpring can handle for you — in 5 Moves for Mobile App Makers in APAC to Maximize Revenue.

About the GICC Golden Sail Awards

The GICC is one of China’s most recognized global business summits, held annually in Beijing. This year, the event drew over 160,000 professionals and 3,000 leading enterprises from industries such as technology, SaaS, ecommerce, and digital services.

The event’s awards celebrate outstanding companies driving innovation, globalization, and cross-border business growth, highlighting those contributing to China’s global digital transformation and “going global” success stories.

Other award categories include Outstanding Global Expansion Brands, Outstanding Cross-border Technology Solutions, Outstanding Global Expansion Ecosystem Services, Outstanding Cross-border Marketing and Operations, Outstanding Global Expansion Potential, and more.

Partner With FastSpring for Global Growth

If you’re looking for a merchant of record that will partner with you to grow your business internationally, FastSpring can help. 

We provide an all-in-one payment platform for SaaS, software, video games, mobile apps, AI, eLearning, and other digital goods, including VAT and sales tax management, payment localization, and consumer support. 

Set up a demo or try it out for yourself.

To view our homepage in simplified Chinese, click here.
若想浏览 FastSpring 中文官网，请点击此处。

To sign up for a personalized demo using a form in simplified Chinese, click here.
若希望使用中文提交表单并预约产品演示，请点击此处。

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]]> FastSpring at GICC 2025 in Beijing https://fastspring.com/blog/events-gicc-global-internet-industry-ceo-conference-2025/ Fri, 17 Oct 2025 00:44:30 +0000 https://fastspring.com/?p=30860 FastSpring is excited to be a sponsor of the Global Internet Industry CEO Conference 2025, at the InterContinental Beijing Sanlitun Tongying Center on Oct. 23.

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]]> This event is now over, but FastSpring won an award at it! Learn more about our GICC 2025 Golden Sail Award for Outstanding Global Expansion Ecosystem Service.

FastSpring is excited to be a sponsor of the sixth Global Internet Industry CEO Conference, or GICC 2025. This conference is held at the InterContinental Beijing Sanlitun Tongying Center on Oct. 23. 

This 90% C-level attended conference focuses on global expansion opportunities that resonate with the world. Topics such as AI, ecommerce, social, gaming, and more will be covered across the main summit, a games sub forum, an exhibition area, and an online summit.

Where to Get Tickets

To purchase a GICC 2025 conference pass, VIP pass, or Game Forum ticket, visit the registration page.

How to Connect With FastSpring

Besides cosponsoring a seminar session, FastSpring will also be available at booth V11 in the exhibition hall to share our expertise on cross-border payments and global commerce in the software, gaming, mobile apps, and digital products spaces. 

Want to preschedule a personalized demo during the event? Visit our sign-up page to request a meeting with one of FastSpring’s experts.

Are you looking for a merchant of record that will partner with you to grow your business internationally? FastSpring provides an all-in-one payment platform for SaaS, software, video games, mobile apps, AI, eLearning, and other digital goods, including VAT and sales tax management, payment localization, and consumer support. Set up a demo or try it out for yourself.

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]]> 5 Moves for Mobile App Makers in APAC to Maximize Revenue https://fastspring.com/blog/5-moves-for-mobile-app-makers-in-apac-to-maximize-revenue/ Wed, 24 Sep 2025 18:11:05 +0000 https://fastspring.com/?p=30751 Five tips to help APAC developers and founders expand successfully into global markets, and how FastSpring helps make it easy.

The post 5 Moves for Mobile App Makers in APAC to Maximize Revenue appeared first on FastSpring.

]]> The Asia-Pacific mobile app market is booming, with more and more developers eyeing opportunities beyond their home region. 

Mobile app installs in Asia have grown 10x since 2017. And one in five global app ad dollars now comes from Asian companies, as APAC companies target users in Western markets as well as emerging economies in Latin America and Africa. 

TikTok, born in China, is now a billion-download phenomenon across 150+ markets. 

The message is clear: APAC founders can go global.

But growth outside the region isn’t automatic. Cultural differences, varied payment preferences, and rising user acquisition (UA) costs can trip up even great apps. 

Here are five lessons to help APAC developers and founders expand successfully into global markets.

Lesson 1: Localize Beyond Translation

Localization isn’t just language — it’s currency, culture, and user experience. For example, a Udonis article reports that 87% of consumers prefer content in their native language, and one app saw downloads double in 40 days after localizing its App Store listings.

Effective localization goes beyond translating text. It means adjusting visuals, formats, and features to align with local norms. Ensure your app supports local currencies, date formats, and units so that prices and details make sense to the user. 

Adapt your marketing creatives and in-app imagery to resonate with cultural expectations (because what works in Tokyo might not work in Paris). 

A great example is how ByteDance approached TikTok’s global rollout to push fast adoption in international markets. The same Udonis article points out how ByteDance went far beyond interface translations by running country-specific challenges and trends in each market to make the app feel homegrown.

Pro tip: Test a “minimum viable localization” approach — start with app store pages and key flows, then expand once traction is proven.

Lesson 2: Match Monetization to Local Preferences

Subscription behavior looks different across regions. In Asia, monthly subscription retention is only around 75% versus around 85%-89% in the West, but annual plans perform just as well as global averages. 

That means Asian users are less loyal to monthly plans but stick with yearly commitments. Adjust your offerings accordingly by promoting discounted annual plans in APAC, while leaning into monthly trials and flexibility in North America and Europe.

Payment methods also make or break conversions.

In Europe, buy-now-pay-later (BNPL) services like Klarna are expected checkout options, with 85M+ active Klarna users. 

Brazil’s Pix now outpaces credit cards, processing 64B transactions in 2024. 

And in China and India, users expect Alipay, WeChat Pay, or UPI.

The point is to meet users where they are. If you only offer USD + credit cards, you’ll miss out. Platforms like FastSpring help by supporting local currencies and payment methods without requiring you to set up entities in each market.

Lesson 3: Use Hybrid Monetization to Maximize Revenue

Relying on just ads or just subscriptions limits growth. Hybrid models that mix ads, subscriptions, and in-app purchases (IAPs) are now mainstream. AppsFlyer reports that 43% percent of gaming apps use a hybrid model, and the concept applies beyond games. 

Consider the case of Viva Republica, the South Korean fintech behind the Toss app. Traditionally, finance apps avoided ads for fear of ruining UX, but according to a Think With Google article, Toss experimented with adding non-intrusive, native ads into its app’s rewards section. 

The result? A nearly 3x growth in ad revenue within a year and the company’s first-ever profitable quarter, all while keeping users happy with the experience. 

For APAC apps expanding globally, a freemium hybrid approach works well:

  1. Free tier with ads or limited features.
  2. Premium tier with no ads + extras.

This lets you capture both budget-conscious and high-value users. The key is thoughtful execution. Ads should enhance — not annoy — and premium tiers must deliver real value.

Lesson 4: Acquire Users Strategically

User acquisition (UA) costs vary dramatically by region. In 2024, the average cost per install (CPI) was ~$5 in the U.S. vs. just $0.30 in LATAM — a 17x difference! Within APAC, costs can vary as well: An install in Japan or Australia typically costs a lot more than one in India or Vietnam. 

These variations mean you should allocate your UA budget carefully. 

Balance your spend across high-value but expensive markets (e.g., the U.S.) and lower-cost growth regions (e.g., Southeast Asia, LATAM).

Adapt your acquisition channels. In China, for example, you’re more likely to rely on local Android stores and WeChat; in Europe, experiment with carriers or BNPL partnerships; in the U.S., TikTok and influencer campaigns are strong bets.

And make sure to localize your creative pieces. What resonates in Seoul won’t land the same way in San Francisco.

Retention is as critical as acquisition. Remarketing campaigns in APAC now outpace new UA efforts, because keeping an existing user is cheaper than winning a new one. Track 7-day and 30-day retention by region and double down on re-engagement tactics where needed. 

Lesson 5: Get Started With Direct Monetization (and Stay Compliant)

App store commissions eat 15%-30% of your revenue. With regulatory shifts loosening Apple’’s and Google’s grips on the market, more developers are embracing direct monetization (also known as “app2web”) models by selling subscriptions or in-app purchases (IAPs) via web stores or in-app webviews. 

The most obvious benefit here is higher margins (20%-30% more per transaction).

Ownership of customer data is also hugely valuable for optimizing your UA and monetization strategies further. 

Direct monetization does come with added responsibilities, however, in the form of global taxes, compliance, fraud, and payment routing. 

This is where partnering with a merchant of record like FastSpring pays off. We handle VAT, local invoicing, local payment methods (from Klarna to Pix), and compliance across the globe, letting small teams expand globally without needing to become tax or legal experts. 

Optimizing your checkout also builds trust. Mobile-friendly design, local currencies, transparent pricing, and familiar payment logos reduce abandonment and improve conversion.

Capitalize on a $600B Opportunity — and FastSpring Can Help

New global app success stories will continue to rise out of APAC. The opportunity is massive: The mobile app economy is projected to hit around $600B+ through 2025. To seize it, remember to:

  1. Localize deeply.
  2. Match monetization to regional habits.
  3. Diversify with hybrid models.
  4. Acquire users strategically.
  5. Go direct and simplify compliance.

APAC founders are already known for speed and innovation. With the right mix of localization, monetization, and smart UA, your app can make the leap from regional success to global phenomenon.

Need an app-to-web payments solution to monetize your mobile app? FastSpring provides an all-in-one payment platform for mobile apps, SaaS, software, video games, and other digital products businesses, including VAT and sales tax management, payment localization, and consumer support. 

Get started today: Set up a demo or try it out for yourself.

The post 5 Moves for Mobile App Makers in APAC to Maximize Revenue appeared first on FastSpring.

]]> FastSpring Is Sponsoring gamescom asia x Thailand Game Show 2025 https://fastspring.com/blog/events-gamescom-asia-thailand-2025/ Wed, 17 Sep 2025 18:50:27 +0000 https://fastspring.com/?p=30763 FastSpring is at gamescom asia x Thailand Game Show in Bangkok on Oct. 16-17, 2025. Let’s talk D2C and global growth for games at booth C13.

The post FastSpring Is Sponsoring gamescom asia x Thailand Game Show 2025 appeared first on FastSpring.

]]> FastSpring is excited to announce our participation in gamescom asia x Thailand Game Show. We’d love to see you there in person!

After four great shows in Singapore, gamescom asia has moved to Bangkok, Thailand, where it will maximize its value and impact by joining forces with Thailand Game Show.

This new powerhouse mega-event will be the biggest B2B2C platform for the games industry in Southeast Asia — and one of the biggest in the world. 

Notable features include an industry gaming conference, an expansive business area, and an exciting entertainment area designed to bring together gaming industry professionals, publishers, and fans.

The Queen Sirikit National Convention Center, Bangkok, Thailand is hosting gamescom asia x Thailand Game Show 2025 on October 16-19.

Where to Get Tickets

Still need tickets? Head over to the registration page to grab your ticket and get access to presentations by industry heavyweights, publisher and investor networking opportunities, a B2B networking app, cosplay and meet & greet events, and so much more.

How to Connect With FastSpring

FastSpring’s industry experts will be available to chat in person at booth C13 in the business hall.

Want to book a 1:1 session or product demo ahead of the event? Request a demo here.

Join us in Bangkok and unlock your game’s full potential with direct web monetization.

FastSpring is how gaming publishers sell in more places around the world. For nearly two decades, FastSpring has been a trusted payment provider you can use to sell games or in-game items on your website, web shop, or embedded directly into your game with fully customizable and branded checkouts just for you. FastSpring allows you to offload the complexity of global payments, sales tax and VAT compliance, player payments support, and many other aspects of payments management. Spend less time managing your payments and compliance and more time making great games! To learn more about how FastSpring supports game developers, visit fastspring.gg/. 

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]]> Expand Your Business Globally with FastSpring’s Latest Cross-Border Payment Solutions Featuring WeChat Pay https://fastspring.com/blog/fastspring-announces-cross-border-payments-improvements-fall-2024/ Tue, 19 Nov 2024 14:41:02 +0000 https://fastspring.com/?p=30077 We're excited to announce the latest improvements to cross-border payments with WeChat Pay, Klarna, Kakao Pay, Mercado Pago, and more.

The post Expand Your Business Globally with FastSpring’s Latest Cross-Border Payment Solutions Featuring WeChat Pay appeared first on FastSpring.

]]> Global business expansion isn’t as simple as adding a checkout to a webpage. Businesses need to consider the complexities of cross-border transactions like: the most common regional payment methods, fees for cross-border transactions, regulations around selling digital goods, and if buyers are actually in the region they appear to be. 

Failure to consider the nuances of global cross-border payments in e-commerce can result in dangerous pitfalls like high and unexpected tax bills in new regions, lost revenue from mistaken fraud flags in certain regions, and increased checkout abandonment for a lack of popular regional payment methods. Equally as important are backoffice reporting requirements for subscription businesses.

Using a Merchant of Record like FastSpring allows businesses to outsource the entire cross-border transaction process to a global payments expert, including all the complexities that come with it. To that end, we’re excited to announce our latest payment method integrations as well as checkout improvements to support business growth in new regions across the globe, including:

  • WeChat Pay Integration.
  • Kakao Pay Integration.
  • Mercado Pago.
  • Klarna.
  • Revenue Recognition (RevRec) Reporting.

Tap Into China’s Vast Consumer Base with WeChat Pay

With our new integration with WeChat Pay, FastSpring users gain access to more than a billion active users in China with a familiar, mobile-first checkout experience. Not only does WeChat Pay decrease cart abandon in China, but it also creates additional revenue through its localized payment option for Chinese buyers.

Improve the South Korean Buyer Experience with Kakao Pay

Like in China, South Korean buyers are much more likely to make a purchase on mobile. With nearly 40 million active users, Kakao Pay opens up additional revenue channels for businesses looking to grow their presence in South Korea. FastSpring users who enabled Kakao Pay saw almost immediate adoption of the payment method with 40% of their revenue coming through the payment method almost immediately.

Boost Trust in Latin America with Mercado Pago

As an emerging region, Latin America is projected to have a growth rate of 22% in the next two years, resulting in more than $700 billion in digital sales. Mercado Pago opens up additional regional payment methods for some of the strongest areas of Latin America in Chile, Mexico, and Brazil. This allows buyers in multiple countries to pay in their local currency with a trusted payment method to drive additional checkout completions.

Expand Purchase Options in the Austria, Germany, Belgium, Sweden, and More With Klarna

Boasting more than 85 million active users, Klarna is an excellent alternative payment option in Europe. Particularly in regions like Germany and Austria where card adoption is lower, Klarna opens up additional revenue channels for businesses as they grow their presence in these areas. Klarna will allow FastSpring users to reduce cart abandon and simplify the checkout process for millions of potential users.

Drive Accurate Financial Tracking with Revenue Recognition API

Accurate forecasting is a key part of global business strategy. With our latest API, users can easily automate revenue recognition across their various products and subscriptions. By integrating with backoffice systems, users can recognize and calculate revenue immediately for one-time purchases, or can calculate revenue forecasts for subscriptions when the money is earned.

Accurate financial tracking is a key part of global business strategy. With our latest API endpoint, users can easily automate revenue recognition across their various products and subscriptions. The RevRec API endpoint allows users to generate revenue recognition reports for specific months / years, filter the results by product and/or individual subscriptions, and choose whether to include one-off purchases or just focus on recurring payments. 

Drive Cross-Border Payment Strategy for Your Business with FastSpring

Our latest integrations and improvements allow businesses to expand across the globe with focus on their most valuable regions. With FastSpring, avoid the most common cross-border payment pitfalls and facilitate smooth checkouts, reduce payment declines, and avoid potentially high tax bills with new regional growth. Want to learn more? Visit us at fastspring.com/request-demo/.

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]]> 10 Major Shopping Holidays in China: What Global Sellers Need to Know https://fastspring.com/blog/major-shopping-holidays-in-china/ Fri, 01 Nov 2024 15:52:00 +0000 https://fastspring.com/?p=30057 FastSpring's guide to China’s top shopping festivals for global sellers looking to engage Chinese consumers.

The post 10 Major Shopping Holidays in China: What Global Sellers Need to Know appeared first on FastSpring.

]]> China is home to some of the largest shopping events in the world, and understanding these key holidays is essential for businesses that are targeting this vast market. 

These events are more than just sales — they are massive ecommerce festivals that drive consumer behavior, presenting significant opportunities for even SaaS, software, mobile game, and other digital product companies to  boost revenue.

Among these, Singles’ Day on November 11 stands out as the biggest. Often referred to as the “Black Friday” of China,  Singles’ Day eclipses Western shopping events in both scale and sales volume. (For more info, see FastSpring’s 2024 holiday spend report, where benchmarking data shows sales peaks in China for April and June, too.)

Singles’ Day is just one of many important dates on the Chinese shopping calendar. There’s a wide array of festivals throughout the entire year, each with its own focus and customer appeal.

Here’s a guide to China’s top shopping festivals for global sellers looking to engage Chinese consumers.

10 Key Shopping Holidays in China

January: Chinese New Year Sales

  • Timing: Varies (typically 1-2 weeks before Chinese New Year)
  • Focus: Festive shopping, gifts, and deals on a wide range of products.

March: 3.8 Women’s Day (38女王节)

  • Date: March 8
  • Focus: Discounts on fashion, beauty, and women’s products.

April: 418 Shopping Festival (418电商购物节)

  • Date: April 18
  • Focus: Electronics, home appliances, and general retail.

May: 5.20 I Love You Day (520告白日)

  • Date: May 20
  • Focus: Gifts, fashion, and romantic items (FYI: 520 sounds like “I love you” in Mandarin).

June: 618 Shopping Festival (618年中大促)

  • Date: June 18 (with deals starting in early June)
  • Focus: Large-scale promotions across all categories.

August: Qixi Festival (七夕节)

  • Timing: Varies (typically in August)
  • Focus: Romantic gifts, fashion, and beauty products.

September: 99 Wine Festival (99划算节/酒水节)

  • Date: September 9
  • Focus: Alcohol, beverages, and food-related promotions.

October: National Day Golden Week Sales (国庆黄金周)

  • Date: October 1-7
  • Focus: Travel, electronics, home goods, and general retail.

November: 11.11 Singles’ Day (双十一购物节)

  • Date: November 11
  • Focus: The largest shopping festival in China, covering all product categories.

December: 12.12 Double 12 Shopping Festival (双十二购物节)

  • Date: December 12
  • Focus: Year-end clearance, general discounts across all categories.

How FastSpring Can Help You Sell More Into Asia

For global merchants looking to tap into the Chinese market, aligning with these shopping holidays can be a game-changer for engaging with Chinese consumers on their preferred platforms. As ecommerce continues to dominate China’s retail landscape, understanding these holidays and adapting your promotions accordingly can help your business benefit from these online sales peaks.

FastSpring is a merchant of record that can help you easily localize and grow your business internationally. We provide an all-in-one payment platform for SaaS, software, video game, and other digital product businesses — including VAT and sales tax management, payment localization, and award-winning consumer support. 

Set up a demo or try it out for yourself.

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]]> Breaking Into Asia? Benchmarking Data and Insights on SaaS Subscriptions in Asia https://fastspring.com/blog/breaking-into-asia-benchmarking-data-and-insights-on-saas-subscriptions-in-asia/ Fri, 11 Oct 2024 22:09:43 +0000 https://fastspring.com/?p=29976 When you’re expanding your software business into new regions, industry benchmarking data can help you make better strategic decisions by answering important questions about business in the region. Here are the questions we sought to answer by analyzing anonymized subscription data for transactions across various Asian countries (excluding broader “APAC” regions like Australia, New Zealand, […]

The post Breaking Into Asia? Benchmarking Data and Insights on SaaS Subscriptions in Asia appeared first on FastSpring.

]]> When you’re expanding your software business into new regions, industry benchmarking data can help you make better strategic decisions by answering important questions about business in the region.

Here are the questions we sought to answer by analyzing anonymized subscription data for transactions across various Asian countries (excluding broader “APAC” regions like Australia, New Zealand, and Indonesia):

  • How do customers in Asia’s growing markets  prefer to manage their SaaS subscriptions? 
  • Are their preferences similar to those in the U.S. or EU, or are they different? 
  • Do regional nuances, such as the choice between annual and monthly plans, significantly impact renewal rates? 
  • How can businesses best position their subscription products for success in the Asian market?

Drawing on anonymized global subscription data, we compared monthly and annual subscription renewal rates between Asia, the United States, and the European Union for products across multiple SaaS verticals.

Here’s what we uncovered:

Key Insights Into How Asia-Region Customers Renew SaaS Subscriptions

1. Monthly subscription renewals are lower in Asia than in the EU and the U.S., but they’re growing.

When it comes to monthly SaaS subscriptions — i.e., those that renew each month with the option to cancel at any time — both the EU and the U.S. report similar average renewal rates in the upper 80th percentile. The EU monthly renewal rates averaged 85% over the last 12 months, while the U.S. averaged 89%. This means that, for example, for every 100 U.S. customers in June, about 89 will renew their subscription for July.

However, in Asia, retention for monthly subscriptions is notably lower at 75%. If you’re selling software at the same price into both the U.S. and Asia, this subscription rate difference represents a 16% lower lifetime value (LTV) for Asia-area customers.

That said, there’s a silver lining: While monthly retention in the EU and North America remained stable from 2023 to 2024, Asia’s monthly retention rate improved by approximately 3%, showing positive momentum.

2. Annual subscriptions in Asia match or exceed renewal rates in other regions.

Annual SaaS subscriptions — i.e., those that renew once per year — paint a different picture.  In the EU, customers renewed annual subscriptions at a rate of 55%, compared with 56% in Asia and 59% in the U.S. 

Here we see Asia-area customers renewing annual subscription rates at much closer rates to global averages.

Conclusions

What we can conclude from this data is that customers in Asia are less likely to renew monthly subscriptions than customers in other global markets, but are just as likely to renew annual subscriptions.

This provides some crucial insights for SaaS companies selling into Asian markets — particularly when those companies use U.S. and EU customer data to set “one-size-fits-all” global pricing. Those pricing models may not hold up globally given the different regional customer trends.

Specifically, if you have set your monthly subscription pricing for all markets based on EU and U.S. customer trends, you may be disappointed by the financial performance of monthly subscriptions in Asia, given the likely 15% drop in LTV for that region. 

A better bet is to promote annual subscriptions in Asia, where customer behavior better matches other global markets.  With very similar renewal rates, your pricing model will more likely deliver the LTV, profitability, and subsequent growth that your business is expecting.

Strategy: Focus on Annual Subscriptions to Build a Strong APAC Subscriber Base

Prioritizing annual subscription models could prove to be the key to success for businesses looking to expand into Asia. Here are seven strategies to grow your annual subscription base in Asia.

7 Strategies for Growing Annual Subscriptions in Asia

1. Emphasize Annual Plans in Your Marketing

Given the stronger retention rates for annual subscriptions in Asia, make them a core focus in your marketing efforts. Offer exclusive incentives, such as discounts or bonuses, to encourage customers to commit to a yearly plan and maximize long-term retention.

2. Tailor Pricing to Favor Annual Subscriptions

Competitive pricing is crucial. Design pricing strategies that make annual plans more attractive than monthly ones, offering a noticeable discount for committing to a full year. This approach taps into Asia’s apparent preference for long-term subscriptions.

Simplifying the payment process is essential, especially for annual plans. Offering widely-used local payment options — such as AliPay or WeChat Pay — helps reduce friction at checkout and boosts customer satisfaction, leading to higher renewal rates.

4. Invest in Customer Support to Drive Retention

Retaining annual subscribers requires ongoing support. Ensure that your customer service is not only easily accessible but also localized to the region, with support offered in local languages. This can help address any issues or concerns over the subscription period and build trust, fostering long-term retention.

5. Reward Loyalty With Renewal Incentives

Consider implementing loyalty programs that reward customers for renewing their subscriptions. This is particularly effective for annual plans, where the stakes are higher and a single renewal carries more weight.

While the insights shared here are valuable, it’s important to regularly review your own subscription data across different regions. Each region is not a monolith, so trends can also vary from country to country, and even the type of business or software you offer may affect how receptive each area is to subscriptions. Staying on top of retention trends across Asia compared to North America and the EU will allow you to adjust your strategy and better meet the evolving needs of each market.

7. Localize the Customer Experience

Localization extends beyond just offering your checkout in many languages and currencies. Tailor your product features, pricing, and customer support to reflect regional preferences. By aligning your subscription offerings with the cultural and business nuances of each market in Asia, you can significantly boost long-term retention.

Let FastSpring Help You Take Your SaaS to Asia

FastSpring is the leading full-stack merchant of record service for growth-stage SaaS and software businesses. If you’re looking for a merchant of record to help your business expand globally, we’re here to help.

And with the opening of FastSpring’s office in Singapore in January 2024, this strategic expansion marks a significant milestone in our journey to strengthen our global footprint and better serve our clients in the Asia-Pacific (APAC) region.

✦ Meet FastSpring Senior Account Executive Jay Jia and benefit from his expertise about growing a digital goods business in Asia in this deep diving podcast interview. ✦

Our platform serves as an all-in-one payment platform that handles everything from payment and checkout localization, to sales and VAT tax management, to customer support for end consumers, and so much more.

Learn more about how FastSpring can help you grow your business globally: Set up a demo or try it out for yourself.

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