The Asia-Pacific (APAC) region has emerged as one of the most dynamic and opportunity-rich markets in the world. With over 4.3 billion people, APAC represents nearly 60% of the global population and is projected to contribute more than 70% of global economic growth in the coming years, according to the IMF. Rising digital adoption, expanding middle-class consumer bases, and mobile-first economies—especially in countries like India, Indonesia, the Philippines, and Vietnam—have fueled a wave of demand for cloud-based, AI-driven, and customer engagement solutions.
At the last session with Communitech, I talked in depth about my experience in growing APAC at SOTI, a 2000-person leader in Mobile Device Management. It was small revenue but massive growth, and made a material impact on our company and its growth.
Tapping into APAC now is not just attractive—it’s strategic.
But Expansion Demands Discipline
Yet, while the allure of APAC is undeniable, expanding into the region requires more than enthusiasm. It demands deep market understanding, localized strategies, and operational patience.
The region’s complexity is its greatest challenge:
- Cultural and regulatory diversity across markets. It’s easy to offend unintentionally, and that can lead to bad outcomes.
- The need for local partnerships, language support, and in-market customer service to earn trust and scale sustainably.
- It’s dangerous to assume APAC is one big region. It’s not, it’s a series of countries and cultures that are diverse and require specific strategies and execution.
Without careful planning, even the best-intentioned expansion can lead to very poor outcomes, with time and money being wasted.
1. Prioritize Cultural Sensitivity and Local Talent
Asia-Pacific is not a monolith. Japan, South Korea, India, and Indonesia all have vastly different cultural norms, business etiquette, and consumer behavior. Whenever possible, hire local team members or advisors who understand the nuances of their market—from decision-making hierarchies to how business cards are exchanged. Building local credibility starts with respecting local ways of working.
2. Build Through Channel Partners First
For most companies, building a direct presence across APAC from day one is costly and risky. Instead, identify regional distributors, VARs (value-added resellers), or system integrators already selling complementary products. These partners provide faster access to customers, regulatory compliance, and established infrastructure. At SOTI, we tested several partners in a number of countries. What we found was, the right channel partner can de-risk your market entry by 12–24 months. Don’t go direct!
3. Let Your Data Lead Market Entry Decisions
Don’t guess where to launch first—analyze. Identify inbound interest using your CRM, demo requests, support tickets, and website traffic by region. Overlay this with market size, competitive density, and ease of doing business. For instance, Singapore may offer high English fluency and digital readiness, while Vietnam may represent high growth but require more localization.
4. Offer Local Currency Transactions
Transacting in local currency is more than a convenience—it’s a trust signal. Many buyers abandon purchases when forced to pay in USD due to perceived hidden costs or FX volatility. Support local currencies via Stripe, Adyen, or regional PSPs like Paytm (India) or MOLPay (Malaysia). It also improves reconciliation and forecasting accuracy for your finance team.
5. Localize the Entire Buyer Journey
Localization goes far beyond translation. Start with the product UI, but follow quickly with your onboarding flows, knowledge base, support scripts, and marketing content. Each touchpoint should feel native. For example, WeChat is essential in China, LINE dominates Japan and Thailand, and WhatsApp is preferred in India and Indonesia. Treat language, tone, and channels with equal importance.
6. Understand and Navigate Regional Regulations
Regulatory environments vary dramatically. Data sovereignty laws in countries like China, Indonesia, and India can dictate where your servers must reside. Australia has strict privacy regulations, while Japan emphasizes compliance with local labor laws. Work with local counsel or compliance specialists early to avoid costly delays or legal exposure.
7. Invest in APAC-Specific GTM Messaging
Your value proposition may not resonate the same way in APAC. Western startups often assume features that win in North America will transfer globally. In India, price sensitivity may dominate. In Japan, trust and reputation outweigh speed. Tailor your messaging to highlight the value drivers unique to each region—whether it’s reliability, ROI, or alignment with local priorities.
8. Don’t Underestimate Time Zones and Support Needs
Running a centralized North American support operation won’t cut it. As your customer base grows, round-the-clock support becomes essential. Consider establishing regional hubs or outsourcing support in-region to cover time zones effectively. Even better, empower your APAC team with the tools, knowledge, and authority to resolve issues locally.
9. Build a Land-and-Expand Strategy
Don’t overinvest in infrastructure before confirming product-market fit. Consider starting with a smaller segment, such as mid-market tech companies in Singapore or manufacturing clients in South Korea. Once traction is proven, expand via adjacent verticals or geographies. APAC growth should be iterative, not linear.
10. Be Patient. APAC is a Long-Term Play
Unlike in North America, sales cycles in Asia can be longer and more relationship-driven. Building trust and navigating internal decision processes takes time. Plan for a longer runway and avoid premature judgments on ROI. Relationships, once established, are durable and often lead to multi-year customer loyalty.
When expanding to APAC you shouldn’t assume anything. Each market has unique needs and wants and should be treated that way. You need to partner with local teams/experts, monitor performance, make adjustments as needed. Expanding into APAC requires you to be thoughtful and invest time, money, and resources—but it’s still worth it, because when it works, it works incredibly well. It is, after all 60% of the world’s population and 70% of the world's growth.
