The challenge for international platforms/websites are the legal/business requirements per region and it boils down to costs to streamline translations. Organi

The challenge for international platforms/websites are the legal/business requirements per region and it boils down to costs to streamline translations. Organizations split responsibilities by countries/regions. Local experts get hired to optimize content for their target markets. The back and forth between local subsidiaries/experts with centralized product development teams is more complex, slower and expensive. So you would rather create dedicated customer facing sites per region that are maintained by local teams who take care of location-specific differences (Netflix filtering, Google search results, etc.) The bigger the org gets the harder a streamlined multi-language (often also multi-currency) business model gets and hence companies opt to geo-location instead of using header lang. Probably, there are more points, but that’s what I have learned after building an international m-commerce platform that serves users in the EU, US and Mexico. It is not a tech issue.