This July, the European Union will present new rules to encourage a Single European Payments Area. However, cultural and regulatory differences prove to pose challenges for the EU executives involved.

With these new rules, which are basically an update for the EU’s Payment Service Directive (PSD II), the European Commission is aiming to level the card, internet and mobile payment services industry across Europe.

E-commerce companies that wish to go international need to focus on cultural awareness as part of their global marketing and sales strategies.

Not enough companies are applying localisation at every level, leaving gaps in their global goals.