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Cloud commerce just got a serious upgrade. The AWS Marketplace is breaking down global barriers with new currency support and international payment capabilities that give sellers unprecedented flexibility.
The digital marketplace—long a go-to platform for software solutions—is now beginning to speak the language of global business. By introducing support for currencies beyond the American dollar, AWS is transforming how international sellers overcome common procurement barriers. Especially on the marketplace.
But this isn't just about new payment options. It's a strategic move that lets sellers price products in local currencies, making their offerings more appealing and predictable for regional buyers. With B2B cross-border eCommerce projected to surge 120% by 2030, the AWS Marketplace is positioning itself as the global commerce accelerator that forward-thinking tech companies need.
With this launch, the AWS marketplace now supports four major currencies -
- Euro (EUR)
- British Pound Sterling (GBP)
- Japanese Yen (JPY)
- Australian Dollar (AUD
Call out: While this feature is available worldwide for all AWS marketplace sellers. It is only applicable on contract-based private offers. Public offers and private offers with consumption pricing remain in USD only.
The introduction of the AWS marketplace new currency options is just one of the new signals that showcase the company’s mission to help tech businesses go global. This August, they launched the AWS Global Passport, a program designed to be a launchpad for partner ISVs looking to conquer new markets. The program helps businesses navigate the complex maze of international expansion, from compliance intricacies and tax regulations to GTM support for a robust local sales pipeline.
AWS has since kept the momentum going with a $15 billion data-center investment spaced over three years in the Japanese cities of Tokyo and Osaka, and a massive $10 billion investment in the UK's AI infrastructure. Two more key milestones in global tech innovation.
Setting up local currency disbursement
But first things first. Here’s how you can set up and take advantage of new payment options:
1. Access your AWS Marketplace seller account, head to the Marketplace Management portal, go to Settings and click on Payment Information
2. Head to Bank accounts, click on Add bank account, select the payment method, and enter the payment method information and billing address. Follow additional KYC steps based on the geographical location.
3. After providing banking information and completing the region KYC, navigate back to Payment information, head to Disbursement methods, and click on Add disbursement method. Complete the verification process.
4. Now you can go ahead and create private offers or channel partner private offers in local currencies
Non-US Bank Account Disbursement: Simplifying Global Financial Operations
- Better market penetration
One of the most transformative aspects of this update is the accessibility it offers to sellers.
Research indicates that businesses offering local currency pricing typically see an increase in conversion rates from international prospects. That tracks. A study by Forrester found that 73% of B2B buyers surveyed prefer to buy from websites offering pricing in their local currency. This dramatic improvement stems from eliminating the psychological barrier of currency conversion for potential buyers. When customers can see prices in their local currency, they're more likely to make immediate purchasing decisions without the need for internal currency calculations or exchange rate considerations.
- Financial risk reduction
When sellers can receive payments in their operating currency, it transforms their financial ops. Instead of dealing with constant USD conversions, they can accept euros, pounds, yen, or other local currencies directly. This immediately eliminates a significant cost burden - the currency conversion fees that typically range from 1-3% of each transaction's value. These fees, while seemingly small, can build up when dealing with large transaction volumes. For a company processing $1 million in annual transactions, this can represent as much as $30,000 in direct cost savings. Most importantly, having revenue in their local currency creates more predictable cash flow patterns. Companies no longer need to worry about exchange rate swings affecting their expected revenue, making financial planning and forecasting much more reliable.
- Operational cost optimization
The ability to receive funds directly into domestic bank accounts represents a major operational improvement over requiring U.S. banking relationships. Domestic transfers typically clear within 1-2 business days, compared to the 3-5 day (or longer) waiting period common with international wire transfers. This faster access to funds improves cash flow management and working capital efficiency. Additionally, companies also end up making savings on the banking fees often tied to international wire transfers. The compliance burden is also reduced, as maintaining foreign bank accounts often requires additional regulatory reporting and compliance measures that can be complex and costly.
A survey by PYMNTS.com revealed that 93% of businesses believe the ability to transact in multiple currencies is important for their growth.
- More powerful market expansion capabilities
Displaying prices in multiple currencies dramatically improves product accessibility for global customers. As we already saw, customers are more likely to complete purchases when prices are displayed in their local currency, because it removes uncertainty and the need for mental conversion calculations. This capability allows software vendors to compete more effectively in local markets against domestic competitors who already price in local currency. It also enables more targeted regional pricing strategies that can account for local market conditions, purchasing power differences and competitive dynamics in each market.
- Revenue growth and pricing optimization
Your RevOps and Finance teams are probably heaving a sigh of relief. Having revenue in the same currency as expenses dramatically simplifies financial operations. Your accounts team no longer needs to track daily exchange rates for revenue recognition or maintain complex systems for managing multiple currency translations. Reconciliation becomes straightforward when transactions are in a single currency, and profit and loss statements more clearly reflect actual business performance without the distorting effect of currency conversions. Tax reporting is also simplified, as income is already denominated in the currency required by local tax authorities.
A study by EY found that 47% of CFOs cite currency fluctuations as a top challenge in financial reporting.
Best Practices for implementing multi-currency support
Before you begin sending out local currency offers on the AWS Marketplace, there are some best practices you should keep in mind.
Understand currency associations: Each bank account can only be associated with one currency. Plan your disbursement strategy accordingly by setting up multiple accounts if you intend to receive payments in different currencies (e.g., EUR for European transactions, AUD for Australian transactions) to streamline financial operations.
Stay compliant with local regulations: Ensure that you comply with local banking regulations and tax obligations when setting up accounts in different jurisdictions. This particularly includes Know Your Customer (KYC) processes or other regulatory requirements that are region-specific.
Set a competitive pricing strategy: Research local market conditions and competitor pricing to ensure that you are setting competitive prices in each supported currency. Considering regional pricing strategies will help you maximize market penetration.
Streamline financial operations: It is important to develop clear policies for currency-specific pricing and offers, and align disbursement currencies with operational expenses. Make sure to implement a solid tracking system for multi-currency transactions. Your ops teams will thank you for it.
Regularly review bank account settings: Like everything else on your marketplace, keep your payment settings iterative. Don’t forget to review your banking information and disbursement settings in the AWS Marketplace Management Portal to ensure they are up-to-date and aligned with your business needs. This includes checking if any changes in your banking relationships or business structure need an update.
The AWS Marketplace's currency expansion represents more than a technical upgrade—it's a fundamental reimagining of how global software transactions occur. By providing sophisticated tools for both sellers and buyers, the platform is creating a more connected, efficient, and strategic international marketplace.
