Every brand wants to be global. But very few truly understand what that means online.
You can have a flawless digital experience in London, New York, or Copenhagen — and still deliver a broken, painfully slow website in Shanghai or Beijing.

In a recent Boye & Co members call, digital strategist Marta Cukierman shared her experiences helping international organisations untangle these issues. What she revealed wasn’t just about slow sites or blocked scripts — it was about how easily global ambitions collide with local realities.

“If you’re a global brand and you ignore 20 % of your potential market — that’s not necessarily a good approach.”
— Marta Cukierman

Marta’s message was simple but powerful: your website might technically load in China, but that doesn’t mean it actually works.