10 winning go to market strategies for emerging economies

Emerging markets are quickly turning into the world’s growth hotspots. With industries expanding, cities bustling, and millions stepping into the middle class, you can really feel the energy building. On top of that, a wave of digital change is reshaping how people live, shop, save, and stay connected. It’s a huge opportunity—but the terrain is tricky and changing all the time. Infrastructure is still catching up, and the regulatory playbook is often being written in real time. That’s why building localized, adaptive go to market strategies is critical to long-term success.

This isn’t a place to copy-paste strategies that worked elsewhere. Success here demands a fresh mindset, a willingness to get local, and the agility to adapt quickly.

“Infrastructure gaps and regulatory grey zones aren’t roadblocks—they’re the landscape. You don’t wait for things to stabilize; you build your strategy to thrive in the messiness.”

So what makes these markets tick? What risks do we need to navigate? So, what does it really take to succeed here? Let’s dive in.

What’s driving emerging markets forward?

To make real progress in these lively economies, you first need to truly understand what makes them unique. Here are the key traits that significantly influence how businesses approach these regions:

• Fast economic growth: Expanding industries and a rising middle class are creating powerful momentum.
• Young, urban populations: Cities are swelling, and with that comes surging demand for housing, healthcare, digital services, and modern infrastructure.
• Digital leapfrogging: People are jumping straight to mobile-first ways of connecting, banking, and shopping—often skipping over traditional systems altogether.
• Policy reforms and openness: Governments are breaking down old walls and welcoming foreign investment and fresh ideas with open arms.
• Dynamic but volatile: These markets move fast—but that also means more frequent surprises, from political shifts to currency swings.
• Growing (but uneven) infrastructure: Gaps in transport and telecom can slow progress but also create room for bold solutions.

Emerging markets aren’t just adapting to global trends—they’re setting them. We’re seeing business models being born here that could soon become the global standard.

Market maturity and growth opportunity

From well-known giants like Brazil, India, and South Africa to fast-moving “Next 11” and frontier markets, emerging economies are incredibly diverse. But they share one thing in common: potential. In fact, they’re expected to contribute 65% of global GDP growth by 2035.

Why these markets matter

• Untapped markets: Many sectors are still wide open, giving first-movers a real edge.
• New consumers, new needs: The middle class is growing fast, bringing fresh demand for products, services, and experiences.
• Creativity under pressure: Local constraints often spark the most innovative, fit-for-purpose solutions.
• Supportive governments: In many cases, foreign investment isn’t just welcome—it’s encouraged.
• Higher return potential: Yes, the risks are higher. But so are the possible rewards.
• Unique resources and cost advantages: These markets often offer access to natural resources and labor advantages you won’t find elsewhere.
• Tech skipping ahead: Many are bypassing traditional stages—adopting mobile banking, digital ID, and AI faster than you’d expect.

Key setbacks and risks worth respecting

Emerging markets hold huge promise, but it’s important to face them with your eyes wide open. Businesses need to be ready for some serious challenges, like:

• Economic instability: Inflation, currency ups and downs, and sudden commodity price swings can hit hard—and fast.
• Policy uncertainty: Regulations can change overnight, messing with your plans before you even see it coming.

• Infrastructure bottlenecks: Gaps in logistics, energy, and connectivity can really slow you down—especially when you’re trying to grow quickly.
• Corruption & transparency issues: Extra due diligence is essential in environments where rules may bend behind closed doors.
• Income disparity: Not every product will fit every pocket—pricing and access must be thoughtfully balanced.
• Liquidity challenges: Moving capital in and out isn’t always easy—or cheap, especially in tightly controlled economies.
• Geopolitical pressures: Regional conflicts can bring wider uncertainty that disrupts supply chains and investor confidence.
• Cultural nuance: You can’t afford to get the local language, etiquette, or values wrong—it shapes trust deeply.
• IP risks: Protecting innovation can be harder in markets with weaker enforcement and blurred legal lines.

“We’ve seen firms lose millions because they underestimated the complexity of these markets. The winners treat volatility as a design input—not an afterthought.”

10 Key go to market strategies for success in emerging economies

Winning in emerging markets takes more than a good product—it takes a strategy designed for complexity. Here’s what we’ve seen work time and again:

1. Localize like you mean it: Don’t just translate—rebuild. Your product, pricing, UX, even your brand story needs to reflect local realities.
2. Micro-segment your audience: One size doesn’t fit all. Go beyond age and income. Look at regional differences, tech access, habits, and needs.
3. Think mobile-first (Always): Mobile isn’t just big—it’s the default. Build for the small screen, and meet users on the apps and platforms they already love.
4. Pick the right entry model: Direct presence, joint venture, or local partnership? Each has trade-offs. Make the call based on your need for speed, control, and local know-how.
5. Invest in channel partners: Your local distributors and sellers aren’t middlemen—they’re mission-critical. Treat them as true partners with strong support and shared goals.
6. Nail the point of sale: All your efforts lead here. Focus on product placement, smart pricing, and strong retail execution. Measure everything.
7. Ride the digital commerce wave: Quick commerce, social selling, local marketplaces—these are rewriting the rulebook. Adapt fast.
8. Earn trust, don’t assume it: Offer real service. Be present. Build community. In these markets, reputation matters—and travels fast.
9. Offer tiered value: From premium to value-conscious customers, design with intentional price tiers—without compromising quality or brand integrity.
10. Stay agile, stay smart: Markets move quickly. Use data, feedback loops, and flexible teams to respond in real time.

Turning complexity into competitive advantage

Emerging markets are where the next big growth stories will be written. But they’ll be written by companies that lean in—those that localize deeply, move with speed, and turn unpredictability into competitive advantage.

The question isn’t whether to enter these markets. It’s: how soon can we build the edge we need to win here?

With the right strategies—and the right partners like Netscribes—what seems chaotic today can become the foundation for lasting, profitable success.

Read more: Beyond the dashboard: Unlocking sales growth with predictive analytics.

“In the decade ahead, the businesses that thrive won’t necessarily be the biggest or the richest—they’ll be the ones that truly understand the local pulse and adapt with empathy and agility.” – Nikhil Reddy, Manager, BFSI Practice

Netscribes – Powering smarter go to market strategies in emerging markets

Netscribes offers end-to-end go to market strategies —from precision market-entry roadmaps to continual growth optimization—enabling you to navigate complexity, launch faster, and secure lasting growth. Contact us to learn more.

Strategies for emerging economies written by Nikhil Reddy, Manager, BFSI Research.