The concept

Selling in local currency means showing the price in pesos to a Mexican buyer and in euros to a German one, and charging in that currency. The buyer doesn't need to convert in their head or find out the real amount only when the statement arrives.

You gain in two places. In conversion, because it removes the moment of doubt in front of a foreign price. And in approval, because a charge in the card's own currency looks far more normal to the issuing bank than a cross-border charge.

How it shows up in practice

A French buyer arrives at your infoproduct checkout and sees the price in US dollars. They do the math in their head for euros, hesitate because it doesn't add up exactly, and the doubt makes them leave the checkout. If they'd seen the price in euros from the start, the purchase would be more natural and approval at their bank too, because a local currency charge looks legitimate on the statement.

The simpler it is for the customer to understand the offer and move forward, the shorter the distance between interest and purchase.

Russell Brunson Source: concept developed in DotCom Secrets. Paraphrased by the editorial team.

When you offer local currency, you eliminate two frictions: the buyer's mental conversion disappears and their issuing bank doesn't see a strange foreign charge, which reduces the chance of a security decline. It's a detail that changes both approval and conversion at the same time.