It used to be part of my job to guide a medical device manufacturer through international standards. One set of EU standards and one set of test results allowed us to sell in every EU country and beyond (Switzerland and Russia, for example). Of course customers expect information in a language they understand, but that's true of any product in any country.
EU standards had a worldwide recognition. Getting Canadian approval was a matter of showing that we had EU approval, plus a small extra test to meet Canadian power supply rules. Even China accepted that an EU pass went a long way towards meeting their own requirements. We were a British company, inspected by a German standards compliance tester, who were themselves checked by the Swiss government.
It was only the USA which wasn't worth the trouble. Their rules were deliberately designed to exclude foreign businesses. Just about every document had to be rewritten in a format incompatible with the rest of the world and every test had to be rerun in a marginally different way. It simply wasn't cost effective when the rest of the world was open to us.