From Local to Global: Insights on Going International
A Fireside Chat with Canva’s Duncan Clark and Bessemer Venture Partners’ Alex Ferrara at Slush 2024
What does it take to go global and scale a company across borders? At Slush 2024, Canva’s Head of Europe, Duncan Clark, sat down with Alex Ferrara, Partner at Bessemer Venture Partners, for a warm and insightful fireside chat. Together, they explored the challenges, surprises, and lessons learned from Canva’s incredible journey from a Sydney-based startup to a global powerhouse.
Drawing on Duncan’s experience as the co-founder of Flourish, a data storytelling company acquired by Canva, the conversation ranged from cultural nuances in marketing to the transformative power of generative AI. Here’s what we learned.

Canva’s Global Reach: A Phenomenon in Numbers
Alex kicked off the conversation by putting Canva’s scale into perspective: “220 million monthly active users across 195 countries. That’s almost one in five internet users worldwide!” Canva’s $2.5 billion in annual revenue and its rapid growth—44% year over year—are staggering achievements.
Duncan added, “It’s humbling to see how far Canva has come. But it all started with one simple mission: empowering the world to design.”
The Flourish Acquisition: A Natural Fit
For Duncan, Canva’s mission was a perfect match for Flourish, the data storytelling platform he co-founded. “When Canva reached out, it just felt right,” he said. “Their vision of enabling all forms of visual communication aligned so naturally with our goals. It was less about selling and more about joining forces to create something bigger.”
Flourish was acquired during its Series A funding round, a pivotal moment for Duncan and his team. “We’d had offers from other companies,” he shared, “but the excitement just wasn’t there. Canva, on the other hand, felt like a once-in-a-generation opportunity.”
Building Canva’s European Presence
One of the biggest opportunities for Canva was expanding its footprint in Europe. “When we joined, Canva had almost no team in Europe,” Duncan said. “Today, we’ve grown to 250 people in the UK and 400 across Europe. It’s been an incredible journey.”
Part of this growth came from strategic acquisitions. “We’ve acquired several companies across Europe, each bringing unique strengths to the table,” Duncan added. “It’s all about finding that cultural and strategic fit.”
The Art of Localisation
Localising a product for global markets isn’t as simple as translating it into multiple languages. Canva’s journey proves this point.
“Being based in Australia gave Canva a global perspective from the start,” Duncan explained. “We prioritised translating the app early, which led to massive adoption. But localisation isn’t just about language—it’s about culture.”
Alex laughed as Duncan recalled a marketing misstep: “We ran a campaign in the US called Love Your Work. It was all about high-fives and upbeat energy. When we tested it in the UK, it fell completely flat. Brits just don’t respond to that kind of enthusiasm!”
From Brazil’s enthusiastic adoption to Germany’s more reserved, trial-first approach, Canva’s team has learned to adapt to each market’s unique dynamics.
Generative AI: Threat or Opportunity?
The conversation naturally turned to AI. Alex asked, “How does Canva see generative AI? Is it a threat or an opportunity?”
Duncan didn’t hesitate: “It’s a massive opportunity. We’ve been investing in AI long before it became a buzzword. For us, it’s about making creativity easier, faster, and more accessible.”
He highlighted Canva’s acquisition of Leonardo, a leader in AI-driven image generation, and shared a key insight: “AI is a tool, not a replacement. It helps unlock creativity, but the human touch is irreplaceable.”
Lessons from International Expansion
1. Be Truly Local
“International expansion isn’t just about marketing,” Duncan emphasised. “It’s about partnerships, pricing, content, and even local SEO. In Finland, for example, breakfast images in our library should reflect local culture—it’s about relevance.”
2. Embrace Cultural Differences
Duncan shared a humorous but insightful example: “In Germany, people are quick to pay for commercial use of free tools—honour systems work. But in some markets, it’s a completely different story. It’s fascinating to see these cultural differences play out.”
3. Balance Global and Local Needs
Duncan highlighted Canva’s truly local strategy. “We look at the entire customer journey, from payment systems to content relevance. It’s not just about allocating marketing budgets; it’s about designing an experience that feels personal.”
Looking Ahead: Canva’s Role in the Community
As the chat wrapped up, Alex asked Duncan about Canva’s plans for its European campuses. “We see our campuses as gathering spaces,” Duncan said. “We’re opening a space in Shoreditch soon. It’ll be a hub for the start-up community, with panels, events, and workshops. Think of it as a rolling conference!”
Final Thoughts
Canva’s journey offers invaluable lessons for startups aiming to go global. From embracing cultural nuances to leveraging generative AI, Duncan and Alex’s discussion underscored the importance of staying true to your mission while adapting to the needs of diverse markets.
As Canva continues to inspire millions worldwide, its story is a testament to the power of vision, culture, and innovation.
0 comments