Selling internationally incurs additional costs such as import duties, and international shipping, so it’s necessary to customize pricing for each region in order to maintain a profit. In other words, prices should be based on regional market conditions, local taxes, and other cost factors.
Also, brands should localize their pricing so that customers understand the cost of your product without having to manually convert them. With prices displayed in local currencies, you won't surprise customers at the checkout with a higher price caused by some hidden fees.