To an extent you are right, you can probably get away without it.
I think it helps with localised branding. Sure we are really just one website, with one shipping location (and we aren't hiding this fact). But displaying GBP prices and charging people exactly that price, in the currency they are used to, without any international transaction fee popping up makes a difference.
This, along with creating a local phone number and physical address, gives the customers a better feeling that you are localised to their country.
Of course we haven't actually tested this both ways to see what the difference would be.
I think it helps with localised branding. Sure we are really just one website, with one shipping location (and we aren't hiding this fact). But displaying GBP prices and charging people exactly that price, in the currency they are used to, without any international transaction fee popping up makes a difference.
This, along with creating a local phone number and physical address, gives the customers a better feeling that you are localised to their country.
Of course we haven't actually tested this both ways to see what the difference would be.