In the era of globalization businesses expected to only follow a set of harmonized global laws set through treaty. TPP etc. Now globalization is reversing and business is expected to follow the law of the nation they're from wherever they're operating.
The expectation was that international trade courts would be placed above and overrule national courts. That's why the reaction to TPP was so negative.
I'd argue that the laws that must be obeyed form an odd superset of the laws of the nation from where the organization is operating and the laws where the users are located. Where those laws intersect nicely, the mode of operation is clearly defined, where they do not intersect, the mode of operation becomes very tricky. (As we've seen with privacy, cookie laws, etc.)
Such risks will have to be factored in now.