100% Cross-Border & International E-Commerce

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We’re Back! On September 7th, the Global eCommerce Leaders Forum (GELF) community reconvenes in New York City for our 7th Forum. Building on the momentum from our February GELF NYC ’17, we’re excited to announce that GELF NYC will now be a post-Labor Day gathering. Every September GELF NYC will bring together leaders from online retailers and global brands selling direct-to-consumer in markets around the globe. And yes, GELF LA will move to February in 2018!

This September 7th, international ecommerce experts will share insights and best practices as the fast-growing GELF community networks throughout the day. Join us at Convene NYC Midtown – West 117 W 46th Street – as we explore how digital retail innovation is disrupting the world of commerce.

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GELF speakers will deliver a mix of global ecommerce strategy and tactical cross-border To Dos. Spend the day discussing proven and emerging international ecommerce market entry and growth models, learning how localized marketing programs drive customer acquisition and engagement and how to optimize key operational aspects of your global commerce plan.

Together we’ll explore:

  • China Research. Results of the first annual GELF China E-Commerce research (based on surveys and interviews of global e-commerce leaders) will be revealed in our morning keynote and woven throughout the day’s program
  • Prioritizing Market Entry. Whether it’s hot markets like China, emerging opportunities like Mexico or more mature markets in Western Europe, learn how global ecommerce leaders use demand signals on the ground and in the cloud to prioritize market entry and customize growth strategies
  • Branded Manufacturers Go Global. Direct-to-consumer brands of all sizes are balancing traditional retail distribution with emerging direct-to-consumer ecommerce opportunities around the world.
  • International Marketplaces. Global brands are also exploring (and re-examining) international marketplaces as are leading retailers and smaller online merchants looking to acquire new customers
  • Social media and influencer sites are proven ways to acquire and engage Chinese consumers.  Learn how marketers are working with cross-border innovators to connect with global millennials and the rising global middle class
  • Omnichannel on a Global Scale. Cross-border is not just about US outbound international shipping anymore. Explore how omnichannel retailers will use stores and other physical points of presence to refine and deploy global fulfillment operations in the years ahead
  • Localized Customer Experiences. Localization, personalization and AI are helping leading global brands improve the cross-border shopping experience and engage international shoppers
  • Evolving Cross-Border Platforms. Looking for a one-stop shop for a cross-border ecommerce solution partner? The Sept 7th GELF NYC ’17 is just that and more. Today’s booming international ecosystem of cloud commerce solutions, commerce agencies and best-of-breed software providers are boldly leading global ecommerce brands, experienced omnichannel retailers and start-up commerce ventures into new markets

Breakout sessions and hands-on workshops will follow our morning and afternoon keynotes and showcases. Our program offers ecommerce professionals strategic insights and deep dives into how experts are tackling their top cross-border challenges and how leaders are making the case for investing in global retail growth.

Before our late afternoon networking reception, we will wrap up with our popular roundtables and mentoring sessions.

Bring your experiences and questions. Leave with insights and answers.

Look Who's Coming to GELF NYC Sept 2017

Approximately 300 global e-commerce professionals are expected at GELF NYC Sept '17. Below is a sample of the brands and retailers that are already registered.

  • tory-burch-logo
  • 1000px-Macys.svg
  • VF
  • L_Occitane_en_Provence_logo_yellow
  • Kipling logo
  • uncommongoods
  • weightwathers
  • Lion Brand
  • 2015_Capital_One_Logo
  • Tumi-Company-Logo
  • poppin-logo
  • samsung-logo-191-1
  • logo.2
  • MJ_Logo_Updated
  • Luxottica_logo_logotype
  • 800px-L'Oréal_logo
  • lesportsac-logo
  • irogood
  • gore-tex
  • David_Yurman_Logo
  • chilewich_logo
  • calvin_klein_logo_original_2
  • 800px-Barneys_New_York_Logo
  • 1stdibs-logo-black
  • Wahl Consumer
  • Verabradley_logo16
  • tiffany
  • overstock-logo
  • Playtex-logo
  • soludos-logo-aqua
  • New_Balance_logo
  • mondelez_logo_detail
  • MMLF-Logotype
  • LVMH_logo_white_blue_background
  • Kidbox-Logo-FINAL-270x90
  • freshdirect
  • Falabella
  • Diesel
  • Coty_logo
  • Benefit_sf_logo
  • bed-bath-beyond_logo
  • baby_einstein_logo
  • ashford_com
  • american_eagle_outfitters_logo_4121
  • Cole Haan Logo. (PRNewsFoto/Cole Haan)


Are you interested in speaking at our Sept 7th GELF NYC '17? If you are an experienced executive from an online retailer or brand, please email Kent, Jim and Scott at

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  • Welcome and Opening Remarks
  • Keynote Fireside: Global Ecommerce Evolution
  • Executive Leaders Keynote Panel
  • Global Customer Experience Showcase
  • Morning Break
  • Morning Breakout Sessions and Workshops
  • Lunch
  • Afternoon Keynote Panel
  • Country Showcase
  • Afternoon Break
  • Afternoon Breakout Sessions and Workshops
  • Roundtables and Mentoring Sessions: Expert Guidance/Insights
  • GELF Networking Reception
8 to 9AM
9 to 9:30AM
Welcome and Opening Remarks
  • Welcome and Audience and Sponsor Thanks
  • How Key Global Ecommerce Trends Frame the Day’s Program
  • GELF China Research Overview


9:30 to 10AM
Keynote Fireside: Global Ecommerce Evolution: Where We've Been. Where We're Heading. How to Get There

Our keynote examines how digital commerce platforms are accelerating the global transformation of retail. Learn how disruptors are investing in the next wave of digital innovation to connect with global shoppers that are increasingly purchasing across borders via a blend of devices and channels.

10 to 10:30AM
Executive Leaders Keynote Panel

Our executive panel will analyze and discuss findings and conclusions from GELF’s in-depth research on China. We look beyond the sometimes over-hyped China Ecommerce opportunity to explore why leaders are revisiting first generation operating models in China – and how they exploring new ways to reach Chinese consumers.

Our panelists explore how their organizations are balancing opportunities to grow sales with the need to control the brand promise. Learn how these executives are grappling with org design and staffing challenges as they ramp up operations in China.

Gain insights into how leading retailers and brands are navigating the partner and platform ecosystem in China.

10:30 to 11AM
Global Customer Experience Showcase

Our panel of international executives provide insights into how leaders are improving the international and cross-border shopping experience via localization of commerce, operational and other customer touchpoints.

Panelists explore how they are connecting with international shoppers onsite via global storytelling, localized dynamic content and tailored messaging across all shopping devices.

We examine how retailers and brands are improving operational aspects of cross-border ecommerce and in-country retail sales to make the digital shopping experience more engaging.

11 to 11:15AM
Morning Break
11:15 to 11:45AM
Technology Breakout Track 1/Session 1

Our breakout session takes a deeper dive into how and why leading organizations are exploring new options to transact globally across ecommerce, mobile, in-store and other distributed commerce touchpoints.

Explore who they are partnering with to capture and fulfill orders across their expanding network of global operations.


11:45 to 12:15PM
Technology Workshop: B-to-B and B-to-C Perspectives

Learn how global retail brands are using the latest international ecommerce platforms, emerging technologies and established best practices to grow their international B-to-B and B-to-C sales.

11:15 to 11:45AM
International Marketing/Merchandising Breakout Track 2/Session 1: International Customer Acquisition Showcase

GELF’s international marketing track opens by exploring the opportunities  and challenges related to connecting cross-border with members of the rising global middle class, especially those in China.

Expert panelists in international search, social, performance/affiliate, retargeting and/or email marketing weigh in on international customer acquisition best practices. Learn how to plan and execute the right media mix and marketing campaigns to reach international shoppers.

11:45 to 12:15PM
International Marketing/Merchandising Workshop: Engaging the Eye - and Imagination - of the Cross-Border Shopper

Picking up on themes from our Global Customer Experience Showcase, we explore how retailers and brands are leveraging product content and other merchandising innovations to capture the attention of cross-border shoppers while localizing the touch and feel of their digital operations.

11:15 to 11:45AM
Strategy Breakout Track 3/Session 1: Global Expansion 1.0

Relatively new to cross-border and international ecommerce? This session is for you!

Panelists advise firms that are somewhat new to international ecommerce about how to make the case for global expansion.

Leaders from brands and retailers of different sizes and states of maturity share insights about the dynamics driving their international growth initiatives and the models they are exploring as they prep to go global – or prepare to ramp up existing international programs.

11:45 to 12:15PM
Strategy Workshop: Building the Business Case for Global Expansion

Retail isn’t dying; instead it is rapidly transforming as the age of global disruption accelerates. More and more consumer brands and manufacturers are ramping up plans to sell direct-to-consumer in markets around the world.

Some are working together with existing retail distribution partners on ecommerce innovations while others are going direct and/or working with a new generation of retail entrepreneur. Learn more about the future of digital retail from our cross-border panel of global-natives.

12:15 to 1:45PM
Lunch and Networking
1:45 to 2:15PM
Afternoon Keynote Panel

GELF originated as a community of US ecommerce leaders interested in growing their outbound, cross-border sales.  Today global cross-border ecommerce is one of the fastest growing sales opportunities for brand and retailers all over the world.

Our panel of ecommerce execs based inside and outside the US presents a diverse, global perspective on why and how their companies are investing in cross-border and landed operations in fast-growing countries including the US.

Learn why the best defense of your US market share may be a strong offense in top global markets.

2:15 to 3PM
Regional/Country Showcase: LATAM and Mexico

The GELF community has a strong and growing interest in LATAM ecommerce, especially in large markets like our neighbor Mexico. Our panel will explore the ecommerce opportunities south of the border and why now may be the time to innovate in Mexico.

We will also examine whether (and/or when) fast-growing LATAM markets like Peru and Argentina offer ecommerce opportunities – and whether large global powers like China are surging ahead of the US when it comes to tapping into digital growth opportunities in LATAM.

3 to 3:15 PM
Afternoon Break
3:15 to 3:45PM
Innovation Breakout Track 1/Session 1

What’s next when it comes to fueling the next stage of cross-border sales growth?

We explore how global retail brands are embracing digital transformation as the international customer journey crosses borders and blends physical and digital touchpoints. We dive into why brands are growing more comfortable selling on international marketplaces and how new digital retail partners are changing the global retail game.

3:45 to 4:15PM
Innovation Workshop: SMBs on Global Innovation

Panelists provide an SMB perspective as they discuss what’s new and what’s next as they pursue international growth.

How are SMBs balancing international shipping, marketplaces and even landed investments in fast-growing global markets?

Learn how smaller brands are innovating  to improve the cross-border customer experience.

3:15 to 4:15PM
Insights Breakout: Building International Ecommerce Experiences that Bring'em Back for More

Engaging the cross-border online shopper takes more than alluring imagery and localized messaging. Our panel discusses how operational elements like fraud prevention, currency localization, and other transactional and payment-related topics boost conversion.

The post-order experience matters too! Our panel explores how leaders are innovating when it comes to social service, managing returns and helping evangelists accelerate the next online sales cycle

We also discuss best practices for using transactional shopping data and insights to better understand shopping behaviors around the world – and to connect with the next generation of online shoppers.

4:15 to 4:45PM
Roundtables and Mentoring Sessions: Expert Guidance/Insights
4:45 to 5:30PM
GELF Networking Reception

Below are the global e-commerce leaders who will be sharing their expertise, insights and experience at GELF on Sept 7. More to be added soon!

If you are an experienced executive from an online retailer or brand and are interested in speaking at our Sept 7th GELF NYC '17, please email Kent, Jim and Scott at

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Ali Husseini

VP, Global,

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Cindy Shen

Sr. Dir, Global Ecommerce & CRM, Benefit Cosmetics

Kai Li

Kai Li

VP, International, REVOLVE

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Michelle Frank

Senior Manager, Global Ecommerce, HARMAN International

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Andy Carpenter

VP, Ecommerce, Kids II

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Amy Morgan

Sr. Product Manager, Avalara

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Ethelbert Williams

CMO, InstaNatural, LLC

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Evan Blumenthal

Director, Global Business Development, Lion Brand Yarn Co.

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Julian Chu

Operating Partner, Castanea Partners

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Lauren Freedman

SVP, Digital Strategy/Chief Merchant, Astound Commerce

Nathan Isaacson

Nathan Isaacson

Global E-Commerce Senior Manager, New Balance

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Jon Azrielant

Director of Marketing,

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James Thomson

Partner, Buy Box Experts

Kent Allen GELF Headshot

Kent Allen

Co-Founder, Global E-Commerce Leaders Forum


Jim Okamura

Co-Founder, Global E-Commerce Leaders Forum

Convene NYC Midtown West

117 W 46th Street, New York, NY 10036

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