GELF is All About Cross-Border and 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 how:

  • Ecommerce leaders use demand signals to prioritize market entry and customize growth strategies in hot markets like China and Mexico as well as maturing and emerging markets
  • Branded manufacturers of all sizes are balancing traditional retail distribution with emerging direct-to-consumer ecommerce opportunities
  • Global brands, leading retailers and smaller online merchants are re-visiting traditional marketplaces and embracing messaging platforms to acquire new customers
  • Social media and influencer sites help cross-border innovators connect with global millennials and the rising global middle class
  • Dropshipping, multi-carrier software and distributed commerce fulfillment strategies are driving unified commerce strategies
  • Omnichannel retailers use stores and other physical points of presence to refine and deploy global fulfillment operations
  • Localization, personalization and AI are helping leading global brands improve the cross-border shopping experience to engage international shoppers
  • A 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
  • And much more!

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 2017

Over 300 global e-commerce professionals from retailers and brands selling direct-to-consumer registered for our Feb 9th GELF NYC '17. Below is a sample of the brands and retailers that are expected to attend our September 7th GELF NYC '17

  • ralph lauren
  • gilt groupe
  • Carters-logo
  • tory-burch-logo
  • Casper
  • 1000px-Macys.svg
  • VF
  • alice-and-olivia-logo1
  • betabrand-logo-01
  • L_Occitane_en_Provence_logo_yellow
  • Kipling logo
  • Adrianna Pappel
  • Uniqlo logo
  • west_elm_logo_black
  • Cole Haan Logo. (PRNewsFoto/Cole Haan)
  • ann taylor
  • walmart
  • ruelala_logo
  • uncommongoods
  • New_Theory_Logo_Black_WEB
  • weightwathers
  • 511_tactical_black_orange
  • cartier
  • Lion Brand
  • Brooks
  • freshpair
  • framebridge logo
  • vineyard vines
  • Thomson_Reuters_logo
  • 2015_Capital_One_Logo
  • Marriott-Hotels-Logo
  • american_eagle_outfitters_logo_4121
  • Talbots
  • Footjoy_Logo
  • alex-and-ani-logo
  • bonton


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
  • GELF Recap
  • How Key Global Ecommerce Trends Frame the Day’s Program


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 the retail world is on the cusp of change as the global shopper increasingly crosses borders and channels.  Find out how leaders are building a more unified global shopping experience as digital commerce connects customers and brands all around the world.

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 and APAC market entry and growth strategies.

Reflecting on lessons learned from selling via online marketplaces and direct-to-consumer digital touchpoints, our panelists will share and compare their unique POVs regarding market entry strategies and growth tactics driving their company’s international growth.

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 via global story telling, compelling localized content and messaging across devices.  We examine how retailers and brands are tailoring their brand experience to improve cross-border and in-country retail sales.

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 leading organizations are transacting globally across ecommerce, mobile, in-store and other distributed commerce touchpoints as they fulfill orders from 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 ecommerce technologies and best practices to grow their international B-to-B and B-to-C sales. Our panel discusses their clients’ planning strategies and how they are executing eCommerce growth programs.

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.

Expert panelists in international search, social, display, retargeting and email marketing weigh in on international customer acquisition best practices and 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: Community-driven Commerce

In markets around the world, key opinion leaders (KOLs), celebrities, influential bloggers and social commentators establish trends and drive retail sales.

Learn how leaders are using social media and digital communities to engage and transact with Millennials and the rising global middle class.

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

Pursuing global ecommerce opportunities can require examining and overcoming internal organizational dynamics, especially for larger firms. Mid market and smaller may be more agile, but they face resource constraints and other hurdles.

Get hands-on advice about how leaders are structuring their organizations to go global successfully. Explore how different org models vary by region and country. Learn how to successfully make the case for getting the resources and attention you need to grow your international sales!

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 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

The GELF community tells us which region and countries matter most to their international ecommerce ambitions. Stay tuned as we develop the ever-popular Country Showcase!

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

Follow the customer is a time-honored mantra. But sometimes you have to lead too.

We explore how global brands and retailers are embracing digital transformation as the international customer journey crosses borders and blends physical and digital touchpoints.

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 Track 2: Consumer Insights

Our panelists explore cross-border ecommerce opportunities in EMEA, the Americas and  Asia-Pacific.

We discuss best practices for using consumer shopping behavior data  and insights 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

Sept 7th GELF NYC '17 speakers to be announced starting this spring! Join other leading global ecommerce executives speaking at GELF NYC '17!

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

Convene NYC Midtown West

117 W 46th Street, New York, NY 10036

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