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All roads lead to GELF LA 2020! On February 13th, the Global Ecommerce Leaders Forum (GELF) community returns to West Hollywood for our 13th Forum. Make plans now to head to Los Angeles and join us at the Directors Guild of America (DGA) for another full day of cross-border and international ecommerce!

Fresh off another successful gathering in New York on September 19th 2019, we look forward to kicking off 2020 with our fifth GELF LA. We look forward to diving deeper into the state of global cross-border as we explore how marketplace platforms in China and other hot ecommerce markets continue to disrupt retail distribution practices.

GELF LA 2020 will bring together leaders from retailers and brands selling direct-to-consumer.  Global consumer brands will join digital natives from the fashion and apparel world, health and beauty, consumer electronics and other leading verticals for a full day of education and sharing. Digital commerce innovators, cross-border ecommerce experts and global ecommerce thought leaders will debate what’s next for international retail expansion.

Get a jump on 2020 by joining the fast-growing GELF community as we learn together, meet new friends and network throughout the day at the Director’s Guild of America Theater, 7920 Sunset Boulevard, Los Angeles, CA 90046!

Are you a retail ecommerce leader interested in speaking at GELF LA 2020? If so please contact speak@globalecommerce.co

GELF is a retailer-only, sponsor-only event. If you are an ecommerce platform or marketplace operator, software company, agency, data aggregator, logistics provider or other global ecommerce solution provider interested in sponsoring and attending GELF, please contact sponsor@globalecommerce.co 

As always, GELF speakers will deliver an energetic and engaging combination of global ecommerce strategy and cross-border tactics and best practices.

  • One-to-One@GELF LA 2020 meetings will provide attendees with the opportunity to connect directly with global ecommerce experts to discuss how best to tackle their most pressing cross-border and global ecommerce challenges.
  • Looking for structured networking opportunities to meet with industry peers? Executive Meetups@ GELF 2020 will launch this February! The GELF team will connect peers and experts that want to share pressing questions, discuss best practices and learn more about what it takes to succeed in today’s dynamic world of global trade.

GELF succeeds when the community steps up and helps drive the conversation.  Let us know what topics you’d like to include in the program.

You can count on the following topics being part of the show:

  • Juggling Market Entry. Whether you’re pursuing massive market opportunities like China or appraising whether Mexico should be your “next big bet”, GELF will help you connect with leaders that have been there and done that. If you’re looking to ramp up sales in maturing markets in Europe, North America or Japan, GELF has you covered there too.
  • Going Direct-to-Consumer on a Global Scale. Direct-to-consumer brands of all shapes and sizes are coming to GELF to learn how to balance traditional B2B retail distribution with emerging direct-to-consumer ecommerce opportunities around the world. One of the hottest topics at GELF recently has been understanding what to look for in your next-gen global distribution partners.
  • The Rise of Global Marketplace Platforms.  International marketplace platforms are generating more and more global retail sales! Amazon and Alibaba are the pace setters but they aren’t the only game in town! GELF’s latest research looks at the rise of communication and community platforms like WeChat as well as niche vertical plays that offer alternatives to the global titans.  Come get a close-up view of what the hub of global retail distribution will look like in the very near future.
  • GELF’s China Ecommerce Track will combine our latest research findings with expert insights and on-the-ground analysis of the key trends and growth drivers that matter most in China and beyond.  GELF updates its 2017 China Ecommerce study and features leading China ecommerce platforms and trade partners in our new GELF LA 2020 China Track.
  • Social Connectors and Influencers are redefining how the global shopper discovers new brands and innovative products and services. In LA, we’ll learn how brands are working with well-known celebrities and emerging influencers to connect with global millennials and others in the rising global middle class.
  • Getting Closer to Global Shoppers. Cross-border is no longer just about shipping from your US distribution  centers to customers around the world. As expectations rise globally for fast delivery at an attractive price, the bar is being raised.  Retail brands and ecommerce entrepreneurs are investing in hybrid fulfillment operations, dropshipping and local delivery from retail store partners to service their global consumers.
  • Localized Operations. The more global we go, the more local we must become. Learn how content and operational “g-localization” boosts conversation by improving both the on-site shopping experience and the ability to provide a world class post-order experience tailored to a wide range of consumer expectations.
  • Evolving Cross-Border Platforms. Looking for a one-stop spot to shop for a cross-border ecommerce solution partner? There is a booming international ecosystem of cloud commerce solutions, commerce agencies and best-of-breed software providers boldly leading global ecommerce brands, experienced omnichannel retailers and start-up commerce ventures into new markets. Meet them at GELF LA in February!

GELF combines breakout sessions and deep-dive workshops with our morning & afternoon keynotes and showcases. Our program offers retail professionals strategic insights and actionable take-aways about how ecommerce leaders are tackling their top cross-border challenges and how they are making the case for investing in global retail growth.

Networking starts during breakfast, extends into lunch and wraps up during our late afternoon reception. We’re working hard to align the program with what the GELF community wants, so raise your hand and get involved with our One-to-One@GELF LA meetings and our new Executive Meetups@ GELF 2020

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

Look Who's Attending GELF LA

More than 200 global e-commerce professionals are expected at GELF LA 2020 including the brands below.


We are pleased to announce the final program overview for GELF LA '2020 on February 13th, 2020. If you are a retail or brand executive interested in sharing your cross-border of international ecommerce experience, please contact us at speak@globalecommerce.co

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  • Welcome and Opening Remarks
  • Morning Keynote Firesides
  • Global Growth Showcase
  • Morning Break
  • Concurrent Morning Breakout Sessions & Workshops
  • Lunch
  • Afternoon Keynote Fireside
  • Afternoon Keynote Panel
  • Strategy Showcase Panel
  • Afternoon Break
  • Afternoon Breakout Sessions, Workshops & Executive Meetupss
  • GELF Networking Reception
8 to 9AM
Breakfast and Networking
9 to 9:30AM
Welcome and Opening Remarks

The GELF producers welcome our West Coast audience and thank our sponsors!

We will explore how key global ecommerce trends frame the day’s program and introduce our 2020 GELF China research featuring new insights from US ecommerce executive and consumers in China.


9:30 to 10.30AM
GELF LA's Opening Firesides: Where We've Been and Where We're Headed

This year GELF LA’s opening session includes a series of short fireside conversations that set the stage for a full day of executive insights and analysis!

Join GELF and an all-new lineup of international ecommerce executives that are leading our industry into a new decade of global growth.

Leaders from fashion and apparel, cosmetics and beauty and other fast-growing consumer product categories will weigh in on key trends and topics driving cross-border and global ecommerce growth.

Topics include:

  • Why China is driving innovation in markets around the world
  • How the rise of global commerce distribution platforms is transforming direct-to-consumer t strategies for brands of all sizes
  • The pros and cons of brands working with leading international marketplaces
  • How global supply chains foster innovations in fulfillment and delivery, and
  • How digital commerce is disrupting the global retail value chain; who wins and who loses
10:30 to 11AM
Global Growth Showcase: How to Sell to Chinese Consumers at Home and Abroad

Our Global Growth Showcase segues from exploring key findings from GELF’s latest China Ecommerce Executive Study as we proudly welcome Alibaba’s US leadership to the stage.

Discover how Chinese consumers like to shop and how their shopping journey blends digital and physical touchpoints. Learn how to connect with them as they shop in China, across the US and around world.

Gain insights into why understanding  today’s Chinese consumer can tell you a lot about how cross-border customers will shop tomorrow’s global marketplace. Learn how Alibaba helps local businesses and retail merchants reach new consumers no matter where they are!

11 to 11:15AM
Morning Break
11:15 to 12:15PM
GELF's China Ecommerce Session:The Alibaba Business Workshops (Morning)

Rising consumer spending power, an enthusiasm for online shopping, and increased international travel are compelling businesses to tap into new consumer markets – and especially into China.

China is in the midst of a transformation that presents an unprecedented opportunity for businesses in North America to connect with Chinese consumers at home and abroad.

We cordially invite you to attend Alibaba Business Workshop. Alibaba will introduce a complete suite of solutions for brands and retailers to engage with Chinese travellers pre-trip, during-trip, and post-trip.

Attendees will gain a better understanding of today’s Chinese consumers beyond their home markets, and ways to tap into new markets through Alibaba’s powerful ecosystem of solutions.

The morning workshop introduces  how Alibaba and Alipay leverage these expansive digital platforms to bring more Chinese tourists to city destinations in the U.S. and to enhance their travel experience via a mix of digital solutions.

  • Alibaba travel platform introduction (& case study)
  • Alipay cross border payment solution and digital marketing platform & case study


11:15 to 11:45AM
Globalization Strategy Breakout: International Marketplace Platforms

GELF’s first globalization breakout track focuses on international marketplaces and explores how global ecommerce is helping to disrupt traditional distribution channels.

Global marketplace platforms are solidifying their place as the preferred “digital-first” distribution partner for many brands investing in their direct-to-consumer initiatives.

As a result, the strategic role of international marketplaces is under greater scrutiny in many organizations that have traditionally sold primarily through wholesale and retail partners.

Join our panel as we explore the pros and cons of working with international marketplace operators. Learn what it takes to evolve from selling through global partners to selling with these global platforms.

11:15 to 11:45AM
GELF's APAC Ecommerce Opportunities Session

Our APAC session explores the state of ecommerce throughout Asia.

For many, China is the biggest and most alluring ecommerce market in the universe. Although China isn’t always for everyone, even those brands that have taken a “China timeout” recently know they must be there – probably sooner rather than later!

Yet there are plenty of ecommerce opportunities throughout Asia. So its no surprise that the smart money is diversifying by investing in ecommerce opportunities and supply chain operations throughout SE Asia and APAC markets.

GELF’s Asia ecommerce session explores where the best opportunities lie for ecommerce investments in 2020 – and how to prioritize key markets like Japan and South Korea as well as SE Asia and India.

Curious about the main players in Asia ecommerce? Hear the latest about the leaders and get the low down on the other emerging platforms gaining traction with Asian shoppers at home and abroad.

Gain insights and best practices about successful marketing and social media programs fueling ecommerce growth in Asia.


11:45 to 12:15PM
Localizing the Cross-Border Experience: Building Customer Loyalty via Operational Localization

One of the realities of cross-border ecommerce is that conversion rates lag domestic rates.

What turns off shoppers that want to buy cross-border after struggling to find reasonably-priced product locally? One leading culprit is sticker-shock at checkout once tariffs, taxes and fees are added to the basket. Another issue is vague or non-existent policies such as whether customers can easily return cross-border purchases.

This session offers insights into how to overcome friction before and after checkout. We’ll explore how leaders can more effectively communicate the total landed cost of an order, what it takes to plan and execute all-inclusive cross-border pricing strategies, how to lower international shipping costs and the math behind offering free international returns.

11:45 to 12:15PM
International Shipping: New Decade New Opportunities

The new decade promises to shake up the dynamic world of global logistics. Retail brands and merchants of all sizes have plenty of new opportunities as well as a host of new challenges.

Many don’t understand the curveballs coming at them when it comes to new regulations that will impact international shipping in 2020 and beyond.

Meanwhile the global shoppers expects faster and cheaper shipping, 24/7 transparency  and frictionless returns.

Join us to learn about how these changes will impact cross-border operations and your global growth strategies.

12:15 to 1:45PM
Lunch and Networking. The Alibaba Workshops Continues During Lunch!
1:45 to 2:15 PM
Afternoon Keynote: Global Strategies that Deliver Loyalty

Customers are becoming more demanding of delivery options when shopping online, and are expecting an excellent post purchase experience that includes an easy returns process and fast refunds.

As borderless shopping grows, the number of choices (and voices) grows in lockstep. Brands serving a global consumer base are faced with an increasingly urgent need to remove points of friction from the cross-border / international ecommerce shopping experience while taking the market nuances into account.

Building long-term customer loyalty by consistently delivering on consumer expectations is central to guaranteeing the best possible shopping experience; be it at home or abroad. Brands and retailers have the opportunity to lower costs, while also increasing online sales and driving customer loyalty.

Our afternoon keynote explores how the leading global brands and retailers who work with Metapack are enhancing the discovery, order and post-order experience to connect with shoppers globally and gain their loyalty.


2:15 to 2:45PM
Afternoon Keynote Panel: Digital Native Brands Take the Lead

It’s not just branded manufacturers that are working more closely with Amazon and Alibaba to grow global sales; so too are Digital Native brands.

GELF’s recent research found that in addition to working with (or working around) international marketplace platforms, these nimble, fearless new brands are doubling down on investments in their own global DTC ecommerce operations. Many do not follow traditional go-to-market paths that include working with traditional distribution and wholesale partners

Our panel will discuss how Digital Native brands are taking the lead by prioritizing the customer experience and managing operational data sets and investing in digital, customer-centric innovation.

Learn about the leadership practices of “Fearless” Digital Natives as they pursue cross-border ecommerce opportunities – and how their global-first mentality that can help your entire global distribution ecosystem grow and prosper.

2:45PM - 3:15PM
Regional Showcase: Why LATAM Ecommerce is Your Next Big Ecommerce Bet

GELF LATAM launched in May of 2019 and was a resounding success. As Brexit and trade tensions between the US and China continue to cloud opportunities in Europe and East Asia, many brands are turning their attention to ecommerce opportunities in the key markets in Latin America – Brazil, Mexico, Argentina, Chile and Colombia.

Is LATAM your next big global ecommerce bet? Should it be?

Mexico is attracting more and more attention from global ecommerce leaders who find that solving payment, shipping and delivery constraints opens opportunities to serve a very attractive customer base.

Meanwhile Brazil’s comeback continues and opportunities in Colombia, Argentina and Chile beckon.

Join our experts who explain how to regain market share from freight forwarders and consolidators, detail why LATAM growth depends on a wide range of payment options and debate which cross-border platforms work best where in LATAM (and why).

Learn why LATAM ecommerce may offer your company its next big bet!

3:15 to 3:30PM
Afternoon Break
3.30 to 4.30PM
GELF's China Ecommerce Session: The Alibaba Business Workshops (Afternoon)

Rising consumer spending power, an enthusiasm for online shopping, and increased international travel are compelling businesses to tap into new consumer markets – and especially into China.

China is in the midst of a transformation that presents an unprecedented opportunity for businesses in North America to connect with Chinese consumers at home and abroad.

We cordially invite you to attend The Alibaba Business Workshops (Afternoon). Alibaba will introduce a complete suite of solutions for brands and retailers to engage with Chinese travellers pre-trip, during-trip, and post-trip.

Attendees will gain a better understanding of today’s Chinese consumers beyond their home markets, and ways to tap into new markets through Alibaba’s powerful ecosystem of solutions.

The afternoon workshop introduces  Alibaba’s cross-border ecommerce solution (& case study)

3:30 to 4PM
Media and Marketplaces: Making the "Marketplace Math" Work for You

At GELF LA ’19, the demand was clear for more conversation about, and understanding of, how leaders are building and measuring the effectiveness of the ad campaigns they’re running on marketplaces.

Our afternoon international marketplace workshop brings together global ecommerce leaders to discuss how they are making the “marketplace math” add up. They discuss why the real ROI on marketplace advertising can be hard to calculate.

Learn what leaders are prioritizing (and avoiding) as global marketplaces offer a growing array of digital advertising and media opportunities.

Our panel will provide insights into how they are working with marketplace partners to develop strategies that deliver more than just international sales growth.

3:30 to 4PM
GELF's Global Tech Talks

Curious about the latest and greatest cross-border ecommerce solution sets? Do you have your global ecommerce shopping list ready?

GELF’s Global Tech Talks features the latest cross-border innovations designed to tackle the most pressing international ecommerce challenges faced by retailers and brands alike.

Join us for a fast-paced session designed to look under the hood of solutions that will drive the next leg of global ecommerce growth.

4 to 4:30PM
Who's Influencing Your Global Audience?

Word-of-mouth and product recommendations from friends and family have proven to be the most user-friendly and cost-effective ways to build awareness and drive conversion.

So it’s no surprise that global ecommerce leaders are embracing influencer marketing as social media spreads the good word globally at the touch of a button.

Join GELF’s panelists as they share what works and what to avoid when it comes to spending on celebrity and up-and-coming social influencers.

Learn about what works in which country (and what doesn’t) and how to optimize your influencer marketing spend.  Learn how to seed the market and watch your social marketing investments grow.

4 to 5PM
Executive Meetups@GELF

Do you have a burning question that you know someone in the GELF community can help you answer? Would you welcome the chance to talk shop with several other execs whose global ecommerce operations – or aspirations – are at a similar state of maturity?

Share your topics of interest and expertise during GELF LA 2020 registration and let’s start-up GELF’s new hosted peer group discussions!

Kick off the conversations and keep’em going into GELF’s networking and cocktail hour.

4:30 to 5:30PM
GELF Networking Reception

We're pleased to announce our speakers for GELF LA 2020.

If you are an experienced executive from an online retailer or brand and are interested in speaking at GELF LA 2020 on February 13th, please email Kent, Jim and Scott at speak@globalecommerce.co

Stacy Reece

Chief Digital Officer, Boardriders

Xia Feng

GM/VP, International, Barneys (formerly)

Tony Shan

Head of the Americas, Tmall Global & Kaola, Alibaba Group

Martin Suter

Global VP, Marketplace, ABInBev

James Thompson

VP, Digital, This Saves Lives

June Pai

GM, APAC, Manduka

Ben Newson

Sr. Manager 3rd Party Etail & Distributors, Crocs

Anthony Milano

VP, eCommerce, The Americas, Boardriders

Aaron Zagha

CMO, Newton Baby

Jacob Rokeach

VP, Growth & E-commerce, Anine Bing

Nisha Oza

Brand Partnership, Chinese Laundry (formerly)

Casey Gee

Director of International Sales & Business Development, Spy Optic

Ton Ter Laak

General Manager, Global Sales, Metapack

Chris Vincent

Global CEO, Practicology (a Pattern company)

Indy Guha

VP, Enterprise Marketing, Signifyd

Matthew Merrilees

CEO, North America, US, ‎Global-e

Eric Rosenthal

Managing Director, Rapyd

A.J. Hernandez

President & CEO at SkyPostal

Kent Allen

Co-Founder, Global E-Commerce Leaders Forum

Jim Okamura

Co-Founder, Global E-Commerce Leaders Forum

Scott Silverman

Co-Founder, Global E-Commerce Leaders Forum

DGA Theater

7920 Sunset Boulevard, Los Angeles, CA 90046

West Hollywood

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