100% Cross-Border and International Ecommerce

Sign Up Now

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

Sign Up Now
  • 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
8AM to 9AM
Breakfast and Networking
9AM 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 the 2020 GELF China research with new insights from US ecommerce executive and consumers in China.


9:30 to 10.20AM
Opening Fireside Conversations with Global Ecommerce Leaders

Brands selling DTC on a global scale face many growth hurdles.  Consistent global storytelling is one of the biggest, especially when relying on global distributors and other retail partners to tell their story to international customers.

Our first fireside explores how Boardriders, Fender and other global leaders are localizing and globalizing at the same time.

Learn from three global ecommerce leaders who are succeeding by using omnichannel data strategies, building loyalty programs, collaborating with global distributors and offering enhanced customer delivery experiences to connect with international consumers.

Gain insights into how their respective organizations are building global ecommerce sites in markets around the world and investing in innovative  practices to sell through global partners instead of simply selling to these partners.


  • Stacy Reece, Chief Digital Officer, Boardriders
  • Greg Dalby, VP eCommerce, Fender
  • Zack Werner, CEO, The Maze Group

GELF LA 2020’s opening keynote session continues by exploring the rise of next-gen, digital-first global distributors.

Our second fireside features two executives who explain how global ecommerce is evolving from multichannel to multi-platform – and how digital opportunities in Europe and China are disrupting how brands distribute products globally.

Speakers for Fireside #2:

  • Xia Feng, GM/VP, International, Barneys (formerly)
  • Chris VincentChief International Officer, Pattern
10:20 to 11AM
Global Growth Showcase: How to Sell to Chinese Consumers at Home and Abroad

Curious about how Chinese consumers’ shopping journeys blend digital and physical touchpoints as they shop in China, across the US and around world? Want to know why today’s Chinese consumers will tell you a lot about how cross-border customers will shop tomorrow’s global marketplace?

Join us as GELF’s Global Growth Showcase welcomes leaders from one of the best-known brands in the world, a fast-growing upstart retail brand and Alibaba’s US operations to the stage. These leaders have both drawn heavily from their digital commerce experiences in Asia to lead their respective companies’ ecommerce marketplace strategies in China and beyond.

Jack Ma has described Alibaba as first-and-foremost a data company. We open the session by exploring how brands are building and leveraging data sets from Alibaba and other partners in China to design innovative programs that engage Chinese consumers.

We’ll discuss how advanced data practices are informing global ecommerce strategies, driving brands’ media segmentation and localized storytelling, and helping brands create new product concepts while lowering financial risks. Learn why avoiding “big data blind spots” may be the most provocative way to succeed in China during the decade ahead.

We’ll also profile the how the Alibaba ecosystem is helping local businesses and retail merchants in the US and North America reach new Chinese consumers at home and abroad. Gain insights on entering China via both Tmall Global and Tmall Classic.


  • June Pai, GM, APAC, Manduka
  • Martin Suter, Global VP, Marketplace, ABInBev
  • Tony Shan, Head of the Americas, Tmall Global & Kaola, Alibaba Group
11AM 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

Workshop Leaders:

  • Andy Liang, Senior Director of International Business, Vitamin World
  • Ruoqi Liao, Manager of Marketing Department, 99
  • Sean Chen, Head of Marketing operation, Alipay (U.S.)
11:15 to 11:45AM
Globalization Strategy Breakout: International Marketplace Platforms

GELF’s 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 to global wholesale partners to selling with these global distribution partners.


  • Casey Gee, Director of International Sales & Business Development, Bolle/Spy Optic
  • Christopher Kae, Head of Americas & General Manager, Chrono24
  • Chris Vincent, Chief International Officer, Pattern
11:15 to 11:45AM
Asia Ecommerce Opportunities: Understanding Digital Shopping Journeys in China, Japan and Korea

For many, China is the biggest and most alluring ecommerce market in the universe. But China isn’t the only booming ecommerce opportunity in Asia; Japan and South Korea both offer significant revenue opportunities today.

Our Asia Ecommerce Opportunities session explores where the best opportunities lie for ecommerce investments in 2020 – and why leaders like Manduka are succeeding in China, Japan, South Korea and beyond.

Learn how today’s shopping journeys differ among Chinese, Korea and Japanese shoppers and which ecommerce platforms and payment options they favor.  Gain insights and best practices about working with WeChat, Little Red Book, and Rakuten as well as successful marketing and social media programs fueling ecommerce growth in the key markets of Asia.


  • June Pai, GM, APAC, Manduka
  • Xia Feng, GM/VP, International, Barneys (formerly)
  • Evelyn Yang, Head of Marketing, Citcon


11:45 to 12:15PM
Localizing the Cross-Border Experience: Operational Localization as a Tool for Driving Conversions and Building Customer Loyalty

One of the realities of cross-border ecommerce is that conversion rates lag domestic rates. What turns off shoppers from buying cross-border after struggling to find a specific product or brand? One leading culprit is the uncertainty regarding the tariffs, taxes and fees that might be added to the product price. Another issue is high shipping costs and vague or non-existent policies such as whether customers can easily return cross-border purchases.

In this session, Jacob Rokeach, VP Growth & Ecommerce at Anine Bing, explores the brand’s focus on global online sales and their new strategy to overcome friction before and after checkout.

Join us to hear how leaders can grow international conversions by more effectively communicating the total landed cost of an order, what it takes to plan and execute all-inclusive cross-border pricing strategies that are flexible and adjusted per market, how to lower international shipping costs and the math behind offering free international returns. Matthew Merrilees, CEO North America at Global-e, will discuss the importance of big-data analysis as a tool to support brands’ global strategy and optimize cross-border offerings.


  • Jacob Rokeach, VP, Growth & E-commerce, Anine Bing
  • Matthew Merrilees, CEO, North America, US, ‎Global-e
11:45 to 12:15PM
International Shipping: New Decade New Opportunities

GELF is pleased to welcome Paul Waddy, the CEO of The Horse, a popular watch and leather goods brand based in Australia.  Unlike many US-based brands with seemingly untapped opportunities in their domestic market, Australian direct-to-consumer brands must do international ecommerce well in order to grow.

Learn how The Horse has grown by improving the cross-border shopping experience, especially the order and post-order shopping experience.  We’ll discuss how The Horse has continued to delivery above and beyond the expectation of its customers even as Amazon has entered the Australian market. Discover why Australian consumers continue to be an attractive market for US brands to pursue and how to win their loyalty by taking the friction out of cross-border ecommerce – and by acting like you’re a local!

The Seko team will also provide research and analysis about why the new decade promises to shake up the dynamic world of global logistics. Learn more about international shipping-related curveballs to watch for as new regulations kick in that that will impact international shipping in 2020 and beyond.

Join us to find out how expecations among global shoppers for faster and cheaper shipping, 24/7 transparency  and frictionless returns will impact cross-border operations and your global growth strategies.


  • Paul Waddy, CEO at The Horse
  • Brian Bourke, Chief Growth Officer, Seko Logistics
12:15 to 1:45PM
Lunch and Networking
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 leading global brands and retailers that work with Metapack (Adidas, Burberry, Louis Vuitton, etc.) are enhancing the discovery, order and post-order experience to connect with shoppers globally and gain their loyalty.


  • Ton Ter Laak, General Manager, Global Sales,  MetaPack
2:15 to 2:45PM
Afternoon Keynote Fireside: Managing a Brand Portfolio Across the Americas

Boardriders Group is  comprised of 8  different brands, with a range of ecommerce  footprints across the US, Canada, LATAM and South America.

Our fireside chat will explore the range of tactics in managing that portfolio, and tailoring go-to-market strategies across D2C, wholesale and marketplaces.

We will also explore how forward thinking 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  Commerce” leaders as they pursue cross-border ecommerce opportunities – and how their global-first mentality that can help your entire global distribution ecosystem grow and prosper.


  • Anthony Milano, VP, eCommerce, The Americas, Boardriders
  • Indy Guha, VP, Enterprise Marketing, Signifyd
2:45PM - 3:15PM
Innovation Showcase: Making the "Marketplace Math" Work

At GELF LA ’19, the demand was clear for more conversation about, and understanding of, how leaders are increasing and measuring the effectiveness of the marketing and advertising programs on Amazon (and other marketplaces) both at home and abroad.

Our Innovation Showcase brings together global ecommerce leaders to discuss how brands and their retail partners are making the “marketplace math” add up – whether they are selling 1P or 3P or via hybrid models. They discuss why the real ROI on marketplace marketing and advertising budgets can be hard to calculate – and new approaches and organizational changes they’re testing.

Learn how leading brands are driving more collaborative international sales growth by sharing marketing strategies and tactics internally and with wholesale distribution partners.


  • Ben Newson, Sr. Manager 3rd Party Etail & Distributors, Crocs
  • James Thompson, VP, Digital, This Saves Lives
  • Aaron Zagha, CMO, Newton Baby
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)

Workshop Leader:

  • Tony Shan, Head of the Americas, Tmall Global & Kaola, Alibaba Group
3:30 to 4PM
Regional Growth Strategies Breakout #1: Why LATAM Ecommerce is Your Next Big Ecommerce Bet

GELF LATAM launched in May of 2019 and was a resounding success. Although trade tensions between the UK and Europe and the US and China are stabilizing, many brands are still turning their attention to ecommerce opportunities in the key markets in Latin and South 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.

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


  • Willem F. Schol, International Marketplace Manager en Falabella
  • Maria Mogna, International Marketplace Americas Commercial Director, Linio
  • Carlos Veas, President, MV Communications LLC (via video)
3:30 to 4PM
GELF's Global Tech Talks

GELF’s Tech Talks tackle head-on the cross-border pain points creating friction for global online sellers.

Whether the friction stems from accepting local or cross-border payments so shoppers can pay however they prefer or overcoming complex cross-border trade regulations creating costs and complexities, Job #1 is alleviating the pain.

Join our speakers as they share how their clients are successfully navigating cross-border pitfalls that face retailers and brands extending their digital reach globally. GELF’s Tech Talks wraps up with a fireside conversation.


  • Craig North, Director, Sales Enterprise, Rapyd
  • Patrick Frith, Global Trade, Avalara
  • Paul Waddy, CEO at The Horse


4PM to 4.30PM
Regional Growth Strategies Breakout #2: O Canada! Opportunities North of the Border

Our second regional growth strategies breakout looks to the North and explores opportunities and challenges facing retail brands pursuing ecommerce growth with the US’s #1 trading partner.

GELF LA 2020 registration data confirms what the GELF community has told us for years; Canada is the #1 market for which ecommerce leaders are building cross-border strategies.


  • Kimberly Richards, General Manager – eCommerce Solutions, International and Group of Companies, Sales, Canada Post Corporation


4PM to 4.30PM
Globalization Technology Breakout: Global Optimization for DTC Brands

Direct-to-consumer (DTC) brands typically lead traditional retailers by a significant margin when it comes to percentage of revenue coming from shoppers outside their home countries. However, even the most successful DTC brands can benefit significantly from localization best practices, including payment optimization, omnichannel capabilities, and efficiencies in global fulfillment and shipping.

Innovative watch brand Vincero will join crossborder solution provider eShopWorld to discuss the challenges and growth opportunities for digitally native brands in the global landscape, and what traditional retailers can learn from them.


  • Tim Nybo, Co-Founder at Vincero Watches
  • Ahmed Naiem, Chief Commercial Officer, eShopWorld
4.30PM to 5PM
Executive Meetups@GELF

The GELF community has spoken and we’re listening. New this year to GELF LA, our Executive Meetups are small group discussions about high priority topics from 4.30 to 5PM (and beyond if you’d like!)

The idea is allow digital commerce executives to meet others who have common interests and face similar challenges.  Based on information gathered during the GELF LA 2020 registration process, the topics below offer you a chance to talk shop with other execs whose global ecommerce operations – or aspirations – are at a similar state of maturity.

Please plan to join one of the Executive Meetups listed below to network and share knowledge on specific topics. Each small group discussion will be facilitated by a table leader or two.

  1. Global Strategies, Commerce Platforms and Business Models.Ahmed Naiem, eShopWorld and Tim Nybo, Vincero Watches
  2. Building Brand Equity, Acquisition and Conversion.Mike Warson, Flow
  3. Influencer Marketing in Global Ecommerce.Nisha Oza, Chinese Laundry and Jennifer Stanley, Active Ride Shop
  4. Removing Operational Friction to Drive Revenue Growth.Anthony Milano, Boardriders, Indy Guha, Signifyd and Hot Topic (TBD)
  5. Canada – #1 Market Priority.Kim Richards, Canada Post
5PM to 6PM
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

Mike Relich

COO, PSEB Group (PacSun/Eddie Bauer)

Xia Feng

GM/VP, International, Barneys (formerly)

Greg Dalby

VP, E-Commerce, Fender

Jennifer Stanley

VP, E-Commerce, Active Ride Shop

Christopher Kae

Head of Americas, Chrono24 Inc.

Tony Shan

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

Kim Richards

General Manager, eCommerce, International and Group of Companies Sales, Canada Post

Vincent Santo

Managing Partner, Global Commerce Advisors

Angela Clark

VP of eCommerce, True Religion

Paul Waddy

CEO, The Horse

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

Tim Nybo

Co-Founder, Vincero

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

Evelyn Yang

Head of Marketing, CITCON

Maria Mogna

Commercial Manager International Marketplace Americas, Linio

Ton Ter Laak

General Manager, Global Sales, Metapack

Chris Vincent

Chief International Officer, Pattern

Indy Guha

VP, Enterprise Marketing, Signifyd

Matthew Merrilees

CEO, North America, US, ‎Global-e

Craig North

Director, Enterprise Sales, Rapyd

A.J. Hernandez

President & CEO at SkyPostal

Mike Warson

Enterprise Sales, West, Flow

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

View the Map