GELF LA ’23 was a success – it was great to see the West Coast GELF community one again! Registration is now open for GELF NYC ’23 on October 12th 2023 – Executive at retailers and DTC brands can register at the event site here – thanks!
The global DTC and cross-border ecommerce community is back – and ready to put a couple of crazy years behind us! The Global Ecommerce Leaders Forum (GELF) Community got together last April at the DGA for GELF LA ’22 – and now we are looking forward to getting back together again at our normal time in February for the first time since GELF LA 2020. So please make plans now to join us in West Hollywood!
We heard you loud and clear at both GELF LA ’22 and GELF NYC ’22 – your international ecommerce expansion planning is back online. GELF LA 2023 will be the place to gather and enjoy what we all love – networking, learning and sharing with industry colleagues and making new friends and connections!
GELF LA launched in 2015 and is now a yearly traditional for the West-of-the-Rockies executives in the GELF community. We return to Los Angeles at the Directors Guild of America (DGA) for another full day of global direct-to-consumer (DTC) and cross-border ecommerce.
Prior to the pandemic, GELF LA 2020 was our biggest West Coast event ever – and we are looking forward to making 2023 our most successful forum yet.
The community is working hard to develop an all new February program exploring the current state of global DTC commerce and why cross-border ecommerce is more important to a retail brand’s overall growth strategy than ever before. Join us as we examine how global ecommerce leaders have bounced back from the pandemic stronger than ever and why digital commerce continues to disrupt retail distribution globally.
GELF LA 2023 will bring together leaders from retailers and brands selling through established and emerging DTC channels in markets around the world. We will explore how retail brands that serve global shoppers via traditional wholesale distributors are working with these legacy retail partners to transform how they collectively serve consumers around the world.
Leaders from global consumer brands will join executives from digital-native and digital-first brands 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 omnichannel thought leaders will debate what’s next for international retail expansion and where leaders’ priorities lie.
Join 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!
If you haven’t joined us at a GELF event before, but have heard about how great our speakers are – check out our GELF YouTube Channel where you will find dozens of deep dives into Global DTC and cross-border ecommerce program topics. Enjoy a wide range of video recordings of recent GELF Sessions in Los Angeles and New York City here … and while you’re at it, check out our Global Ecommerce Leaders Podcast Series here
Are you a retail ecommerce leader interested in speaking at GELF LA 2023? If so please contact speak@globalecommerce.co
GELF is a retailer-only, sponsor-only event. If you are a global ecommerce solution or service provider, we’d love for you to join the GELF community. Please let us know more about your interest in sponsoring/attending GELF by contacting sponsor@globalecommerce.co
The program theme for GELF LA 2023 is Scaling Customer Engagement Globally. As always, GELF speakers will deliver an energetic and engaging combination of global ecommerce strategy and cross-border tactics and best practices. In addition to the session topics summarized below, GELF offers other ways to learn and share including:
GELF succeeds when the community steps up and helps drive the conversation. When you register, please 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:
GELF combines keynote firesides, breakout sessions and deep-dive workshops throughout the morning & afternoon. Our program offers retail professionals strategic insights and actionable takeaways about how ecommerce leaders are tackling their top Global DTC and cross-border ecommerce challenges – and how they are successfully 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 2023
Bring your experiences and questions. Leave with insights and answers.
We are excited to produce an all-new program for GELF LA 2023. If you are curious about topics covered at GELF events, you can also check out past GELF programming at bit.ly/GELFYOUTUBECHANNEL
We like to think of GELF as an ongoing conversation and we always welcome your ideas and insights. If you are a retail or DTC brand executive interested in sharing your experiences, please always feel free to contact us at speak@globalecommerce.co
The GELF community has spoken and we’re listening. Our Executive Meetups roundtables launched in 2020 and GELF’s structured group discussions are back for 2022!
Grab a coffee, danish and yogurt and kick off GELF LA ’23 by joining a conversation with global ecommerce executives with common interests who are facing similar challenges. Based on community feedback gathered @GELF LA 2022 registration, we are developing an opportunity for you to talk shop with other execs whose global ecommerce operations – and/or aspirations – are at a similar state of maturity.
Each small group discussion will be facilitated by a global ecommerce leader(s). Stay tuned for our topics – and don’t be shy about letting us know what you’d like to discuss when you register!
The GELF co-founders welcome back our West Coast audience and thank our speakers and sponsors!
The theme of the GELF LA ‘23 program is Scaling Customer Engagement Globally. We open the program by exploring how key global DTC and cross-border ecommerce trends frame the day’s program. We share market data that highlights the key drivers of retail ecommerce growth in markets around the world.
Global channel conundrums, fears about perceived disintermediation and conversations about who can sell what, where and how in international markets remain hot topics among the GELF community.
Some of our best sessions at past GELF LA events have featured global ecommerce leaders debating the rise of DTC, the role of international marketplaces and the need to transform international wholesale operations to best serve global shoppers that are increasingly embracing digital commerce at home and abroad.
Today’s push for profitable growth addes complexity to international expansion planning. Reaching the end consumer in different international markets requires aligning owned channels such as DTC & cross-border ecommerce with non-owned channels including marketplaces and social commerce. Digital leaders are increasingly tasked with helping large, branded wholesale retail distribution partners, smaller independent merchants and sellers and/or franchisees of different shapes and sizes serve global shoppers who shop across channels. Some leaders manage a different distribution mix in each country.
Our panelists discuss how they are navigating different international growth challenges and the different models/channels through which they drive retail ecommerce growth internationally. We discuss why rights & “borders and boundaries” still aren’t always clear in global markets.
Hear how the pandemic further exasperated an already complex landscape where digital/ecommerce rights have not always been clear. Learn what is takes to align global channels (& partners) with overall business goals so that everyone is rowing in the same direction!
Speakers:
The GELF community welcomes back global ecommerce leader Michael Relich, long-time GELF supporter and co-CEO of Pacific Sunwear (Pacsun).
The iconic California-based brand grossed over $700 million in sales last year, with Gen Z shoppers from around the world accounting for 85% of their revenue.
Pacsun’s market leadership has been driven, in part, by innovative social media campaigns featuring celebrity collaborators, TikTok & Instagram stars, and trendy influencers that embrace and celebrate youth and pop culture among shoppers worldwide.
Since the pandemic, Pacsun has innovated heavily on the digital side of the business to boost its ecommerce penetration and expand its online customer base at home and abroad. The brand has implemented a sophisticated data-driven cross-border setup to navigate global market dynamics, and ensure they quickly respond to changes in consumer demand and behavior.
GELF’s morning keynote fireside dives into how Pacsun works with Global-e to leverage traffic from their successful campaigns. We discuss how streamlining Pacsun’s global site operations and logistics enables the brand to deliver an engaging customer experience and seamless buying journey to increase conversion rates and sales.
Join us to learn how leading DTC brands and multi-portfolio businesses like Pacsun can capitalize on cross-border ecommerce opportunities and stay up-to-date with the evolving global ecommerce landscape by implementing an agile international strategy and utilizing advanced localization technology and BI-based best practices.
Speakers:
Rewarding loyal customers, avoiding the costs of reacquiring customers, and preventing product returns are smart ways to maintain profitable operations when facing economic headwinds.
Our final morning keynote explores how global brands are embracing video engagement strategies to cost-effectively connect with international shoppers. We will feature new findings from Coresight Research and Bambuser as we explore how consumer behaviors are changing retail, how retailers will have to adapt to stay relevant, and how video commerce will be one of the key elements in that strategy.
Learn how global e-commerce leaders are doubling basket size, building loyalty, and retaining existing shoppers as the costs of customer acquisition increase exponentially. See how European leaders are testing omnichannel strategies featuring in-store video studios designed to allow retail associates to scale customer interactions and generate ecommerce revenues via live shopping.
The session will include a complimentary 2023 Livestreaming E-commerce Trends report for all attendees.
Speakers:
GELF’s Global Leadership Showcase featuring three innovative companies from different product categories – home, fashion/denim and health/wellness – at different stages of growth.
Global leaders from True Religion, Ettitude and MaryRuth Organics share insights about how they are scaling their DTC and B2B ecommerce operations by building domestic and international teams to lead their next phase of global growth.
We discuss how globally dispersed teams are redefining the “office” of the future. Hear how our panelists are embracing inclusive recruitment (and retention) practices as they identify and connect with the leaders best positioned to take their brands into a new era of global growth.
Our panelists also discuss how to counter the false narrative that global expansion is too complex and will share successful growth hacks for taking your digital operations to the next level internationally. Join us to learn how building and managing the teams of today can help companies establish a foundation for growth of tomorrow’s global ecommerce leaders.
Speakers:
The Post-Pandemic Consumer is more knowledgeable, polarized and opinionated than ever before. Conversing and connecting effectively with these shoppers requires timely, direct and authentic communications.
GELF’s Global Marketing Strategy Showcase explores how today’s ecommerce leaders plan, localize and execute personalized marketing campaigns at home and abroad. Our panel features three influencers who share how brands and their leaders can engage and convert cross-border customers into loyal brand advocates – while also projecting their distinct brand voice into international markets.
Learn how to localize SMS, chat and email communication to different markets. Explore how leaders can work with celebrity influencers and/or micro-influencers to engage global shoppers.
Hear directly from influencers about the ins and outs of launching successful conversational commerce and influencer campaigns and how to measure their effectiveness.
Speakers:
GELF’s Global Innovation Showcase highlights new digital business models evolving from the convergence of technology advances and global market demand.
Not all innovation is right for every brand, so management teams need to be knowledgeable about the opportunities’ upside potential and risk and the resources required.
Join two CEOs who are breaking new ground with their innovative business models. Hear why how they help brands connect with today’s global consumers and how they could apply to your business.
KEH is a pioneer within the circular economy and the leading photography recommerce retailer in North America. They provide deep category expertise in premium photography and videography equipment and are an indispensable resource for Creators. As the demand for visual content explodes, the market for high quality, durable equipment with a strong value proposition and a superior experience for sellers and buyers has been growing rapidly.
ethos NFT is a white label NFT platform on a mission to accelerate the world’s mass adoption of digital assets and NFTs. As such they facilitate rich experiences for both brands and their customers. ethos’ platform allows brands to offer NFTs through a fully branded experience that includes real-world utility. Learn how blockchain innovations enable discounts, air drops, early access or special products when holding an NFT rewards the customer base.
Speakers
Many retail ecommerce brands relatively new to international expansion focus on English-speaking markets of Canada, the UK and Australia. Some like Ritual and Bala also prioritize Asia-Pacific markets; whether targeting China first or pursuing opportunities in Japan and South Korea.
After riding the pandemic-driven wave of DTC growth onto new international shores, digital-first brands have been grounded by the economic realities than profitable growth and capital preservation frame the path ahead.
This bottom-line focus requires a more holistic approach to global sales growth – one that includes offline distribution partners and non-owned digital channels as well as owned channels.
Hear how ecommerce leaders are tapping both their digital and international business 101 know-how to help their companies grow via DTC and other international distribution channels.
We explore why some English-first markets are outperforming others. Learn why Canada continues to be the #1 target of US ecommerce brands – and what challenges lie ahead north of the border.
Our panelists offer a quick dive into what to do – and what not to do in China – and how you can launch in China without a big budget. We explore the right mix of offline and online distribution in Asia-Pacific and how social and mobile commerce factor into holistic growth plays.
We look beyond the global economic slowdown and analyze whether your next big bet should be Mexico, Brazil or the Middle East. We calculate whether the size of the prize still drives market prioritization – or if DTC innovations like live selling and streaming commerce introduce new factors into the post-pandemic growth equation.
We also discuss how our panelists select the right third-party partners and offer advice on collaborating to successfully “customize” solutions for different opportunities.
Speakers:
Reflecting on key themes from GELF’s morning program, we open the afternoon by examining the road ahead for retail ecommerce leaders.
After the pandemic boom, ecommerce growth has moderated – and in some cases, dipped – as economic headwinds and uncertainty lie ahead. Yet international ecommerce growth continues to outpace domestic growth in many markets – and online sales growth in some segments remains strong. Cross-border ecommerce growth has long benefited from the global tastes and shopping preferences of higher-income, expatriate, and aspirational shoppers. And even in challenging economic times, higher-end customer segments have generally continued supporting their favorite global brands.
How has the size the international ecommerce prize changed since the GELF community last gathered in February at GELF LA ’20? Where have the geographic priorities of global ecommerce leaders shifted? When and where should you place your next big bet?
We debate how the global ecommerce community will weather the economic headwinds ahead. We discuss why today’s mantra of profitable global ecommerce expansion suggests that a more holistic approach to international retail ecommerce expansion requires a “DTC Plus” strategy that includes physical retail and social connections as well as cross-border ecommerce and international marketplace selling.
Speakers:
Join us for a classic global ecommerce success story that is a perfect fit for today’s business environment. Ben Yahalom, President at True Classic shares an inspiring story about how his team bootstrapped an underserved market opportunity, disrupted a commodity category and built a fast-growing and profitable DTC brand.
Three success drivers have fueled their growth: product category expansion, globalization and meeting customers where they shop. True Classic now sells activewear, hats, chinos and more to shoppers in 190 markets via online & social channels (w/more on the way).
Although international is now driving 30+% of their growth, Ben explains how True Classic remains early in their cross-border ecommerce journey and believes that they still have a lot to learn.
Hear more about what’s driven their success and what lies ahead as they dive into deep localization, test and optimize global logistics and bend the ROAS rules to acquire customers – all while moving fast and learning from fails.
Learn how young brands can take advantage of strategy, technology and moxie to quickly build a fast-growing AND profitable international ecommerce business even when facing today’s economic headwinds.
Speaker:
Engaging international consumers as they navigate your site’s product catalog, load their cart and checkout is only half the battle. Making sure that you win the loyalty of cross-border shoppers requires inventory-aware innovations so that products are delivered on-time and on-cost.
As our morning keynote panel highlighted, scaling global retail ecommerce sales profitably takes end-to-end global DTC operations and marketplace partners – as well as an integrated digital shopping experience that increasingly includes international wholesale distribution partners, independent merchants and franchisees.
Our afternoon Power Panel brings our operational perspective to the table. We explore how global ecommerce leaders are scaling upstream and downstream operations to improve the cross-border and in-country customer experience. Hear why third-party channel and distribution partners are playing an increasingly strategic role as retail brands revisit inventory & fulfillment strategies to get products closer to the international shoppers.
We explore the lasting impacts of the pandemic on global sourcing, distribution, and transportation and examine whether in-sourcing will last. Hear how global leaders are optimizing operations at scale with the international shopper at the center of the conversation.
Speakers:
GELF’s afternoon “power hour” continues with a look at scaling global sales via non-owned channels. GNC’s Garrett Sacks shares his experiences working with franchise partners and third-party digital platforms in APAC and LATAM. Hear how GNC leverages its brand and proprietary products when selling through international marketplaces.
Brian Beck is the author of Billion Dollar B2B Ecommerce, Co-founder of Master B2B Ecommerce – a knowledge exchange community of B2B Ecommerce companies – Enceiba, which helps manufacturers and brands sell through Amazon’s global marketplaces
Garrett and Brian will share their perspectives about selling on Amazon, Rakuten, Lazada and other marketplaces outside of the US. We explore why controlling the brand voice and protecting the brand promise are critical when working with international partners and marketplace platforms as we examine strategies and best practices.
Learn more about how marketplace selling can help global brands control market expansion costs and scale international retail ecommerce sales with less risk.
Speakers:
Southern California is the cradle of global innovation for the beauty, health, and wellness industries. Beauty and cosmetics thrived during the pandemic and closed the gap on fashion and apparel; long the leading product category in cross-border sales. So perhaps it’s no surprise that many DTC brands in the beauty and wellness sector have launched in recent years.
What can other retailers and DTC brands learn from the recent growth of the category’s international ecommerce sales? What are we learning today as beauty, health and wellness trends face the same economic headwinds as other product categories?
GELF’s Global Strategy Showcase features three experienced retail ecommerce leaders from the cosmetics world as we conclude the GELF LA ’23 program. We explore how the push for profitable retail growth and the new preferences and behaviors of post-pandemic consumer are re-shaping opportunities for leaders in all sectors to expand their ecommerce growth internationally.
Picking up on themes discussed throughout the day’s program, our panelists provide insights and answers about whether now is the time to invest in cross-border growth, where the key opportunities lie and whether international expansion plans need to adjust to the times.
Hear perspectives on building a digital-first team and what your priorities should be when recruiting talent capable of scaling marketing, operations and fulfillment internationally.
Scaling distribution globally is increasingly essential for DTC brands – established or startup – that want to keep the lights on in 2023 and beyond. Our panelists share lessons learned from how beauty brands support local partners (spas, salons, etc.) who also wants to sell products online. We also discuss if now is the right time to make the switch from purely DTC to global omnichannel.
Speakers:
The GELF community has spoken and we’re listening. Our Executive Meetups roundtables launched in 2020 and GELF’s structured group discussions are back for 2022!
Our community asked us to coordinate opportunities for digital commerce executives to meet others with common interests facing similar challenges. Based on community feedback we gathered @GELF LA 2022 registration, we’re developing a chance for you to talk shop with other execs whose global ecommerce operations – or aspirations – are at a similar state of maturity.
Each small group discussion will be facilitated by a table leader or two. Stay tuned for our topics!
Once the bar opens, you can join an Executive Meetup, wrap up a 1:1 meeting and/or rehash lessons learned from the GELF LA ’23 program.
Meet other global ecommerce leaders while you chow down on sumptuous snacks and visit our sponsors.
Vice President of Marketing, Windsor
Managing Partner, APL- Athletic Propulsion Labs
Co-CEO, Pacsun
Senior Vice President, Human Resources, Diversity, Equity and Inclusion, True Religion
Senior Vice President & General Manager International, Stance, Inc.
Founder, Beauty Magnet
VP, Strategy & Business Affairs, Ritual
Senior Manager, International Ecommerce, GNC
AVP, Digital Strategy & Operations, Bath & Body Works International
Head of Global Sales and Operations, Bala
Chief Supply Chain Officer, Thrasio Holdings, Inc.
SVP, Marketing & Digital, Mane Addicts
Senior Director International, MANSCAPED
CEO, KEH Camera
President, True Classic
Head of Sales - North America, Bambuser
Sr. Director, Ettitude
Head of PR & Partnerships, KOS Naturals
Co-Founder & President of MaryRuth Organics
Co-Founder and Managing Principal, Buzz Beaute
Sr. Director, Nutrabolt
Co-Founder and Managing Principal, Buzz Beaute
CEO, North America, Global-e
Chief Commercial Officer, ESW
Global Trade, Avalara
COO & Co-founder, Glopal
CEO, ethos NFT
Managing Partner @Enceiba & Co-founder, Master B2B Ecommerce
Co-Founder, Global E-Commerce Leaders Forum
Co-Founder, Global E-Commerce Leaders Forum
Co-Founder, Global E-Commerce Leaders Forum
