New York City / Thursday October 1st 2020

100% Dedicated to Cross-Border

and International E-Commerce

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The GELF community returns to New York City on October 1st for a full day of engaging keynotes, actionable panel discussions and fast-paced workshops. If you’re passionate about global ecommerce, join us for a full day of great content and GELF’s fabulous networking!

Let’s Take GELF to the Next Level!

February’s GELF LA 2020 was by far our biggest and best West Coast Forum yet. The audience increased over 50% thanks to a fast-growing number of brands selling direct-to-consumer (DTC) joining us and a record-setting number of sponsors and partners supporting the cause!

We are thrilled to see the GELF community keep growing and really look forward to building on the momentum from GELF LA 2020. Join us October 1st as enthusiastic leaders from online retailers and global DTC brands share their perspectives and experiences on global opportunities as well as performance data, actionable insights and global ecommerce best practices.

Interested in being a sponsor? Please contact

Stay connected with the GELF community by joining us at the Global E-Commerce Tech Talks podcast!

Throughout the day on October 1st, GELF speakers will deliver a mix of strategic insights and tactical cross-border To Dos about their global retail expansion practices.

Come early and stay late and be ready to spend the day learning and sharing about different market entry and growth models and exploring how customer journeys differ country-to-country.  Learn how to prioritize the key operational aspects of your global commerce plan and how to organize your team to execute them successfully.

Together we’ll explore how to:

  • Anticipate and prepare for disruptions to global supply and demand chains – and how digital commerce strategies and technologies can help your team seize opportunities and mitigate risks
  • Succeed in today’s multi-platform world by working with global distribution partners like Amazon, Walmart and Alibaba across digital and physical retail touchpoints
  • Get the jump on competitors by identitying the next emergent international platform primed to disrupt and dominate global commerce – and to separate the winners from the laggards
  • Balance incumbent traditional wholesale retail distribution models with emerging direct-to-consumer ecommerce opportunities
  • Revisit and reform global distribution policies and align them with the new realities of a digital-first retail ecosystem
  • Differentiate “only in China” innovations from other advances that can re-energize your omnichannel retail operations in the US and other key global markets, and
  • Lead your industry and/or product category when it comes to implementing sustainable strategies globally and eliminating wasteful practices
  • Place your next big winning bet on global growth!

GELF NYC 2020 offers internationally ambitious ecommerce leaders strategic overviews and tactical deep dives into how experts are tackling their top cross-border ecommerce challenges. Spend the day with the GELF community and return to the office ready to make the case for investing in global ecommerce-driven growth.

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

Look Who's Attending GELF NYC

Below is a sample of the brands and retailers that attended GELF NYC 2019


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  • Welcome and Opening Remarks
  • Keynote Fireside: Global Ecommerce Evolution
  • Executive Leaders Keynote Panel
  • Global Growth Showcase
  • Morning Break
  • Morning Breakout Sessions: Three Concurrent Tracks
  • Lunch
  • Afternoon Keynotes/Main Session Panels
  • Afternoon Break
  • Afternoon Breakout Sessions
  • GELF's Global Tech Talks and Executive Meetups
  • GELF Networking Reception
8 to 9AM
9 to 9:30AM
Welcome and Opening Remarks
  • Welcome and audience and sponsor thanks
  • GELF LA 2020 Observations and  Take-aways
  • How key global ecommerce trends frame the day’s program


9:30 to 10AM
Opening Keynote: Thriving in a Multi-Platform World

Global ecommerce platforms are driving international sales growth for the world’s most iconic brands as well as for specialty retail and fast-growing digital native brands.  Amazon, Alibaba and Walmart each offer unique ways to help their brand partners identify and execute on cross-border ecommerce opportunities in both emerged markets (China) and in emerging markets (India).

At GELF LA 2020, global brand leaders spoke to the opportunities and challenges presented by today’s multi-platform world.

Join us as we take this conversation to the next level at GELF NYC 2020!

10 to 10:30AM
Executive Leaders Keynote Panel: Disruption or Displacement? Digital Distribution Goes Global

GELF’s executive leaders’ keynote panel will discuss how leading retail companies are re-imagining how digital commerce can drive growth initiatives at home and abroad.

As communication platforms like WeChat and disruptors like TikTok join Amazon, Alibaba and Walmart as next gen global marketing, sales and wholesale distribution partners, retail brands are balancing the pros and cons of partnering with established international marketplaces and digital platforms as first party (1P) and/or third party (3P) sellers.

Join our panel as we dive into how global DTC brands are revisiting and reforming their global distribution agreements.  Learn how that are clarifying who has the right to sell what where when and how – and who owns operational and customer data from digital commerce.

Learn how leading brands are not just selling into traditional wholesale and marketplace accounts, but striving to sell through and sell with established and new international trading partners.


10:30 to 11AM
Global Growth Showcase: What Can We Learn from Consumers in China?

China continues to be the #1 topic of interest at GELF gatherings large and small.

As the “headwaters of retail innovation” China’s retail ecosystem continues to inspire retail transformation at home and abroad.

What lessons can we learn from consumers in China – and which of these lessons translate to other markets? What learnings are China-only?

Join us for another deep dive into why consumers in China and other innovative Asian markets are tell you a lot about what the next of your global consumers will demand in the years ahead.

11 to 11:15AM
Morning Break
11:15 to 12:15PM
Regional Breakouts

After the morning break, our regional breakouts explore ecommerce and digital opportunities in intriguing markets throughout Asia, LATAM and Europe.

11:15 to 12:15PM
Customer Experience Breakouts

GELF’s cross-border customer experience breakouts explore how leading brand’s international strategies have evolved in recent years to ensure that the cross-border shopping experience reflects the different shopping journeys of customers in markets around the world.

11:15 to 12:15PM
Strategy Breakouts

GELF’s strategy breakouts explore international marketplaces strategies as well as hybrid models that combine cross-border ecommerce with regional growth strategies. We explore how these global ecommerce models are disrupting traditional distribution channels while ushering forth new ways to connect with today’s digital-first global shopper.

12:15 to 1:45PM
Lunch and Networking
1:45PM to 2:15PM
Holistic Perspectives on Sustainable Cross-border Experiences

As borderless shopping grows, the number of choices (and voices) grows in lockstep.  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.

Our afternoon keynote explores how global ecommerce leaders are meeting new expectations for transparent and holistic practices that blend sustainable strategies with tactics designed to reduce global supply and delivery inefficiencies and waste.

2:15PM to 2:45PM
Getting Closer to Your International Customer

GELF’s afternoon keynote panel focuses on how retail brands are improving topline revenue and margins by optimizing global operations. Our panel provides insights into how leading organizations get closer to international consumers via hybrid fulfillment strategies that help them more quickly fulfill orders from their cross-border, marketplace and in-region ecommerce sites.

Our panelists share POVs about creating centralized and local (and/or brand) team structures – and the key role that shared services can play as they grow globally. Join us as global ecommerce leaders also discuss how to create global growth synergies by integrating technology stacks and databases.

2:45 to 3:15PM
Overcoming Operational Friction to Grow the Top-line

How are global ecommerce leaders improving the cross-border customer experience from the shopper’s first “touch?”

What are the key data points and best practices that brands and retailers alike use to balance risk management and opportunity when fine-tuning cross-border operations to drive new top-line revenue?

Join our fireside as we explore how leaders are navigating and ramping cross-border operations from payment and site localization to processing international orders and managing returns.

3:15 to 3:30 PM
Afternoon Break
3:30 to 4:30PM
Luxury and Beauty Going Global: Product Category Breakouts

Fashion and apparel are followed by health and beauty as the top two product categories driving the growth of global ecommerce sales.

A recent study pointed out that fashion and apparel and health and beauty are also the two categories where global shoppers are shifting their purchasing preferences towards brands selling direct-to-consumer and away from traditional retailers.

Join our two breakouts as we explore why and how DTC brands are taking share from traditional retailers.

3:30 to 4:30PM
GELF Tech Talks: Where Tech Talks Global

GELF’s Tech Talks tackle head-on the top cross-border ecommerce pain points creating friction for today’s international sellers.

This year we invite global retail leaders to join Tech Talks and share the top priorities on their cross-border/international ecommerce “shopping lists.”

Curious about why one retail brand chose one partner vs another? Want to know the latest trends driving the roadmap of leading cross-border technology providers?
Join us for a new spin on GELF Tech Talks this fall!

4:30 to 6PM
GELF's Executive Meetsup and Networking Reception

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!).

Wrap up a great day at GELF NYC 2020 by enjoying the fabulous food and networking at the GELF NYC 2020 reception!

Thanks again to all the global ecommerce executives listed below for speaking at GELF NYC '19!

If you are an executive at an online retailer or brand selling direct to consumer and would like to share your cross-border and international ecommerce experiences, please email us at! Although GELF speakers are primarily retailers and brand executives, we are able to include select leaders from our sponsor partners in the program as well. If interested in sponsoring GELF NYC 2020, please contact

Ben Hassing

SVP, Cross Border Trade, Walmart

Janelle Spatz

Director of Operations - Ecommerce, PVH Corp.

Nathan Isaacson

Digital Sales & Emerging Channels, New Balance

Matthew Schiff

VP, Ecommerce, Marc Jacobs

Nisha Oza

Brand Partnerships, Chinese Laundry

Na'Im McKee

Senior Marketing Manager, Global Paid Media, Arrow Electronics

YuJin Yong

Senior Director of Direct to Consumer and Digital, MZ WALLACE

Martin Suter

Global VP, Marketplace, ABInBev

Jeff Lord

Sr Dir of Global eComm & Retail, Burton Snowboards

Eric Tam

VP, Global Digital + Technology, Biossance

Jose Farinas

Presidente Latin America & Global Manager, Wahl Clipper

Kirat Anand

Founder & CEO, KAS New York

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