Global e-commerce expansion has long intimidated even sophisticated retailers and brans — but according to this episode's guest, Webb Stevens, Chief Operating Officer of Swap Commerce, that fear is now solvable with technology, not tolerance. Stevens, whose career spans high-growth operating roles at Avalara and Qualtrics plus time as an investor and board advisor, joins the podcast to explain why brands leave international revenue on the table and how Swap is removing the operational barriers that keep them from going global.

Stevens walks through Swap's "three Cs" framework — control, cash, and customer ownership — arguing that legacy cross-border models force merchants to resell through intermediaries, losing the direct customer relationship, data, and margin along the way. With Swap, he says, brands retain merchant-of-record status while offloading the complexity of duty reclaim, tariffs, and compliance, some of it retroactively.

A major thread of the conversation centers on agentic commerce — a term Stevens argues is more than a buzzword. He distinguishes chatbots (which answer questions) from true commerce agents (which complete transactions), and makes the case that brands should consider replacing their websites entirely with conversational, agentic storefronts rather than bolting AI onto an existing site. Early results from Swap's launch partners, including brands onboarded through its Air Mail brand-in-residence program in London and New York, show a 2x lift in conversion, 3x more time on site, and double-digit reductions in returns.

The episode also covers how AI-driven discovery is reshaping the top of the purchase funnel, with Stevens noting that more than half of shoppers now use AI or LLM tools during product discovery — while conversion still tends to happen in merchant-controlled environments. He and co-host Jim Okamura discuss why U.S. merchants have historically been slower than UK counterparts to prioritize international expansion, tying it back to operational fear rather than lack of demand.

On regulation, Stevens addresses the shifting landscape head-on — from new EU fees to the removal of de minimis thresholds — arguing that brands working with the right infrastructure partner shouldn't need to track these changes themselves. His advice for "dabbler" brands already selling internationally in a limited way: eliminate pricing and delivery surprises, since inconsistent cross-border experiences erode long-term customer trust and Net Promoter Score.

Special thanks to Webb and the Swap team for being one of our Presenting Sponsors of our NYC Global Experts Workshop July 15, 2026! Still a few invites available for cross-border retailers or brands!

About:

Michael LeBlanc is a senior retail advisor, keynote speaker and media entrepreneur. Michael has delivered keynotes, hosted fire-side discussions hosted senior retail executive on-stage in 1:1 interviews worldwide. Michael produces and hosts a network of leading retail trade podcasts, including The Remarkable Retail Podcast, The Voice of Retail The Food Professor, The FEED powered by Loblaw and the Global eCommerce Leaders podcast. He has been recognized by the NRF as a global Top Retail Voice for 2025 and 2025 and continues to be a ReThink Retail Top Retail Expert for the fifth year in a row.

In this episode of the Global eCommerce Leaders Podcast, Michael LeBlanc and Jim Okamura welcome Kate Muth, Executive Director of the International Mailers Advisory Group (IMAG), for an essential conversation on the rapidly evolving world of global e-commerce, international shipping, tariffs, and cross-border trade.

As geopolitical uncertainty, changing trade policy, and new customs regulations continue to reshape international commerce, Kate provides an insider's perspective on what brands, retailers, marketplaces, and logistics providers need to know to stay competitive. Drawing on more than a decade of leading IMAG, she explains how the organization helps global shipping providers, marketplaces, technology companies, and postal experts navigate increasingly complex regulatory environments while helping businesses manage customer expectations during periods of disruption.

The discussion explores the unprecedented pace of change facing international commerce—from ongoing tariff disputes and evolving U.S. trade policy to de minimis reforms, customs modernization, and the growing complexity of cross-border fulfillment. Kate explains why reliable ecosystem partners, accurate data, and diversified logistics strategies have become indispensable as retailers adapt to geopolitical instability, supply chain disruptions, and shifting consumer confidence.

We also dive into one of the year's biggest developments: the ongoing uncertainty surrounding IEEPA tariff refunds. Kate outlines where the refund process currently stands, why many businesses remain in limbo, and why importers must stay closely connected with customs brokers and trade counsel as legal challenges continue to unfold.

Looking ahead, Kate previews major regulatory milestones that will significantly impact international commerce, including new U.S. Customs and Border Protection data requirements, Section 122 and Section 301 tariff developments, European Union regulatory changes, and the upcoming review of the USMCA/CUSMA trade agreement. She explains why global brands should prepare now for tighter customs requirements and a more demanding compliance environment throughout the remainder of the year.

Throughout the conversation, one message stands above all others: today's global commerce environment rewards organizations with strong ecosystem partnerships, resilient supply chains, and timely access to trusted intelligence. For retailers, brands, marketplaces, logistics providers, and technology partners operating internationally, staying informed has become a competitive advantage.

If you're responsible for global growth, cross-border commerce, international logistics, or e-commerce strategy, this episode offers practical insights into the policy changes and market dynamics shaping the future of global trade.

About:

Michael LeBlanc is a senior retail advisor, keynote speaker and media entrepreneur. Michael has delivered keynotes, hosted fire-side discussions hosted senior retail executive on-stage in 1:1 interviews worldwide. Michael produces and hosts a network of leading retail trade podcasts, including The Remarkable Retail Podcast, The Voice of Retail The Food Professor, The FEED powered by Loblaw and the Global eCommerce Leaders podcast. He has been recognized by the NRF as a global Top Retail Voice for 2025 and 2025 and continues to be a ReThink Retail Top Retail Expert for the fifth year in a row.

As global trade faces unprecedented disruption, international eCommerce remains one of the most compelling growth opportunities for retailers and brands. On this cross-over episode from The Voice of Retail podcast, hosts Michael LeBlanc and Jim Okamura welcome Matthew Merrilees, CEO North America at Global-e for a deep dive into the future of cross-border commerce and global retail expansion.

Drawing on more than two decades of experience spanning international logistics, eCommerce, supply chain management, and global retail growth, Matthew provides a practical and insightful perspective on how brands can successfully navigate today's increasingly complex global marketplace.

The conversation explores how supply chain disruption has evolved from a temporary challenge during the pandemic into a permanent strategic consideration for retailers. Matthew explains why agility, scenario planning, and operational flexibility have become essential capabilities for brands seeking sustainable growth in an environment shaped by tariffs, geopolitical uncertainty, changing regulations, and shifting consumer expectations.

A central theme of the discussion is profitability. Matthew reveals why virtually every conversation with retailers today centres around profitable growth rather than simply pursuing top-line revenue. He discusses how brands are optimizing inventory allocation, managing duties and tariffs, leveraging duty drawback programs, simplifying technology stacks, and improving international fulfilment strategies to protect margins while expanding globally.

Matthew shares why customers around the world continue to expect seamless, localized shopping experiences regardless of where a retailer is based. Whether shopping in Canada, Europe, the Middle East, or emerging markets, consumers increasingly demand domestic-like experiences that remove friction from cross-border transactions.

Throughout the episode, Matthew outlines the characteristics that distinguish the most successful global brands. Digital-first thinking, calculated risk-taking, strong brand differentiation, and customer-centric innovation consistently separate market leaders from competitors. He argues that retailers who continue investing and expanding during periods of uncertainty are often best positioned to capture future growth.

The episode concludes with a powerful call to action for retailers and brands considering international expansion: don't wait. As Matthew notes, consumers around the world are already discovering brands online. The question is no longer whether brands should go global—but how quickly they can do it profitably and effectively.

About:

Michael LeBlanc is a senior retail advisor, keynote speaker and media entrepreneur. Michael has delivered keynotes, hosted fire-side discussions hosted senior retail executive on-stage in 1:1 interviews worldwide. Michael produces and hosts a network of leading retail trade podcasts, including The Remarkable Retail Podcast, The Voice of Retail The Food Professor, The FEED powered by Loblaw and the Global eCommerce Leaders podcast. He has been recognized by the NRF as a global Top Retail Voice for 2025 and 2025 and continues to be a ReThink Retail Top Retail Expert for the fifth year in a row.