“The hard part isn’t going global. It’s staying operational once you’re there.” Senior Retail Analyst Lavina Suthenthiran unpacks the newest Global Lens report in a new podcast series exploring the forces reshaping global retail. Over the coming weeks, she dives deeper into the data, case studies, and market dynamics behind one central conclusion: cross-border growth has shifted from a demand problem to an execution problem. In this episode, Jeremy Goldman joins Lavina to explore the major themes behind that conclusion, and how leading brands are learning from costly mistakes as they build for global growth. DEMAND IS ARRIVING FASTER THAN BRANDS CAN OPERATIONALIZE FOR IT: Discovery has never been easier. Between social platforms and AI, brands can suddenly see demand in markets they never planned to enter. The challenge now is whether brands will be ready on the backend when that demand appears. - Supporting data: ESW research found that 71% of Gen Z discovers products on social media, but only 6% want to complete the purchase there, indicating that discovery and conversion now happen in different places. CAPABILITY GAPS ARE DRIVING CROSS-BORDER FAILURE: When demand comes, brands need to be prepared to deliver. The problem is, most aren’t. Failure tends to stem from fulfillment, checkout, planning, and execution weaknesses rather than a lack of appetite. - Supporting data: 7 in 10 cross-border expansions fail, and 7 in 10 failures trace back to a capability gap, not market readiness. LOCALIZATION IS STRUCTURAL, NOT COSMETIC: Local knowledge has to be present before decisions are approved, not after problems emerge. Localization is not just translation or surface-level cultural adaptation. It must shape decision-making, assortment, channels, and service design. Without that local knowledge, brands risk appearing out of touch or missing their audience entirely. DESIGN A GLOBAL OPERATING MODEL, NOT A MARKET-BY-MARKET IMPROVISATION: Fragmented, market-by-market operations eventually collapse. Sustainable international growth requires clear rules on what remains standardized versus what flexes locally. - Supporting data: Skull Footwear used organic demand data across 90+ countries to focus DTC expansion in India, Brazil, and Indonesia, instead of spreading everywhere at once. Listen above to the full discussion, including real-world cautionary tales and success strategies from leaders who have mastered global execution.
