Global-E Online (GLBE) UBS’s 2025 Global Technology and AI Conference summary

Company overview and business model

• Founded in 2013 by three co-founders, now with 1,200 employees across 25+ locations.

• Enables international direct-to-consumer e-commerce for brands and retailers, offering end-to-end localization and operational services.

• Acts as Merchant of Record, handling compliance, duties, taxes, and risk for merchants.

• Leverages data from thousands of merchants in 30+ outbound and 200+ inbound markets to optimize conversion rates.

• Partners with Shopify to provide white-label solutions for managed markets.

2025 performance and market trends

• 2025 saw stable consumer behavior and solid trading patterns despite market uncertainties.

• Cross-border and direct-to-consumer segments outpaced other retail segments.

• Strong performance during peak season, with notable merchant onboarding and positive volume surprises.

• Growth driven by both existing merchant expansion and successful new merchant additions.

Go-to-market strategy evolution

• Shifted from outbound-only sales to a mix of inbound, channel partners, and outbound.

• Over 50% of leads now generated through channel partners, including logistics and payment providers.

• Strategic agreements and ecosystem partnerships drive robust lead generation.

• Deploying AI-driven tools to qualify and target leads, aiming to accelerate top-of-funnel growth.

• Market remains largely untapped, with an estimated 90% greenfield opportunity.