Growth In New Markets

Tuesday 9th February, 8:30am - 12:30pm
The RSA (just off the Strand), London

The challenges related to international expansion have moved on. For most merchants the task of selecting new territories has been accomplished, including a nice priority list of countries to move into. The issues for most eCommerce retailers relate to how to develop the most effective and efficient methods of trading across these new territories, whilst maintaining a consistent brand image (without compromising the value you deliver to all consumers). 

This morning session will feature content from merchants and practitioners – people with day-to-day experience in trading in new markets. They will address the challenges of understanding consumers across multiple markets, whilst keeping costs under control.

Our talented and passionate speakers will discuss:

  • How to connect with local populations whilst maintaining brand image.
  • New markets are thriving, but can you cover them all without super-sizing your team?
  • How to “size” a market and decide how much to invest, and how to predict demand in a new market.
  • Do marketplaces and partners really offer the risk-free strategy they claim to?
  • Do you employ locally for the knowledge or just use the data and statistics already out there?

Speakers confirmed are:

  • Cheryl Clifford – Head of International, Hobbs Ltd
  • Bianca Mercer – Senior eCommerce Consultant, Practicology
  • Spencer Hudson – Online Solutions Manager, GHD
  • Charlotte Thomée – International Marketing & Merchandising Manager,
  • Paul Giuffredi – Finance Director, Baker Ross Ltd

Our exclusive morning conference is designed to help you explore the best ways to trade your brand across all territories, using every possible channel and investment strategy.

Who Should Attend?

  • International eCommerce Leaders
  • Director of Multichannel/Omnichannel
  • International digital Marketing leaders
  • International Merchandising
  • Owner/Managers of eCommerce merchants


8.20am Registration, breakfast and networking

9.00am Introductions – Jamie Hancox – Founder, Commerce Futures

9.10am Keynote – Cheryl Clifford – Head of International, Hobbs

Cheryl will kick off the morning with a keynote about the challenges of market entry. Cheryl is a retailer who is focused entirely on the consumer and their behaviour to inform these decisions, and she will lay out the choices and strategies at your disposal as a way of opening the day’s session. Cheryl will use the opportunity to bring her experiences from a career in international retailing to offer some “best practice” advice on how to enter new markets with maximum efficiency and the greatest return.

9.45am The International Panel

  • Spencer Hudson – Online Solutions Manager, GHD
  • Charlotte Thomée – International Marketing & Merchandising Manager,
  • Paul Giuffredi – Finance Director, Baker Ross Ltd

Our industry panel will walk through an interactive debate (in which the audience will feature heavily!) specifically working through the challenges of trading in multiple territories whilst endeavouring to minimize the need for massively complex and expensive teams.

Our new interactive polling and Q&A technology will encourage your full participation, both in telling us what you want to discuss as well as sharing your views about your own priorities and challenges.

10.30am Coffee break and networking

10.55am Keynote – Bianca Mercer – Senior eCommerce Consultant, Practicology

Bianca has extensive experience in trading ecommerce sites and running ecommerce teams, particularly for international ecommerce operations. In addition, she has implemented online marketing and PR strategies, overseen site redesigns and restructured and built ecommerce teams. Before joining Practicology she was head of Aurora Fashion's brand, Coast, and prior to this held a group role as Head of International eCommerce for Aurora Fashions itself, launching 25 international websites.

Bianca will discuss the benefits of templated international websites, tactical thinking and the ways to build teams who are a mixture of local and central.

11.35am Event wrap up and networking

12.00pm Event close


Cheryl Clifford.jpeg

Cheryl Clifford

Head of International, Hobbs Ltd

Cheryl Clifford is Head of International for Hobbs Limited where she is responsible for leading Hobbs’ international development and expansion.  Her remit includes ensuring successful delivery of Hobbs’ international strategy by optimising all channels and maintaining brand integrity in all markets.

Cheryl’s retail career prior to Hobbs has taken her to South East Asia, the Middle East and Australasia where she has held a range of International positions for Mothercare & Early Learning Centre, Laura Ashley and Debenhams.

Richard Moore headshot.jpg

Bianca Mercer

Senior eCommerce Consultant, Practicology

Bianca has extensive experience in trading eCommerce sites and running eCommerce teams, particularly for international eCommerce operations. In addition, she has implemented online marketing and PR strategies, overseen site redesigns and restructured and built eCommerce teams.

Before joining Practicology she was Head of eCommerce for Aurora Fashion’s brand, Coast, and prior to this held a group role as Head of International eCommerce for Aurora Fashions itself. Whilst working for Aurora Fashions she launched 25 international websites, drove online sales growth and recruited and managed the international eCommerce team.

Spencer Hudson

Online Solutions Manager, GHD

Spencer is Online Solutions Manager at GHD and has worked within the digital team for the past 13 years, gaining extensive experience in all the operational aspects of international eCommerce. He is responsible for the technical operation and performance of multiple international websites, including the UK. The challenge for Spencer and the digital team is to provide a solid platform that remains agile and responsive to new opportunities, whilst maintaining GHD’s online estate – which has become critical to its success as a globally recognised brand.

Charlotte Thomee.jpg

Charlotte Thomée

International Marketing & Merchandising Manager,

Charlotte is the International Marketing & Merchandising Manager for, Europe’s biggest online Beauty Retailer. In her role she is responsible for all international markets outside the UK with a specific focus on the German, French, Nordic, Spanish and Chinese markets. She is currently working on strategies including local market adaptation in order to increase brand awareness and drive the business internationally.

Prior to that she has always worked in the eCommerce sector, launching several websites for Germany at the Fast Retailing Group (Comptoir des Cotonniers and Princesse tam.tam) and Yves Rocher in France.

Paul Giuffredi

Finance Director, Baker Ross Ltd

Paul is the Finance Director of Baker Ross Limited, an online supplier of Children’s arts and craft products. He has worked for a number of private equity backed and AIM listed businesses. Over the last couple of years he has led the international expansion of Baker Ross. From a standing start in mid 2013 the number of overseas orders rapidly grew to 200,000 in 2015. Baker Ross sells internationally via marketplaces in eleven countries and through its own localised websites in eight countries.

Your Hosts

Hybris Software


Hybris software, an SAP company, helps businesses around the globe sell more goods, services and digital content through every touch point, channel and device. Hybris delivers Omni-channel commerce solutions: State-of-the-art master data management for commerce and unified commerce processes that give a business a single view of its customers, products and orders, and its customers a single view of the business. Hybris has helped some of the world¹s leading organizations including 3M, ASICS, Bridgestone, EE, Galeries Lafayette, Johnson & Johnson, Levi Strauss & Co, Nestlé, Nespresso, Nikon, Rexel, Samsung Electronics, Ted Baker, Tommy Bahama and W.W. Grainger, to attract, retain, and grow a profitable customer base. Hybris sits at the heart of SAP¹s Customer Engagement and Commerce suite of solutions, alongside SAP® Cloud for Sales, SAP Cloud for Service, SAP Cloud for Marketing and SAP Cloud for Social Engagement providing the foundation, framework and business tools to create a holistic customer view across channels, simplify customer engagement and solve complex business problems.

Find out more



Rackspace is the global leader in hybrid cloud and founder of OpenStack®, the open-source operating system for the cloud. They have delivered enterprise-level hosting services to businesses of all sizes and kinds around the world since 1998 and have grown to serve more than 205,000 customers. They operate on four continents, and have been featured on Sunday Times' 100 Best Companies to work for.

Rackspace integrate the industry's best technologies for each customer's specific need. We deliver best-fit solutions by leveraging a portfolio of public cloud, private cloud, dedicated servers, and a combination of platforms. Most importantly, it's all backed by our award-winning Fanatical Support.

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Tacit Knowledge

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Tacit Knowledge, a Newgistics company, is a digital commerce consultancy founded on the premise that talent and experience are key factors in project success. We bring Silicon Valley know-how and techniques to eCommerce and have offices around the world, including a thriving London office. Despite an industry-trend towards software development as a commodity, commitment to the craft is our differentiator.  Every software development project we've undertaken has been a success and we're proud to include the likes of Mulberry, John Lewis, Beaverbrooks, Nike, Converse, Office Depot and ghd as our customers.

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CyberSource is a payment management company and provides a complete portfolio of services that simplify and automate payment operations. Customers use our CyberSource and Authorize.Net brand solutions to process online payments, streamline fraud management, and simplify payment security. Born during dawn of eCommerce in 1994, CyberSource was one of the pioneers in online payment and fraud management services for medium and large-sized merchants. In 2007, we acquired the leading U.S. small business payment services provider, Authorize.Net, thus expanding our market footprint to cover businesses ranging from the smallest sole proprietorships to the largest global brands. In 2010 CyberSource was acquired by, and operates as a wholly-owned subsidiary of Visa Inc. Today, over 400,000 businesses worldwide use CyberSource solutions. The company is headquartered in Foster City, California, with offices throughout Asia, Europe, Latin America, the Middle East and Africa, and the United States.

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Q: Is there a fee for attending the Commerce Futures event?

A: Attending the event is free of charge. However, because we take great care in how we curate the audience, the event is invitation only and you must register in advance to attend. If you have not received an invitation but would like to attend, please register via the website and your place will be confirmed subject to approval.

Q: Can I bring a colleague?

A: Additional places will be subject to availability. Please ask your colleague to register via the website.

Q: Who else will be there?

A: Senior professionals in eCommerce, entrepreneurial brand owners, marketing leaders including directors of innovation, strategy and acquisition.

Q: What is the address of the venue?

A: The RSA, 8 John Adam Street, London, WC2N 6EZ

Q: Is there a dress code for this event?

A: There is no formal dress code. Please come dressed in comfortable attire e.g. business casual. 

Q: Who is Commerce Futures?

A: Commerce Futures is an independent online community for retail leaders and Commerce professionals. We provide a round up of the latest news and information relating to the key challenges in Commerce today, as well as insights into future trends and technologies that are shaping the online retail landscape. And because we believe it's important to learn from our peers, the regular Commerce Futures event series brings in expert speakers from leading brands to share case studies and industry know-how. 

Since 2012, thousands of professionals have attended our events and engaged with our content. We survey them regularly to understand what problems they are wrestling with now and tailor content to help them solve those concerns.