Commerce Beyond Borders

In this episode of Commerce Beyond Borders, hosts Chris Baker (Vancouver, Canada) and Renee Hartmann (Sintra, Portugal) sit down with Swagat Choudhury, Global Digital Commerce Director of the Perfect Store at Mars. With a background that includes years of global digital leadership at Diageo, Swagat brings a deep perspective on the evolution of e-commerce and how Mars is embracing the future.

They unpack what it really means to create a "perfect store" online — from building frictionless customer journeys to leveraging AI and data for personalization, global content strategies, and omnichannel excellence.

Topics discussed include:

• What "Perfect Store" means in a digital context

• Balancing global consistency with local relevance across markets

• The rise of social commerce, on-demand delivery, and conversational shopping

• How written content, reviews, and voice search are transforming product discovery

• Why Mars prioritizes customer-first thinking in every innovation initiative

• Practical advice for brands navigating the AI transformation

“Be very clear on your outcome, and find the best path to it. Sometimes the answer might not be AI — but increasingly, it is.” — Swagat Choudhury, Mars

Whether you're a global brand builder or a startup navigating commerce at speed, this episode will help you rethink the way you engage consumers in a fast-evolving digital landscape.

In this insightful episode of Commerce Beyond Borders, hosts Chris Baker and Renee Hartmann engage with Neil Parker, Managing Director of Global Distributors at Barbour. With a rich background spanning leadership roles at Gant, Crocs, Levi's, and Tommy Hilfiger, Neil brings a wealth of experience in steering brands through international markets. The discussion delves into Barbour's approach to global expansion, the nuances of adapting to diverse markets, and the strategies employed to maintain brand integrity while fostering growth.

Key Topics Discussed:

• Global Leadership Journey: Neil shares his experiences leading teams across various regions, highlighting the challenges and learnings from his tenure in cities like Amsterdam, Hong Kong, and Singapore.

• Barbour's Strategic Vision: Insights into Barbour's commitment to preserving its British heritage while innovating to meet the demands of global markets.

• Market Adaptation: The importance of understanding local cultures and consumer behaviors in markets like China and Japan, and how Barbour tailors its strategies accordingly.

• Collaborations and Innovation: Discussion on Barbour's collaborations, and how these initiatives contribute to brand evolution and appeal to younger demographics.

• Sustainability and Heritage: Exploring Barbour's 'Wax for Life' initiative and the brand's efforts in promoting sustainability through product longevity and repair services.

Notable Quotes:

• "The world's the most amazing place... but we live in such a varied time in retail, don't we? It's moving faster than ever in history."

• "Barbour is very happy not to be called luxury even though we, you know, rock stars to royalty... but we're also very happy not to be mainstream."

• "We start with a story... we talk about we're very proudly British. We still make jackets in England. We've been here since 1894."

Renee Hartman joins Chris Baker from opposite sides of the globe — Galway, Ireland and Seoul, South Korea — to unpack the latest developments in global trade, retail innovation, and shifting consumer behavior. This episode dives deep into the growing uncertainty caused by tariff threats and how that’s already influencing decision-making across supply chains, marketing, and even travel habits.

You’ll hear firsthand insights from:

• A digital marketing conference in Seoul with execs from Coupang, Pinterest, and Teradata

• Retail presentations in Europe spotlighting innovation hotspots in Asia

• Conversations around the future of U.S.-China trade, manufacturing shifts, and consumer sentiment

🔍 What we cover:

• Why the global retail map is redrawing — and why China is now the #1 trade partner for most countries

• How Korean and Chinese brands are outpacing U.S. brands in product innovation and speed to market

• Why tariffs may unintentionally fuel more overseas shopping by American tourists

• The evolution of physical retail spaces in Asia — where storytelling and experience come first

• The shift from globalization to regional trading blocs and what it means for global strategy

💡 Key Quote:
“The store is our marketing environment as much or more than it is the place to sell products.” – Chris Baker

🎧 Listen now for on-the-ground insights from Asia and Europe — and a forward-looking take on what’s coming for global brands, retailers, and supply chain leaders.

Welcome to another episode of Commerce Beyond Borders! This week, your hosts Renee Hartmann and Chris Baker sit down—just the two of them—for a candid, insightful conversation on the current state of global commerce as we close out Q1 of 2025.

With both hosts recently crisscrossing Europe, Asia, and North America, they share firsthand perspectives on how brands are reacting to geopolitical shifts, evolving economies, and consumer uncertainty. From green shoots in China to growing inflation fears in the West, this episode offers a panoramic view of where commerce is headed—and how brands can adapt.

In this episode, Renee and Chris explore:

🌍 Regional Check-Ins

• Europe’s cautious optimism amidst political and economic recalibration
  
  
• China’s slow but steady rebound and innovation-driven growth
  
  
• North America’s fragile consumer confidence and rising protectionism
  
  

🚗 Global Trade Realignment

• The ripple effects of tariffs, deglobalization, and the rise of regional trade blocs
  
  
• How supply chains are adapting to shifting alliances and new economic zones
  
  

🧠 Lessons from China

• How Chinese brands are thriving with innovation under pressure
  
  
• What Western brands can learn about agility, relevance, and consumer connection
  
  

📱 The Evolution of E-Commerce & Marketing

• The rising impact of TikTok Shop, live commerce, and creator-led marketing
  
  
• Why traditional acquisition strategies are failing—and what’s replacing them
  
  
• The "missing middle" in marketing: blending storytelling, activations, and collabs
  
  

⚡ Key Takeaways:

• Uncertainty is the new normal—but it’s also a catalyst for creativity.
  
  
• Global brands must rethink their playbooks to stay relevant across markets.
  
  
• Constraints often spark the most powerful innovations.
  
  

Whether you're a global brand strategist, supply chain leader, or digital marketer, this episode is packed with insights to help you navigate 2025’s complex terrain with confidence.

🔔 Subscribe & Stay Ahead
Don’t forget to follow Commerce Beyond Borders for weekly deep dives into the ever-evolving world of global trade and international business.

— 🎧 Available on Apple Podcasts, Spotify, Google Podcasts, and wherever you listen.
📬 Got a question or a topic idea? Drop us a message—we’d love to hear from you!

In this episode of Commerce Beyond Borders, hosts Renee Hartman and Chris Baker sit down with Paula Macaggi, founder of the OFFbounds podcast, to discuss global retail innovation. Paula shares insights from her travels across Europe, Asia, South America, and North America, exploring the latest trends shaping the industry.

🔹 How AI and computer vision are driving the next wave of retail automation
🔹 The rise of omnichannel strategies and why in-store experiences still matter
🔹 Regional differences in AI adoption—from China’s rapid experimentation to Europe’s cautious approach
🔹 How social commerce, live streaming, and negotiation-based shopping are transforming consumer behavior
🔹 The future of sustainability in retail—beyond regulation, into real business impact

Join us as we uncover the most exciting developments in global retail and what’s next for the industry.

In this episode of Commerce Beyond Borders, hosts Renee Hartmann and Chris Baker welcome Michele Caruso, professor of AI and data marketing at the University of Paris Saclay and LIUC in Milan. Drawing from his extensive experience as former senior head of data and CX at WPP and as a consultant at Accenture and EY, Michele shares valuable insights into Europe's approach to AI adoption, ethical considerations, and competitive landscape in the global market.

Key Topics Discussed:

• Europe's balanced approach to AI development: maintaining strong ethical standards while remaining competitive globally
• Comparison of AI innovation approaches across regions: US ("fail fast, learn faster"), China (constraint-driven), and Europe (regulation-focused)
• How regulatory constraints can potentially drive innovation in different ways
• The multi-level pyramid of AI applications: from discovery and generation to optimization
• The importance of balancing human and artificial intelligence rather than simply replacing human roles
• How luxury brands like Pernod Ricard and Moet Hennessy are successfully implementing AI in creative marketing

Join hosts Chris Baker (Hong Kong) and Renee Hartman (Portugal) on this week’s episode of Commerce Beyond Borders as they sit down with Dan Wong, AI Forum Director at the Conference Board, professor, and tech innovation veteran.

Fresh off the buzz around China’s DeepSeek—a groundbreaking AI model challenging Western counterparts with its cost-efficiency and open-source approach—Dan unpacks China’s rapid rise in the AI ecosystem. From his early days running an AI startup in Hangzhou in 2014 to navigating today’s geopolitical tensions, Dan shares firsthand insights into:

• The inflection point in AI: How China’s constraints (like U.S. chip bans) fueled innovation.

• DeepSeek’s disruption: Why smaller, cheaper models could redefine global AI adoption.

• East vs. West: Contrasting development philosophies—scaling laws vs. pragmatic ingenuity.

• Open-source vs. closed-source: What DeepSeek’s strategy signals for the future of AI collaboration.

• Global implications: How businesses can navigate AI’s exponential growth amid geopolitical friction.

Whether you’re a tech leader, investor, or simply curious about AI’s next chapter, this episode offers a rare lens into China’s tech ecosystem and its ripple effects worldwide.

Subscribe to Commerce Beyond Borders for weekly deep dives into global business, tech, and cross-border innovation. Available wherever you get your podcasts.

In this episode of Commerce Beyond Borders, hosts Chris Baker and Renee Hartman are joined by Tu Le, founder of Sino Auto Insights, to unpack why China’s electric vehicle (EV) industry has become a major source of anxiety for traditional automotive powerhouses like Germany and Detroit.

The conversation delves into how China’s rapid ascent in the EV market—driven by companies like BYD, NIO, and XPeng—has disrupted the global automotive landscape. Tu explains how Chinese automakers have leveraged government support, technological innovation, and a hyper-competitive domestic market to produce high-quality, affordable EVs that are now challenging established brands worldwide.

Key topics include the historical evolution of China’s auto industry, the role of Tesla in catalyzing China’s EV boom, and the strategic advantages Chinese companies hold in battery technology and software integration. Tu also highlights the challenges legacy automakers face, from organizational inertia to the shift toward digital-first, customer-centric business models.

The discussion goes beyond China’s borders, exploring how Chinese EVs are making inroads into Europe and other global markets, and what this means for the future of automotive manufacturing and trade. For anyone interested in the seismic shifts reshaping the auto industry, this episode offers a clear-eyed look at why China’s EV revolution is a wake-up call for the rest of the world.