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.