The popular leisurewear brand boosts international traffic conversion rates by 87% YoY

“Partnering with Global-e has helped us capitalise on the increasing international demand of our products and grow our global direct-to-consumer sales significantly in less than a year!”

Zach Goldstein

Founder and CEO

Within only eight months of partnering with Global-e, Public Rec has seen impressive results:

71% YoY increase in the number of global online orders
67% YoY increase in global e-commerce revenue
289% YoY increase in conversion rates in the Netherlands after localising Public Rec’s proposition to the market

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The Challenge

Known for their high-quality tailored leisurewear, Public Rec saw a rapid surge in global demand fueled by the outbreak of COVID-19.

While the brand had always sold online internationally, the team realised they were not fully capitalising on their international sales potential and looked for ways to increase conversion rates and grow their direct-to-consumer (D2C) business.

Although Public Rec was working with a technology solution provider, they were only able to offer a limited localised experience, hindering the brand’s ability to maximise its international growth and reach critical business KPIs.

The Public Rec site could only support 4 currencies besides USD (EUR, GBP, CAD, and AUD). In addition, they only offered a limited number of payment options, while popular local and alternative payment preferences were not supported. When it came to duties and taxes, they were only able to provide duty and tax calculation and pre-payment options in a small number of markets, causing unnecessary friction in other areas where shoppers could not determine their final landing cost. On top of that, Public Rec’s international shipping was costly without the ability to present shoppers with attractive flat delivery and return rates, in turn, negatively impacting their international conversions.

Public Rec searched for a proven cross-border e-commerce solution that would enable them to enhance the shopping experience on their website and effectively optimise their propositions across all destinations. They required a strategic partner, with vast experience in global e-commerce, that would provide them with cutting-edge localisation capabilities, data-backed local market insights, and ongoing guidance and support, to drive international growth in a cost-effective manner.

Furthermore, Public Rec needed a solution that could integrate into their webstore, which was built with a headless Shopify set-up.

The Solution

To offer customers an optimal online experience and grow its international business, Public Rec chose to partner with Global-e, the world’s leading platform to enable and accelerate global, direct-to-consumer cross-border e-commerce.

Through Global-e’s dedicated Shopify app, Public Rec was able to integrate its headless website with the Global-e platform. Following the single implementation process managed by the Global-e team, Public Rec can now offer online shoppers in over 200 destinations worldwide a seamless localised shopping experience tailored per market and per the brand’s business strategy. This includes:

Localised messaging – Customisable messaging for each market to promote key marketing messages such as free express delivery and easy returns. Supported in 30+ languages throughout the purchase journey.
Local pricing in local currencies – Product pricing is set per market according to the merchant’s business strategy and is rounded according to the local market convention. 100+ currencies are supported allowing shoppers to pay in their local currency.
Multilingual one-step checkout page – Supported in 30+ languages, shoppers can complete their purchase in their preferred language.
Guaranteed landed cost – A flexible approach based on Global-e’s data-driven best-practice recommendations per market, with capabilities to offer:
-Prices inclusive of all taxes and duties and informing customers that no additional fees will be added to their purchase at checkout or upon delivery.
-Prices inclusive of duties with taxes displayed and pre-paid at checkout.
-Calculation of all taxes and duties displayed at checkout with the option to prepay for a guaranteed landing cost.
An extensive variety of local and alternative payment options – More than 150 payment methods are supported including the most commonly used methods in each market such as mobile payment options and Buy now-Pay later. With Global-e’s best-in-class AI-based fraud prevention solution, Public Rec can now maximise its international acceptance rates.
Competitive shipping offering – The brand now offers standard free shipping on all international orders and express delivery at attractive rates.
Transparent and easy returns process – Prepaid express returns at a fixed price.

In addition to the advanced localisation capabilities, the Global-e team works closely with Public Rec to help the brand drive further global online growth and achieve its business KPIs. Led by a dedicated Success Manager, the Global-e team monitors the brand’s performance across all markets and provides them with best practice recommendations that are tailored to their vertical. The Global-e team also ensures that any changes in market conditions and regulations are reflected in the brand’s offering, enabling Public Rec a continuous seamless retailer experience free from any compliance issues.

“International growth was part of our strategy from the beginning. We sold internationally but were lacking the ability to make it efficient and profitable as we were hoping. Global-e’s platform does much of the technical and logistical heavy lifting, helping to streamline our international operations, making worldwide expansion seamless for us.”

Garrick Gan

Head of Operations

The Results

Within only 8 months of integrating Global-e’s cross-border e-commerce platform, Public Rec achieved considerable growth. International traffic conversion rates increased by 87% YoY, the number of orders rose by 71% YoY and global e-commerce revenue grew by 67% YoY.

The brand has seen impressive results across its key international markets. In Canada, conversion rates have increased by 85% YoY. Public Rec now presents Canadian consumers with pricing inclusive of all duties, and similar to a domestic shopping experience, displays only local sales tax at checkout. In Germany, where the brand now presents prices inclusive of local tax & duty and informs shoppers that no tax will be added at checkout or upon delivery, conversions rose by 91% YoY. German shoppers now enjoy a wider range of payment methods, and 88% of them choose to pay with local and alternative options, including Buy Now-Pay Later which is very popular in this market.

By localising their proposition and adjusting it for each market, Public Rec has seen a substantial increase in many European countries, including key locations such as Ireland, Italy, France and the Scandinavian markets. In the Netherlands, conversion rates rose by 289% YoY and the number of orders rose by 125% YoY. Almost half (49%) of the brand’s customers in this market opt to pay with iDeal, a popular local payment option.

In the Gulf region, Public Rec saw sizable growth in Saudi Arabia and Kuwait, with a 333% YoY and 266% YoY increase in the number of orders respectively, making these markets two of the brand’s biggest international markets.