What if we told you your brand is already global—even if you’ve never shipped outside the U.S.?
That’s the idea Passport’s CEO and Co-founder Alex Yancher explores in a recent episode of The Hidden Entrepreneur Show with Josh Cary, titled “Going Global the Right Way: A Founder’s Guide to International Ecommerce Done Right”. In just 20 minutes, Alex delivers a masterclass on the untapped opportunity in cross-border commerce, and why most ecommerce brands are leaving international revenue on the table without even realizing it.
“Every brand is already global, Day One,” Alex says. “Especially ecommerce—because you’re already online, and anyone can access your site from anywhere in the world. The question is, what are you going to do about it?”
In the episode, Alex shares his unique vantage point—from the early days at Facebook during its mobile transformation, to building one of the first platforms for international personal shopping, to now leading Passport which supports fast-growing brands like HexClad, Ridge, Carpe, OneSkin, and GORUCK.
And while his perspective is informed by years of experience, his message is simple: international growth doesn’t need to be complicated or expensive. In fact, it’s often low-effort changes that make the biggest impact.
“There are some very lightweight things you can do to start accepting orders from an international audience.”
From understanding the difference between DDP and DDU, to getting smarter about localization and checkout conversion, Alex lays out a practical, founder-friendly roadmap for global expansion. He also breaks down:
- Why international growth isn’t just for enterprise giants
- What most DTC brands get wrong about going global
- How to navigate logistics, compliance, and customer experience with confidence
- The long-term cost of ignoring international demand
Whether you’re a founder looking to grow sustainably, a marketer thinking beyond the U.S., or an investor curious about where ecommerce is headed next, this conversation is packed with real talk, actionable tips, and fresh perspective.
