Are your international traffic and sales telling two very different stories?
If so, you’re not alone—and you’re not without options.
In a May 2025 episode of the DTC Podcast, Passport Co-founder & CEO Alex Yancher joined host Eric Dyck to unpack the evolving global ecommerce landscape and what DTC brands can do right now to protect margins, optimize conversions, and turn rising international traffic into real revenue.
Here’s a quick recap of what you’ll learn—and why it matters more than ever:
When International Traffic ≠ Sales
“Take a look at your Google Analytics,” Alex suggests. “What percentage of your traffic is coming from Canada? The UK? The EU or Australia? Now compare that to the percentage of your sales coming from those regions.”
If the numbers don’t align, you’ve got an opportunity hiding in plain sight—and conversion rate optimization is the unlock.
From localized checkout and language to pre-paid duties and transparent pricing, Passport helps brands close that gap and turn passive international visitors into paying customers.
CPA Arbitrage: The Most Overlooked Growth Lever
Here’s a stat that should have your growth team’s attention: Cost per click is 20–30% cheaper abroad.
If you’re already running profitable campaigns in the U.S., you could see significantly higher returns just by shifting part of your top-of-funnel spend to international markets—as long as your conversion funnel is properly optimized.
“If I gave you a 20% discount on your CPCs,” Alex says, “how much better would your ROAS be? That’s the arbitrage we help unlock.”
Tariffs, Duty Drawback & Compliance—Simplified
Alex also breaks down the current wave of trade disruptions—including the end of de minimis for Chinese imports, and how duty drawback can help brands recover cash if their inventory systems are dialed in.
And for brands looking to future-proof their international strategy, Alex explains how Delivered Duty Paid (DDP) shipping and in-country enablement can eliminate surprise fees, boost customer retention, and reduce cost per order.
Want the Full Breakdown?
Watch to the full conversation here:
Whether you’re a growth marketer, ops lead, or founder, this is 40 minutes well spent—and packed with practical tips to help you scale smart globally.
Still trying to make sense of tariffs and de minimis changes? Bookmark TrumpTradeTracker.com for real-time updates curated by the Passport team.
