Craig Reed


Craig Reed is currently SVP, Global Trade at Avalara where he is leading the development and growth of Avalara’s cross-border and global trade business. Craig came to Avalara through the acquisition of his company, TradeStream Technologies, where he was founder and CEO. At TradeStream, Craig was focused on building next generation automated product classification and landed cost software systems for cross-border Ecommerce. Prior to forming TradeStream, Craig was SVP, Global Ecommerce at Pitney Bowes, Inc. At Pitney Bowes, Craig created the Global Ecommerce business unit and led it from inception to over US$220M in revenue. Craig negotiated transactions with Google, eBay US, eBay UK, Walmart and dozens of other US and UK based retailers and marketplaces, including the landmark Global Shipping Program with eBay. In this role, he developed the ClearPath system – a proprietary suite of technologies that power the global Ecommerce business of 100’s of retailers and marketplaces. In this role, Craig also created a global parcel distribution network with dozens of carriers, brokers and freight forwarders that has successfully shipped over 50 million ecommerce shipments to over 100 countries globally. Prior to building the Global Ecommerce business at PB, Craig was one of the founders of Borderfree, Ltd. (circa. 2000), one of the first companies formed to enable cross-border ecommerce. Prior to Borderfree, Craig was a Senior Consultant at Monitor Company (now Monitor Deloitte), a global strategy consulting firm. Craig earned a Bachelor of Commerce degree with Distinction from the Haskayne School of Business at the University of Calgary.

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Avoiding the Pitfalls of Selling Cross-Border

Capturing demand is one thing; fulfilling the order is a whole another adventure – especially in today’s dynamic global regulatory environment. Compelling order and post-order experiences complete the engagement cycle – at home and abroad. But too often, this cycle breaks down for cross-border shoppers due to unexpected fees, tariffs and taxes that are due once an online order ends up on at an international shopper’s home or business. Another persistent cross-border hurdle is the high cost of international shipping and the long order delivery times. The resulting customer experience-related cross-border challenges often boil down to the tough work of making sure sought-after products comply with the latest regulations and are correctly classified for import. Hear insights about how ecommerce sellers are improving international conversion rates by embracing automation and innovations that leverage machine learning ease cross-border compliance-related hurdles. Learn more about how the latest software and process advancements can address tax reform initiatives, the dynamic state of border tariffs, and the increased scrutiny of imports as the global eCommerce growth drives an ever-increasing volume of cross-border sales and deliveries to shoppers around the world.