Part 1: The Fusalp Story ▶ Watch (2:20)

Background
Fusalp is a premium French ski apparel brand founded in the Alps. Their e-commerce site functions as a digital flagship - often the first brand touchpoint for international customers - making high-quality localization central to their growth strategy.

The Problem
Fusalp hit a growth ceiling. Selling high-value, technical ski gear requires customer reassurance - and navigating a site in a non-native language was a major conversion killer.

Previous attempts to scale

1. South Korea: Worked with a traditional translation agency - slow, expensive, and the market ultimately didn't pan out. Key lesson: heavy upfront bets on one or two markets carry too much risk.
2. Germany: Ran localized Google Ads but kept the website in English. A/B tests showed higher click-through rates but massively increased bounce rates - a German ad landing on an English site destroys trust. Key lesson: the entire journey must be localized end-to-end.
   
   

Why localization became mandatory ▶ Watch (5:18)

Failed attempts: South Korea and Germany ▶ Watch (7:02)

Launching in 24 languages simultaneously ▶ Watch (9:02)

New Playbook
Rather than making high-stakes guesses on which markets to enter, Fusalp adopted a data-driven, iterative model: launch broad across all 24 markets, let organic data reveal where demand exists, then double down with targeted paid marketing in top-performing markets. ▶ Watch (10:10)

Part 2: The Strategic Case for Broad Localization ▶ Watch (12:18)

Beyond Translation
Localization encompasses the full buying funnel - Google Shopping feeds, Meta catalogs, landing pages, and checkout - all synchronized automatically from a single source store.

The SEO Opportunity
Most brands already have 10–20% of their traffic coming from international visitors finding their English site. Localization helps those visitors convert. But the bigger opportunity is the markets where the brand is currently invisible - because local search engines don't properly index English-language content. A standalone, indexable Japanese-language store, for example, allows Google Japan to surface the brand to an entirely new audience. Japan and South Korea frequently become surprise top-performing markets for Glopal clients after this shift. ▶ Watch (19:19)

The Analytics Blind Spot
Traditional analytics only show demand from markets where a site is already indexed. Brands making market-selection decisions based on existing traffic data are working from a distorted picture. Launching broadly removes this blind spot entirely. ▶ Watch (22:40)

The Long-Tail Argument
The bottom 20 international markets - individually modest - can in aggregate outperform a brand's single biggest international market. That's revenue a selective, one-market-at-a-time approach would never capture. Maxwell Scott Bags launched across 98 markets overnight; BoozUp launched across 24 key markets in weeks. ▶ Watch (25:12)

Operational Simplicity
Brands manage one store - their domestic store - exactly as they do today. Every update automatically propagates across all international storefronts. All international orders flow back into the existing domestic backend with no new infrastructure, systems, or headcount required. ▶ Watch (26:46)

Part 3: Real-World Performance Data ▶ Watch (28:47)

Aurélie presented data across two client profiles: established European brands accelerating internationally, and DNVBs expanding from a strong niche product base.

Key Results

1. Revenue in Spain (French brand): After launching a localized Spanish site, revenue multiplied by 11x, with Spanish-language traffic driving the majority of growth.
2. PMax campaign A/B test (Germany): Localized German ads vs. English ads - 1.7x higher click-through rate and 3x higher conversion value.
3. Second merchant (Germany): Conversion value multiplied by 10x from localized ads targeting new, non-English-speaking audiences.
4. Q4 year-on-year (European brand with paid marketing): Revenue multiplied by 2.5x after investing 35% of total budget in localized paid campaigns.
5. Sessions after one year with Glopal (DNVB, 5 markets): Sessions multiplied by 4.8x (paid); organic traffic multiplied by 2.5x.
6. On-site A/B conversion test: Showing existing international traffic a localized site produced an average 46% uplift in checkout initiation - with some markets reaching 80% uplift - before any SEO or campaign investment.
7. Peak season (DNVB): Year-on-year revenue growth of +230% following brand awareness campaigns ahead of the season.
   
   

Glopal's Three-Stage Localization Impact

1. Immediate: Conversion uplift on existing international traffic
2. Medium-term: Organic SEO growth (slower but compounding and free)
3. Accelerated: Fully localized paid campaigns across Google, Meta, and PMax

Q&A Highlights ▶ Watch (42:50)

Can Glopal work alongside Globally (for payments and duties)?
Yes - Glopal operates as an additional localization layer without requiring any changes to existing payment or checkout infrastructure. The two platforms integrate seamlessly, including ensuring checkout is triggered in the correct local language.

Did Fusalp need to expand their team for 24 new markets?
No. Glopal's technology automatically mirrors and localizes the domestic site. There is no manual export or import of translations. Adding any new content on the source site automatically updates all 24 localized versions.

How should Google Ads keywords be managed across markets?
Keywords must be adapted per market, not simply translated. Glopal builds market-specific glossaries (typically 200-300 core product category terms) for each language and applies them consistently across both the website and product feeds.

What about email localization (e.g., Klaviyo)?
Klaviyo has its own localization features that brands should leverage directly. Glopal's team can advise on the best approach depending on the setup.

Can Glopal work with agencies?
Yes - Glopal has experience working alongside many agencies and knows how to integrate into existing agency-managed workflows.

How should promotional campaigns be localized per market?
The recommended approach is to start generic, collect data, and identify top markets within six months. Glopal can then help localize campaign landing pages per market and adapt timing (e.g., Mother's Day dates vary by country). CSS-level customization allows banners and messaging to be adjusted per market without managing entirely separate campaigns.

Where are international orders fulfilled from?
For most Glopal merchants, fulfillment ships from their existing European or UK warehouse using express carriers (UPS, DHL, FedEx), with duties paid in advance (DDP). A small number of high-volume merchants fulfilling into Asia-Pacific use Hong Kong warehouses.

Upcoming Webinars

1. March 5: How Smart Merchants Are Turning EU Duty Changes Into a Competitive Edge! - the new €3 tariff on low-value items coming into effect July 1 (already live in France, Italy, and Romania), and how Glopal's tax and duty tools address compliance.
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2. March 17: How Fairtex Launched in 20 New Markets with Glopal! - Thai sports gear brand expanding into 20 new markets, featuring the brand's team.
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