How do you scale a gifting marketplace to 50+ countries without losing the local touch that makes gifting meaningful in the first place?
In Episode 10 of Digital Shelf Insider Season 2, Shreshta Joy sits down with Ekaterina Gorbacheva, Global Expansion Director at Udora, to unpack what it actually takes to run a truly global e-commerce business without building a thousand-person country-manager army.
In this episode:
(00:00) Trailer
(01:03) Intro
(02:20) Meet Ekaterina Gorbacheva, Global Expansion Director at Udora
(02:50) What is Udora? The global gifting marketplace explained
(05:03) Cultural nuances beyond language and currency
(07:27) Marketplace pricing dynamics and the Turkey case study
(09:24) Product adaptation vs. local positioning
(10:04) Why decision fatigue is the real enemy of gifting
(13:16) Handling catalog noise across different markets
(16:35) Expanding into beauty, home decor, and perfume
(17:38) Team structure: why hiring country managers too early is a mistake
(21:38) Gifting behavior patterns across Turkey, Brazil, and the UK
(23:01) US consumer behavior: New York vs. Boston
(24:00) AI adoption and what brands should be building now
(27:06) Closing thoughts
ABOUT DIGITAL SHELF INSIDER
Digital Shelf Insider is a podcast by MetricsCart for consumer brands, retailers, and e-commerce agencies exploring how enterprise brands win on the digital shelf. Hosted by Shreshta Joy, each episode features candid conversations with brand leaders, e-commerce experts, and digital shelf strategists tackling the trends, tools, and data-backed tactics shaping modern online retail. Subscribe for a masterclass in digital commerce every week!
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MetricsCart is an enterprise-grade digital commerce intelligence platform that tracks pricing, availability, content compliance, promotions, search visibility, and reviews across major retailers and marketplaces. Brands like Mattel, Illy, PVH, and P&G use MetricsCart to make faster, data-backed decisions that protect revenue, boost visibility, and drive growth.
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