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Taking your brand global sounds exciting, and it can be, but it also comes with plenty of complexity. In this session, Ridge CEO Sean Frank sits down with Sharoon Thomas, CEO of Fulfil, and Alex Yancher, CEO of Passport Global, to discuss what it really takes to grow a direct-to-consumer business beyond the United States.
Whether you're just starting to explore international markets or already shipping worldwide, this conversation is packed with practical lessons and honest insights you will want to hear.
From Garage to Global
Ridge started like many DTC brands, fulfilling orders by hand and shipping internationally using simple DHL labels. That worked in the early days, but as customs rules tightened and shipping costs increased, this approach became too risky and expensive to maintain.
To scale responsibly, Ridge moved to a more structured model. They set up regional Shopify stores and partnered with Fulfil and Passport Global to manage the complexity behind the scenes. That shift created a foundation for international growth that could actually support the business long term.
Global Expansion Is More Than Flipping a Switch
Going international is not just about enabling more countries in your Shopify settings. Ridge decided to run separate Shopify stores for key regions, which allowed for better control over product availability, currency, tax compliance, and the overall customer experience.
This approach also resulted in meaningful cost savings. With Passport Global acting as the merchant of record, Ridge accessed lower payment processing rates and handled VAT and other taxes without creating foreign entities. While this required some upfront work, the long-term benefits were clear.
Shopify’s new multi-entity single store feature may simplify this setup in the future, but for now, separate stores continue to deliver better flexibility and economics for Ridge.
Picking the Right Markets
Canada was Ridge’s first international market. At first glance, it seemed like a natural step, given the shared language and close proximity to the U.S. However, high domestic shipping costs within Canada created unexpected friction.
The United Kingdom turned out to be a better fit. Shipping is fast and affordable, consumers are accustomed to buying online, and the market structure was easy to work with. Australia and parts of the European Union also showed strong potential, though they brought their own logistical and regulatory challenges.
For most brands looking to expand internationally, Sean recommends starting with the UK.
Thinking Through Inventory, Returns, and Product Fit
Product volume plays a big role in deciding where and how to fulfill. If a product is only selling in small quantities in a region, it usually does not make sense to place inventory there. Brands also need to consider how well they can handle returns. If returned items are hard to re-sell or expensive to ship back, the economics can quickly fall apart.
New categories like luggage and electronics added even more complexity. Power banks, for example, required extra attention to compliance, labeling, and dangerous goods shipping. In some cases, the operational overhead outweighed the upside.
How Passport Global and Fulfil Support International Growth
Scaling internationally required Ridge to build a reliable, flexible backend. Fulfil serves as Ridge’s ERP, managing everything from order routing across six regional Shopify stores to real-time inventory updates, purchasing, and accounting.
With Fulfil, Ridge standardized its operations, automated complex workflows, and brought control in-house — removing the need for spreadsheets, manual logic, and back-and-forth with 3PLs.
Fulfil also made it easy for Ridge to scale efficiently. As Ridge opened new warehouse nodes and expanded product categories, Fulfil allowed the team to spin up fulfillment centers quickly, connect new sales channels, and manage their growing SKU count with ease.
Features like automated inventory updates, integrated purchasing, and centralized reporting helped Ridge reduce labor costs and improve accuracy across the board.
Passport Global complements this infrastructure by acting as Ridge’s merchant and importer of record in select international markets. This allows Ridge to avoid setting up legal entities or managing local tax filings. Passport handles duties, customs clearance, and last-mile delivery, giving Ridge peace of mind that international orders are shipped compliantly and efficiently.
Together, Fulfil and Passport provide Ridge with a tightly integrated foundation that supports operational scale, compliance, and customer experience across borders.
Thinking About Going Global? Start Here
Ridge’s global strategy is built on one core principle: expand with intention, not urgency. Start with markets that give you real margin, work with the right partners, and make sure the backend is as ready as your marketing team.
Here’s how to put that into action:
- Start with the UK
It's English-speaking, logistically simple, and offers fast, affordable shipping. For most brands, it’s the easiest market to get right first.
- Skip localized fulfillment in Canada (at first)
Domestic shipping is surprisingly expensive. Unless you already have strong volume, it often makes more sense to ship cross-border from the US.
- Use partners to stay lean
Fulfil manages routing and order logic across regions. Passport Global handles tax, compliance, and localized payment processing, no need to open foreign entities. - Be cautious with regulated or bulky products
Categories like electronics, power banks, and luggage come with extra restrictions. Plan ahead and expect longer lead times. - Watch the margins
Expansion looks good on paper, but international fees, duties, and returns can quietly erode profits. Track actual performance by region. - Stay compliant, even in early stages
Avoid the trap of uncompliant cross-border shipping. Use a merchant of record model to manage duties and taxes from day one. - Measure and iterate
Your international setup should evolve with your business. What works at $5M in revenue might not work at $30M, and vice versa.
Let’s Scale Your Brand Internationally
Want to see how these strategies work in practice? Watch the full session above to hear how Ridge built a profitable and scalable international operation with Fulfil and Passport Global.
If you're exploring cross-border growth or ready to localize fulfillment, our team at Fulfil would love to help. We work with fast-growing brands to streamline operations, connect systems, and support scale in every market.
Here are a few places to get started:
- Explore how Fulfil powers Ridge's growth from startup to nine figures and beyond:
Read the Ridge Case Study - See how Universal Yums scales subscription success with Fulfil and Passport Global:
Read the Universal Yums Case Study - Ready to scale globally?
Connect with Passport Global to talk international strategy.
Taking your brand global sounds exciting, and it can be, but it also comes with plenty of complexity. In this session, Ridge CEO Sean Frank sits down with Sharoon Thomas, CEO of Fulfil, and Alex Yancher, CEO of Passport Global, to discuss what it really takes to grow a direct-to-consumer business beyond the United States.
Whether you're just starting to explore international markets or already shipping worldwide, this conversation is packed with practical lessons and honest insights you will want to hear.
From Garage to Global
Ridge started like many DTC brands, fulfilling orders by hand and shipping internationally using simple DHL labels. That worked in the early days, but as customs rules tightened and shipping costs increased, this approach became too risky and expensive to maintain.
To scale responsibly, Ridge moved to a more structured model. They set up regional Shopify stores and partnered with Fulfil and Passport Global to manage the complexity behind the scenes. That shift created a foundation for international growth that could actually support the business long term.
Global Expansion Is More Than Flipping a Switch
Going international is not just about enabling more countries in your Shopify settings. Ridge decided to run separate Shopify stores for key regions, which allowed for better control over product availability, currency, tax compliance, and the overall customer experience.
This approach also resulted in meaningful cost savings. With Passport Global acting as the merchant of record, Ridge accessed lower payment processing rates and handled VAT and other taxes without creating foreign entities. While this required some upfront work, the long-term benefits were clear.
Shopify’s new multi-entity single store feature may simplify this setup in the future, but for now, separate stores continue to deliver better flexibility and economics for Ridge.
Picking the Right Markets
Canada was Ridge’s first international market. At first glance, it seemed like a natural step, given the shared language and close proximity to the U.S. However, high domestic shipping costs within Canada created unexpected friction.
The United Kingdom turned out to be a better fit. Shipping is fast and affordable, consumers are accustomed to buying online, and the market structure was easy to work with. Australia and parts of the European Union also showed strong potential, though they brought their own logistical and regulatory challenges.
For most brands looking to expand internationally, Sean recommends starting with the UK.
Thinking Through Inventory, Returns, and Product Fit
Product volume plays a big role in deciding where and how to fulfill. If a product is only selling in small quantities in a region, it usually does not make sense to place inventory there. Brands also need to consider how well they can handle returns. If returned items are hard to re-sell or expensive to ship back, the economics can quickly fall apart.
New categories like luggage and electronics added even more complexity. Power banks, for example, required extra attention to compliance, labeling, and dangerous goods shipping. In some cases, the operational overhead outweighed the upside.
How Passport Global and Fulfil Support International Growth
Scaling internationally required Ridge to build a reliable, flexible backend. Fulfil serves as Ridge’s ERP, managing everything from order routing across six regional Shopify stores to real-time inventory updates, purchasing, and accounting.
With Fulfil, Ridge standardized its operations, automated complex workflows, and brought control in-house — removing the need for spreadsheets, manual logic, and back-and-forth with 3PLs.
Fulfil also made it easy for Ridge to scale efficiently. As Ridge opened new warehouse nodes and expanded product categories, Fulfil allowed the team to spin up fulfillment centers quickly, connect new sales channels, and manage their growing SKU count with ease.
Features like automated inventory updates, integrated purchasing, and centralized reporting helped Ridge reduce labor costs and improve accuracy across the board.
Passport Global complements this infrastructure by acting as Ridge’s merchant and importer of record in select international markets. This allows Ridge to avoid setting up legal entities or managing local tax filings. Passport handles duties, customs clearance, and last-mile delivery, giving Ridge peace of mind that international orders are shipped compliantly and efficiently.
Together, Fulfil and Passport provide Ridge with a tightly integrated foundation that supports operational scale, compliance, and customer experience across borders.
Thinking About Going Global? Start Here
Ridge’s global strategy is built on one core principle: expand with intention, not urgency. Start with markets that give you real margin, work with the right partners, and make sure the backend is as ready as your marketing team.
Here’s how to put that into action:
- Start with the UK
It's English-speaking, logistically simple, and offers fast, affordable shipping. For most brands, it’s the easiest market to get right first.
- Skip localized fulfillment in Canada (at first)
Domestic shipping is surprisingly expensive. Unless you already have strong volume, it often makes more sense to ship cross-border from the US.
- Use partners to stay lean
Fulfil manages routing and order logic across regions. Passport Global handles tax, compliance, and localized payment processing, no need to open foreign entities. - Be cautious with regulated or bulky products
Categories like electronics, power banks, and luggage come with extra restrictions. Plan ahead and expect longer lead times. - Watch the margins
Expansion looks good on paper, but international fees, duties, and returns can quietly erode profits. Track actual performance by region. - Stay compliant, even in early stages
Avoid the trap of uncompliant cross-border shipping. Use a merchant of record model to manage duties and taxes from day one. - Measure and iterate
Your international setup should evolve with your business. What works at $5M in revenue might not work at $30M, and vice versa.
Let’s Scale Your Brand Internationally
Want to see how these strategies work in practice? Watch the full session above to hear how Ridge built a profitable and scalable international operation with Fulfil and Passport Global.
If you're exploring cross-border growth or ready to localize fulfillment, our team at Fulfil would love to help. We work with fast-growing brands to streamline operations, connect systems, and support scale in every market.
Here are a few places to get started:
- Explore how Fulfil powers Ridge's growth from startup to nine figures and beyond:
Read the Ridge Case Study - See how Universal Yums scales subscription success with Fulfil and Passport Global:
Read the Universal Yums Case Study - Ready to scale globally?
Connect with Passport Global to talk international strategy.
Taking your brand global sounds exciting, and it can be, but it also comes with plenty of complexity. In this session, Ridge CEO Sean Frank sits down with Sharoon Thomas, CEO of Fulfil, and Alex Yancher, CEO of Passport Global, to discuss what it really takes to grow a direct-to-consumer business beyond the United States.
Whether you're just starting to explore international markets or already shipping worldwide, this conversation is packed with practical lessons and honest insights you will want to hear.
From Garage to Global
Ridge started like many DTC brands, fulfilling orders by hand and shipping internationally using simple DHL labels. That worked in the early days, but as customs rules tightened and shipping costs increased, this approach became too risky and expensive to maintain.
To scale responsibly, Ridge moved to a more structured model. They set up regional Shopify stores and partnered with Fulfil and Passport Global to manage the complexity behind the scenes. That shift created a foundation for international growth that could actually support the business long term.
Global Expansion Is More Than Flipping a Switch
Going international is not just about enabling more countries in your Shopify settings. Ridge decided to run separate Shopify stores for key regions, which allowed for better control over product availability, currency, tax compliance, and the overall customer experience.
This approach also resulted in meaningful cost savings. With Passport Global acting as the merchant of record, Ridge accessed lower payment processing rates and handled VAT and other taxes without creating foreign entities. While this required some upfront work, the long-term benefits were clear.
Shopify’s new multi-entity single store feature may simplify this setup in the future, but for now, separate stores continue to deliver better flexibility and economics for Ridge.
Picking the Right Markets
Canada was Ridge’s first international market. At first glance, it seemed like a natural step, given the shared language and close proximity to the U.S. However, high domestic shipping costs within Canada created unexpected friction.
The United Kingdom turned out to be a better fit. Shipping is fast and affordable, consumers are accustomed to buying online, and the market structure was easy to work with. Australia and parts of the European Union also showed strong potential, though they brought their own logistical and regulatory challenges.
For most brands looking to expand internationally, Sean recommends starting with the UK.
Thinking Through Inventory, Returns, and Product Fit
Product volume plays a big role in deciding where and how to fulfill. If a product is only selling in small quantities in a region, it usually does not make sense to place inventory there. Brands also need to consider how well they can handle returns. If returned items are hard to re-sell or expensive to ship back, the economics can quickly fall apart.
New categories like luggage and electronics added even more complexity. Power banks, for example, required extra attention to compliance, labeling, and dangerous goods shipping. In some cases, the operational overhead outweighed the upside.
How Passport Global and Fulfil Support International Growth
Scaling internationally required Ridge to build a reliable, flexible backend. Fulfil serves as Ridge’s ERP, managing everything from order routing across six regional Shopify stores to real-time inventory updates, purchasing, and accounting.
With Fulfil, Ridge standardized its operations, automated complex workflows, and brought control in-house — removing the need for spreadsheets, manual logic, and back-and-forth with 3PLs.
Fulfil also made it easy for Ridge to scale efficiently. As Ridge opened new warehouse nodes and expanded product categories, Fulfil allowed the team to spin up fulfillment centers quickly, connect new sales channels, and manage their growing SKU count with ease.
Features like automated inventory updates, integrated purchasing, and centralized reporting helped Ridge reduce labor costs and improve accuracy across the board.
Passport Global complements this infrastructure by acting as Ridge’s merchant and importer of record in select international markets. This allows Ridge to avoid setting up legal entities or managing local tax filings. Passport handles duties, customs clearance, and last-mile delivery, giving Ridge peace of mind that international orders are shipped compliantly and efficiently.
Together, Fulfil and Passport provide Ridge with a tightly integrated foundation that supports operational scale, compliance, and customer experience across borders.
Thinking About Going Global? Start Here
Ridge’s global strategy is built on one core principle: expand with intention, not urgency. Start with markets that give you real margin, work with the right partners, and make sure the backend is as ready as your marketing team.
Here’s how to put that into action:
- Start with the UK
It's English-speaking, logistically simple, and offers fast, affordable shipping. For most brands, it’s the easiest market to get right first.
- Skip localized fulfillment in Canada (at first)
Domestic shipping is surprisingly expensive. Unless you already have strong volume, it often makes more sense to ship cross-border from the US.
- Use partners to stay lean
Fulfil manages routing and order logic across regions. Passport Global handles tax, compliance, and localized payment processing, no need to open foreign entities. - Be cautious with regulated or bulky products
Categories like electronics, power banks, and luggage come with extra restrictions. Plan ahead and expect longer lead times. - Watch the margins
Expansion looks good on paper, but international fees, duties, and returns can quietly erode profits. Track actual performance by region. - Stay compliant, even in early stages
Avoid the trap of uncompliant cross-border shipping. Use a merchant of record model to manage duties and taxes from day one. - Measure and iterate
Your international setup should evolve with your business. What works at $5M in revenue might not work at $30M, and vice versa.
Let’s Scale Your Brand Internationally
Want to see how these strategies work in practice? Watch the full session above to hear how Ridge built a profitable and scalable international operation with Fulfil and Passport Global.
If you're exploring cross-border growth or ready to localize fulfillment, our team at Fulfil would love to help. We work with fast-growing brands to streamline operations, connect systems, and support scale in every market.
Here are a few places to get started:
- Explore how Fulfil powers Ridge's growth from startup to nine figures and beyond:
Read the Ridge Case Study - See how Universal Yums scales subscription success with Fulfil and Passport Global:
Read the Universal Yums Case Study - Ready to scale globally?
Connect with Passport Global to talk international strategy.
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