# 208. Why Most Brands Fail at Cross-Border E-Commerce ft. Carol Shih

Page: https://stenobird.com/podcast/commerce-untold-6726169/208-why-most-brands-fail-at-cross-border-e-commerce-ft-carol-shih
Text version: https://stenobird.com/podcast/commerce-untold-6726169/208-why-most-brands-fail-at-cross-border-e-commerce-ft-carol-shih.md
Podcast: [Commerce Untold](https://stenobird.com/podcast/commerce-untold-6726169)
Published: 2026-05-20T12:30:00+00:00
Episode link: https://vimmi.net/mastering-ecommerce-marketing/208-why-most-brands-fail-at-cross-border-e-commerce-ft-carol-shih
Audio file: https://episodes.captivate.fm/episode/b622236f-4cae-47f1-9fc2-488449f51df6.mp3
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Duration seconds: 1992

## Resource

In this episode of Commerce Untold, host Eitan Koter sits down with Carol Shih, founder of Qode Space, a boutique Shopify agency, and Doraemi, a cross-border consultancy helping international brands enter and grow in the US market. Carol has a background that spans LVMH, Alibaba, and years of working with fashion and beauty brands across multiple continents. She brings a direct, no-nonsense perspective to what it actually takes to succeed in cross-border e-commerce. They get into why so many international brands, including some doing billions in Asia, struggle the moment they try to enter the US. Carol explains that the product is rarely the problem. It usually comes down to self-awareness: knowing your weaknesses before you start spending. The conversation covers what a proper Shopify audit looks like, why pouring money into traffic before your store is ready is one of the most common and expensive mistakes brands make, and how to think about brand positioning before touching paid ads or picking a sales channel. They also talk about the shift toward AI search and what brands need to do now to stay discoverable, why TikTok Shop has changed the beauty category faster than most brands expected, and how Gen Alpha is about to reshape shopping behavior in ways most businesses are not prepared for. Carol also shares how she leads her two businesses, why transparency and community sit at the core of her team culture, and why her ideal clients are usually brands that have already made the expensive mistakes. If you are thinking about cross-border e-commerce, expanding into the US market, or trying to get more out of your Shopify store, this episode is worth your full attention. Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/commerce-…

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