A smarter path to cross-border e-commerce success

Strategic advisory. Trusted partners. Tailored to your brand.

Why We Built This

At Alibaba, I had the immense privilege of supporting hundreds of brands as they entered complex and high-potential markets like China and Southeast Asia. It was clear from that experience that to succeed in these markets, the most important factor beyond product or brand strength is choosing the right partner.

The reality is:

The partner ecosystem is crowded
Capabilities vary significantly
Most brands don’t know where to begin or who to trust

After leaving Alibaba, I saw an opportunity to solve that problem independently.

Market Path exists to help brands make informed decisions based on real market understanding, strategy alignment, and a curated, multi-agency model that ensures flexibility and transparency.

What We Do

We guide global brands through every stage of entering and growing in emerging e-commerce markets – from defining the right strategy, to finding the right partners, to ensuring the plan is carried through effectively

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Agency Matching

You’re introduced to up to three vetted local partners – enabling you to compare models and choose the one best aligned to your needs.

Strategic Scoping

We begin by understanding your business, goals, margin structure and target markets and deliver a focused scoping report to guide your decision-making.

We stay involved post-selection, helping manage alignment, expectations, and communications with your chosen partner – without being a delivery party ourselves.

Long-Term Support

What Makes Market Path Different

This is not a referral funnel tied to a single agency.
It’s an independent platform based on:

Strategic thinking before partner selection
Transparent choice between multiple agencies
Ongoing advisory support to protect brand objectives

It's a smarter, more client-centric model – built around long-term success, not short-term incentives.

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Meet the Founder

After eight incredible years with Alibaba, I launched Market Path to help brands grow globally with more clarity and confidence.

As Managing Director of Alibaba Group in Australia, New Zealand and the Pacific, I led our work across B2C and B2B e-commerce, cloud services, logistics and payments. I worked closely with global brands, government partners, and platform teams – helping shape strategy and execution in some of the world’s most dynamic markets.

Earlier, I served as CEO of Star Media, helping transform it into one of New Zealand’s leading media businesses. I hold a BA from Brown University and an MBA from Harvard.

"Market Path is my next chapter – helping brands navigate global e-commerce with the strategic insight, partner alignment and independence they need to succeed."

Founder, Market Path