Flow, the premier cross-border e-commerce solution for brands and retailers, announced the launch of its new visual identity. The rebranding initiative reflects Flow’s position as the leading provider of flexible, frictionless cross-border e-commerce experiences for international consumers.

“A little over a year ago, Flow raised $37 million in our Series B round of funding. And just a few months later, the entire world was disrupted by a global pandemic. We spent 2020 helping our international e-commerce clients thrive in a challenging year; now, we’ve taken time to reflect and focus on our own growth journey. The goal with this elevated new look is to continue to reflect Flow as the most trusted, innovative technology provider for the cross-border e-commerce industry,” said Rob Keve, CEO and co-founder of Flow. “Our mission has always been to remove the barriers that interfere with successful cross-border retail. That remains the same. However, the rebrand demonstrates how Flow’s value proposition has evolved over time.”

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“Given the many changes the retail industry experienced over the last year, the time was right to innovate and embrace a brand identity that captures who we are today”

Consumer shopping habits have changed as a result of the COVID-19 pandemic, and are now a major factor in the growth of e-commerce revenues over the last year as international lockdowns kept global consumers out of physical stores. Pandemic-related increases in e-commerce resulted in an additional $174.87 billion in revenue in 2020, according to Digital Commerce 360. In 2021, over 2.14 billion people worldwide are expected to buy goods and services online, up from 1.66 billion global digital buyers in 2016. And in 2022, cross-border e-commerce is projected to account for 22 percent of all e-commerce shipments of physical products.

However, many online retailers still struggle with localizing their e-commerce sites to enable successful cross-border selling, such as local currency displays, taxes and duties calculations, local payment methods, direct international shipping, and returns. Since its founding in 2015, Flow has mastered these complex requirements, helping brands to seamlessly enter new global markets in a matter of weeks and achieve significant return on investment in cross-border e-commerce.

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The new brand identity is a visual rendering of Flow’s growth trajectory, with a look that embodies the company’s passion and expertise for solving some of the most pressing challenges faced by cross-border e-commerce clients. It also reflects how Flow’s customer base has changed over time. Today, Flow partners with some of the most forward-thinking retailers in the world, including Ulla Johnson, Citizens of Humanity, Universal Standard, and Made In Cookware.

“Given the many changes the retail industry experienced over the last year, the time was right to innovate and embrace a brand identity that captures who we are today,” said Juliana Pereira, Vice President of Marketing at Flow. “This new brand identity reflects Flow’s core values and unwavering commitment to our online merchants in a way that is modern and relevant.”