Case Study: Johnstons of Elgin achieves 60% international online revenue growth with Global-e

Johnstons of Elgin - Customer Case Study

Johnstons of Elgin, the 220‑year‑old Scottish luxury knitwear brand, faced cross‑border ecommerce barriers that limited its international growth — it could only offer USD and JPY besides GBP, faced high shipping and duty complexity, and suffered low conversion rates. Seeking a cost‑effective way to scale globally without heavy logistics investment, Johnstons of Elgin partnered with Global-e to address these hurdles.

Global-e implemented its cross‑border ecommerce solution — enabling localized pricing in 95+ currencies, checkout in 25+ languages, local payment methods, pre‑calculated duties and taxes, Smart Customization, and multiple competitive shipping options (including hidden DDP and free shipping promotions). Within a year Global-e helped Johnstons of Elgin grow international revenue by 60%, international orders by 59% and conversion rates by 38%, while expanding sales into 58+ destinations and driving large gains in key markets (e.g., Hong Kong revenue +142%, Japan +86%).

Johnstons of Elgin

George McNeil

Managing Director – Retail Division