FiftyOne: Global Ecommerce Experts

In 1999, a group passionate about international ecommerce came together to form E4X.  The company introduced a patented technology that allowed ecommerce retailers to automatically present and settle transactions in the currencies its international visitors preferred, sheltering retailers and consumers transacting in different countries from foreign exchange rate volatility.
 
As the business matured, it became clear that impediments to cross border commerce went beyond currency to include payment, logistical and cultural aspects.  In response, the company set about developing a complete, turnkey solution that easily allowed etailers to sell internationally.
 
FiftyOne Global Ecommerce was born in 2007 in response to the clear market need for a single full service provider of international ecommerce solutions and cross-border expertise. FiftyOne extends the E4X multi-currency legacy across each of the remaining components of the international ecommerce value chain, allowing U.S. merchants and their international customers to transact effortlessly. FiftyOne services span automated multi-currency merchandising, international payment processing, landed cost calculation, logistics and customs clearance facilitation, and international returns management.

As international expansion becomes a strategic imperative for retailers all over the world, at the same time the entire notion has finally become more accessible with the advent of FiftyOne, our dream of truly enabling international ecommerce is right in front of us and we are committed to helping all of us take advantage of it.

Management

Michael DeSimone
Chief Executive Officer

Michael has made his mark in global ecommerce with a career that spans almost twenty years and includes an impressive record of innovations and accomplishments. As CEO, he is charged with developing and implementing strategies that will dramatically expand both the company's service offering and its customer base, building a robust foundation for the future. Joining FiftyOne in 2004 as SVP of Sales and Marketing, Michael quickly proved he had the skills, the capacity and the vision to lead the company.  Under his leadership, the company executed a major strategic repositioning, and has become the market leader in global ecommerce services.  Prior to joining FiftyOne, he held key roles in sales, product development and technology with Travelex, Citibank and Thomas Cook Financial Services. He regularly provides commentary to trade organizations, publications, and analysts on technology and global ecommerce, including Forrester Research, the Wall Street Journal, and the National Retail Federation.

Kris Green
Chief Marketing Officer

Kris joined FiftyOne in 2007 and has over 10 years of experience in building, selling and marketing technology solutions which facilitate cross-border trade, working with some of the world’s leading retail brands on international expansion strategy and execution. Kris is a leading authority on international ecommerce best practices and helps guide strategy for FiftyOne and its merchant community.  He has responsibility for the company's market presence, communication, sales organization, implementation teams and business development, and speaks at prominent events about the future of international ecommerce. Prior to FiftyOne, Kris held key sales, product development and finance roles at Canada Post Borderfree and was a key member of the team that helped graduate Borderfree from a start-up to a business unit of Canada Post. Earlier in his career, Kris was at IBM Canada consulting with enterprise clients on ecommerce environment infrastructure and technology asset management. Kris holds an Honors Bachelor Degree from the University of Western Ontario in Computer Science and Mathematics.

Benny Pe-er
Senior Vice President, Technology

Benny brings to FiftyOne over 12 years of experience in the development of new technologies. As Senior Vice President, Technology, Benny is responsible for all technological aspects of FiftyOne products and operations. Among his key duties are designing and evolving the underlying architecture of FiftyOne technology, defining software interfaces with strategic third parties, managing software development and contributing to product development activities. Prior to joining FiftyOne, Benny co-founded SiteCore, an Internet start-up company, and served as its chief technology officer. Earlier in his career, Benny led a product development team in Vcon, a developer and manufacturer of video over IP solutions. During his military service in the IDF, Benny developed software for the Intelligence and communication forces. He holds a B.Sc. in Mathematics and Computer Science from Ben-Gurion University.

Shir Shamshtein
Vice President, Human Resources

Shir has had responsibility for Human Resources since 2006. This key role spans a broad spectrum including organizational structure and evolution, recruitment and placement, compensation, benefits, corporate communications, training and more. With FiftyOne since its founding in 1999, Shir has had an important part in shaping the company's culture. In her previous role as the head of marketing, she came to realize that the company's brand is elementally an expression of its people. This gave rise to a passionate interest in Human Resources which has led her to her current role. Prior to joining FiftyOne, Shir provided marketing consulting services to a number of financial and hi-tech companies, and also held a position as a legal counsel at a real-estate organization. Shir holds an L.L.B. from Tel Aviv University, an M.B.A. from Ben Gurion University, and an advertising diploma from the International Advertising Association.