Cross-border commerce firm ESW brings in WHSmith veteran Carl Cowling as Chief Executive Officer
ESW, a specialist in cross-border commerce (payments, compliance, duties, localisation, shipping and returns), has announced the appointment of Carl Cowling as CEO. Cowling will take up the role in early September.
Marc Pontet, Chairperson of the Board at ESW, says: “ESW is entering this next chapter with strong foundations: a clear proposition, deep international capabilities and significant opportunity ahead. Carl is the right leader for this next phase. He combines the perspective of a retailer with the discipline of an experienced international operator. He understands first-hand what brands expect from a strategic commerce partner, and he has led complex, multi-market businesses where consistent execution is fundamental to commercial and global performance”.
Cowling comes onboard following 11 years at WHSmith, the travel retail group operating in 30 countries, where he served as Group CEO.
He says: “I have spent my career on the retail side of this relationship, so I know what brands need from a partner like ESW. The company has built a distinctive international capability at a scale very few can match, and it has moved decisively on agentic commerce at a pivotal moment in the way consumers discover and buy products.”
“My first priority will be to listen closely to clients and colleagues and understand where ESW can create the greatest value. We will focus our investment and energy on those opportunities and ensure that our organisation, capabilities and ways of working support the execution of our strategy. I am excited by the opportunity ahead and look forward to getting started and meeting colleagues across the business.
Cowling succeeds Eric Eichmann, who steps down after three years leading ESW. Pontet adds: “On behalf of the shareholders and the board, I want to thank Eric for his dedication, vision and energy. He helped position ESW for the changes now taking place across global commerce and leave behind a strong platform for growth. We wish him every success in the future.”
2026 RTIH Innovation Awards
Cross-border commerce will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
