Elenas secures $20M to help more LatAm women sell online

Platforms
Written By Rick Watson

Elenas is a Colombia-based social commerce company, digitizing the process of door-to-door sales and selling via catalogs.

Elenas estimates there are 11 M women in Latin America that still sell products through catalogs or door to door sales methods.  Digitizing these sales by turning them into modern social media influencers is the idea.

The company is focusing on an under-banked population and so is looking to get into financial services as well.

I love the focus on an underserved population in a niche market.

TechCrunch: Social commerce startup Elenas secures $20M to help more LatAm women sell online

Rick Watson

Rick Watson founded RMW Commerce Consulting after spending 20+ years as a technology entrepreneur and operator exclusively in the eCommerce industry with companies like ChannelAdvisor, BarnesandNoble.com, Merchantry, and Pitney Bowes.

Watson’s work today is centered on supporting investors and management teams incubating and growing direct-to-consumer businesses. Most recently, in partnership with WHP Global, Rick was a critical resource in architecting the WHP+ platform, a new turnkey direct to consumer digital e-commerce platform that powers AnneKlein.com and JosephAbboud.com.

Watson also hosts a weekly podcast, Watson Weekly, where he shares an unbiased, unfiltered expert take on the retail sector’s biggest players.

In the past year alone, Rick has spoken at many in-person and virtual events as well as podcasts on topics ranging from retail/ecom to supply chain/logistics and even digital grocery including CommerceNext IRL, ASCM Connect, and Retail Innovation Conference.

https://www.rmwcommerce.com/
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