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