1. Your career has always been intertwined with technology. Can you walk us through your entrepreneurial journey, from your early days in ad tech to building Assiduus?

Technology has been the lifeblood of my entrepreneurial journey.  Starting in ad tech was exhilarating. It was the Wild West of innovation, and I loved being at the forefront, developing solutions that connected brands with consumers in new and exciting ways.  However, as I scaled my D2C brands in the US, I encountered the frustrating limitations of traditional e-commerce for global expansion. This frustration sparked a new passion: building the bridge between cutting-edge tech and the complex world of international e-commerce.  Shifting from ad tech to E-commerce middleware wasn’t about leaving technology behind; it was about applying it to a specific challenge with the potential to empower businesses on a global scale.

At Assiduus, we leverage AI to break down the barriers that hinder Consumer brands, from Fortune 500 companies to new age D2C brands from reaching new audiences. 

It’s incredibly rewarding to see our technology empower businesses to navigate the complexities of global e-commerce and achieve their full potential.  The journey has been challenging, but witnessing the impact of our work on the success of these brands fuels my passion every single day.

2. What’s the most surprising lesson you’ve learned while building a tech middleware for cross-border e-commerce and working with large D2C brands in the sector?

Coming from a very mar-tech background, I initially believed that innovative middleware would be the sole key to unlocking seamless cross-border e-commerce for major D2C brands. However, the most surprising lesson I learned was the immense power and influence of legacy systems and processes already ingrained within these organizations.

While these established systems aren’t inherently flawed, achieving seamless integration with cutting-edge tech solutions requires a surprising amount of patience, empathy, and a deep understanding of their existing workflows. It’s not about forcing a technological revolution, but rather building bridges between the future and the present.  

]\At Assiduus, we’ve adopted a collaborative approach, working closely with D2C brands to understand their legacy structures and design integration solutions that complement, rather than disrupt, their established operations. This ensures a smoother transition and maximizes the value proposition of our AI-powered platform.

3. What emerging technology or trend in e-commerce do you believe will have the biggest impact on the industry in the next five years, and how are you preparing your business to leverage it?

The e-commerce landscape, in fact, the entire business ecosystem, is on the cusp of a paradigm shift with the emergence of AI that transcends mere global awareness and delves into hyper-locality. Imagine an AI that not only grasps international nuances but also possesses a deep understanding of cultural preferences, regional buying habits, and even local humor! This hyper-local intelligence will revolutionize targeted marketing, enabling brands to forge deeper and more meaningful connections with consumers across the globe.

At Assiduus, we’re at the forefront of this exciting development. 

We’re actively feeding our AI engine with vast datasets specific to various regions. This allows it to not only understand general consumer behavior but also identify subtle cultural and regional trends. By leveraging this hyper-local intelligence, we empower Fortune 500 companies and D2C brands to tailor their marketing strategies to resonate with audiences on a deeper level, ultimately driving sales and brand loyalty.

4. Assiduus has achieved so much in a short span. What are the goals you plan to achieve in the coming years? What strategic initiatives are you taking? 

While our early achievements have been remarkable, our true vision extends beyond short-term wins. We aspire to become the undisputed billion-dollar gateway by 2025, empowering brands to conquer the global e-commerce landscape. This ambitious goal requires a multi-pronged strategic approach:

– We’re tripling down on the development of our tech platform, pushing the boundaries of hyper-local intelligence and automation capabilities. This will allow us to offer D2C brands an unparalleled level of support when navigating the complexities of international e-commerce.

– Building a robust network of advisors across key markets is another crucial element of our strategy. These advisors, with their deep understanding of regional regulations, consumer trends, and cultural nuances, will become invaluable assets for our clients venturing into new territories.

– Finally, we’re finalizing partnerships with leading e-commerce platforms worldwide. This will create a seamless ecosystem, connecting D2C brands with the global audience they seek to reach.

5. How can organizations effectively shape their culture, and what advice would you offer for achieving this?

You can’t mandate culture. It flows from the top. At Assiduus, we foster an environment built on three core principles:

i. Transparency: We believe in open communication and information sharing at all levels. This fosters trust and empowers employees to make informed decisions.

ii. Data-driven Decisions: Intuition is valuable, but data is king. We leverage data analytics to guide our strategic choices and ensure our solutions are grounded in concrete insights.

iii. Learning from Wins and Losses: We celebrate successes, but we also view failures as valuable learning opportunities. This fosters a growth mindset and encourages calculated risks that can lead to future breakthroughs.

Learn more about Dr. Somdutta Singh and her journey here: www.drsomdutta.com