More about Yienyee Soh

Yienyee is the cofounder and Group COO at AVANA - a social commerce enabler that empowers more local businesses in Malaysia, Singapore and Indonesia to bring their products online and scale to compete on a global level Yienyee graduated with a Bachelor of Psychology (Hons) from HELP University College, Malaysia. During her university years, she founded an online fashion aggregator called A Shopaholic’s Den - pioneering a strong community of online sellers in Malaysia. 

Yienyee’s passion for helping local businesses to grow has powered her successful career trajectory. The young entrepreneur started organizing offline events to complement the online community. It was during this time that Yienyee discovered the challenges facing online merchants: there was little technology to automate routine tasks such as updating inventories, managing orders, and tracking deliveries. 

This was the spark that drove Yienyee to develop a solution to empower small businesses In 2016, Yienyee teamed up with Luqman, to build AVANA as an affordable and scalable end-to-end platform for local businesses to automate their business operations, tap into social media as discovery and sales channels as well as partner with logistic and payment Today, with a team of more than 80, AVANA empowers more than 100,000 businesses of all sizes and KOLs across the region to grow their business and is looking to empower more across Southeast Asia

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Featured speaker at previous eChai events:
Kuala Lumpur

Startup Growth Panel - Stories from Malaysia

December 17, Thu, 05:00pm
5 slots booked
S

CoRise SEA Summit

December 17, Thu, 11:00am
669 slots booked
Founders and startup folks who joined past eChai startup events

The eChai Effect - In Their Words

“I have no hesitation in saying that my association with eChai has been a gateway into the startup ecosystem. Through this platform, I’ve had the opportunity to connect with many young and dynamic entrepreneurs. These interactions have been immensely enriching - I’ve learned a great deal and have always tried to offer guidance whenever approached. It’s a truly symbiotic relationship that I deeply value, and it wouldn’t have been possible without eChai.”
Syed Nadeem Jafri - Founder, Hearty Mart
Syed Nadeem Jafri
Founder, Hearty Mart
"For me, eChai is a second home. I've been associated with it since the early days, when it was already setting a different tone for how startup communities could work. As a traditional business owner entering the new-age D2C space, eChai supported me in every direction. Over the years, it became my window to the startup world — and also gave me lifelong friends who continue to show up, for business and beyond."
Pankaj Bhimani - Founder, 58miles
Pankaj Bhimani
Founder, 58miles
"eChai has played a truly pivotal role in HummingBird’s journey — even before Day Zero. From ideation to establishment and into growth, it’s been a constant source of support. It connected me with incredible people who’ve become more than just friends. One of the biggest reasons I chose to stay in Ahmedabad is because of the eChai community. It has shaped my growth — both personally and professionally — in ways that are hard to articulate. Honestly, words fall short when I try to express what eChai means to me. I’m deeply thankful and forever grateful to eChai for being such an integral part of my journey."
Harsha Bhurani - Founder, HummingBird Consulting Group
Harsha Bhurani
Founder, HummingBird Consulting Group

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