This blog was updated on 23 May 2025, for more information connect with our team: https://www.easystore.co/contact 

EasyStore Welcomes Yienyee Soh as Chief Relationship Officer to Strengthen Merchant and Partner Engagement

Kuala Lumpur, 1 August 2023 — EasyStore, a leading provider of ecommerce solutions in Southeast Asia, proudly announces the appointment of Yienyee Soh, co-founder of the pioneering social commerce platform AVANA, as its new Chief Relationship Officer (CRO).

Yienyee brings a wealth of experience in ecommerce, entrepreneurship, and strategic relationship management. She co-founded AVANA in 2016 with the late Luqman Adris, helping reshape the social commerce landscape in Malaysia. 

Her leadership and resilience, especially in navigating AVANA through various stages of growth and change, have made her a respected figure in the industry.

“Yienyee’s leadership qualities and the resilience she demonstrated during her tenure at AVANA, especially during challenging times, are commendable,” said Frost Chen, CEO of EasyStore. “Her skillset in fostering meaningful relationships and delivering merchant-centric strategies align perfectly with EasyStore’s core values.”

As Chief Relationship Officer, Yienyee will lead efforts to deepen engagement with EasyStore’s merchants, partners, and the broader ecommerce ecosystem. Her focus will be on nurturing collaborative relationships, amplifying customer success, and supporting EasyStore’s mission to empower businesses through technology.

Her appointment is effective from 1 August 2023, and the EasyStore team is excited to welcome her on board.

Stay tuned for more updates and strategic initiatives as EasyStore continues its journey to power businesses across Asia and beyond.

Make Customers Love Buying From You

EasyStore empowers your brand to prioritize customers and enhance their experience, creating a unified customer experience (UCX) that makes customers love buying from you.

Over 50,000 brands have grown their businesses by embracing unified customer experiences (UCX) strategy through EasyStore across multiple sales channels - online store, retail outlets, marketplaces, and social media, ensuring consistency in product and service offerings for a seamless shopping journey.