Meet Soh Yien Yee, introvert, relationship-builder, and the quietly powerful force behind some of Southeast Asia’s most impactful eCommerce moves.
As Chief Relationship Officer at EasyStore (and previously co-founder of AVANA), Yien Yee is no stranger to connecting people and possibilities.
In this #BuildYourNetwork feature, we got a chance to learn more about Yien Yee’s journey and her approach to networking.
🌻 How do you set your vibe for the day?
I really enjoy slow mornings, starting it off by letting the morning sun into the house, making a cup of coffee, soft boiled eggs and lo-fi to set the mood for the day
🛋️ How do you relax?
Going for a massage! Otherwise, binging on tv series or curling up with a good book always helps
💼 How would you describe your work to someone outside of your field?
I connect people and partners across the retail ecosystem to provide the best solutions and services for merchants, helping them streamline their business and scale
🌟 What's your favourite thing about being in the tech industry?
What a time to be alive! Everything is moving at a faster pace than ever before, and we see it democratizing access for individuals regardless of age, background or location. We are more connected than ever and have access to so much resources to learn, start and grow
🏋️♀️ What are some efforts you are making to encourage women to join the tech industry?
Sharing about the different opportunities available in the tech industry other than the stereotypical “engineering” roles
🤝 Do you enjoy networking?
Tbh, not really haha. I am an introvert but I understand the need for it and it’s a skill that everyone should learn and embrace
🌐 Best encounter at a networking event?
Meeting new friends that extend beyond the workplace
💖What's your favourite thing about Mole?
It’s simple and easy-to-use! Definitely helpful for introverts like me to stay connected but still manage my energy
🎧 What are you listening to now?
Defying Gravity~~🧹🧙🏻♀️💚
🍧 Favourite snack or dessert?
Chocolate ice cream and french fries, always
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As an introvert who thrives on intention rather than impulse, she’s proof that meaningful relationships don’t need to be loud to be powerful.
Now the Chief Relationship Officer at EasyStore, Yien Yee is a connector of people, partners, and ideas—helping brands across the retail ecosystem find the right tools and support to grow sustainably. With roots as the co-founder of AVANA, a social commerce platform, she’s long been a champion for businesses often overlooked in traditional tech narratives.
Her work goes beyond strategy; it’s deeply personal. Whether she’s building partnerships or mentoring founders, Yien Yee leads with empathy, guided by a steady morning routine, and a love for human connection—even if it takes a bit more energy as an introvert.
Despite not being the loudest voice in the room, she’s often the most thoughtful. Her role in tech has given her a front-row seat to how access is being democratized across industries. To her, the beauty of the digital age lies in how it empowers anyone—regardless of background—to learn, start, and thrive.
When she talks about networking, she keeps it real: it’s not always easy, but it’s essential. And for Yien Yee, the best connections are the ones that last beyond the handshake—the ones that turn into real friendships, built over time.
If you’re a founder navigating Southeast Asia’s retail and eCommerce space, a partner looking to plug into a values-driven ecosystem, or just someone trying to network with a little more heart—Yien Yee is someone worth knowing.
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