YASO
Overview
YASO is a technology-enabled online shopping platform founded in 2022 by Jonny Plein, James Campbell, and Adam Knight. The company is headquartered in London, United Kingdom, and focuses on facilitating the entry of international brands into the Chinese ecommerce market via social commerce. YASO provides end-to-end solutions including logistics, payments, and marketing to ensure smooth operations for brands in China. As of 2025, YASO has raised approximately $2.42 million and operates with 26 employees across multiple locations.
Recent Developments
- September 2025: YASO raised €9.4 million in a Series A investment round led by Puma Growth Partners, along with participation from Guinness Ventures, Playfair Capital, and others. The funds are intended to grow YASO’s sales and marketing functions, onboard new clients, and expand its platform capabilities.
- July 2025: YASO demonstrated significant growth, achieving 327% year-over-year (YoY) quarterly growth with the Pixi brand in China.
- May 2025: YASO expanded its operations with five offices across three countries, maintaining London as its head office and Shanghai as the China HQ.
- 2025 Developments: YASO won new accounts, including Pixi Beauty, Nip + Fab, and Faith In Nature, leveraging the Chinese social media landscape to boost brand presence and sales.
- April 2025: YASO announced that its platform helps brands achieve better margins compared to traditional local partnerships.
Company Information
| Attribute | Information |
|---|---|
| Founding Date | 2022 |
| Headquarters | London, United Kingdom |
| Founders | Jonny Plein, James Campbell, Adam Knight |
| Revenue | Not publicly disclosed |
| Profits | Not publicly disclosed |
| Key Investors | 1818 Venture Capital, Avonmore Developments, Haatch, Nodes Ventures, Playfair Capital |
| Industry | IT Consulting and Outsourcing |
| Number of Employees | 26 |
Early History
YASO was founded in 2022 by entrepreneurs Jonny Plein, James Campbell, and Adam Knight, with the goal of simplifying the complex and fragmented landscape of Chinese ecommerce for international brands. Leveraging their experience in startups and proficiency in Mandarin, the founders aimed to address the barriers to entry in the Chinese market through technology and expertise. The company's early efforts were concentrated on providing comprehensive solutions, from logistics and compliance to store integration across Chinese platforms like Douyin and Tmall.
Company Profile and Achievements
YASO operates as a social commerce software provider allowing brands to establish a strong presence in the Chinese market. The company’s platform handles intricate aspects like logistics, tax compliance, and analytics, facilitating brands' seamless integration with local Chinese ecommerce platforms. Key achievements include:
- Establishment of partnerships with notable brands such as Pixi Beauty and Nip + Fab.
- Expansion to five offices globally within three years of inception.
- Significant growth demonstrated by a 327% YoY increase in sales for client brands.
- Successful navigation and operational support across China’s leading ecommerce platforms.
Current Operations and Market Position
As of 2025, YASO is entrenched as a key player in the Chinese ecommerce landscape for international brands. The company’s tech-enabled solutions provide brands with a streamlined approach to navigating China’s vast digital ecosystems. By eliminating the need for local intermediary support, brands can maintain control over their data and positioning. YASO's market entrance model has proven to be a cost-effective choice for brands aiming to penetrate China without extensive upfront investments.
Conclusion
YASO stands out as a transformative force for global brands attempting to enter and scale within the Chinese ecommerce market. Through its innovative solutions, the company addresses complex challenges, simplifying logistics and market entry for brands. With recent investments underscoring confidence in YASO's model and abilities, the company is poised for further growth and is likely to expand its influence in one of the world’s most lucrative ecommerce arenas.