About YASO

We built the infrastructure that lets global brands compete in China like locals.

We've made it our mission to consolidate the fragmented complexity of China ecommerce into a single intelligent system, so global brands can compete like locals, without having to build like locals.

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Recognised by

Startups Magazine

Top Performing Team of the Year

Hustle Awards 2025

Capsule Cover

Scale-Up 50

2026

CBBC

Most Innovative Company — Shortlisted

UK-China Business Awards 2026

Our expertise

The leadership behind the system.

Adam Knight

Co-founder

Leader in China landscape, regulatory change, brand dynamics. PhD in Chinese Studies. The person brands trust to interpret what is actually happening in the world's most complex ecommerce market.

James Campbell

Co-founder

Product, data architecture, and AI in China commerce. Built the YASO platform from first line of code to live product. Architect of the AI layer powering China GEO.

Jonny Plein

Co-founder

Operations, finance, startup strategy. Previously built and sold Pouch for 7-figures USD. Brings a CFO's lens to cross-border commerce, with a focus on cashflow, contract structures and commercial discipline.

Emma Zhou

China General Manager

Runs YASO's China operations from Shanghai. Twelve years in-market experience, previously at Le Creuset. Manages storefronts, fulfilment, KOL partnerships and the team that delivers for every YASO brand.

Effie Chen

Sales Lead

Your first conversation with YASO. Ex-TikTok, where she led 700%+ market expansion. Specialises in brand diagnostics, category analysis and building the commercial case for China entry or switching.

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