Reinventing Retail in a Digital-First World
At just 34, Olivia Chen has become one of the most influential names in American retail—not by building another online marketplace, but by transforming how e-commerce works for brands, shoppers, and communities alike. As the founder and CEO of Mercora, a dynamic, AI-powered platform that blends social media, livestream shopping, and local logistics, Chen is pioneering a new wave of e-commerce that’s personalized, human, and hyperlocal.
In just four years, Mercora has gone from beta app to a $9.3 billion enterprise, serving over 60 million users and partnering with over 25,000 independent retailers across the U.S. From small-town fashion boutiques to urban wellness brands, her platform is enabling businesses to thrive in a market once dominated by corporate giants.
“The future of shopping isn’t just digital—it’s relational,” Chen says. “We’re not building a checkout button. We’re rebuilding community.”
Origins: From a Brooklyn Basement to Silicon Stardom
Born to Taiwanese immigrants and raised in Queens, Olivia Chen grew up surrounded by small business owners—her parents ran a corner convenience store, and her aunts and uncles owned laundromats, bakeries, and hardware shops.
“I learned early that for many people, their business isn’t just work—it’s identity, survival, and legacy,” Chen recalls.
After studying design and behavioral economics at NYU and earning an MBA at Wharton, she joined a major retail tech firm. But she quickly became frustrated by the disconnect between tech platforms and the real-world needs of small retailers.
By 2019, she quit her job and began prototyping Mercora from her Brooklyn apartment.
The Mercora Model: More Than a Marketplace
Mercora was never meant to compete with Amazon on speed or size. Instead, Chen’s platform focuses on trust, discovery, and storytelling—bringing the experience of shopping on Main Street into the digital age.
Key features include:
- LiveStore: Livestream commerce where shop owners present products in real-time and interact with viewers.
- SmartMatch AI: A recommendation engine trained on user style, values, and social behavior—not just clicks.
- Mercora Nearby: A local-first logistics network that lets customers shop online but support nearby businesses with same-day delivery.
- Brand Circles: A community feature where users can follow, review, and co-create with their favorite independent brands.
It’s not about one-click convenience—it’s about meaningful commerce.
Building for the Underserved: Tech with Inclusion at Its Core
Mercora’s growth has been supercharged by its focus on underrepresented merchants. Over 68% of sellers on the platform are women-led, and 54% are Black, Latinx, or Asian-owned.
Chen launched Mercora Uplift, a seller incubator that provides training, capital, and promotion to early-stage retailers in low-income neighborhoods. In 2023 alone, it helped 1,300 microbusinesses go digital and access national customers for the first time.
“We don’t just onboard sellers,” Chen says. “We build them up.”
She also built a zero-commission tier for businesses earning under $50K annually, funded by a small levy on premium users—a Robin Hood model for retail equity.
Rapid Growth, Deep Impact
Mercora’s rise has been meteoric:
- 2021: $3M seed round led by Lerer Hippeau and Serena Ventures.
- 2022: Over 10 million users; partnerships with Shopify and Etsy artisans.
- 2023: $100M Series B and expansion into Canada and Mexico.
- 2024: Became the first woman-led e-commerce platform to surpass $1B in gross merchandise volume in under 36 months.
By mid-2025, Mercora has tripled its seller base, opened regional offices in Atlanta, Detroit, and Austin, and launched “Shop by Story”—a feature that lets users shop based on sustainability, cultural heritage, or social cause.
“Our algorithm doesn’t just push what’s trending,” Chen explains. “It helps people find what they care about.”
Facing the Giants: Holding Her Ground Against Big Tech
As Mercora’s influence grows, so do the challenges. Competing against Amazon, TikTok Shop, and Walmart’s e-commerce ecosystem requires resilience and risk-taking.
- Data ethics: Chen has refused to sell consumer data or allow hyper-targeted ads, a move that cost early revenue but won user trust.
- Unionization support: Mercora became the first e-commerce platform to offer backend tools for sellers who choose to organize labor collectives.
- Big Tech buyouts: Chen turned down two acquisition offers—one from a global social media company and one from a multinational logistics giant.
“I didn’t start this to cash out,” she says. “I started this to fix something broken.”
A New Leadership Model: Purpose, People, and Product
Under Chen’s leadership, Mercora has become a case study in ethical growth:
- Remote-first workplace with equity options for all employees.
- Carbon-neutral logistics partnerships with electric vehicle providers.
- A creator council of sellers who vote on major product changes.
- In-app accessibility features for visually impaired users, earning praise from disability rights groups.
Her executive team is 70% women and 60% people of color—a rarity in Silicon Valley.
“You can’t change retail if you don’t change who’s at the table,” Chen says.
Cultural Impact: Making Shopping a Shared Experience Again
Mercora is not just reshaping commerce—it’s reshaping culture.
From livestream product drops by Native American artisans to Korean skincare demos from Houston, users tune in not just to buy, but to connect. Shopping has become entertainment again—but with purpose and authenticity.
Influencers now partner with microbrands on Mercora to co-create limited-edition items. Gen Z users spend hours in Brand Circles co-curating mood boards and recommending local gems to their followers.
“It’s TikTok meets Etsy meets your local market,” says brand strategist Naomi Reyes. “But more human.”
Looking Ahead: Scaling With Soul
With IPO rumors swirling, Chen is cautious. She insists that Mercora’s next phase will focus on:
- Global expansion into Southeast Asia, starting with Vietnam and Indonesia.
- AI retail tools that help sellers predict inventory trends and reduce waste.
- A subscription tier offering conscious consumers curated bundles of ethical, small-batch goods.
- Community-owned storefronts, where users can collectively invest in and profit from rising sellers.
“The future of shopping isn’t top-down,” Chen says. “It’s community-up.”
Conclusion: A Vision Beyond the Cart
Olivia Chen didn’t set out to compete with tech titans. She set out to give power back to small sellers, local stories, and everyday shoppers. In doing so, she has crafted not just a company—but a movement.
In a world of one-click checkouts and endless scrolls, Chen reminds us that shopping can still be meaningful. That commerce can still be community. That success can still have a soul.
“I grew up behind a cash register,” she says. “Now I’m building the register for the next generation.”