Soultech
A reimagined e-commerce experience built around conversation and convenience rather than spam and abandoned carts.
Soultech started with a frustration almost everyone recognises: e-mail had become a channel for brands to plead, discount and spam. People moved on, but commerce had not.
We set out to build a more convenient, modern shopping experience — one that gets closer to people by meeting them on their terms. Less broadcast, more conversation. Less cart abandonment, more genuine usefulness.
I ran Soultech as CEO for two and a half years. We learned a lot about what modern shoppers actually want, and about how expensive it is to hold on to a product direction that is not quite right. I stepped back in March 2025 to focus on Happeo and the ventures in Marbella.
Timeline
- 2022
Founded. Built the first prototype around conversational commerce.
- 2023
First brands and first paying customers.
- 2024
Tested multiple product directions. Learned what not to build.
- 2025
Stepped back as CEO in March.
Current status
No longer operational. I learned a great deal about product discipline and the cost of waiting too long to change direction.
- Years
- 2022 — 2025
- Role
- Co-founder & CEO
- Status
- Stepped back
