At WAYO, an innovative all-in-one platform is revolutionizing the world of custom product design and sourcing. Created by co-founders Julia Xu and Mandy Chow, WAYO’s mission is to transform the complex landscape of global supply chains, making it easier than ever for creators, brands, and businesses to bring their unique visions to life.
With Julia’s deep expertise in international business, honed during her time as Chief of Staff at Alibaba.com, and Mandy’s strategic prowess from her roles at Airwallex and Goldman Sachs, the dynamic duo is on a mission to streamline the custom product sourcing process. Through the power of cutting-edge technology, particularly AI, WAYO is empowering businesses of all sizes to design and customize high-quality products at unbeatable factory-direct prices, all while providing an unparalleled level of transparency and control.
We had the honor of interview Julia and Mandy and diving into their inspiring journey that led them to create WAYO, exploring the challenges they faced and the invaluable lessons they’ve learned along the way. From assembling a strong international team to perfecting their AI-driven features, the co-founders share their strategies for navigating the complexities of the global supply chain and delivering a seamless, game-changing experience for their clients.
Check out the full interview below.
Can you share the inspiration behind founding WAYO and how your personal experiences shaped its vision?
Julia: The inspiration behind Wayo came from witnessing the deep inefficiencies in global supply chains, especially when Western businesses tried to source products from overseas. As Chief of Staff at Alibaba.com to the President of North America & Europe, I saw firsthand the challenges businesses faced—constant miscommunications, long production lead times, and a lack of transparency throughout the entire process. It was particularly difficult for smaller businesses with limited resources, who struggled to compete in such an inefficient system. I knew there had to be a way to simplify and streamline this process, and that’s where the idea for Wayo was born.
The vision for Wayo is shaped by my desire to break down these barriers using technology, particularly AI. My experience at Alibaba reinforced the idea that supply chains should be more accessible, efficient, and transparent. I wanted to create a platform where businesses, regardless of size, could source custom products with ease, have better communication with manufacturers, and receive real-time updates on their projects. Wayo’s vision is to empower businesses to grow and innovate without being hindered by the traditional complexities of global supply chains.
Mandy: My 6 years of experience working in Hong Kong and Shanghai showed me firsthand the ease of being a consumer there, where the proximity to manufacturing and supply chains makes everything incredibly efficient. After moving back to the US, I realized the prevailing challenges in the cross-border sourcing space. Driven by my interest in always maximizing efficiency – whether through saving time, reducing cost, simplifying complex processes – I saw an opportunity to address these challenges.
With Julia’s deep sourcing knowledge, coupled with my background in finance and strategy and cross-border industries, we hope that we can leverage technology to overcome barriers and bring enhanced efficiencies to traditional industries such as product sourcing.
How did both of your career paths lead you to create a platform like WAYO?
Julia: My entrepreneurial drive started early, back in high school when I founded a public speaking organization in Beijing. This experience sparked my passion for building initiatives that have a lasting impact. At Brown University, I founded Tink Knit, a social enterprise supporting single mothers, which deepened my understanding of how business can drive social change. Winning the McKinsey & Walmart Women’s Impact Award for that venture showed me the power of business in addressing real-world problems.
These foundational experiences were critical, but my professional journey really began at Disney Corporate Strategy, where I helped build the financial model for Disney+. This gave me the ability to manage large, complex projects with precision. My later role as Chief of Staff to the President of Alibaba.com North America & Europe exposed me to the inefficiencies of global supply chains, which planted the seed for Wayo.
As an independent consultant, I helped over 100 companies solve operational and financial challenges, and through scaling my own e-commerce brand, Multitasky, I experienced firsthand the frustrations of sourcing products from overseas. These combined experiences naturally led me to create Wayo—a platform designed to streamline and modernize custom product sourcing with AI, making it accessible and efficient for businesses of all sizes.
Mandy: Prior to Wayo, I was the Corporate Development Associate Director at Airwallex, a B2B cross-border payments company, where I set up and led investments in its ecosystem VC fund and was also part of its strategy team. During this time, I worked closely with founders across diverse industries, offering valuable insights into the challenges and success factors that shape early-stage startups. Watching Airwallex scale rapidly provided me with a front-row view of how to build an efficient, scalable platform and reinforced the importance of quickly iterating on product-market fit—critical lessons that now guide my approach at Wayo.
Before that, I was in the investment banking team in Goldman Sachs, working on capital transactions and mergers and acquisitions. This experience equipped me with invaluable communication, presentation, and technical skills that help me develop strategic decision making to guide Wayo’s growth.
What challenges did you face when starting WAYO, and how did you overcome them?
One of the biggest challenges we faced when starting Wayo was assembling a strong team overseas to manage our relationships with manufacturers. It was crucial to have people on the ground who understood both the local manufacturing landscape and the needs of our Western clients. Building that team took time and effort, as we needed individuals who could navigate the complexities of international business while ensuring our high standards of quality and communication were maintained.
Another major challenge was figuring out what kind of tech product would best solve the complex issues in the supply chain. We knew that traditional sourcing methods were inefficient, but determining the exact features and tools that would streamline this process took extensive research and experimentation. We explored various ways to integrate AI to simplify the workflow, from automating communication to providing real-time updates, all while making the process user-friendly for businesses.
It was a constant process of refining the platform based on feedback and our evolving understanding of the supply chain challenges, which helped us build a solution that truly addressed the needs of our clients.
How does WAYO differentiate itself from other custom product sourcing and supply chain platforms?
Wayo sets itself apart from other custom product sourcing and supply chain platforms through a combination of rigorous quality control, trusted factories, and advanced technology that simplifies every step of the process. Every manufacturer we work with is carefully vetted, and we perform thorough quality checks on every production run, ensuring businesses can rely on the products they source.
Our AI-powered product sourcing agent allows clients to specify exactly what they want—even highly custom and unique items—and we manage everything from design to global shipping. This enables us to offer an unmatched range of custom products that other platforms simply can’t replicate.
A key differentiator for Wayo is our automated quotation and project management system, which offers businesses instant, transparent pricing and real-time production tracking. Our catalog products are available with a streamlined process, allowing businesses to order with minimum quantities as low as 50 units, and enjoy turnaround times as quick as two weeks, all directly from overseas factories.
Our platform’s product design tools enable users to create instant mockups and visual proofs, and our self-checkout system further simplifies the process. This combination of speed, customization, and transparency in global sourcing makes Wayo a game-changer, allowing businesses to source custom products effortlessly with unprecedented efficiency.
How does WAYO ensure the quality of products sourced from manufacturers worldwide?
Wayo ensures the quality of products sourced from manufacturers worldwide through a comprehensive, multi-step quality control process. First, we work exclusively with thoroughly vetted factories that meet our high standards for reliability, craftsmanship, and compliance. Every manufacturer we partner with is carefully screened to ensure they can consistently deliver top-quality products.
Throughout production, we conduct in-house quality control checks to monitor progress and address any issues early. For larger or more complex orders, we collaborate with professional quality control experts to conduct detailed inspections, ensuring that every product aligns with our clients’ specifications. Additionally, Wayo’s platform provides real-time tracking and updates, offering clients transparency at every stage of production. This combination of vetted manufacturers, continuous oversight, and advanced tracking systems ensures that the products we deliver meet the highest quality standards.
What upcoming features or improvements can customers expect from WAYO in the near future?
In the near future, Wayo customers can expect a suite of powerful AI-driven enhancements that will take the custom product sourcing experience to a new level. One of the most exciting upcoming features is our AI product sourcing agent, which will guide users through the entire process by prompting the required information and educating them on materials, sizes, and styles.
This tool will also summarize complex project requests and offer tailored product recommendations based on the client’s website and brand guide. We’re also introducing a “merch line generator,” which will use AI to generate product design inspirations that align with a company’s branding and style, making it easier than ever to develop cohesive, on-brand merchandise.
Additionally, we are working on an AI plushie generator that will allow clients to input 2D design drawings and receive a realistic plushie mockup that looks like a real photo. This feature eliminates the common back-and-forth resampling process, especially for super custom items like plushies. Clients will be able to adjust the design using AI before the factory creates samples, significantly reducing production time and improving accuracy. These advancements will provide even greater flexibility and efficiency, ensuring that Wayo remains the go-to platform for custom product sourcing with cutting-edge AI capabilities.
Reflecting on your journey, what are some key lessons you have learned, and how do they influence your approach to business today?
Julia: One of the most important lessons I’ve learned is the value of adaptability. When building Wayo, it became clear that the landscape of custom product sourcing and supply chains was constantly evolving, and what worked one day might not be sufficient the next. For example, early on, we had to pivot our approach multiple times based on customer feedback and industry changes. This taught me the importance of staying flexible and open to adjusting our strategy, whether it was tweaking our AI tools or refining our product offerings. Being adaptable has allowed us to remain responsive to our clients’ needs.
Another lesson is the critical role of execution. Ideas and visions are powerful, but without a solid execution plan, they remain just that—ideas. During Wayo’s early stages, we spent a lot of time testing and perfecting the platform’s features. We learned that it’s not enough to have innovative concepts like AI-driven sourcing or real-time tracking simply; we had to ensure that these features were flawlessly integrated and easy to use. This focus on execution—turning vision into reality—has been a driving force behind Wayo’s growth and success, and it’s something I carry with me in all aspects of business today.
Mandy: Similar to Julia, one key lesson I’ve learned is the importance of early feedback. No matter how well-thought-out a product may seem from our perspective, its true value is only revealed through the experiences of actual customers. Understanding their feedback early on and continuously refining the product drives meaningful progress and saves us time.
Another key lesson I’ve learned as a startup founder is the importance of being scrappy. In the early stages, resources are often limited, and success depends on maximizing what we have. This means being creative, adaptable, and finding efficient solutions. For example, we each wear multiple hats – whether it be customer service, finance analyst, marketing specialist. We learn to experiment quickly, iterate on ideas, and seize opportunities that others might overlook.
Lastly, is there a specific mantra, quote, or affirmation that you hold close to your heart?
Julia: “Persistence turns roadblocks into steppingstones.”
Mandy: “Teamwork makes the dream work.”
Want to learn more about Wayo? Check out https://www.thewayo.com/.
Emily Sprinkle, also known as Emma Loggins, is a designer, marketer, blogger, and speaker. She is the Editor-In-Chief for Women's Business Daily where she pulls from her experience as the CEO and Director of Strategy for Excite Creative Studios, where she specializes in web development, UI/UX design, social media marketing, and overall strategy for her clients.
Emily has also written for CNN, Autotrader, The Guardian, and is also the Editor-In-Chief for the geek lifestyle site FanBolt.com
