While the global pandemic was still in full force, Dipti Desai, who had been building data platforms at Uber at the time, started working with a nonprofit selling masks on Shopify. As she helped them build out their digital storefront, Desai began talking to other brands about their challenges with regard to data.
“It was really hard for them to understand what was going on in their business,” Desai told TechCrunch. “At the same time, these brands and businesses were starting to think about what comes next after being direct-to-consumer, wanting to see their retail and wholesale data all together.”
Looking at that more, she found that expanding beyond direct-to-consumer into retail, online marketplaces and wholesale was a challenge for small businesses. So, she decided to take that on and founded Crstl, a San Francisco–based SaaS application and platform that is now making its national launch after raising $4.4 million in seed funding to continue developing its no-code electronic data interchange (EDI) for brands, manufacturers and wholesalers.
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