Crstl

It’s that time of the year again. As we prepare to close out 2024 incredibly strong—our focus is sharper than ever. Every late night, milestone, and decision lays the groundwork for an exciting 2025. Planning. Preparing. Scaling. Here’s what’s next for Crstl in 2025: 1. Significantly expanding our reach We’re set to 6x our customer base and 3x our partner network. This is about getting our product into the hands of more businesses that can benefit from what we are building. Why? Because the market demand for what we do has been overwhelmingly validated in 2024. We’re doubling down on making Crstl more accessible and impactful for customers and partners alike. 2. Deepening our product capabilities -- More integrations: Expanding ERP, WMS, and other critical systems support. -- Broader use cases: Empowering operations, finance, and merchandizing leaders with tailored yet scalable solutions. -- Enhanced reliability: This has always been part of our DNA, and it’ll remain a key focus as we continue to grow. Our platform is mission-critical for our customers and partners, and we’re committed to making it indispensable. 3. Doubling our team We’re scaling our incredible team to keep pace with our ambitious goals and strong market pull. New talent will help us execute faster and to keep innovating. 2024 proved that the opportunity ahead of us is immense. With a clear roadmap and an undeterred drive to execute, we’re heading into 2025 with bold ambitions and well-earned confidence. Here’s to the hard work, belief, and determination that will make it all happen. #EDI #retail #2025

As I build my team, I am often asked what hiring philosophies I hold dear. Now, as your team and business grow, your leadership style must naturally evolve. I have seen this happen personally: transitioning from hands-on management to enabling others, learning to pick my battles, and emphasizing soft skills and cross-functional leadership even more. That said, two hiring philosophies remain constant for me: 1. Incredible work ethic is non-negotiable. There’s no substitute for a strong work ethic. If you’re not ready to bring that to the table, Crstl isn’t the right place for you. To be clear, this isn’t about long hours or burnout. It’s about your approach to work—how you think, solve problems, and commit to delivering results. Hitting deadlines is essential, but what matters even more is how thoughtfully and efficiently you achieve those outcomes. At Crstl, this mindset isn’t just valued—it’s expected. 2. A mix of experience and perspectives drives success. When building a team, I rely on a simple 2x2 matrix. This matrix has two main parts: - Career stage: Are you early-career or mid-career+? - Industry expertise: Are you an insider or an outsider? Here’s how the matrix breaks down: - Career stage: Early-career professionals with fresh energy versus experienced professionals with refined skills. - Industry expertise: Insiders who deeply understand the space versus outsiders who bring innovative, cross-industry perspectives. Having this mix helps ensure the team isn’t too narrowly focused on traditional working methods or too disconnected from domain-specific knowledge. At Crstl, this diversity in skills and perspectives evolves as we grow. It’s not about equal distribution—it’s about having the right balance for the company’s current stage. What are your non-negotiables when it comes to hiring? #hiring #entreprenuership

EDI is not a technology. This is one of the biggest misconceptions in e-commerce and retail. Let me explain EDI in simple terms: It's not about fancy tools or complex systems. It’s a language—a data schema. Think of it as the universal translator that helps businesses talk to each other, no matter where they’re from. Let’s use English as an analogy: English, despite all its versions and dialects, has become the global language of business—spoken fluently by approximately 1.5 billion people around the world. Why? Because it makes communication simple and efficient. Imagine a room with five people, all speaking different languages. Without a common language to connect them all, it’s chaos. With English, we’re all on the same page, which means less confusion and faster results. → Now, back to EDI: EDI works the same way for businesses. It provides a standardized way for companies to exchange crucial information like purchase orders, shipment notices, and invoices. It’s not the tool itself - it’s the rulebook for how the tools interact. Much like English makes global trade possible via written and verbal communication, EDI enables smooth digital transactions at scale between companies, big and small. At Crstl, we’ve taken this idea further. - We speak many languages of data, such as EDI/X12, API/JSON, FTP/CSV, and more. - We code so you don’t have to - unless you want to. - Crstl becomes your data connectivity and operations agent for smaller brands without developers. And for the big ones, we have the advanced capabilities. What does Crstl bring to the table? - An AI-driven network of trading partners and integrations. - A no-code EDI workflow that simplifies connecting with major retailers and distributors. - Tools that empower businesses—whether suppliers, retailers, or logistics providers—to transact effortlessly. Want to see how Crstl helps brands and manufacturers thrive in today’s market? Drop me a line below. #EDI #retail

2024 has been one for the books. As we wrap up the year at Crstl, I can’t help but reflect with gratitude. Building from scratch is no easy feat—every day brings new challenges and uncertainties. Yet, these wins remind us why we started and keep us going strong. Here are our 3 biggest wins of 2024: 1. Zero churn - Across our entire customer base, we’ve had a 100% renewal rate this year. - Not a single customer left us. - This incredible milestone simply shows the trust and partnership we’ve built with our customers. To everyone who renewed with us this year—thank you for believing in Crstl. 2. Unsolicited love from the community - From LinkedIn shoutouts to surprise testimonials, 2024 was filled with moments that caught us off guard (in the best way). - These genuine expressions of support and validation are a huge win for us. - They remind us that what we’re building resonates beyond the walls of our virtual office. On a side note: We didn’t ask for these shoutouts, which makes them all the more special. Seeing our customers and partners share their love for Crstl gives us renewed purpose every single day. 3. Word of mouth speaks volumes - A growing number of customers find us through referrals or their research. - This is a massive win for a company that has done minimal marketing. - It’s proof that what we’re building is making waves organically. This trend speaks to the strength of our product and the value it creates. I will be honest—it’s humbling and exhilarating all at once. As we step into 2025, these wins inspire us to dream bigger and aim higher. Cheers to another year of growth, resilience, and meaningful impact! #yearinreview #EDI

We’re all storytellers at heart. We crave connection, seek meaning, and thrive on narratives. So here’s one for you: Crstl wasn’t born from a grand strategy session. It started with a simple act—helping some folks. Here’s how it began: - It was the height of COVID. - I had just stepped away from a cushy, coveted job. - The plan? To build a company. - But that idea had to wait. The pandemic struck my potential customers. While figuring out my next step, I connected with a group of passionate volunteers who were setting up a nonprofit to tackle the acute shortage of PPE kits in the U.S. They were helping evaluate and distribute vital PPE supplies to key frontline workers, such as dentists, medical residents, and businesses that must stay open. I helped establish their digital storefront on Shopify. While doing this, I started speaking with merchants and manufacturers, learning more about their challenges. Here’s where it gets interesting. These conversations highlighted a recurring issue: managing business assets—goods and money—was a nightmare. - Inventory was coming from factories overseas to U.S. warehouses - Orders were shipped out to customers (both B2C and B2B) - Payments spread across credit cards, bank accounts, and platforms like PayPal To me, the problem was clear: Data about goods and money—the lifeblood of these businesses—was siloed and hard to uncover. With my background in building data platforms, I couldn’t resist diving in to help. - I volunteered to wrangle this chaotic data - Built prototypes to integrate financial sources, order systems, and inventory tools - Used my technical expertise to make sense of their data about assets What happened next? – During COVID, I started hearing something surprising: “The old will be new again.” – Omnichannel distribution was poised to become critical. – Existing tools weren’t designed for the next generation of businesses – Infrastructure had to evolve to meet the demands of modern merchants, especially as customer acquisition costs were starting to soar post-iOS 14 – There were undeniable shifts in the tech landscape, even before AI—low-code/no-code, APIs, and more Add to this: - A rapidly changing retail ecosystem - And my passion for solving messy, data-driven problems All of this compelled me to launch Crstl. A no-code EDI platform for brands, manufacturers, and wholesalers helping brands, retailers, and logistics providers alike. Crstl isn’t just another tool. It’s a bridge—one that connects, simplifies, and takes businesses into the next era of commerce. And it all started with a simple desire to help. #entrepreneur #edi #originstory

Why EDI is Undervalued by Brands EDI systems in retail are designed for retailers, not brands, creating an unfair dynamic. Retailers use EDI to automate processes and obscure relationships, gaining efficiency while imposing rigid demands on brands. Brands, on the other hand, are left to navigate fragmented systems, absorb penalties, and focus on compliance rather than innovation. This imbalance forces brands into a defensive position. To level the playing field, brands need tools that enhance transparency, automate processes, and foster collaboration. Until EDI evolves to equally serve brands, it will remain a tool that reinforces retailer dominance rather than enabling fair partnerships. This is why I am so bullish on Crstl and their team. They’re reimagining EDI for brands, building it from the ground up to empower brands with tools for transparency, automation, and collaboration. Brands need to shift the narrative around EDI. Too often, brands see it as a compliance hassle, but it’s actually a tool for growth and error reduction. Big retailers like Walmart and Amazon understood this decades ago, embracing EDI and technology not just for efficiency, but to create a competitive edge. Brands must adopt a similar mindset, seeing EDI as a path to growth, efficiency, and partnership rather than just compliance. Disclosure: We have a small investment in Crstl, but these views are my own.

There's nothing quite as gratifying in the middle of a busy day as a genuine shoutout from one of our valued partners, Kyle Hency and GoodDay Software. At Crstl, we share a singular focus, similar to GoodDay's, on making merchants of all shapes and sizes successful. We know that driving results for our customers means also lifting up the partners that they rely on. We’re committed to building meaningful relationships all around - whether that is within our team, customers, prospects, or partners. This approach not only differentiates our product and platform but also shapes how we bring our capabilities to life. Questions? Feel free to reach out to us!

Yesterday was a typical “day in the life of a founder.” Just as I was about to head to bed, spent from the day, someone shared this feedback about Crstl from an online community. It helped me unwind, if only for a little while. I’ll say this: The advice to “fake it ’til you make it” is outdated. People are tired of being oversold, overpromised to, and ultimately underwhelmed by solution providers. At Crstl, we know that – while we’re a vendor to many, we’re also customers to some. You can’t fake vision, passion, or execution. When you show up authentically, people give you the space to build, even make some mistakes, and grow with them. Done earnestly, this naturally leads to customer love—the ultimate vote of confidence. For those in our space: know that you’re not at all required to use any one solution. In the software business, you have to earn your customers’ business every single day. That’s why we show up—to serve the many, many people who make and move the products we all rely on daily. If you have any questions about Crstl, feel free to DM me!

People often ask me why Crstl was founded, a modern B2B commerce network that tackles the complex, behind-the-scenes work keeping businesses of all sizes running smoothly and growing smartly. The answer is simple: (a) Built on a foundation of experience: Years of solving complex, often overlooked, and even thankless problems laid the groundwork for Crstl. These experiences brought clarity to the specific and immediate pain points that needed addressing—data integration, protocols, and infrastructure, which are essential yet frequently neglected. Crstl was a natural evolution, designed to solve these challenges with the right tools and expertise. It wasn’t just about identifying an opportunity, but being in a position to solve it effectively. (b) Empowering a movement already in motion: Crstl exists because there was a clear demand from those who make and move the products we all rely on daily. These voices consistently called for a common sense solution to B2B and omnichannel commerce. Today, Crstl fuels a growing movement, empowering businesses that have long been underserved. Having witnessed hypergrowth at Uber, I know what it’s like to be part of something much bigger than yourself. That’s the energy behind Crstl. We’re not just building a company; we’re fueling a movement that empowers the unsung heroes who do important work behind the scenes. In a tech and macro landscape that can feel increasingly complicated, enabling businesses in a meaningful way is what keeps our team motivated every day. Crstl isn’t just another startup—it’s a movement, and we’re at the forefront of it in our industry. #TechForGood #FounderJourney #B2BCommerce

Some great companies listed here to follow in the e-commerce space. Thank you Greg Airel for the list! 🔵Shipping Pilot 🔵Fulfill (Fulfill.com) | 3PL Finder 🔵Packiyo WMS 🔵Rabot 🔵Ark Transportation Ltd. 🔵Delivered 🔵Veroot 🔵Passport 🔵Crstl