The Data Chief | Episode 90

How RedCloud levels the playing field for fair trade using data

Soumaya Hamzaoui

Co-Founder and Chief Operating Officer


Juandre de Jong

SVP Product


Current EpisodeEP90: How RedCloud levels the playing field for fair trade using data

Episode Overview

In developed nations, corporations often rollup and eat independent mom and pop shops into big box retail or big .coms that centralize supply chains and logistics. Meanwhile, independent sellers are the backbone of emerging markets. But a collision is starting to occur and it’s happening fast. Big corporations want to bring the same strategy to these emerging markets, so how can the independent seller maintain their independence? To do that, they need technology partners like RedCloud. In this conversation, we learn how RedCloud sits at the forefront of the 3 key disruptions inside of emerging markets: employment, technology, and sustainability. Learn how Soumaya Hamzaoui, Co-Founder and Chief Operating Officer and JD de Jong, SVP of Product combine data, technology and deep knowledge of emerging economies to help independent sellers.

Key Moments:

  • A personal mission: Born in Algeria, Africa, Soumaya discusses how her childhood shaped her understanding of emerging markets.
  • Unlike Amazon: Commerce has existed in emerging markets since the beginning of civilization. Yet independent sellers face existential challenges if big corporations are allowed to enter their markets and gobble up all of the opportunities. Learn how RedCloud hopes to not be like Amazon, and would rather focus on keeping independent sellers independent.
  • Data for emerging market independent sellers: discover how the team developed the right products for these markets and how they overcame challenges unique to their customers.
  • Challenges in emerging markets: Gain unique perspectives into how international marketplaces work. Where are goods stocked? How are transactions kept? What goes into the pricing of goods?

Key Quotes: 

We are not only here to develop the technology, but we are also here to educate these businesses on the value of digitization, on the value of data. [According to a World Bank Report] 90% of these businesses need training and upskilling to keep up with the pace of the evolution of how the economical world and technological world is evolving. 88% need support in digitization on how to take their business from traditional businesses to fully digital business. And another 80% need mentorship and support on how to transform their business.” - Soumaya

It is one thing to give a user access to create their own visualization. It's an entirely different thing to create not just the visualization, but an interpretation of what that visualization means.” - JD

I think there's more than enough for us to kind of dig into and get our hands dirty with in the short term to really see how we can unlock the value of the conversational LLMs.” - JD

When companies look at emerging markets and the lack of digitization, they think there's a reluctance to digitize and there really isn't. It's not about the adoption of technology, but the simplification of and the cost of that technology.” - JD

We will see more and more emergence into an agile platform that enables you to customize the services and the operations for your customers. Whether it's in the B2C or a B2B world, I think that's what is going to be the big next transformation we will see.” - Soumaya



Soumaya Hamzaoui describes herself as an Entrepreneur and Product Strategist. She has a strong track record of developing products across Enterprises focused on the fintech and commerce global industries. She has deep sector expertise built over the last 15 years across Africa, Asia, and EMEA in mobile money, digital financial services, and FinTech launches. She attended prestigious universities in France and Algeria.

Juandre (JD) de Jong is a seasoned Product professional and Chartered Management Accountant, currently serving as the Senior Vice President of Product at RedCloud. Juandre combines his financial acumen with a deep understanding of customer needs to drive product strategy and innovation. He has a proven track record of successfully launching and scaling innovative products that meet market demands. He was born in South Africa and currently resides in the UK.

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