In recent years e-commerce has been booming at light-speed in China. Shoppers have quickly become familiar with online wonderlands like Taobao that suck you in as you start looking for an air purifier, only to lose track of time browsing design replicas and smartphones until finally you shut down your laptop as exhausted as if you had spent a whole day in a crowded mall.
That’s not at all what Natasia Guo had in mind when she launched her online shopping platformNuandao. Of Taiwanese descent but born and raised in San Francisco, Guo ultimately moved to China, and in 2011 co-founded what is today the leading e-commerce site for creative objects from socks to turntables. We recently caught up with the entrepreneur at her loft in Beijing to learn more about the origin of Nuandao.