Helium 10 is an e-commerce software platform that provides a suite of tools for sellers on marketplaces like Amazon, Walmart, and TikTok Shop to help them start, grow, and optimize their businesses. Pulse 2.0 interviewed Helium 10 Executive Vice President & General Manager Zoe Lu to gain a deeper understanding of the company.
Zoe Lu’s Background
Could you tell me more about your background? Lu said:
“I’m an entrepreneur at heart. My journey began as the co-founder of a tech startup, which eventually led me into product management. I’ve had the privilege of growing products that reached millions—like Words With Friends. Over five years ago, I joined Helium 10 as Head of Product. Since then, I’ve led nearly every part of the organization, and today, I serve as the General Manager and Executive Vice President, responsible for steering the broader business.”
Formation Of The Company
How did the idea for the company come together? Lu shared:
“My job is to grow Helium 10 by building and executing a business strategy that serves entrepreneurs and e-commerce businesses. I lead an incredible team that’s committed to helping people start, scale, and succeed in digital commerce.”
Favorite Memory
What has been your favorite memory working for the company so far? Lu reflected:
“One of my most memorable experiences at Helium 10 was participating in our recent offsite event earlier this year. It was incredible to unite with team members and customers from around the globe, all driven by a shared mission to empower e-commerce entrepreneurs.”
“The energy was apparent as we engaged in brainstorming sessions and candid conversations with customers, gaining firsthand insights into how our tools are making a tangible impact on their businesses. Collaborating with a global team underscored the strength of our diverse community and reinforced the importance of understanding our customers’ journeys. Reflecting on this experience, I’m more motivated than ever to contribute to our mission—to inspire and equip entrepreneurs to turn their ideas into income and build businesses that thrive.”
Core Products
What are the company’s core products and features? Lu explained:
“Helium 10 is an all-in-one platform built to help anyone launch and grow a successful e-commerce business. Whether you’re selling on Amazon, Walmart, or TikTok Shop, we provide the tools and insights you need to thrive. From discovering high-opportunity products to building optimized listings and running AI-powered advertising campaigns, our platform combines world-class data with powerful automation to simplify the path to success and accelerate growth at every stage.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Lu noted:
“It’s transformed entirely. Over the past five years, we’ve leaned into AI, expanded into new marketplaces, and increased the depth and breadth of our data. Our technology evolves with our customers—because their needs never stay still.”
Significant Milestones
What have been some of the company’s most significant milestones? Lu cited:
“A few standouts:
- Reaching 1 million Chrome Extension users
- Surpassing millions of users globally
- Launching major product innovations
- Becoming a unicorn in 2021”
Customer Success Stories
When asking Lu about customer success stories, she highlighted:
“One that stands out is Clarence Cheang. He went from being a full-time civil engineer in Singapore to a successful Amazon seller. His persistence and innovation paid off. Today, he’s full-time in e-commerce—living proof that it’s possible to build something big from scratch.”
“In the early days of the pandemic, Shan Shan Fu launched Millennials in Motion as a side hustle to sell high-quality face masks, despite having no background in e-commerce. She taught herself the basics of relying on Helium 10 to identify demand, optimize her listings, and expand onto Amazon and Walmart. Within six months, her side hustle was matching her full-time salary, allowing her to take the leap into entrepreneurship full time. Today, she continues to scale her business—proving that with the right education, technology, and resilience, success is possible even in the most uncertain times.”
Additionally, Scale Stories from Helium 10 launched on October 21st, an original series offering a behind-the-scenes look at how e-commerce sellers at every stage overcome challenges.
Funding
When asking Lu about the company’s funding and revenue details, she revealed:
“We became a publicly recognized unicorn in 2021 and have only continued to grow since. Today, Helium 10 supports a global community of over 4 million users, including more than one million active Chrome Extension users. Our scale reflects both the trust we’ve earned and the value we consistently deliver to entrepreneurs and businesses worldwide.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Lu assessed:
“We serve a global community of e-commerce sellers—over 2 million active users strong—across platforms like Amazon, Walmart, and TikTok Shop. Helium 10 is built to empower anyone turning ideas into income, whether you’re launching your first product or scaling a thriving online business.”
“Helium 10 represents a powerful opportunity for entrepreneurs who are building brands, launching side hustles, and turning ideas into income. From day one to long-term growth, we’re here to support your journey every step of the way.”
Differentiation From The Competition
What differentiates the company from its competition? Lu affirmed:
“What sets Helium 10 apart from the competition is our unwavering commitment to listening to our customers and delivering exactly what they need to succeed. We offer the most expansive, high-quality e-commerce data set in the industry, paired with intuitive, flexible tools that make launching and scaling a business simple. Beyond the software, our expert-led education and thriving global community create a complete support system—whether you’re a first-time entrepreneur or an established business. We’re built to flex and scale with you, no matter where you are in your journey.”
Future Company Goals
What are some of the future company goals? Lu emphasized:
“Our mission is to make building and scaling a commerce business as easy and accessible as possible—and we’re evolving in step with the entrepreneurs we serve. As the landscape of digital entrepreneurship broadens, we’re committed to creating multiple paths to success—whether it’s launching a product-based e-commerce brand or generating income through affiliate marketing. We’re expanding our reach to support sellers and creators across emerging marketplaces and social commerce platforms. Helium 10 is here to power the next generation of digital businesses—wherever they choose to grow.”
Additional Thoughts
Any other topics you would like to discuss? Lu concluded:
“I’m incredibly bullish on how AI is democratizing entrepreneurship. It’s never been easier to start a business—especially in commerce. While physical product e-commerce is adapting to new global realities like tariffs and shifting supply chains, we’re seeing explosive growth in areas that don’t rely on inventory at all—digital products and affiliate marketing. Entrepreneurs are becoming creators, using social platforms and marketplaces not just to sell but to educate and influence. With AI tools streamlining everything from content ideation to creation, the future of business building—whether product-based or digital—is being shaped by those who know how to leverage tech, not necessarily those with the deepest pockets.”
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