Rebecca Griffiths is a visionary entrepreneur and founder of Primis, a Sifted “ones to watch” tech startup for 2024, pioneering the next generation of online shopping experiences. With deep expertise in the Middle East market, she has driven growth and forged strategic partnerships across the region. A former Amazonian with experience in Seattle and London, Rebecca is passionate about customer experience, sustainability, and advising eCommerce ventures. She leads teams in London, Cape Town, New York, and Dallas, and is an active member of Fashion Conversation and Women in Tech’s Female Founders network.