Krystel Abi-Assi

Krystel Abi-Assi is a Lebanese entrepreneur, strategist, and global business leader recognized within the e-commerce ecosystems of the Middle East and Europe. She is particularly known for her expertise in Amazon marketplace strategy, brand building, advertising management, and overall marketplace optimization.

Education and Strategic Background

She is a certified “Blue Ocean” strategist from INSEAD, one of the world’s most prestigious business schools. Early in her career, she developed strong technical expertise in business development, SEO, web development, and mobile application development, building a solid foundation at the intersection of technology and commerce.

Entrepreneurial Journey and Career

Krystel began her entrepreneurial journey by founding her own e-commerce brand in the dietary supplements sector. After gaining hands-on experience and success in Amazon operations, she exited the business and transitioned into consultancy, focusing on helping other brands scale on global marketplaces.

In 2019, she founded Amazon Sellers Society, an official Amazon partner agency and approved service provider in the Middle East. Initially established in London, the company later relocated its headquarters to Dubai and expanded its operations across multiple regions, including Istanbul.

In 2020, she leveraged the Estonia e-Residency program to overcome regional limitations in payments and bureaucracy. This led to the establishment of Sellers Society’s sister company in Tallinn, enabling her to expand into the European market and develop proprietary software tools for e-commerce sellers.

Global Roles and Achievements

Krystel Abi-Assi serves as a Payoneer brand ambassador for the GCC region and is also among the official global envoys of the Estonia e-Residency program. She is frequently invited as a keynote speaker and moderator at international conferences, where she shares insights on e-commerce trends, Middle Eastern market dynamics, and digital transformation.