Deena Varshavskaya

CEO, Wanelo

Deena Varshavskaya
[Image courtesy of Wanelo]

For being any retailer’s social solution.

“What we’re building is parallel to Twitter and Insta­gram, but for ­shopping,” says Deena ­Varshavskaya, a Russian-born web designer who created Wanelo as a side project in 2010. The site allows users to create ­collections and purchase products from more than 300,000 online stores.

It boasts more than 11 million ­customers, and they’re buying lots of stuff: Wanelo referrals ­generate more revenue at retailers such as ­clothing chain Wet Seal than either ­Twitter or ­Pinterest. “The meaning of a store is changing,” says Varshavskaya.

About the author

Max Chafkin is a contributing writer with Fast Company, and the author of Design Crazy: Good Looks, Hot Tempers, and True Genius at Apple. His work has appeared in The Best American Magazine Writing 2014 and The Best Business Writing 2012.

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