killerstartups writes copy 18 Feb 2025
UPPFIRST
In marketplaces today, selling online often comes with unnecessary complexity, rigid platforms, and disconnection from customers. Singapore-based startup UPPFIRST is changing that narrative with a revolutionary no-code solution that’s making waves in the e-commerce space.
Founded in 2022 by the experienced trio of Ed Diner, Payam Mirtorabi, and Arnaud Touret, UPPFIRST aims to simplify commerce for anyone, regardless of size. Their platform provides an intuitive solution that enables brands, creators, and businesses to sell products in multiple ways '“ whether in-stock, made-to-order, or pre-sell '“ all in one place.
Solving Real Problems for Designers
For emerging designers, traditional wholesale models often create significant challenges. High minimum order quantities (MOQs) force brands to make substantial upfront investments just to meet supplier requirements, frequently resulting in excess inventory and financial strain.
UPPFIRST’s flexible selling models address this head-on. By enabling pre-sell and made-to-order options, designers can secure sales before committing to production, ensuring demand exists before investing in inventory. As one designer, Paolina Russo, commented: “We couldn’t believe there was an answer like this.”
By removing these financial barriers and giving brands full control over their sales process, UPPFIRST is empowering the next generation of designers to scale sustainably without the risks of overproduction.
Backed by Industry Veterans
The startup’s vision has attracted impressive backing, including Carmen Busquets, the founding investor in Net-a-Porter. Busquets’ own journey resonates with UPPFIRST’s mission '“ she expanded her luxury boutique Cabus internationally by pre-selling fashions via sketches and Polaroids at major fashion shows due to Venezuela’s unstable political climate.
Her experience led her to co-found Net-a-Porter with Natalie Massenet in 2000, proving that aligned partnerships built on patience and shared principles are essential for success '“ especially for female founders facing additional challenges.
Growth and High-Profile Adoption
UPPFIRST is already making significant strides. The platform has attracted both high-profile brands and independent designers, including Nicki Minaj, who used UPPFIRST for her sneaker collection. Their innovative one-step checkout is designed to reduce friction and increase conversions, making selling more intuitive than ever.
The founding team brings diverse expertise to the table. Ed Diner contributes 15 years of finance experience from leading European hedge funds and Goldman Sachs. Payam Mirtorabi offers insights from various industries including commodities trading, logistics, fashion, and hospitality. Arnaud Touret drives product and blockchain development with an entrepreneurial background in property finance and medical laboratories.
The Future Looks Bright
Looking ahead, UPPFIRST envisions becoming the go-to commerce platform for brands, creators, and businesses seeking a powerful, no-code way to sell. Their roadmap includes continued global expansion, refinement of their tools, and empowering sellers to own their audience, maximize conversions, and sell on their terms '“ all without the complexity that has historically characterized e-commerce.
By drawing inspiration from e-commerce pioneers like Net-a-Porter, UPPFIRST is focused on maintaining brand integrity and elevating the customer experience while introducing innovations that meet the evolving needs of modern sellers.
In a landscape where e-commerce complexity often creates barriers to entry, UPPFIRST stands out by removing friction and enabling commerce that works for everyone '“ proving that selling online doesn’t have to be complicated after all.
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