How to Scale Your Business with Social Commerce, with Heather Udo
Listen to the episode here: 👉https://www.youtube.com/watch?v=VbEGr0y2jAg
Growing a successful business while staying behind the scenes might seem possible, but in today’s digital world, personal branding is no longer optional—it’s essential. In this episode of Silly Little Social, I sit down with Heather Udo, Founder and CEO of Shoppable, to talk about what it takes to build a thriving company while embracing visibility. Heather shares how she transitioned from working in retail to launching a tech company that powers e-commerce for some of the biggest brands in the world, and why she resisted personal branding for years before finally realizing its power.
Inside This Episode, We Discuss:
The early days of launching Shoppable and how Heather turned a vision into a thriving company
Why traditional career paths and corporate structures pushed her toward entrepreneurship
The challenges of being a female founder in tech and breaking into an industry with limited representation
How networking played a crucial role in securing Fortune 500 clients for Shoppable
Why Heather initially resisted building a personal brand—and what changed her mind
The role of social media in today’s business landscape and how founders should approach it
How to balance a personal brand with running a company without feeling overwhelmed
About Heather Udo
Heather Udo is the Founder and CEO of Shoppable, an e-commerce infrastructure company that helps brands, retailers, creators, and publishers power innovative commerce experiences anywhere online. Over the past 14 years, she has secured partnerships with some of the biggest names in business, including The Wall Street Journal, Best Buy, and Neiman Marcus. In addition to running Shoppable, Heather is a business coach, helping other entrepreneurs scale profitable, sustainable businesses while embracing personal branding.
Heather’s Journey from Retail to Tech CEO
Heather’s path to entrepreneurship began in retail, where she quickly noticed the limits placed on growth within corporate structures. Repeatedly denied promotions due to technicalities like not having a high school or college degree yet, she realized that working for someone else meant constantly facing artificial ceilings. This realization led her to explore entrepreneurship, ultimately launching Shoppable as a way to revolutionize e-commerce.
Despite the challenges of being a female founder in tech—where only 17% of CEOs are women and less than 2% of female-founded businesses surpass $1 million in revenue—Heather grew Shoppable into a powerhouse. By leveraging strategic networking and innovative technology, she licensed her platform to major brands, proving that persistence and strategy can break barriers.
Why Personal Branding Matters for Every Entrepreneur
For years, Heather was hesitant to step into the spotlight, preferring to let Shoppable speak for itself. But after seeing the undeniable impact of personal branding, she realized that people connect with people—not just businesses. Today, she leverages social media to build relationships, share her expertise, and attract opportunities that wouldn’t have been possible otherwise.
For founders who feel resistant to personal branding, Heather’s advice is clear: Start small, focus on sharing your journey, and remember that visibility leads to credibility. Whether it’s through LinkedIn, Instagram, or other platforms, consistently showing up can transform not just your brand, but your entire business trajectory.
Final Thoughts
Heather’s story is proof that building a successful business doesn’t mean staying behind the scenes. Social media and personal branding are powerful tools that can accelerate business growth and establish credibility in competitive industries. If you’re a founder, creator, or entrepreneur looking to grow your presence and business, take Heather’s advice—start showing up and embracing your story.
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Connect with Heather:
Instagram: @heatherudo1
Website: www.heatherudo.com
LinkedIn: Heather Udo
YouTube: Heather Udo
TikTok: @heatherudo
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