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Kate Isler, Co-Founder & CEO of WMarketplace.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I’ve never been one to follow the conventional path, and I’ve always embraced risk. At 21, I packed up and moved to Seattle, I had no job and no plan, but a few years later, I had an opportunity that would change the course of my life: a role at a small technology startup. That startup turned out to be Microsoft, and what I like to call my “200-year journey in technology” shaped my future in ways I couldn’t have imagined.
During my time at Microsoft, I was fortunate to take on incredible challenges, including my first overseas role in the early 1990s in the Middle East. I was the only woman with a trailing husband and baby, navigating a very males oriented environment thousands of miles from home. My work eventually took me around the globe living and working, from Africa to Central and Eastern Europe to Central Asia, and eventually back to the US were I led a global marketing team for Windows. It was a truly transformative experience.
After leaving Microsoft, I earned my college degree in 2018. Since then, I’ve written a book and co-founded several companies, all focused on closing the gender gap and empowering women, including WMarketplace. In the spring of 2020, as the economic impact of the pandemic became increasingly clear, I saw how disproportionately women were being affected. I knew I had to act. With my background in technology and an eye on emerging market trends, I created an eCommerce accelerator program designed to support women entrepreneurs. Our work now spans the globe, helping women from all walks of life, including displaced Ukrainian women, build and grow their businesses online.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Throughout my career, I’ve faced numerous challenges—some imposed by the cultural contexts I was working in, others by company policies, and some of my own making.
Challenges are inevitable in any career, but I believe the key lies in how you respond to them. First, it’s essential to recognize and assess the obstacle. Often, if you’re caught off guard, an issue can feel far more overwhelming than anticipated. Second, understanding the source of the challenge is crucial—where is it coming from, and can you influence it?
In my experience working in various countries outside the U.S., cultural differences presented significant challenges. I didn’t always understand the “right” way to behave in certain situations, so I had to be highly observant and deliberate in my actions. I often found myself moving slower than usual to ensure I was addressing obstacles thoughtfully and with the ability to adapt.
Understanding the source of a challenge is also important. In some cases, you have the power to change things and adapt; in others, you don’t. When faced with difficult company policies or practices, you always have choices: you can work to change them, find a way to work around them, or decide to leave. The choices may not always be ideal, but they are there.
Finally, once a challenge is addressed, it’s crucial to move forward. I’ve seen too many women dwell on things they wish they had done differently or ways they should have acted. Once a situation is resolved—whether the outcome is good or bad—it’s important to move on and keep progressing.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
The WMarketplace Inc. accelerates the growth of women-owned businesses and drives economic development in the U.S. and globally. We provide comprehensive training, market assessments, practical tools, community and technical assistance to accelerate the success of women entrepreneurs in the digital marketplace.
CORE COMPETENCIES
Ecommerce Accelerator Program:
Our proprietary ecommerce training program empowers female entrepreneurs with industry expertise, practical tools, and cutting-edge technologies. It provides the skills and knowledge needed to succeed in the digital marketplace, fostering business growth and sustainability both in the US and globally.
Market Assessments:
Leveraging our deep knowledge in ecommerce and online sales, WMarketplace provides market assessments of the commercial environment for small business operating in the digital space for government and private stakeholders.
Technical Assistance:
We provide essential technical assistance to entrepreneurs, offering guidance on online sales best practices, digital marketing, data analytics, and more. Our expertise in leveraging technology effectively empowers businesses to optimize their online presence and drive success.
Inclusivity and Diversity:
We are committed to fostering an inclusive ecosystem, supporting women entrepreneurs from diverse backgrounds and industries. Through our program, we amplify underrepresented voices and promote gender equality in the entrepreneurial landscape.
How do you define success?
There are countless ways to define success in business. The obvious ones revolve around data and hard numbers—whether you’re meeting your revenue, expense, and customer commitment goals. Thoughtful energy must go into defining KPIs and listening to the marketplace to ensure that what you’re measuring truly provides meaningful insight into your business. (That, however, is a topic for another discussion.)
I believe these metrics are only part of the equation. Defining why you are in a specific business or job is also crucial to achieving success. Are you in a business because it aligns with your values and personal goals, or is it simply a stepping stone to something else?
Early in my career, working for Microsoft was tremendously fulfilling. I was part of building a business that was changing the world and creating entirely new forms of commerce. However, as my career progressed, I sought a different type of meaning. Witnessing inequality around the world women face fueled a desire in me to make a tangible difference. I realized that the best way to do this was by building a business with a mission at its core.
At TheWMarketplace, we measure success not only through traditional KPIs but also by how effectively we execute programs that align with our mission of being an economic engine for women. Selling online presents an incredible opportunity for women—they can offer their products and services globally, regardless of cultural context or family commitments, with minimal capital investment. Our success is deeply tied to our ability to ensure that women realize this economic opportunity. This, to me, is a significant measure of our success.
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