Squaring Up to Southeast Asia's Data Problem

If you sell products in a physical supermarket, decades of established tracking by companies like Nielsen ensure you know exactly how much product moved, your market share, and what your competitors charged. But in the Southeast Asian e-commerce sector, a market that generated US$157 billion in gross merchandise value last year, that clarity completely vanishes. With product listings constantly changing, sellers bundling items into single SKUs, and categories named differently across six countries and six languages, the online market lacks a single source of truth. After spending a decade navigating this, Simon Torring partnered with former McKinsey advisor Sarabjit Singh to build a solution. Founded in 2022, their data company Cube successfully estimates online sales down to the individual SKU level. Today, the platform serves over 20 enterprise clients, including L'Oréal and IKEA, and has grown to a team of more than 70 staff. Following a US$3.7 million Series A funding round in April 2026 led by Betatron Venture Group, the company is now preparing to push its analytics into North Asia and Latin America. Simon joins us to discuss the harsh realities of building a data business in a highly fragmented market that actively resists being measured. We explore the economics of running an enterprise subscription model, the early failures while finding product-market fit, the integration of AI, and their ultimate endgame as a global data company. See omnystudio.com/listener for privacy information.