For the latest instalment of Women in Commerce, we spoke to Adi Waiss, EVP, Head of Professional Services at Global-e.

After starting out in banking after graduation which gave her a foundation in business, Adi spent 16 years at global telecommunications software and services company, Amdocs, where she cut her leadership teeth while also exploring operations, customer delivery and people management. It’s the latter skill, in particular, comes to the fore at Global-e where, as Head of Professional Services, she leads hundreds of people across multiple teams to onboard merchants, looking after the critical moment when they launch their global, localised stores across multiple brands, verticals and markets.

In this Q&A, Adi discusses what it’s like to be a woman in what is still predominantly a man’s world, why we are all still in the people business, whatever AI innovations grab headlines and why it’s vital to continue to do things that scare you.

Tell us about your role and career journey so far.

I serve as Head of Professional Services at Global-e. I joined in 2017, when it was still at a relatively early stage, and have had the opportunity to play a part in its remarkable growth journey.

My role focuses on maintaining the exceptional level of service we deliver to our merchants, building high-performing teams and driving operational excellence.

What achievement are you most proud of?

Building and scaling a strong, high-performing Professional Services organisation that has played an important role in supporting Global-e’s expansion and growth.

But also leading a multi-team organisation that has a strong culture of accountability and collaboration, consistently delivers against its goals and helps the business achieve its strategic objectives, while nurturing talented leaders, has been incredibly rewarding. Seeing both Global-e and the people within the organisation grow together is my greatest professional accomplishment.

What’s the biggest lesson you’ve learned during your career?

For me, the most important lesson has been that success is ultimately about people. Investing in employees, building trust and creating meaningful relationships are the foundations of any successful organisation.

When you recruit talented people, empower them and genuinely care about their growth and development, you build teams that can achieve far more together than you ever could alone. Strong teams can overcome challenges, innovate and consistently deliver outstanding results. However, leadership is not just about driving performance; it is about enabling people to reach their full potential and thrive.

Have you faced any challenges as a woman in the industry?

Having worked for many years in a predominantly male industry, I have certainly experienced situations where I was one of very few women in the room. However, I have always approached these situations with confidence and determination. I have never been afraid to speak up, share my views or challenge decisions when needed.

I believe expertise, professionalism, and consistency earn respect, regardless of gender. Throughout my career, I have focused on delivering results, building strong relationships, and leading by example, which has allowed me to establish credibility and succeed in leadership positions.

I am pleased to see the industry shifting, with more women stepping into senior positions. At Global-e, we have built a strong, diverse organisation where talent and performance drive progression. Many leadership positions, as well as other impactful roles across the company, are held by women, and I believe that reflects both our culture and the people we have attracted.

What advice would you give to women looking to build a career in commerce or technology?

My advice is simple: don’t be afraid to challenge yourself and pursue opportunities that may seem intimidating. Work hard, stay curious, and continuously invest in learning both the business and the technology behind the products you deliver.

Surround yourself with talented people and build strong teams by treating your employees as partners and colleagues rather than simply managing them. Great leadership comes from trust, collaboration, and mutual respect.

Finally, remember that success at work should not come at the expense of your personal life. Maintaining a healthy balance between your career, your family and your own well-being is essential for long-term success and personal fulfilment.

Who has inspired or influenced your career?

I have been fortunate to have several mentors throughout my career, but the person who has had the greatest influence on me is one of my former managers at Amdocs. He first became my manager when I was promoted into a director role and later became my final manager before I left the company.

His guidance, leadership style, and belief in my potential helped shape the leader I am today. Even now, many years later, he continues to mentor me. He is always willing to listen, offer thoughtful advice, and provide valuable perspective whenever I face new challenges. Having someone who genuinely invests in your growth is invaluable, and I am grateful for his continued support.

What excites you most about the future of commerce?

It is the pace of change that I find most exciting. Commerce is one of the most dynamic industries, constantly evolving through new technologies, shifting consumer trends, wider macro developments and new opportunities.

Being part of a company at the centre of this evolution is particularly exciting. Every day brings new challenges to solve and new ways to further enhance the experience for shoppers and merchants alike. It requires continuous innovation, which in turn creates real opportunities to learn, grow and make a meaningful impact.

What’s one thing you’d like to see change in the industry?

I would like to see an even greater focus on the end-customer experience. As brands continue to innovate and expand, it is essential that they never lose sight of the importance of making every interaction as simple, efficient and enjoyable as possible.

Whether customers are making a purchase or reaching out for support, brands need to invest in experiences that feel seamless, intuitive and tailored to their expectations. Those that get this right build stronger relationships, increase loyalty and create long-term value for both their customers and their business.

Quick fire

Coffee or tea? Coffee

Most-used app? Booking.com

Favourite AI tool? ChatGPT and recently Claude

A brand you admire? I have a deep appreciation for every brand that chooses to expand its e-commerce business worldwide while keeping its customers, wherever they are in the world, at the centre.

A woman in business everyone should follow? Me – because I genuinely love what I do and enjoy sharing what I have learned about leadership, global e-commerce and helping merchants deliver great customer experiences.

One word to describe the future of commerce? Innovative