Connecting Marketplaces and Retailers for Seamless Global Commerce
About us
Who we are
12 Camels was created to offer the service we always wished had existed.
Our leadership team brings deep experience across marketplaces, retailers, and the infrastructure that supports global commerce. We are supported by a strong network of operational partners and proven commercial relationships.
Our parent company is Hong Kong based Yeah Sea Technology, who have been supporting global retailers and marketplaces since 2018, generating over $1.5 billion in marketplace GMV. They have a highly experienced team of over 60 bi-lingual employees, whose resources 12 Camels equally share.
12 Camels Management team
Built by operators with decades of marketplace experience
Phil Booker
Co-Founder
Phil is a highly experienced marketplace and eCommerce consultant, working in the industry since 2005. From 2017 to 2025, he held a senior leadership role at a leading global cross-border marketplace, where he built and managed partnerships generating hundreds of millions in sales across multiple regions. With deep hands-on experience across marketplace operations, partner strategy, and international expansion, Phil brings a practical, commercial perspective to scaling global commerce. He is highly networked within the industry and a regular, engaging speaker on marketplace growth and cross-border trade.
Keefe Wang
Co-Founder
Keefe Wang is a globally experienced operations and transformation leader with a background spanning management consulting, Fortune 500 leadership, and cross-border eCommerce. Born and raised in China, he holds a Master’s degree from Massey University and is a certified Lean Master and Six Sigma Master Black Belt. In 2017, Keefe transitioned into eCommerce as Managing Director of the Cross-Border Business Unit for Jumia, Linio, and Daraz under the Rocket Internet Group, where he built the business from the ground up, generating over $150M in annual GMV within its first year. He has played key roles in major corporate milestones, including Jumia’s NYSE listing and the acquisitions of Linio by Falabella and Daraz by Alibaba, while onboarding leading Chinese brands to global marketplaces and launching FBA services in emerging markets.
Roi Elizondo
Co-Founder
Roi Elizondo is a cross-border eCommerce and marketplace partnerships specialist with over 15 years of experience developing international growth strategies across logistics, shipping technology, and marketplace ecosystems. He has held senior business development and partnerships roles leading multi-regional initiatives across Europe, the US, and APAC, building strategic collaborations with marketplaces, carriers, SaaS platforms, and enterprise eCommerce operators. Roi has supported the launch and scaling of cross-border solutions powering high-volume parcel networks and marketplace expansion programmes generating hundreds of millions in annual sales. Highly networked across the global eCommerce ecosystem, he specialises in structuring scalable partnerships and operating models for international growth.