Yoda Yee

Founder & CEO Threecolts

Last Reviewed: September 19, 2026

Executive Summary

Yoda Yee is the founder and chief executive of Threecolts, a London-based commerce-software group built for the merchants who sell on other people’s marketplaces. Yee spent part of his career inside Amazon as its EMEA API partner lead, working with the third-party sellers who depend on the platform, and started Threecolts in 2021 on the premise that a marketplace operator can never be a neutral supplier of tools to the sellers it also competes with. Rather than build one product, Threecolts has grown by buying established seller applications — repricers, sourcing scanners, feedback and accounting tools, deduction-recovery services — and folding them into a single subscription. The company describes itself as assembling a unified “commerce OS” and says it now serves more than 30,000 companies.

Career Highlights

• Founded Threecolts in 2021; the company’s own About page credits the founding to Yee and dates it to that year.
• Former API Partner Lead for EMEA at Amazon, a role Tech.eu cites as the origin of the company’s “inside track” on the Amazon marketplace.
• Raised £75.4M to date by March 2023 across investors including Crossbeam Venture Partners, General Global Capital, Stratos and CoVenture, per Tech.eu; Threecolts now reports close to $200M raised over six rounds.
• Grew the team to roughly 150 employees across 31 countries within about a year of launch, and completed 14 acquisitions in that period, the most recent at the time being the Amazon vendor-recovery tool DimeTyd.
• Threecolts reports serving 30,000+ companies, including Samsung, L’Oreal and Puma, and recovering more than $400M in lost profit for customers — figures published by the company itself.
• Contributes by-lined articles to the Forbes Technology Council, a paid membership programme, on e-commerce investing, SaaS acquisition valuation and remote work.

Professional Journey

Yee’s route into marketplace software ran through the marketplace itself. At Amazon he led API partnerships across EMEA, the function that sits between the platform and the independent software vendors building on top of it. That vantage point gave him both the technical picture of what sellers could and could not automate, and a view of the structural problem he later built a company around: the operator of a marketplace is also a merchant on it, which limits how far it will ever go in arming its competitors.

Threecolts launched in 2021 in London with an unusual strategy for an early-stage company — acquisition first. Rather than write a new application and wait for adoption, it bought seller tools that already had installed bases and revenue, then worked on integrating them. Tech.eu reported in March 2023 that the company had completed 14 acquisitions in roughly two years and had raised £75.4M to date across a group of investors led into a Series A. Headcount reached about 150 people spread over 31 countries in the first year, and the company claimed sixfold year-on-year revenue growth.

The consolidation continued. The product line visible in 2026 — Seller 365, Margin Pro, Retail 365, UniCon, SmartRepricer, InventoryLab, Tactical Arbitrage, FeedbackWhiz, ScoutIQ — is largely a map of what the company bought, now presented as a single operating system for commerce rather than a portfolio. Threecolts says it has raised close to $200M over six rounds and serves more than 30,000 companies, with Samsung, L’Oreal and Puma named on its site.

Yee’s public writing, published through the Forbes Technology Council, has tracked the same thesis: that the e-commerce market has matured past the point where growth alone is worth funding, and that profitability, acquisition discipline and valuation hygiene are what now separate durable SaaS businesses from the rest.

Education

No educational background has been established for Yoda Yee from any source consulted, including the company’s own site and editorial coverage. The field is left empty rather than estimated.