Zilingo started off as a B2C fashion e-commerce marketplace, but quickly began adding new services – including procurement, financial services, trends, analytics and supply chain management – when they saw the challenges faced by merchants using their platform. Today, the majority of Zilingo’s business comes from serving B2B merchants across ASEAN. If you stay super-close to your customers and drill down on their pain points, says Zilingo Co-founder & Surge mentor Ankiti Bose, you’ll be in a better position to evolve your business to capture new opportunities.