Fanyi Yang
Co-Founder
SellerX M&A, founding member
E-commerce M&A for ambitious founders
Helping e-commerce founders make buy, sell, and growth decisions.
Smooyh Partners supports founder-led brands across exits, acquisitions, and post-acquisition execution with operator-level insight and an investor-ready process.
Current focus
Founder exits, buy-side support, and post-deal operations.
- 30+ brands advised or managed
- $50M+ combined GMV across engagements
- China + EU operator coverage for sourcing and growth
Selected brands
30+ brands we’ve advised or managed, totaling over $50M GMV.
Meet our team
Built for founders who want both strategic advice and operational realism.
Smooyh Partners is positioned to support founder-led brands through key strategic moments, with a focus on clarity, disciplined execution, and practical operator insight across the full transaction lifecycle.
Founder-side guidance
Support for timing, positioning, diligence prep, and buyer conversations.
Buy-side filtering
Asset screening, fit analysis, and practical evaluation before you commit.
Hands-on operators
Execution support after the deal, especially for Amazon and DTC operations.
Services
Three clear ways to work together.
Sell or Exit
If your brand is doing roughly $2M to $50M in annual revenue, profitable, and still growing, we help shape the narrative and source multiple offers from our investor network.
Buy or Invest
We help buyers and operators find assets that fit their criteria, pressure-test the opportunity, and move faster with more confidence.
Post-acquisition Support
Our lean China-based team has managed 10+ Amazon and DTC brands totaling more than $30M in annual sales, making us useful beyond the deal itself.
How it works
A clear process built for fast-moving founder and investor conversations.
Discovery call
We align on stage, goals, timing, and whether a sell-side, buy-side, or operator-led approach fits.
Positioning and screening
We define the right story, valuation logic, and shortlist of counterparties or targets.
Execution support
We guide outreach, conversations, diligence preparation, and decision checkpoints.
After the deal
When needed, we stay involved on operational handoff, sourcing, and post-acquisition growth work.
What Clients Value
Advisory support that is strategic, selective, and execution-minded.
Clear positioning
Founders and buyers can understand the offer quickly, without working through generic agency language.
Selective engagement
The messaging emphasizes fit, quality, and disciplined decision-making rather than broad, low-signal claims.
Operator perspective
Beyond introductions and process support, the positioning reflects real experience with Amazon and DTC execution.
Contact
Discuss a mandate, transaction, or strategic review.
We work with founders, operators, and investors looking for experienced support across exits, acquisitions, and post-acquisition execution.
team@smooyh.com
Reach out directly for founder exits, acquisitions, and post-deal support.