Anthony Ng Monica: From Bootstrapping to Breakthroughs in E-Commerce
"I went into the meeting with nothing but a piece of paper of a design. I spent the whole time talking about them because we had nothing to talk about ourselves—and they bought in."
In this episode of Forward Obsessed, we sit down with Anthony Ng Monica, a visionary entrepreneur whose journey from humble beginnings to leading an internationally recognized e-commerce technology company is nothing short of inspiring. Anthony shares his early entrepreneurial ventures, from pirating software to funding his education by cold-calling businesses. He candidly discusses the lessons learned while building Swogo, a cutting-edge product recommendation engine that has transformed how global retailers drive cross-sell and upsell opportunities.
Join us as Anthony unpacks the critical pivots that defined Swogo’s path to success—from its early B2C focus to becoming a B2B powerhouse and ultimately innovating with AI-driven product bundling. Learn how his cultural heritage, family dynamics, and relentless focus on learning shaped his business acumen. Whether you’re scaling your own venture or looking for strategies to pivot and grow, Anthony’s story is filled with practical advice and game-changing insights.
Find Out More About Anthony Ng Monica
LinkedIn: https://www.linkedin.com/in/anthonyngmonica/
Daily Body Coach: https://www.dailybodycoach.com/
Swogo: https://www.swogo.com/
Key Moments
Highlights from Anthony Ng Monica's Entrepreneurial Journey
In the latest episode of Forward Obsessed, Anthony Ng Monica shared his entrepreneurial journey, detailing how Swogo transitioned from a basic recommendation tool to a powerful cross-selling engine for e-commerce retailers. This story isn't just about a company that pivoted; it's about seeing the opportunity behind the numbers, trusting your gut, and acting decisively.
The Pivot That Changed It All
Anthony recalls a pivotal moment during a meeting with one of the largest electronics retailers in the Netherlands. The original idea behind Swogo was to help customers choose the right products by answering simple questions—almost like a "calculator for purchase decisions." However, during the conversation, the retailer asked if Swogo could also recommend accessories alongside laptops—things like bags, software, or warranties.
Anthony gave the typical "it's on our roadmap" response but quickly pivoted his thinking when the retailer explained why this mattered: "I can make maybe 5-10% gross margin on a laptop, but I can make 70+% on the accessory." That was a lightbulb moment for Anthony. Accessories weren't just additional products—they were the real profit-makers.
"I went back to my team and said, 'Stop what you're working on; we're changing our business.'" This wasn't just a small tweak; it was a complete shift in the business model, from simply recommending products to helping retailers leverage bundles for profit.
Building with Focus
As Swogo moved into product bundling, the team focused intensely on the new opportunity. Anthony emphasizes the importance of avoiding distractions and staying committed to the core idea. The team invested significant time in understanding their retail clients' needs, engaging directly with store managers, and analyzing customer data to pinpoint where they could add the most value.
By prioritizing simplicity and a seamless user experience, Swogo became known for its specialized approach to bundling. This focus helped differentiate them in a crowded market and made them a trusted partner for many large clients. The team's dedication to perfecting their core offering led to successful partnerships and a growing reputation as the go-to solution for product bundling in e-commerce.
Lessons on Entrepreneurship
Anthony's journey is filled with lessons for any aspiring entrepreneur. He emphasizes the importance of embracing the pivot, as illustrated by his experience of changing Swogo's entire business direction based on a single meeting. The value proposition was clear, and that clarity led to immediate trust and sales, even though he felt like "a child sitting across the table who knows nothing." He also highlights the significance of focusing on profitable niches, such as accessories or add-ons that often have higher margins than the main product itself.
Finally, Anthony stresses the need to act decisively—when opportunity strikes, sometimes you need to change course immediately, even if it means dropping everything else you were working on.
Related Books:
The Hard Thing About Hard Things by Ben Horowitz: A practical guide on navigating the challenges of entrepreneurship and making tough decisions.
Zero to One by Peter Thiel: Insights on how to build a successful startup and create new value in the market.
Good to Great by Jim Collins: Discover how visionary companies achieve enduring success by transitioning from mediocrity to excellence through disciplined people, thought, and action.
