About Us

Meet the visionary team behind HotWax Commerce

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What is HotWax Commerce?

HotWax Commerce is an Omnichannel Order Management System for Retail Brands. Our Solutions Suite includes Buy Online Pick-Up In Store (BOPIS), Ship From Store, Pre-Order Management, and Store Inventory Management.

Global brands like Steve Madden, Essilor, W2G, Cabi, and Winning Appliances rely on HotWax Commerce to deliver omnichannel retailing experiences to their customers.

The HotWax Commerce founding team has deep experience in delivering enterprise-grade eCommerce and Order Management solutions in the US, Europe, and Australia. Since 2001, the founding team has served as major contributors of Apache OFBiz and worked with clients including United Airlines, IEEE Computer Society, UPS, and Warby Parker.

Anil Patel

Founder and CEO

Anil Patel brings over 25 years of business and technology experience having led award-winning development projects for Quest Telecom, Volvo Commercial Finance, US Bank, Herman Miller, Cabi, United Airlines, and many more. As CEO of HotWax, Mr. Patel works closely with CDOs and CMOs of fashion brands to deliver a unified commerce experience and delight consumers across the globe. Outside of the corporate world, Mr. Patel is deeply engaged in his community, leading the Zero Budget Natural Farming (ZBNF) initiative in India.

Divesh Dutta

Vice President of Growth Strategy

As one of the founding members of HotWax Commerce, Divesh Dutta works closely with CDOs and CMOs of fashion brands to implement an omnichannel strategy with a focus on customer-centricity and top-line revenue. He works across sales, marketing, partnership, product development, and customer success teams to implement the HotWax Commerce solution and deliver on the promise of business growth.

Pranay Pandey

Vice President of Operations

Pranay Pandey is one of the founding members of HotWax Commerce. Mr. Pandey leads operations across departments, working with the sales and product development team to refine the product roadmap, coordinating project managers to ensure smooth customer experiences, and managing the customer success process to meet customer SLAs.

Alex Wong

Director of Sales

With over 5 years of experience in B2B software sales, Alex is passionate about understanding client needs and solving problems. Drawing upon his background with omnichannel solutions for small startups and large enterprises, Alex is committed to building partnerships with clients focused on better tying customer data and internal systems together to build the strongest brand experience possible.

Fabiana Vilsan

Director of Marketing

Since graduating from Brown University, Fabiana has worked across the consulting and marketing industries, developing a strong passion for digital storytelling, social media, and campaign optimization, particularly within the fashion industry. Fabiana specializes in paid and organic marketing for both B2B and B2C clients across a multitude of channels, including Google, Facebook, Instagram, and LinkedIn.


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Get In Touch