I’m building Okiela as a non-code solo founder from Vietnam with an FP&A background

I started Okiela from a place that was very far from code.

My background is FP&A and finance. For years, I kept seeing the same pattern inside ecommerce teams:

Revenue looked good.

ROAS looked good.

The dashboard looked busy.

But the founder still had to ask:

“Which SKU is actually profitable?”

“Why is revenue up, but cash feels worse?”

“Are ads scaling profit, or just scaling noise?”

“What happens after refunds, fees, shipping, discounts, COGS, and ad spend?”

That gap bothered me.

Not because ecommerce teams lacked data.

They had too much data.

Shopify exports. Ad reports. Payment fees. Refunds. Product costs. Spreadsheets. Screenshots. Manual checks. Late-night guesses.

So I started building Okiela.

I was not a developer. I was a non-code solo founder from Vietnam with a finance brain, a lot of stubbornness, and a belief that profit clarity should not require a full data team.

The first version was rough. Then less rough. Then broken again. Then fixed again.

I have spent the last stretch working through real production issues: auth, billing, dashboard consistency, QA checks, Shopify readiness, data rules, and the boring but important guardrails that make a product trustworthy.

Okiela is still early.

But the mission is clear:

Help Shopify and DTC operators see profit more clearly, faster, and with less spreadsheet chaos.

Not vanity metrics.

Not AI pretending to know what it does not know.

Not “growth” without margin.

Just clearer business answers from the messy data real stores already have.

If you run a Shopify/DTC store, I would genuinely love for you to try Okiela and send me honest feedback.

What confused you?

What felt useful?

What did you wish it showed?

What would make this worth using every week?

I read every message. I value every comment. I’m building this with a lot of heart, and I want Okiela to become truly useful for real operators, not just look good in a demo.

Try it here: https://okiela.io

Thank you for helping a solo founder make this better.

#Shopify #Ecommerce #DTC #FP&A #Finance #Profitability #SaaS #BuildInPublic #SoloFounder #MadeInVietnam