Most business problems don’t begin with strategy. They begin with confusion. Missing information. Inconsistent data. Teams working hard but pulling in different directions. Rebecca Xing has spent her career paying attention to those quiet gaps, the ones that slow businesses down without anyone realizing why. Her leadership is not loud. It is thoughtful, deliberate, and focused on solving real problems that sit at the center of modern commerce. That focus has placed her among the Best Women Leaders to Watch in 2026.

As the CEO of Trustana, Rebecca leads with a rare mix of empathy and precision. She understands that behind every SKU, every listing, and every data field, there are people trying to do their jobs better. Her work is driven by a simple belief: when information is clear, businesses grow with confidence.

Building Trust in a Fragmented Commerce Landscape

Founded in 2020 and seeded by Temasek, Trustana is a Singapore-based, cross-border B2B platform built to help retailers, distributors, and brand owners turn product data into revenue. With operations across Singapore, Shanghai, and multiple locations throughout Asia Pacific, the company operates at the center of a rapidly changing global commerce environment.

Trustana was created to address a growing problem. As commerce expanded across channels, platforms, and borders, product information became scattered, inconsistent, and unreliable. Businesses were spending enormous amounts of time fixing data instead of growing sales. Trustana stepped in to become the central source of truth, one platform that unifies, enriches, and activates product data from start to finish.

Under Rebecca Xing’s leadership, Trustana handles the entire product data journey. From organizing first-party data and filling in missing or inaccurate information to generating marketing content and enabling localization for new regions, the platform helps businesses move faster while staying accurate and compliant.

Reimagining Product Data as a Growth Engine

Rebecca Xing does not see product data as a technical requirement. She sees it as a business asset. In her view, accurate and complete product information builds trust, reduces friction, and improves decision-making at every level of an organization.

Trustana empowers businesses with AI-driven automation that simplifies product information management. Instead of teams manually enriching specifications, writing descriptions, or translating content for different markets, the platform handles these tasks intelligently. This allows companies to free up time, focus on strategy, and respond faster to market demands.

What makes Trustana different is its ability to turn unstructured data into usable intelligence. The platform extracts specifications from complex sources, generates consistent and high-quality product content, adapts information to meet channel-specific requirements, and ensures that images and assets are optimized for every device and marketplace. Localization capabilities further allow businesses to expand globally without losing relevance or accuracy.

Solving Real Problems for Retailers

Retailers operate in a constant state of motion. Product assortments change daily, attributes evolve, and customer expectations continue to rise. Incomplete or outdated product information often leads to lost conversions and frustrated shoppers.

Trustana helps retailers keep product information current, consistent, and reliable across all points of sale. By acting as a single source of truth, the platform ensures that every channel reflects the same accurate data. Automated onboarding allows retailers to bring in new suppliers and products quickly, while AI-driven enrichment fills gaps that would otherwise require manual effort.

The result is richer product content, faster time-to-market, and smoother collaboration across teams. Retailers gain the confidence to expand into new markets while delivering experiences that help shoppers make informed decisions.

Enabling Distributors to Scale Without Friction

Distributors sit between manufacturers and buyers, making product data accuracy critical to their success. Yet they often receive incomplete or inconsistent information from suppliers, creating delays and operational strain.

Trustana removes that friction by automating data onboarding and enrichment. The platform standardizes information, fills in missing attributes, and supports industry-specific requirements across categories such as food and beverage, beauty, and more. Distributors can oversee listings, pricing, and content across all sales channels from a single interface.

By reducing manual corrections and speeding up product readiness, Trustana enables distributors to focus on what matters most, closing deals and expanding their reach.

Helping Brand Owners Take Back Control

For brand owners, visibility and consistency define success. Products appear across marketplaces, e-commerce platforms, and regional channels, often without centralized control. Trustana brings everything back into one place.

Brand owners can manage product data in any format or language, generate digital catalogs quickly, and ensure that content remains accurate wherever products appear. AI-powered tools help create channel-specific descriptions and localized content that resonate with customers in different markets.

This centralized approach reduces manual work, shortens launch cycles, and strengthens brand presence across the digital landscape.

A Leadership Style Rooted in People and Purpose

Rebecca Xing’s leadership is deeply aligned with Trustana’s culture. She places customers at the center of every decision and believes that strong performance comes from inclusive, empowered teams. Respectful disagreement, diversity of thought, and ownership are not just values—they are daily practices.

She also encourages experimentation, understanding that innovation requires risk. Not every idea succeeds, but every attempt brings learning. At the same time, she maintains a strong commitment to data quality and safety, recognizing that trust is the foundation of long-term growth.

Before founding Trustana, Rebecca held leadership roles at BCG Digital Ventures and The Boston Consulting Group, where she built expertise in product strategy and digital transformation. That background continues to shape her ability to connect vision with execution.

A Leader Shaping the Future of Commerce

Rebecca Xing’s impact is not measured only by technology or growth metrics. It is reflected in the clarity she brings to complex systems and the confidence she helps businesses build. Through Trustana, she is redefining how product data supports global commerce, making it more human, more reliable, and more scalable.

As industries continue to navigate digital complexity, leaders like Rebecca Xing stand out for their ability to listen, simplify, and lead with purpose. Her work places her firmly among the Best Women Leaders to Watch 2026, not because she follows trends, but because she quietly builds the foundations others depend on.

“We enable businesses to organize, enrich and activate their product information to improve productivity and create unforgettable buying experiences for customers.”