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Philadelphia, PA (December 8, 2025) — Lula Commerce, the leading digital commerce platform for convenience retailers, announced today that Steve Siegel has joined the company as Director of Enterprise Sales, where he will help enterprise operators strengthen their digital commerce strategy and accelerate growth across third party delivery and first party ordering channels.
The hire comes as Lula enters its next phase of expansion following its Series A raise. With more large-scale retailers seeking a unified platform to manage digital ordering and operational performance, Lula is investing deeply in category expertise to support this demand.
“Enterprise retailers need a partner who understands the operational realities of convenience and can offer technology that actually reduces workload rather than adding to it,” said Adit Gupta, Co-Founder and CEO of Lula Commerce. “Steve has built his career working hands-on with top operators, and he brings both the credibility and practical experience that our customers value.”
Steve joins Lula with over a decade of experience in retail technology, media, and SaaS sales. His previous roles include senior positions with Liquid Barcodes, P97 Networks, Circle K, Verifone Media and many others.
This background gives him a unique lens into how convenience retailers think about digital engagement, loyalty, media revenue, and operational efficiency, capabilities central to Lula’s product suite.
Born and raised in New York, Steve is a graduate of Syracuse University, where he earned a degree in Communications. Outside of work, he enjoys hiking, swimming, and traveling. His favorite part of the convenience ecosystem is how direct, honest, and future-focused retailers are and how hungry the industry is to evolve digitally.
With retailers facing rising labor shortages, increasing digital order volume, and new pressure to unify in-store and online operations, Lula’s platform and managed services are critical for retailers looking to implement digital commerce at scale. Steve’s role will focus on building long-term partnerships with enterprise operators who need a centralized system to manage digital orders across multiple channels, markets, and store formats.
Lula Commerce provides digital commerce solutions specializing in the convenience retail industry. Its comprehensive platform offers tools for inventory management, customer engagement, and business intelligence, enabling retailers to enhance operations and drive growth. For more information, visit lulacommerce.com.
