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Darshan Shah is principal of Accelerator Funds at venture capital firm XRC Ventures.
How would you describe your job to someone who doesn’t work in retail? At XRC Ventures, I source and invest in startups that tackle the friction points between evolving consumer behavior and the limitations of legacy infrastructure. We back innovative companies with solutions that drive commerce and help retailers become more efficient.
One thing we can’t guess about your job from your LinkedIn profile? Startups deal with all sorts of challenges and opportunities. We collaborate with founders on evolving market dynamics, navigating tariffs, leveraging AI’s impact, and staying ahead of competition.
What’s your favorite project you’ve worked on? I enjoy building XRC’s relationships with universities across the country, specifically with programs that are interested in commerce enablement, retail, and digital health. Helping students navigate the world of entrepreneurship and the early-stage ecosystem is exciting.
Which emerging retail trend are you most excited about right now, and why? AI is everywhere, but particularly around hyper-personalization in retail. Retailers are leveraging agentic AI to deliver highly individualized shopping experiences, moving beyond basic recommendations to real-time, adaptive personalization based on browsing habits, purchase history, and even psychometric data.
What’s your go-to coffee order? My coffee order is extremely simple. There is nothing better than a homemade light roast pour-over.
Worst piece of advice you’ve received? “Take the money if it’s there.” Raising too much capital in the early days can sometimes lead startups to overextend before product-market fit and justify a valuation without validating consumer demand. In the world of AI, efficient spending and thoughtful company formation are critical to success.
What was your favorite retail product when you were 15, and what’s your favorite retail product now? The original PSP (PlayStation Portable). The graphics were well ahead of its time. Now, it would probably be my Apple Watch for health, sleep, and connectivity.