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Asaf Fridenson of eezyimport Tells Us About DIY Customs during the COVID Times

kokou adzo



Asaf Fridenson eezyimport

First of all, how are you and your family doing in these COVID-19 times? 

Asaf Fridenson: As a company operating in the logistics industry, we are accounted for essential to market sustainability and are coming to the office daily while our families stay at home.

 It is never easy to leave my spouse with our kids for so long and without our parents’ help, especially in such uncertain days.

Despite the above, Israel’s Covid 19 experience could have been worse, and for that, we must be grateful.

Tell us about you, your career, how you founded eezyimport.

Asaf Fridenson: I have been working in logistics, trucking, warehouses, forwarding, and customs clearance alternately since 2001 and regularly since 2008 when I finished my bachelor’s law degree.

We started eezyimport two years ago as part of the Fridenson group. I was the group’s customs manager back then, and as a tech enthusiast, I realized how simple the process can be. With a vision of simplifying the process and eliminating the boundaries for American importers, I was drawn to start eezyimport as the group tech spinoff and innovation department. 

Seed funding came from the Fridenson group, and now we are open to the first series of external financing.

How does eezyimport innovate? 

Asaf Fridenson: Customs brokerage is still mainly done locally, as people believe that proximity to the port is essential. Most of the process, however, became paperless long ago. Nowadays, import boundaries are mainly eliminated by bilateral agreements.

We provide our users with an easy and simple technological way to handle their customs.

Qualified American importers can be assigned with a filer code by the US customs regulator (CBP), making them completely independent. For such importers, eezyimport is the only SAAS solution available.

For those who don’t meet CBP’s requirements, we’ve created a designated custom Broker Module designed to provide the smaller importers with an alternative. 

This module supports our DIY users with a customs broker that reviews, confirms, and eventually files their Entry Summaries. All while providing our users with complete control and full transparency of the process, keeping it seamless and simple and with no hidden costs…

How the coronavirus pandemic affects your business, and how are you coping?

Asaf Fridenson: eezyimport is a SAAS company focused on online purchasing and Do It Yourself processes. As such, most of our team has been able to work remotely during the past few months. 

As for our customers, we are the right solution for importers who want to keep safe in their homes while staying in business as our platform can be used from any Mobile, tablet, or desktop from the comfort of your home.

Did you have to make difficult choices, and what are the lessons learned?

Asaf Fridenson: eezyimport’s main customs clearance module was launched in the mid of the pandemic, around April this year. It was a big question whether we keep developing the company and investing in R&D or cutting our losses and shutting it down.

We in the Fridenson group think that the company’s future, at least partially, is in the innovation department implemented through the eezyimport and high adaptation to the new technological era.

We’ve decided to keep the company up and running regardless of the timing and hoping that although the future seems unclear more than ever, better times will come.

How do you deal with stress and anxiety? How do you project yourself and eezyimport in the future?

Asaf Fridenson: Personally, I thrive when on new adventures as one of my passions is opening new ventures for our group. The uncertainty of new ventures and chances for succeeding keep me on my toes. 

With all that being said, when I get home, I always leave the business at the door and give 100% of myself to my kids (at least till they fall asleep :). 

As for the future, I believe great things are headed our way, and while waiting for the storm to pass, we do our best to dance in the rain.

Who are your competitors? And how do you plan to stay in the game?

Asaf Fridenson: Our main competitors are local US brokers.

Our competitors are not offering a DIY process that is cost-effective and transparent to the users but are using the old fashion Broker process behind the scenes, keeping us unique in the field.

We enable our users to get a transparent, fully controlled, easy experience of the customs clearance with the top-notch customer success winning team and lowest prices.

eezyimport keeps moving forward at all times, with a fresh look at a conservative industry, and a customer experience focus, setting new records.

Our next adventure is the international eezy-freight module that will be released in Q1 2021 and will allow our users a unique social sharing freight experience. 

Keep tuned!

Your final thoughts?

Asaf Fridenson: Covid 19 changed the way we think and the way we work. 

On the one hand, every one of us must invent himself to stay essential, and on the other, we are all living in uncertainty that keeps us from investing in changing and evolving. 

Businesses must find a new path to their customers, giving them better service with a new approach. The technology was given a boost due to Covid, and it is the primary solution allowing us to cope these days.

We believe that eezyimport was the opening shot for inventing the new generation of import solutions, starting from customs and regulatory compliance and thriving to support our users with an ecosystem that will simplify their import process to the full until finally becoming the supply chain solution for SMB importers wherever they may be.

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Kokou Adzo is the editor and author of He is passionate about business and tech, and brings you the latest Startup news and information. He graduated from university of Siena (Italy) and Rennes (France) in Communications and Political Science with a Master's Degree. He manages the editorial operations at

1 Comment

1 Comment

  1. Roie

    12/03/2020 at 11:07 AM

    Great innovative tool ! Very good User experience

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