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Our Story
Retail Women in Tech (RWIT) started with a simple idea—a conversation between two women who understood the unique energy of retail and the challenges of transitioning into tech. That spark turned into a mission, and in 2023, RWIT launched at NRF with overwhelming industry support.
Like any great story, the journey wasn’t simple. The woman whose idea sparked RWIT disappeared, leaving Shannon holding the bag. She knew there was something there—something important—but she didn’t have the bandwidth to fully bring it to life. She had one event on International Women's Day, then spent the rest of the year feeling guilty she didn't nurture something that was clearly wanted.
In late 2023, the universe intervened. A few people started asking, “What is happening with Retail Women in Tech?” She was asked to speak on this topic at NRF 2024 - yet another moment of outpouring of interest and support. Then, two days later, Shannon was told she was no longer a good fit at the tech company she was working for. She didn’t fit in—and how many of us understand that feeling?
She knew the moment was now to make RWIT truly come to life. So on March 8, 2024, RWIT was officially relaunched—this time, not as an idea, but as a movement.
What started scrappy and organic has grown into something powerful: virtual mixers, in-person meetups, mentorship programs - a thriving community that's made a real impact in people's lives. Now, in 2025, RWIT stands at a new frontier—an official volunteer-led organization with membership, partnerships, sponsorships, and a nonprofit future ahead. But more than anything, RWIT is proof of what happens when women and allies lift each other up, when connections turn into action, and when an idea transforms into impact.
Don't let the name fool you. Retail Women in Tech has never been just about women in tech. It's an inclusive community of anyone who loves retail.
Join us—and let’s shape the future together.
From our Founder
Shannon Flanagan
Never in a million years did I imagine creating something like this.
Mental health in the workplace was my cause. For a moment during the pandemic, I seriously considered pursuing my dream of becoming an advocate, author, and speaker on the topic. However, with three teenagers, two households to support, and no windfall ever, it wasn’t the most financially responsible choice. Then, an unexpected turn in my career led me to a job at a tech company as the GM of Retail & Consumer Goods—an unplanned fork in the road that became the most incredible part of my professional journey yet, because it led me here.
I've always seen the potential in people. It’s one of my greatest gifts (and sometimes a curse—best discussed over drinks). Because of this, it breaks my heart when people don’t realize how amazing they are. What I didn’t expect as I started meeting women and our community grew was how widespread self-doubt was—so not okay! It made me reflect. As much as I projected confidence, I, too, felt like an imposter, torturing myself by comparing my accomplishments (or lack thereof) to others. It became crystal clear how much we all needed one another.
Want to know something funny? I had never been involved in any community outside of ERGs. But hearing others' stories, reflecting on my own experiences, and witnessing the shifts in women's rights and support—now reaching a fever pitch of injustice—made committing to RWIT a no-brainer. It wasn’t just an idea; it became my passion. Fiercely.
They say if you do what you love, success will follow. My retirement plan was to start or run a nonprofit. And here I am, 15 years ahead of schedule, beginning to manifest it. My financial situation hasn’t changed, but instead of running away, I’m leaning in. I couldn't be a false prophet, telling others to go after what they want while not doing the same myself. I hope more of you do the same. Why is money the measure of success? Let's rewrite the playbook!
My gratitude for everyone, women and men, who have encouraged me to keep going, is beyond measure.
