Onton, an ecommerce startup, has raised $7.5 million in seed funding to tackle what it calls one of the internet’s most overlooked challenges in the online space; the modern shopping journey.
The company’s platform, which serves over two million users monthly, aims to reduce the typical 79-day purchase decision cycle to under a single day.
Shopping online has become a complex, time-consuming task. Consumers bounce between tabs, sift through over-optimised product listings, and struggle to separate real reviews from marketing spin.
Onton’s founders saw the stress firsthand. “We are building the future of decision making online,” said Zach Hudson, CEO and co-founder of Onton. “People deserve a way to shop that feels intelligent, transparent, and effortless. Onton is designed to remove the friction that slows everyone down and to give users absolute confidence in their choices.”
The startup’s platform combines a novel neurosymbolic AI foundation with a new interface, enabling users to search using natural language, images, or both. It consolidates information from across the web into single, trustworthy product listings.
Users can also leverage creative tools like Imagine and Surfaces to visualise and instantly find items they dream up. Onton reports a conversion rate three times higher than the industry average, with over 20% of users engaging weekly.
Onton’s journey began when co-founders Alex and Zach recognised a similar problem which was spending countless hours hunting for products.
Alex spent 30 hours searching for a mid-century gray couch, while Zach had been researching trust in online reviews. After meeting at a YC Startup School event, they combined their expertise, launched early versions of the product, and scaled monthly users from one million with four employees at the start of 2025 to ten today, with five more hires expected soon.
The current funding round, led by Footwork and joined by Liquid 2, Parable Ventures, and 43, brings Onton’s total capital to approximately $10 million. The investment will support product expansion, team growth, and international scaling.
Consumers are demanding smarter search tools. Unverified online content, disappearing trusted product recommendations, and brands locking information behind walled gardens have created new pressures.
Onton was built as an intelligent assistant rather than a simple search engine, helping users cut through the noise and make fast, confident decisions.
Users report tangible benefits. One described finding quality products aligned with his interests without spending hours researching. Another confirmed that Onton reassured her items were unique, allowing her to purchase with confidence rather than continuing endless browsing. Heavy users are conducting over 100 searches and product generations monthly.
Onton plans to expand beyond home décor and furniture into apparel and electronics, guided by existing user demand in online shopping. The company will continue refining its knowledge graph, enhancing its data pipeline, and preparing a personalised search experience adaptable to individual needs.
Its ultimate goal is to become a global decision-making tool for any product in any category, anywhere in the world.
