Prime Highlight
- Onton, formerly known as Deft, has secured $7.5 million in new funding to expand its AI-driven shopping platform into apparel and later consumer electronics.
- The startup’s neuro-symbolic AI architecture aims to deliver more accurate, low-hallucination shopping recommendations, setting it apart from big tech LLM-based tools.
Key Facts
- The latest funding round, led by Footwork with participation from Liquid 2, Parable Ventures, and 43, brings Onton’s total funding to about $10 million.
- Onton’s monthly active users grew from 50,000 to over 2 million in a year, helping the platform convert buyers 3–5 times more effectively than traditional e-commerce sites.
Background
AI shopping startup Onton, formerly known as Deft, has raised $7.5 million in a new funding round as it prepares to expand its product categories beyond furniture. The round was led by Footwork, with participation from Liquid 2, Parable Ventures, and 43, bringing the company’s total funding to about $10 million.
Onton has seen rapid growth over the past year, increasing its monthly active users from 50,000 to more than 2 million. The platform serves millions of searches and image generations as consumers increasingly turn to AI tools for shopping guidance. The company now plans to use the fresh capital to move into apparel and later consumer electronics.
Co-founder Zach Hudson said that while big tech companies rely on large language models for shopping advice, many e-commerce problems remain unsolved. He explained that Onton uses a neuro-symbolic architecture, which reduces AI hallucinations and delivers more accurate and logical search results. The technology also learns real-world product traits that might not be listed online. For example, it knows that polyester materials usually resist stains better and work well for pet owners.
The platform offers multiple input methods, allowing users to upload images, create room setups, or use an “infinite canvas” to test furniture ideas. Hudson said this approach helps customers even when they struggle to describe what they want.
According to the company, these features have helped it convert buyers 3–5 times more than traditional e-commerce websites. Onton is currently building its apparel catalog and expects to face competition from players like Daydream, Aesthetic, and Style.ai.
