AI shopping startup Onton has secured $7.5 million in new funding to accelerate its expansion into categories including apparel and consumer electronics. The round was led by Footwork, with support from Liquid 2, Parable Ventures, and 43, bringing total investment to around $10 million. Founded by Zach Hudson and Alex Gunnarson, the company has grown from 50,000 to more than 2 million monthly active users as consumers increasingly rely on AI for purchasing decisions.
Onton’s platform uses neuro-symbolic AI to provide accurate product recommendations, reducing hallucinations seen in standard LLMs and improving conversion rates. The team has expanded to 10 employees and plans to grow to 15 as it scales its search, image generation, and visual shopping tools.
Featured image: Credit: Onton
