AI startup Onton secures new funding to compress the average shopping journey into a single day through a decision engine.
AI startup Onton has raised US$7.5 million in seed funding to transform how people discover and decide what to buy online. The round, led by Footwork with participation from Liquid 2, Parable Ventures, 43, and others, brings Onton’s total funding to approximately US$10 million.
The company is targeting one of the internet’s most complex and underserved problems, which is decision fatigue in shopping. Onton aims to collapse an average 79-day purchase journey into less than a day by offering experiences akin to asking an expert.
Onton’s core innovation lies in its neurosymbolic AI foundation, which blends neural and symbolic techniques to interpret unstructured data at scale while maintaining transparency and reasoning.
Rather than relying only on keyword matches or ad-driven ranking, Onton aggregates information from across the web into a single, unified product listing. Users can search using natural language, images, or both, and see concise, structured recommendations that help them move from discovery to decision in minutes.
“We are building the future of decision-making online. 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.” said Zach Hudson, CEO and Co-Founder of Onton.
Looking ahead, Onton plans to expand beyond home decor and furniture into new verticals, including apparel and electronics, guided by inbound user demand.
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