Onton
Overview
Onton is a technology company specializing in e-commerce search engine platforms. Founded in 2021, it develops AI-powered tools to enhance product discovery and decision-making online. Onton has raised approximately $10 million in funding, with its latest seed round bringing in $7.5 million. The company is headquartered in San Francisco, California, and was co-founded by Zach Hudson and Alex Gunnarson. Onton's mission is to simplify shopping decisions by integrating a transformative search experience powered by neurosymbolic AI.
Recent Developments
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November 26, 2025: Onton secured $7.5 million in seed funding led by Footwork, with participation from Liquid 2 Ventures and other investors. This funding round aims to expand its platform beyond home decor into categories like apparel and electronics, scale its team, and enhance its global presence. Onton plans to use the funds to refine its AI technology further and shorten the average decision-making time from 79 days to under one day.
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Rebranding in 2025: Onton underwent a rebranding from its previous name, Deft, to better align with its vision and secure a premium domain name. This rebranding coincided with the introduction of new features aimed at enhancing user interaction and decision-making capabilities.
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Product Innovations: Onton has introduced innovative tools like the Infinite Canvas, allowing users to combine images with potential purchase items for idea visualization. This feature is part of their broader strategy to create more intuitive and personalized shopping experiences.
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Expansion Plans: The company has announced plans to broaden its AI-platform reach to include electronic and apparel sectors. This expansion is driven by existing user demand and seeks to make Onton a central hub for e-commerce decisions across multiple categories.
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AI-Driven Search Improvements: Onton's AI utilizes neurosymbolic architecture to enhance search precision. This involves providing context-sensitive results, allowing users to achieve desired outcomes even when unable to articulate specifics.
Company Information
| Attribute | Information |
|---|---|
| Founding Date | 2021 |
| Headquarters | San Francisco, California, USA |
| Founders | Zach Hudson, Alex Gunnarson |
| Total Funding Raised | $10 million |
| Latest Funding Round | $7.5 million in Seed Round |
| Key Investors | Footwork, Liquid 2 Ventures, Parable Ventures |
| Industry | Information Services (B2C), E-commerce Search |
| Number of Employees | Approximately 10 |
Early History
Onton was founded in 2021 by Zach Hudson and Alex Gunnarson in San Francisco, California. The genesis of the company came from a shared realization of the cumbersome processes involved in online shopping. Hudson, who had an extensive background in e-commerce, teamed up with Gunnarson to create a solution that would leverage AI to streamline this process. Initially operating under the name Deft, the company sought to harness modern AI technology to reduce the complexity and duration of online shopping decisions. The founders' vision was to make product discovery and purchasing as intuitive as possible, aiming to overcome traditional search engine limitations in e-commerce.
Company Profile and Achievements
Onton operates on the cutting edge of AI technology in e-commerce, utilizing a business model focused on providing an intuitive and efficient search experience. The company distinguishes itself through its use of neurosymbolic AI, which integrates symbolic reasoning with neural learning to better interpret user queries and intent.
- 2019: In its very early development phases, the company focused on building a powerful AI foundation capable of revolutionizing search and discovery in e-commerce.
- 2021: Officially launched as Deft, Onton secured initial funding and began developing its beta platform to test its AI search capabilities.
- 2023: The company secured additional venture capital to expand its technical teams and evolve its AI-based search algorithms.
- 2025: Rebranded to Onton to better reflect its growing brand and product vision. During the same year, Onton successfully raised $7.5 million in seed funding to expand its category offerings beyond furniture and home decor.
- Developed new tools like Imagine and Surfaces, enhancing user engagement through innovative interaction methods.
- Market Penetration: As of late 2025, Onton serves approximately 2 million monthly unique users and reports conversion rates significantly exceeding industry averages.
Current Operations and Market Position
Onton is actively enhancing its market position by expanding its product categories and refining its AI technology. The company's current operations focus on growing its user base and extending its e-commerce solutions across new verticals like apparel and electronics. Onton's competitive advantage lies in its innovative AI architecture, which provides users with a more natural and emotionally resonant shopping experience.
- Market Share: Onton is positioning itself as a leading AI-powered decision layer in e-commerce, primarily competing against traditional search engines and newer AI-based startups.
- Strategic Initiatives: The company aims to solidify its role as a central decision-making tool, influencing how consumers across multiple demographics shop online.
Conclusion
Onton is transforming the way consumers engage with e-commerce platforms by streamlining the decision-making process. The company’s innovative use of neurosymbolic AI and its focus on user-centric design have positioned it uniquely in the search engine market. As Onton expands its category offerings and sharpens its AI-powered service, it is poised to significantly impact consumer experiences in online retail. With plans for continued technological refinement and market expansion, Onton is likely to emerge as a key player in the evolving landscape of e-commerce.