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Shopping has quietly become one of the hardest problems on the internet. People spend a collective lifetime moving between tabs, filtering through over-SEO’d listings, comparing conflicting reviews, and trying to work out what is real and what is marketing. The average person takes 79 days to make a single purchase decision, and the number is growing. Onton was built to reset this experience by making every decision as informed as asking an expert and as easy as asking a friend.
Onton has now raised $7.5 million in seed funding led by Footwork with participation from Liquid 2, Parable Ventures, 43 and others, bringing its total funding to approximately $10 million. The company will use the capital to expand its product, scale its team, and grow its global footprint as demand for trustworthy, intelligent search accelerates.
The timing is significant. Traditional e-commerce is struggling under the weight of unstructured data and models that were never designed for the volume or complexity of information the modern web produces. Existing search engines rely on keyword matching, outdated filters, or advertising incentives that often push relevance to the background. Onton combines a new interface with a novel neurosymbolic AI foundation that learns more about the world with every search, dramatically increasing accuracy and enabling people to move from discovery to decision in minutes.
“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.”
