SOORT

Personal AI agents are becoming the front door to shopping. SOORT makes sure what they find is true, sourced and never paid for: a Shop Agent that makes every product readable for AI, and a SOORT Agent that finds the best option for the shopper.

MVP in Germany and Austria: 29 shops including Decathlon and Salomon, 5M+ products via affiliate feeds, and a deliberately closed group of 100 users for AI training. Shops agreed to pay per click and commission on sales. Key learning: feeds built for Google cannot answer real shopper questions, so shop data is the bottleneck.
Our answer: the Shop Agent, sold to shops directly as SaaS. Our MCP connector is live in beta since September 2026 with 6 merchants and about 730,000 products that personal AI agents can query today. Swiss pilots start now (credit note first, then paid enrichment), with our Swiss country manager bringing about 300 shop relationships. Partner onboarding is open in 11 markets at join.soort.ai.
Validated by the Solar Impulse Efficient Solution Label, YesWeTrust winner 2026 and SDSC AI Program alumnus.

Every online shop will need to be read by AI. Today CHF 400bn+ a year flows to search and retail media, and AI shopping moves that budget. TAM CHF 43bn (11.2M online shops worldwide x ~CHF 3.8k a year). SAM CHF 5.5bn (655k eligible shops in Europe x ~CHF 8.4k). SOM CHF 46M ARR (3,200 shops by 2030 x ~CHF 14.4k). Customers: small and mid-sized online shops and brands. Europe first because it is hardest, North America second.

Shoppers are ready for AI. Shops are not. Three always-on personal AI agents launched in seven weeks (Grok Bot, Meta Muse, ChatGPT Dots, August to September 2026), acting for the shopper. But most shop data was written for keyword search: thin attributes, key facts buried in free text, unproven claims. An agent can only recommend what it can read. Since 27 September 2026, EU rules ban unproven green claims, so AI needs evidence, not marketing language. At the same time, the big assistants are starting to sell placement.

Two agents, one loop. The Shop Agent (B2B) makes every product readable for AI: it checks, enriches and publishes fit, use, materials and evidence, read from text and images, with every value linked to its source and unproven claims flagged. Listing is free for every verified shop; shops pay for enrichment and keep the enriched data. The SOORT Agent (B2C) finds the best option for the shopper, free for members, with new, second hand, rental and repair side by side, reachable from any personal AI agent via MCP. More trusted data brings better answers, more shoppers and more shops. Ranking depends on data alone: nobody can buy a better position.

Others fill fields or sell visibility. Fill product fields: Shopify (infers basic attributes), SHOPLINE (AI writes descriptions), PIM and feed tools such as Akeneo, Salsify, Productsup. Sell visibility: ChatGPT (sponsored products from feeds), Google AI Mode (shopping ads in answers), Amazon Rufus (sponsored product prompts). AI shopping advisors on commission: Phia (raised USD 30M at a USD 180M valuation) and Daydream (fashion, USD 50M seed). SOORT is the only one serving both sides with sourced facts and rankings that are never for sale.

Independent: shops pay for data quality, never for ranking. No ads, no commission on sales. Evidence layer: every attribute linked to its source, green claims checked. Agent-native: built for MCP, reachable from any personal AI agent. Cross-shop: one trusted product pool across shops, not one shop at a time. Local distribution: country managers and affiliates with existing merchant networks. Own model: built for responsible choices, on Swiss Apertus with ETH/EPFL. It compounds: every enriched product improves answers, better answers bring shoppers, shoppers bring shops.

Revenue: monthly SaaS subscriptions for enrichment, CHF 89 to 24,900 per month and country, set by catalogue size. Listing is free. 50% rate for sustainable brands with a recognised credential, up to 100,000 products. No commission on sales, no paid placement. The 29 MVP catalogues average about CHF 2,200 per month at today's tiers; a Growth shop (CHF 290) breaks even at about ten customers a month.
Costs: product and AI development, cloud and data processing, partner revenue share, brand and marketing. Break-even in the low hundreds of shops.

Channels: we scale through partners, not a sales army. Independent country managers and affiliates bring their own shop networks and receive 20% of recurring revenue, only while the shop pays. Switzerland launched in October 2026; country managers for Spain, France and the Netherlands are in preparation. Shops onboard themselves at join.soort.ai.
Key metrics: paying shops, enriched products, monthly recurring revenue. Milestones: 40 paying shops by mid-2027, CHF 100K revenue, then USD 10K MRR with a second market live.

Tech and product 40%, operations to break-even 33.5%, brand and marketing 23%, buffer 3.5%.

Convertible loan agreement (CLA): CHF 1M first close of a CHF 3M seed round, CHF 12M valuation cap, 5% interest, 12 months, minimum ticket CHF 50,000.

Speed of shop onboarding: mitigated by free listing, a credit note before billing, and partners who bring existing shop relationships. Shop awareness of AI commerce is still forming: we lead with free visibility in AI agents and let enrichment prove its value.

* Solar Impulse Foundation: Efficient Solution Label (May 2026) and E-Academy.
* LvlUp Ventures: LVLup Labs programme completed, term sheet signed.
* YesWeTrust: startup programme, winner June 2026.
* SDSC (Swiss Data Science Center): alumnus of the AI Program for SMEs.

* YesWeTrust: winner of the startup competition, June 2026.
* Solar Impulse Foundation: Efficient Solution Label, May 2026.
* Wolfgang Loerli, Founder & CEO: European AI Innovator of the Year 2025.