Phia Founders: How AI is Revolutionizing Online Shopping

The world of online shopping is undergoing a remarkable transformation, driven by innovative applications of artificial intelligence. Phia, a startup founded by Phoebe Gates and Sophia Kianni, is at the forefront of this change, offering a tool that helps consumers make smarter, more sustainable purchasing decisions. The idea for the company was born from the founders’ own frustrations while shopping online, a common experience they shared after meeting as roommates at Stanford University. They recognized a significant gap in the market for a digital personal shopper, a tool that could guide users through the overwhelming number of choices available on the internet.

During a presentation at TechCrunch Disrupt 2025, Gates highlighted this unmet need. She described a “giant white space” in the market, questioning why everyone doesn’t have access to a personal shopping assistant right in their pocket. What began as a class project quickly demonstrated clear initial demand. However, the team waited to launch publicly until they were confident they had found the perfect product-market fit, ensuring their service would truly resonate with users.

Available as both a browser extension and a mobile app, Phia’s core functionality allows shoppers to compare prices across a vast network of retailers. A key differentiator is its deep integration with over 150 second-hand platforms, giving users access to more sustainable options. The service boasts an in-house search database containing over 350 million items. Kianni emphasizes the dual benefit of this feature, noting that buying second-hand can lead to an 80% reduction in carbon footprint compared to purchasing new items, all while being significantly easier on the wallet.

Beyond just finding the best price, Phia helps users assess the long-term value of their potential purchases. Kianni provided a clear example: if you are considering a $500 handbag, the platform can quickly show you its potential resale value of $300 or $400. Conversely, it can reveal how a $100 fast-fashion item might plummet in value, reselling for as little as $10, demonstrating an immediate 90% depreciation. This empowers consumers to think about their spending as an investment rather than a simple transaction.

Looking ahead, the startup is developing an advanced AI shopping advisor. This feature will guide users on what constitutes a genuinely good deal and predict an item’s retained value over time. It will also tackle common fashion dilemmas, such as determining if an item will fit correctly based on a user’s history of orders and returns. This sizing insights feature is currently in a beta testing phase with a select group of users.

To build their community, the founders have employed a multi-faceted growth strategy. They launched an ambassador program, created authentic content documenting their startup journey, and even started a podcast. Kianni reported that these efforts have been crucial, enabling them to acquire hundreds of thousands of downloads at a very low customer acquisition cost. Gates added that being transparent and sharing the real, often unglamorous, realities of building a company has been key to their success. She admitted that they had to undergo an “ego death,” moving away from a desire to always appear perfect in their content. They learned that to truly engage an audience and produce content at the necessary scale, they needed to pull back the curtain and be genuinely relatable.

Gates also openly acknowledges her position of privilege, being the daughter of a well-known technology pioneer. However, she is quick to point out that they don’t typically seek his advice for Phia. She humorously notes that while her father is a genius, he isn’t the target user scrolling through different sites to find the best deal or comparing wish list items for a spring break trip. Their focus remains squarely on solving the problems faced by their actual user base.

(Source: TechCrunch)