Women-led e-commerce app Sortd has raised $1.26 million in pre-seed funding to help shoppers keep track of their wish lists.
Sydney founders Jodine Wolman, 27, and Alexis Aaron, 26, emerged from Antler Australia’s accelerator program with the backing of the VC firm and several private investors, including ELMO Software’s chief commercial officer Darryl Garber.
The Sort app recently launched to simplify online shopping for users, who can compare, share, collaborate and checkout options on the platform, as well as consolidate ‘wish lists’ from all the ecommerce sites they use.
The duo started working on the idea two years ago, switching from Walah to Sortd three months ago.
Aaron, a commercial attorney experience in retail and logistics, said decide what to buy when online shopping can be extremely tedious and usually involves multiple wish lists, screenshots, folders, or opening countless browser tabs.
“It is not our intention to change user behavior, but to improve it. We want our users to shop at the stores they already know and love, helping them make the most informed and efficient purchase,” she said.
Sortd is affiliated with leading retailers including The Iconic, Farfetch, Shopbop, Princess Polly, Cotton:On, Matches, and earns a commission on purchases.
Aaron said that Sortd is a lead generation and advertising tool for retailers, reconnecting customers with products they may have lost track of amidst an overwhelming array of options.
“In the coming months, we’ll focus on developing features that encourage people to share their lists with friends,” said Aaron.
“Our target market shops together in real life and often relies on their best friends to help them decide what to buy. Whiteh Sorting, they can now do this digitally by sharing lists and asking their friends to vote for items they like. Here we can focus on realizing our mission of more informed decisions, while growing organically and keeping acquisition costs low.”
Antler Australia partner Cath Rogers said they were delighted to support yet another team of female founders.
“Alexis and Jodine have a clear vision to transform the way we shop online, remove the friction of dealing with multiple online retailers and improve the customer experience. Like many other Antler founders, the team strongly identified with and lived up to the user experience, which is evident in Sortd’s customer-centric solution,” she said.
“The team moved quickly to build the product after funding from Antler and defied current market conditions to secure more than $1 million dollars in additional funding ahead of an official product launch and pre-revenue.”
The Sortd app went live on Apple’s app store last week.