Phia’s founders on how AI is changing online shopping

Phoebe Gates and Sophia Kianni, the dynamic duo behind Phia, are revolutionizing online shopping with their innovative AI startup. Meeting as roommates at Stanford, they quickly recognized the challenges of e-commerce, having spent countless hours searching for the perfect wardrobe pieces. This experience fueled their passion for developing technology that could enhance the shopping journey for consumers. During a presentation at TechCrunch Disrupt 2025, Gates highlighted the significant market gap for personal shopping solutions, stating, "There felt like there was this giant white space for, like, what should we actually buy, and why doesn’t everyone have a personal shopper in their pocket?" Phia originated from a class project, demonstrating initial demand before launching publicly, as Kianni explains, to ensure they achieved the right product-market fit. Available as both a browser extension and mobile app, Phia empowers users to compare prices across various platforms, including second-hand items, thus promoting sustainability in shopping. The startup boasts integration with over 150 second-hand platforms and claims to have a database of more than 350 million items. Kianni emphasized the environmental benefits, noting that purchasing second-hand can lead to an 80% reduction in carbon footprint compared to buying new products. In addition to its price comparison features, Phia provides insights into the resale value of items, allowing shoppers to make informed decisions. For example, a user considering a $500 handbag can quickly assess its potential resale value, helping them understand if it’s a wise investment or if they are buying a fast-fashion piece likely to depreciate significantly. Looking ahead, Phia is developing an AI shopping advisor designed to offer insights on value factors and assist users with sizing based on their previous purchases. Currently in beta, this feature is being tested by a select group of users. To broaden their audience, the founders have employed various strategies, including an ambassador program, content creation about the product’s evolution, and even launching a podcast. Kianni remarked on the effectiveness of the podcast in drawing in hundreds of thousands of downloads at a minimal cost. Gates also shared how their candid approach to startup challenges helped potential users relate to their journey. "There was a bit of an ego death that we had to go through," she admitted, emphasizing the importance of authenticity in engaging their audience. Despite her familial connections, Gates clarified that they do not rely on those ties for guidance, stating, "He’s not hunting for the best deal across different sites. He’s not comparing his wish list items for his spring break trip."