Phia, founded in 2025, is an AI-powered shopping application that helps consumers compare prices across the fashion market. The app scans more than 40,000 websites to surface deals on both new and secondhand clothing, drawing inventory from over 9,600 retail brands and more than 350 million individual products. Users can search for items and see aggregated results spanning the new retail and resale markets in a single interface.
The platform has grown to over 1.5 million users since launch. Its algorithms also address a persistent pain point in online apparel shopping: the company reports that its technology has helped reduce return rates by 50%. Phia has raised $43 million in funding and operates with a lean team.
The company's core technical work sits at the intersection of artificial intelligence and machine learning, applied to large-scale web data aggregation and product matching. The product originated from a college dorm room and the organisation maintains the rapid iteration pace typical of early-stage startups, operating in the e-commerce and fashion retail sectors.
