Onton (formerly Deft) reimagines online shopping around AI-native discovery. Instead of keyword search and filters, it uses a neuro-symbolic architecture that combines neural understanding with symbolic reasoning to interpret what shoppers actually want and surface matching products.
The platform supports multimodal search, image generation and an infinite canvas where users can ideate, mix references and refine what they are looking for. The company began with furniture—a category where visual and stylistic nuance matters—and plans to expand into apparel and consumer electronics.
Onton reports strong growth, scaling from 50,000 to more than 2 million monthly active users, and claims 3-5x higher conversion rates than traditional e-commerce experiences thanks to its discovery-first approach.
Founded around 2023 by Zach Hudson and Alex Gunnarson, Onton raised a $7.5M Series A led by Footwork in November 2025, with participation from Liquid 2, Parable Ventures and 43, bringing total funding to roughly $10M.