AI for Founders with Ryan Estes Can this AI replace Amazon for smart shoppers?
Jul 18, 2025
47:47
Inside Tonita – The AI Shopping Assistant You’ll Actually Use
Guest: Siva, Founder & CEO of Tonita
Host: Ryan Estes
Episode Summary:
Ryan interviews Siva, the founder of Tonita, an AI-powered shopping search platform redefining how people shop for clothing and accessories. With a background in AI research at Google, Siva built Tonita to simplify and personalize online shopping through a natural language interface that educates and recommends in real-time.
Key Takeaways:
- Tonita lets users search with everyday language and provides personalized product recommendations.
- AI guides users with educational responses—for example, how to choose sunglasses based on shape, UV protection, etc.
- Interface is intentionally minimal and user-first; no more endless tabs and filters.
- Ethical design: No fake/knockoff product links—only legal alternatives.
- Future monetization: Paid recommendations and affiliate partnerships (with transparency).
- $5M+ raised from VCs including South Park Commons.
Framework: AI Shopping Flywheel
- Search: Describe what you want naturally
- Educate: AI explains what matters
- Recommend: Get matched with real products
- Refine: Continue the conversation
- Purchase: Buy from trusted retailers
Tonita’s GTM Strategy:
- Target demo: 20–40 age group who value time and efficient shopping.
- AI-first design; neutral UX to avoid over-skewing toward any specific gender or trend.
- Growing user base is priority before monetization.
About Siva:
- 15 years at Google in AI/ML
- Academic background in math, search, and CS
- Inspired by personal shopping pain points and the rise of LLMs
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