Phia Raises $35.5 Million Series A, Expanding AI Shopping Tools at $185.5 Million Valuation
Updated
Updated · Vogue · May 29
Phia Raises $35.5 Million Series A, Expanding AI Shopping Tools at $185.5 Million Valuation
2 articles · Updated · Vogue · May 29
$35.5 million in oversubscribed Series A funding lifted Phia’s total capital to $43.5 million as the startup rolled out new tools to become a broader AI shopping platform.
Phia said the raise supports expansion beyond its price-comparison browser extension into a one-stop cart, digital closet, rewards program and eventually a personalized shopping agent focused on discovery.
1.5 million users and 9,600 brand partners have joined the platform in 14 months, while Phia says purchases through its extension show return rates 50% below average.
Notable Capital, Khosla Ventures and Kleiner Perkins led the round, joined by a long list of celebrity and tech angels that Phia hopes will add product insight, cultural relevance and distribution.
The push comes as AI shopping startups race Google and other platforms moving deeper into agentic commerce, with Phia betting personalization, resale inventory and social-commerce ties can stand out.
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