Finding your next favorite outfit just got a whole lot easier with Los Angeles-based start-up, Tote. The platform is transforming retail by merging artificial intelligence with social commerce, creating a personalized shopping experience centered on community. The platform empowers users to track, share, and discover brands alongside friends, bridging social connectivity with smart shopping. With partnerships spanning 80+ stores and 50+ brands—including Bandier, Still Here, and Susan Alexandra—Tote is redefining how consumers interact with fashion in the digital age.
Bridging Social Connection and Smart Shopping
Tote’s platform reimagines online shopping by integrating social networks into purchasing decisions. Users collaborate with friends to share products and receive feedback, fostering trust and excitement. The AI-driven system analyzes preferences and behaviors to deliver tailored recommendations, ensuring each interaction is unique.
Daniel Nickel, Founder and CEO of Tote, emphasized the platform’s adaptability: “We’ve tapped into how shoppers not only want to interact with brands but how they expect to interact with brands. For every shopper that wants a high-touch session with a stylist, another just wants items ready to try on.” This approach has driven a 96% conversion rate and 1.5–3x higher average order values for partnered brands.
AI-Powered Personalization at Scale
Tote’s proprietary AI and machine learning algorithms analyze color palettes, patterns, and aesthetic preferences to curate recommendations. Unlike traditional e-commerce platforms, which rely on static product pages, Tote dynamically adapts to user behavior. The system learns from real-time interactions, such as virtual try-ons and social shares, to refine suggestions.
This technology also powers store flow management, tracking how shoppers navigate physical locations and interact with fitting rooms. Retailers gain insights into peak traffic times and employee performance, enabling data-driven optimizations.
Seamless Omnichannel Integration
Tote bridges online and in-store experiences by allowing users to reserve fitting rooms directly from a brand’s website. This feature reduces return rates to <2% by ensuring items meet expectations before purchase. For online-only retailers, Tote facilitates virtual styling sessions or directs shoppers to local stockists.
Maurice Mosseri, Co-Founder of Still Here, highlighted the platform’s impact: “Tote drives shoppers in-store and almost always results in larger ticket purchases.” Brands like Ramy Brook have reported increased foot traffic and customer loyalty since adopting the platform.
Reshaping Sustainable Retail
By streamlining discovery and reducing returns, Tote supports sustainable consumption. Its resale marketplace promotes circular fashion, aligning with Gen Z’s demand for eco-conscious options. The global secondhand apparel market, projected to reach $256 billion by 2025, underscores the urgency for innovative solutions.
Tote’s efficiency in matching shoppers with pre-loved items minimizes waste and extends product lifecycles. ThredUp’s 2025 Resale Report reveals that 59% of consumers prioritize affordability and sustainability, driving platforms like Tote to the forefront of retail innovation.
The Social Commerce Boom
Social commerce—a $3 trillion global market—is rapidly evolving. Max Benator, CEO of Orca, notes that platforms like TikTok Shop exemplify the shift toward immersive, in-app purchasing. Tote capitalizes on this trend by blending social interaction with AI-driven discovery, positioning itself as a leader in a sector expected to grow to $8.88 trillion by 2028.
Future of Retail Innovation
With plans to expand to 1,000 brands by 2025, Tote exemplifies the fusion of technology and human-centric design. The platform’s recent seed fundraising round will fuel advancements in virtual try-ons and AI styling tools. Daniel Nickel stated: “Our goal is to bring joy back to shopping. When shoppers get what they want, brands build loyalty—everyone wins.”
As digital shopping evolves, Tote’s community-driven model offers a blueprint for the future. By prioritizing personalization, sustainability, and social connectivity, the platform is poised to redefine retail in the AI era.
