Wizard
Wizard Commerce operates a consumer-facing AI shopping agent that delivers curated product recommendations from conversational queries and enables purchases through native checkout with retailers. Founded in 2021 and publicly launched in February 2026, it serves online shoppers and retail partners including Best Buy, Target, Macy's, and Nordstrom.
- Company typePrivate
- Founded2021
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingSoftware
What Wizard does
Wizard Commerce, Inc. is a New York-based AI software company that operates a consumer-facing conversational shopping agent. Founded in 2021 by serial entrepreneur Marc Lore (Jet.com founder) and CEO Melissa Bridgeford, the company spent nearly five years in private beta before emerging publicly in February 2026. Its platform allows shoppers to submit natural language queries and receive five curated product recommendations drawn from product attributes, customer reviews, and editorial sources, with the ability to complete purchases through native checkout integrations with partner retailers. Best Buy is the first flagship native checkout partner, and 25+ additional brands including Target, REI, Macy's, Nordstrom, Kohl's, Sephora, Wayfair, and Dick's Sporting Goods are listed as discovery partners.
The underlying technology is a proprietary query understanding and scoring stack that combines intent classification, structured extraction, cross-encoder reranking, dense embeddings, and named entity recognition. A custom LLM-as-Judge system evaluates recommendation quality and routes uncertain cases for human review, while the ML serving infrastructure is purpose-built to maximize GPU utilization. The platform is built on OpenAI's underlying models per Terms of Use restrictions, with the company's differentiation residing in orchestration, ranking, and infrastructure rather than foundation model ownership. In March and April 2026, Wizard added Mastercard Agent Pay (via Stripe's Shared Payment Tokens) and Mastercard Insight Tokens to enable agent-led transactions and geographic spending-based personalization.
Wizard's business model is a freemium consumer proposition paired with a transaction-fee B2B revenue stream. Consumers access the shopping agent for free via wizard.com and app.wizard.com, while the company generates revenue through checkout transactions completed with partner retailers, with additional retailer value derived from qualified traffic and consumer insights. The company raised a $50 million Series A in February 2026 led by NEA with participation from Accel, employs a remote-first team of 51-100 people distributed across five US states, and partners with Stripe on the Agentic Commerce Protocol to accelerate retailer onboarding.
Wizard firmographics
Firmographics- Name
- Wizard
- Legal name
- Wizard Commerce, Inc.
- Website
- https://wizard.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Wizard Commerce operates a consumer-facing AI shopping agent that delivers curated product recommendations from conversational queries and enables purchases through native checkout with retailers. Founded in 2021 and publicly launched in February 2026, it serves online shoppers and retail partners including Best Buy, Target, Macy's, and Nordstrom.
- Ownership category
- akta.pro rank
Wizard industry classification
Industry- Product category
- AI Shopping Agent / Conversational Commerce Platform
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- E-commerce & Retail Recommendation Engines (HDAAAGAA)
- akta.pro secondary industry
- Recommendation & Discovery Engines (content/product) (BPAMAAAG)
Keywords
Where Wizard is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Wizard business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Transaction/Checkout Fees: Revenue generated from native checkout transactions completed through partner retailers. Merchants pay a fee for each transaction completed via Wizard's platform, driving direct sales to merchant partners.
- Retailer Partnership Value: Value exchange through retail partnerships where Wizard drives qualified traffic and conversions to merchant partners, positioning itself as a new distribution channel for retailers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free consumer service |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Wizard product offering
Product offeringCore offering
Wizard is an AI-powered shopping agent platform that interprets complex conversational queries to deliver five curated product recommendations by analyzing millions of data points across product attributes, customer reviews, and editorial sources. The platform features native checkout integrations with major retailers (starting with Best Buy), enabling consumers to complete purchases directly within the Wizard interface without redirecting to external sites. The service is free for consumers, with revenue generated through transaction fees and commissions from retail partners.
Product overview
Wizard is a unified AI-powered commerce platform consisting of the Wizard AI Shopping Agent (core platform) and Native Checkout functionality. The platform replaces traditional search engines and fragmented browsing with conversational AI that guides users from discovery through checkout in a single interface. Users submit natural language queries, and the platform analyzes millions of data points to deliver five curated product recommendations, which can then be purchased directly through native checkout integrations with retail partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Wizard AI Shopping Agent An AI-native shopping platform that uses conversational AI to help users discover products by searching across retailers, customer reviews, and editorial sources, delivering five personalized recommendations per query with native checkout integration.
- Native Checkout Integrated checkout functionality that allows users to complete purchases directly within Wizard without being redirected to retailer sites. Initial integration launched with Best Buy, with plans for universal cart across participating merchants.
Quantifiable outcome
- 91% of AI shopping tools deliver only chat with no transactional capability
- +4 more outcomes
Companies that use Wizard
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Wizard technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability6 records
Feature6 records
Wizard partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, flagship and major.
- MastercardcoreIntegration of Mastercard Agent Pay via Stripe's Shared Payment Tokens and Mastercard Insight Tokens. Enables AI agents to access geographic-based spending insights and securely complete transactions on behalf of consumers. Insight Tokens provide behavioral intelligence grounded in real-world spending patterns.
- StripecoreWorking with Stripe to accelerate adoption of Agentic Commerce Protocol (ACP) and help merchants participate in agentic commerce. Streamlines merchant onboarding and implements ACP for AI-driven discovery into incremental sales. Builds on existing native checkout integration.
- Best BuyflagshipFirst retail partner to launch native checkout experience within Wizard. Enables shoppers to discover products and complete purchases directly through native checkout without leaving the platform. Featured on Best Buy's Q4 earnings call.
- TargetmajorMajor retail brand partner listed on Wizard's partner page. One of hundreds of brands working with Wizard's AI shopping platform.
- REImajorOutdoor recreation retail brand partner listed on Wizard's partner page.
- Macy'smajorDepartment store brand partner listed on Wizard's partner page.
- NordstrommajorPremium fashion retailer partner listed on Wizard's partner page.
- Kohl'smajorDepartment store brand partner listed on Wizard's partner page.
- SephoramajorBeauty retailer partner listed on Wizard's partner page.
- WayfairmajorHome goods retailer partner listed on Wizard's partner page.
- Dick's Sporting GoodsmajorSporting goods retailer partner listed on Wizard's partner page.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Wizard competitors and assessment
Company assessmentBroad incumbents
- Shopify Shop App: Shopify's Shop app includes AI-driven product discovery and Shop Pay checkout for the millions of Shopify merchants — directly overlapping with Wizard's discovery-to-checkout value proposition for SMB and mid-market retail.
- OpenAI (ChatGPT Shopping): OpenAI has introduced shopping features inside ChatGPT with product recommendations and merchant integrations, leveraging the underlying model that Wizard itself is built on — a near-term competitive threat and platform-dependency risk.
- Google Shopping / Gemini: Google is integrating Gemini-powered shopping recommendations and checkout flows into Search and Shopping, giving it a default-distribution position that threatens any independent AI shopping agent.
- Salesforce Agentforce / Shopping Agents: Salesforce's Agentforce suite includes shopping and commerce agents for enterprise retailers, directly competing for the same enterprise retailer wallet share that Wizard is pursuing with Best Buy and similar partners.
- Amazon Rufus: Amazon's Rufus is an AI shopping assistant embedded directly in the Amazon shopping flow, reaching hundreds of millions of users; it competes with Wizard for the same conversational-discovery-to-purchase use case at massive incumbent scale.
Emerging players
- Adept: Adept builds AI agents that can take actions in software tools including commerce workflows; while more general-purpose than Wizard, it represents an emerging agentic-commerce threat as it pursues enterprise agent deployments.
Direct peers
- Perplexity: Perplexity is an AI-native answer engine that has built shopping and product-discovery features (Perplexity Shopping) with direct purchase flow, competing head-to-head with Wizard for conversational product-discovery share.
- Klarna: Klarna has invested heavily in an AI shopping assistant and price-comparison engine, with merchant-funded economics similar to Wizard's transaction-fee model and overlapping retailer partnerships in fashion and electronics.
- Certainly: Certainly is a conversational-AI commerce platform that helps brands sell via chat-based agents across web and messaging channels — a direct competitor in B2B conversational commerce that targets similar brand-merchant customers.
Others
- Stripe (Agentic Commerce Protocol): Stripe is both a Wizard infrastructure partner (ACP) and a potential competitor as it expands its own agentic-commerce stack to merchants; the relationship is symbiotic today but could become competitive if Stripe bundles a default shopping-agent front-end.
Market position
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Wizard social profiles
Digital presenceWizard compliance and trust
Trust signalCompliance1 record
Wizard financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wizard leadership team
Management profileNumber of profiles
Profiles3 records
Wizard funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wizard M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wizard
What does Wizard do?
Wizard is an AI-powered shopping agent platform that interprets complex conversational queries to deliver five curated product recommendations by analyzing millions of data points across product attributes, customer reviews, and editorial sources. The platform features native checkout integrations with major retailers (starting with Best Buy), enabling consumers to complete purchases directly within the Wizard interface without redirecting to external sites. The service is free for consumers, with revenue generated through transaction fees and commissions from retail partners.
Is Wizard a public or private company?
Wizard is a private company. It is classified as venture growth investor backed and is currently operating.
When was Wizard founded?
Wizard was founded in 2021. It employs 51 to 100 people.
Where is Wizard based?
Wizard is headquartered in New York, United States, in the North America region.
How does Wizard make money?
Two revenue lines are on record. Transaction/Checkout Fees are the primary driver. The others are retailer Partnership Value.
Who are Wizard's main competitors?
Broad incumbents on record are Shopify Shop App, OpenAI (ChatGPT Shopping), Google Shopping / Gemini, Salesforce Agentforce / Shopping Agents and Amazon Rufus. Adept is listed as an emerging player. Direct peers are Perplexity, Klarna and Certainly. Stripe (Agentic Commerce Protocol) is listed as an others.
Does Wizard have an API?
No public API is recorded for Wizard.
What industry is Wizard in?
Wizard's product category is AI Shopping Agent / Conversational Commerce Platform. Its primary akta.pro industry code is HDAAAGAA, E-commerce & Retail Recommendation Engines, with a secondary code of BPAMAAAG, Recommendation & Discovery Engines (content/product). Its SIC code is 7372.