AI Startup Targets Gen Z With Social Shopping Experience

As shopping continues to shift online, younger consumers are starting to miss something unexpected: real human connection. A new Seattle-area startup, Nectar Social, is betting that artificial intelligence can bring that feeling back — even in a digital world.

Founded in mid-2023 by sisters Misbah Uraizee and Farah Uraizee, the company is building tools that help brands interact directly with younger audiences like Gen Z and Gen Alpha. Their goal is simple: recreate the social, engaging vibe of in-person shopping — but through conversations on social media.

Today’s younger shoppers, raised in a fully digital environment, are surprisingly drawn to experiences that feel personal. Instead of browsing endless product pages alone, they prefer guided interactions — something closer to chatting with a store assistant at a mall. Nectar Social uses AI to step into that role, offering tailored product suggestions, answering questions, and building a relationship with the customer over time.

The founders bring strong tech experience to the table, having previously worked at Meta in product and engineering roles. They’re now applying those insights to rethink how brands connect with users in a crowded social media landscape.

Funding and expansion plans

Shortly after launch, Nectar Social secured $2 million in pre-seed funding led by Flying Fish Ventures. The startup operates an engineering office in Bellevue, Washington, and is expanding with a second hub in New York City focused on sales and marketing. The team currently has 15 employees, with several open roles as it grows.

Although still in stealth mode, the company is already working with multiple brands behind the scenes.

A shift away from traditional ads

According to the founders, traditional digital marketing — including ads, emails, and text campaigns — is becoming less effective and more expensive. Instead, they see “social commerce” as the future.

This approach involves brands meeting customers directly on platforms where they already spend time, engaging them through conversations rather than pushing ads. The idea is to create a connection first, and let purchases follow naturally — whether instantly or weeks later.

And for younger users, interacting with AI doesn’t necessarily feel impersonal anymore. Many are already comfortable using tools like ChatGPT in everyday life. If anything, an AI assistant that simplifies choices and improves the shopping experience can actually increase trust and loyalty.

Social media becomes the new storefront

Nectar Social’s founders believe that social platforms are quickly turning into the primary place where shopping happens. Brands that fail to adapt risk losing relevance with an entire generation of consumers.

Competitors like SuperOrdinary — valued at $800 million — are also exploring similar territory, along with companies such as Algolia, Rebuy, and Loup.

What sets Nectar apart, the founders say, is its focus on measurable results. The platform aims to show clear data on how social interactions translate into engagement and sales — an area where many existing tools fall short.

For younger shoppers, the appeal is clear: a more personalized, less overwhelming way to discover products online. And if Nectar Social gets it right, the future of shopping might feel a lot more like hanging out at the mall — just powered by AI.

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