Much of today’s culture is based on the liberal belief in the freedom of choice. By making our own decisions, in line with our individual preferences and values, we expect to increase well-being.

This is supported by the economic market, which has adapted to offer a maximum of product variety to cater to every possible consumer preference and lifestyle profile.

The more, the better? – No!

Although larger choice sets can be initially appealing, they evidently lead humans into a state of choice paralysis, anxiety, decision fatigue and dissonance.

A cognitive impairment referred to as:

Similar in commerce.

More choices make us less likely to take action and to be less satisfied with our eventual decision. Subsequently, high efforts and  concerns within decision making lead consumers to delay or opt out of making a purchase decision at all.

To cope with decision making and choice selection, consumers instinctually follow a process which every single purchase of any product kind has universally in common. 

The process of:

  • identifying demands
  • searching for options
  • evaluating selections
  • deciding on a purchase

In behavioural science, this process is referred to as the:

The process of defining requirements, gathering information, evaluating alternatives and confirming on a purchase selection.

The amount of effort that goes into the decision each time it must be made.

Along the decision making process, consumers rely on inspiring, guiding and approving factors that are collectively expressed as: 

Touch-Points inspire, inform and ensure consumers about products‘ relevances and benefits towards a need or wish.

Effort intense shopping journeys, uncertainty about product properties and non-transparency on sellers‘ credibility effect the consumers’ purchasing willingness negatively, directly resulting in wrongful decisions and shopping fatigue.

Lack of availability, quality and credibility of touch-points evoke indecisiveness and reluctance among consumers.

In order to make online-shopping an effective and enjoyable experience and simplify the product choice process we create:

We build the marketplace that puts consumers and their decision making process in online-shopping at the center of all our services and tools.


We are the single Touch-Point hub for consumers to get inspiration, gather information and receive confirmation on online purchasing. 


We offer services and tools that enhance the customers’ shopping experience. 

Decode: Customer Shopping Experience


We support and guide consumers in 

Searching   Evaluating  Choosing

the best-fit products to demand.

„Wide fragmentation and reliability of touch-point sources and great complexity in identifying and comprehending product properties provoke consumers to experience an high amount of mental exercise. Simplicity and convenience cause certainty, loyalty and conversion willingness.“


We provide touch-points that encourage 

Certainty   Trust   Enjoyment

along the consumers‘ shopping journey.

“95% of purchasing decisions are made by emotions. To connect and resonate emotionally, sellers must know who their customers are and what type of journey they are on. In an ideal state, emotional design anticipates and then accommodates user needs.“

We create the pathway for consumers to experience convenience, certainty and trustworthiness along the process “find-want-get”.

And no, we don’t sell products.

We transform the world’s best sales person into a

We utilise technology with psychology and creativity to simulate the friendly and trustworthy face you meet when entering a store.

The helping hand that informs you about options, asks the right questions and understands your needs.

The good and secure feeling within shopping.

So, do you believe in the consumers‘ appreciation towards being guided and assisted effectively in making best purchase decisions fast and secure?

Do you believe in the opportunities of making the consumers’ decision making process the unique value proposition of an e-commerce platform?

More than believe, we are convinced that targeting consumers right at the beginning of their customer journey is the most valuable stage that has yet not been captured to the extend of technological and creative opportunities.





Continuous growth in

& online shopping

from demand and supply side.

Channels for Journeys

E-commerce and its embedded digital shopping journey is an establish channel for consumers to search for, explore and purchase products.

More consumers with more devices take on the digital customer journey.

More retailers rely on digital marketing and shopping funnels to pull traffic onto their journey lanes for promoting and selling products.

In Western Europe, e-commerce grew 2.5 times faster in 2020 than in 2019, which means record growth of 31%.

(Forrester 2021 Online Retail Forecast for Western Europe)

For the UK, France, and Germany, the share of people who do 50% or more of their shopping online increased from 25% to 80% in April 2020. This is a lasting trend, as 6 out of 10 people intend to continue on this path after the pandemic.

(Kantar Research )

Consumer Side
Consumer E-Commerce Spendings (EU 27)
2017 | € 255 b.
2018 | € 275 b.
2019 | € 305 b.
2020 | € 366 b.
2025 | € 514 b.

EU – Retail E-Commerce Revenue – GMV (Statista 2021)

Seller Side
Online Advertising Spendings- EU (27)
2017 | € 46,8 b.
2018 | € 54,9 b.
2019 | € 62,2 b.
2020 | € 64,6 b.
2025 | € 92,5 b.

EU – Digital Advertisement Spendings. (S&P Global Market Intelligence 2021)

With continuous growth of participants and economic power in the e-commerce sector, the largest volumes of consumer spendings and marketing budgets are expected to be allocated to multi-segment marketplaces. 

Problems and dysfunctions between 

& sellers

along the shopping journey.

Touch-Points out of touch

Depending on a purchases’ complexity and the consumers’ familiarity with product properties, online-shoppers encounter a variety of different touch-points that help to obtain product informations, benefits and conditions.

Touch-points evoke appeal, answer questions and diminish doubts. 

Conclusively, the identification and confirmation of the “best match to individual demand”.

Convenient access to complete, relatable and reliable information on products and their benefits directly influence the consumers’ purchase willingness and reinforces shop / brand loyalty.

Many question arise along the customer journey. Touch-Points fulfil the purpose of providing answers, create certainty and funnel many options into the “best-fit selection”    

Which product properties are relevant to me?
Which product fits my demands the best?
Which seller guarantees best reliability and security?
Fast delivery or free delivery?
Buy, purchase on rates or temporary lease?
New, refurbished or repair?

Some of the strongest, most impactful touch-point for consumers include:  

Stored Past Experiences

Peers & Network Influence

Expert Opinions & Test Reviews

Visual & Descriptive Information

Lack of availability and poor quality of touch-points result in multiple problems that effect consumer satisfaction and sellers’ economic performance likewise.

Consumer Side

Lack of availability and poor quality of touch-points result in multiple problems that effect consumer satisfaction and sellers’ economic performance.

Lack of availability and poor quality of touch-points result in multiple problems that effect consumer satisfaction and sellers’ economic performance.

Seller Side

Lack of availability and poor quality of touch-points result in multiple problems that effect consumer satisfaction and sellers’ economic performance.

Lack of availability and poor quality of touch-points result in multiple problems that effect consumer satisfaction and sellers’ economic performance.

With sellers’ intensified involvement in e-commerce retailing (more options) and a growing versatility of consumer profiles (demand diversity), online shoppers will increasingly rely on assistance in discovering relevant and suiting products and require touch-points that simplify the decision making process.

Our key objective consists of

& matching

in order to recommend and curate results according to individual preferences and demands.

Our Product – Marketplace




Our platform owns the


in e-commerce.

Shopping Assistance

The conversation between the customer and the sales expert.

The process where consumers acquire knowledge on the parameters of demand and are presented with options including their match factor regarding search requests.

Our product finder assistance tool is starting point of communication that leads to identifying demand and wants, and ends with ranked recommendations for making the best purchase decision. 

Product Curation

The discovery of products that meet individual profiles and lifestyles.

The process where consumers acquire knowledge on the availability of „unaware“ products that match individual profiles and lifestyles.

Our product curation services …

Search Stage

Shopping Assistance

Enhanced Engagement

We turn the world best sales experts into a sales assistant shopping tool.

We assist consumers in identifying and finding the best-fit products with ease.
We curate product worlds that inspire and match individual values and lifestyles.
We organise the road from „want to get“ seamlessly on one single marketplace.