Meet Emma Hörnqvist, COO of SOORT

Tell us more about SOORT

SOORT is an AI-powered shopping concierge for sustainable and personalized choices. We match users with ethical shops, second-hand fashion, and rental options. Fast, easy, and without the endless scroll. Built in Switzerland, focused on Europe, and privacy-first by design. Ask for what you want and we find it, always with the planet in mind.

Please give some more details of your startup story: when/why you founded it, your business, team size, etc.

SOORT was founded in 2023 after realizing how overwhelming sustainable shopping can be, overflowing with ads, open tabs, and decision fatigue. SOORT is therefore building Europe’s first AI concierge for conscious shopping.

Our team of 4 brings expertise in AI, e-commerce, brand building, and community. We’re partnering with Zühlke Engineering, Google for Startups, Microsoft for Startups, and we’re backed by four leading international universities.

Tell us more about your plans for 2025 and what is your long-term vision.

In 2025, we’re launching our beta app, starting with sustainable fashion. We’ll grow our user base and expand our verified shop network.

Long-term, SOORT aims to make mindful shopping the easiest choice. A new standard for how we shop: personal, ethical, fun and convenient.

What has been the biggest success that you have achieved in your startup?

Before even launching, we’ve secured incredible shop partners, featuring over 8,500 brands and 2.5 million verified products. The trust from them, and excitement from our early community, are our proudest achievements.

If you could do it all over again, what would you do differently? What are your biggest learnings?

Early on, we tried to build everything at once and run in every direction possible. Our biggest learning: focus beats speed. Stay close to users. Be patient. And fall in love with data, it’s your sharpest co-pilot.

What motivates you to continue your business every day?

The possibility to combine innovation and sustainability motivates me every day. We’re building something that matters – to the industry, to users, and to the planet. That’s what keeps me going.

One piece of advice for someone who is just starting out with their startup?

Trust your gut, but back it with data. Intuition drives action, but data refines your path. Don’t build in the dark. Let feedback guide you. The best founders know when to feel and when to measure.

What does it mean to you to be a member of the Swiss Startup Association?

Being part of the Swiss Startup Association means support, visibility, and community. It’s helped us grow our network, and feel part of a bigger mission.

Would you recommend joining the Swiss Startup Association? Why?

Absolutely. The network, resources, and credibility the Association brings are invaluable, especially for early-stage startups.

Have you ever visited the events of the Swiss Startup Association? If yes, which ones? Would you recommend them?

Yes, we’ve attended both virtual and in-person events. Founders Day in April was a highlight, inspiring event, well-organized, and full of amazing conversations.

Is there anything that we haven’t asked you that you would like to share with us/the community?

If you’re a brand or investor passionate about reshaping how we shop, reach out. And if you love circular fashion, follow SOORT. This is just the beginning.

Connect With Emma on LinkedIn, follow SOORT on Instagram, and SOORT on LinkedIn!

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About the Swiss Startup Association

The Swiss Startup Association (SSA) is the umbrella organisation and the voice of Swiss startups. As a sector-independent non-profit organisation, the SSA gives startups a strong voice vis-à-vis politics, business, and works to improve the conditions for startups in Switzerland.
Beyond its political engagement, the SSA fosters a community for startups, recognizing the unique challenges they face. Through networking opportunities, educational sessions, and practical services, the SSA collaborates with industry partners to offer tailored support and valuable resources to guide founders on their entrepreneurial journey.

Join the Swiss Startup Association! Tap into our member benefits, the comprehensive Investor List and get full access to our events. By becoming an SSA Member you enjoy discounted tickets to our Big Founders Dinners and the SSA Founders Day.