Alex Ruber’s childhood experiences thrifting with his mother laid the foundation for a groundbreaking new platform designed to make online secondhand shopping easier and more exciting. Growing up in a family that moved from communist Romania to Italy and then to Canada, Ruber’s mother often took him to flea markets and secondhand stores. “I remember getting my first piano at a flea market,” Ruber recalls. “It was like a treasure hunt for me.”

Fast forward 20 years, and Ruber, a former Apple software engineer, is cofounding Encore—a new AI-driven search engine platform aimed at replicating that same thrill of thrifting, but online. Encore aggregates items from hundreds of resale websites and uses artificial intelligence to help users track down rare and unique finds—what Ruber calls the “needles in the haystack.”

Searching Like a Pro

What sets Encore apart from traditional search engines like eBay and Facebook Marketplace is its conversational search feature. Instead of simply typing in keywords, users describe the items they are looking for in natural language, just as they would if they were asking a friend. Thanks to its use of large language model technology, Encore can process specific, sometimes quirky queries like: “A dress like the one Carrie Bradshaw wore in season 6, episode 12, in a size 0 or 2,” or “A mid-century modern walnut dining table with leaves to accommodate 8 guests or more.”

Encore’s AI then narrows down the search results based on these details, giving shoppers the flexibility to refine their requests with follow-up queries like “rectangular table only” or “under $1,500.” If the search yields no results, users can toggle a button to explore new listings.

Shaping the Future of Online Shopping

Encore’s mission is clear: to become the “Perplexity of online shopping”—a reference to a platform that helps users navigate the maze of online stores, just as Perplexity does for information searches. Ruber, along with his cofounder Parth Chopra, who previously worked at Twitter and Asana, hopes to change the way we shop for secondhand items, all while tapping into the booming global resale market.

Since its launch in June, Encore has amassed 50,000 searches per month, with a 25% month-on-month growth. Users are particularly interested in high-end fashion, furniture, and even kitchen appliances, though shoppers can also search for books, power tools, games, and just about anything pre-loved. The site aggregates results from popular resale platforms like Poshmark, The RealReal, Depop, AptDeco, Chairish, and Kaiyo, as well as international sites like Mercari and Vestiaire Collective.

A Blend of AI and Fashion

What makes Encore stand out in the crowded world of resale shopping is its use of a fine-tuned version of GPT-4, trained specifically on fashion and eCommerce datasets. The technology enables the platform to recognize specific brands, styles, and aesthetics, allowing for highly personalized and accurate results.

Encore’s free version provides 30 to 40 results per search, while paying users—who subscribe for $36 per year—can access double the results and a few extra perks. However, Ruber emphasizes that free users will still receive the same quality results as paying customers, with a slight reduction in the number of options shown.

Redefining the Secondhand Shopping Experience

Encore isn’t just about finding items—it’s about creating an enjoyable and easy shopping experience. Ruber believes that shopping for secondhand items is a unique experience for each person. “Secondhand shoppers love browsing, exploring different options, and stumbling upon hidden gems,” he says. Encore leverages this behavior by offering a user-friendly experience that minimizes the usual hassle of checking multiple sites and filtering through irrelevant items.

While some existing services, such as the Beni app and Faircado’s browser extension, offer basic functionalities to help users search for secondhand items, Encore’s AI-powered search and personalized recommendations bring a much more refined and enjoyable experience to the table.

The Future of Thrifting with AI

Encore’s vision goes beyond simple product searches. Ruber envisions a future where Encore could send alerts when the perfect item—be it a dress or a rare mid-century table—becomes available in the right size or price range. As the AI technology behind Encore evolves, shoppers could even have Encore automatically purchase items for them as soon as they become available.

Moreover, Encore plans to expand its “discovery channel,” offering curated inspiration boards, staff picks, and collections by micro-influencers. “It’s like having your own personal shopping assistant,” says Ruber, “and not the annoying kind.”

Encore is tapping into the future of AI-powered shopping with its unique blend of language technology, user experience, and secondhand fashion. By making thrifting online feel just as exciting and rewarding as browsing through physical stores, Encore is helping shoppers rediscover the joy of finding hidden gems while contributing to the sustainable fashion movement.