We redesigned marketplace architecture for the AI era.

My Mall is designed to become the world’s first fully AI-optimized marketplace stack built for the next generation of online shopping, where customers increasingly use AI search and shopping assistants.

Developed in Sweden — home of IKEA, Spotify, and H&M — the platform is designed to scale worldwide, starting with the U.S.

My Mall is a smarter alternative to Amazon for small and mid-sized shops. Our platform helps stores get more sales from marketing and reach profitability faster. It combines a new business model with integrated AI that manages marketing and performance, helping shops get better returns on ad spend (ROAS) and lower operating costs.

In an increasingly competitive digital economy, the platform provides SMBs with the technological advantage required not only to compete and survive, but also to achieve sustainable growth and long-term market relevance.

Traditional online marketplaces are built to list products.

My Mall AI-Native marketplace is built to understand commerce.

My Mall wins – We generate unique content to succeed in the future e-commerce landscape. Traditional marketplaces will increasingly be replaced by purchasing experiences through ChatGPT and similar AI platforms.

E-stores wins – Relevance is the new visibility – and visibility is everything. The most relevant brands will win. In the AI era, customers don’t browse—they get recommendations. If your e-store isn’t relevant, it won’t be recommended. And if you’re not recommended, you’re invisible. High-quality product descriptions are key to ranking well on Google. With AI-driven optimization and a strong emphasis on relevance, My Mall gives e-stores the tools to become visible, understood, and commercially competitive from day one.

My Mall gain a competitive edge – Our AI-driven PIM system automatically manages millions of products, keeping content consistently updated across markets. Beyond just organizing data, My Mall applies the necessary relevance to every listing. Ranging from product descriptions to images, and even attributes to further optimize and match it to each shopper’s intent and behavior.

Millions of small e-commerce merchants lack the financial resources and operational scale needed to compete effectively with major e-commerce players. Customer acquisition costs rise, return on ad spend drops, and profitability stalls.

Amazon is expensive for e-stores, and they get lost among 2 million active sellers. Giants can spend over $100,000/month on ads, while smaller stores usually spend $200-$600/month.

Contacts at Meta and Google have confirmed what shop owners already know: at $200-$300/month in ad spend, ROAS is poor. To see meaningful results, shops are told they need $3,000-$10,000/month minimum. Most can't afford it.

And now, how people find products is changing. More shoppers are using AI tools and chat-style search to discover what to buy. Most small e-stores were built for human visitors, not AI systems. Their product catalogs contain inconsistent descriptions, missing attributes, unstructured data, and outdated information.

Human shoppers might overlook these imperfections. AI does not. AI systems rely on structured information and consistent signals. If a product is unclear, AI simply moves on to the next option.

The consequence is profound: good products can disappear - not because they are inferior, but because AI cannot understand them well enough to recommend them.

Merchant Voices

Why Now?

More people are using AI - 38% of consumers said they have used generative AI for online shopping overall for 2025 (Adobe survey, ~5,000 U.S. consumers).

Online traffic from generative AI shopping sources increased 693% year-over-year during the 2025 holiday season (Adobe Analytics).

AI will not replace traditional search but it will sit on top of it. Even heavy AI users still rely on traditional search engines alongside AI tools.

Gartner forecasts 25% less traditional search volume by 2026 as AI agents gain ground.

The real battle in 2026 won't be AI vs Search. It will be: who controls the AI layer on top of search. And smaller e-commerce businesses will not have a chance to keep up with the technology and the cost of implementing it.

We've discovered a better way to build a marketplace - one t

hat grows faster, becomes profitable sooner, and helps shops achieve stronger results.

What makes it different:

1. Fewer, carefully selected shops. Instead of millions of stores competing side by side, we bring together a smaller group of well-matched shops. This reduces direct competition and helps each business stand out.
2. A shared marketing fund that works for everyone. These shops benefit from a shared marketing effort, optimized by AI to improve real performance and sales outcomes.
3. AI that focuses on real sales and visibility. Not just clicks or impressions. The result is better economics for shops, stronger growth for the platform, and a better shopping experience for customers.
4. A personal shopping experience. Shoppers discover curated, handpicked e-shops and can engage through live chat or video with shopping concierges - bringing a human touch to the online experience.

Everything runs with clear rules and transparent performance tracking, so shops can clearly see how marketing contributes to results.

This gives smaller e-commerce businesses a real chance to compete with larger players - without needing giant ad budgets.

How The AI Works

My Mall's AI converts messy product data into clean, structured, and AI-ready information that makes products easier to find, easier to understand, and easier to sell. The AI delivers seamless, more complete product information than most shops can produce on their own - saving merchants time while creating more effective, professional, and sales-ready listings.

The AI automatically:

1. Cleans product feeds and standardizes attributes
2. Improves descriptions and makes them more sales-driven
3. Adds missing product information from external sources (manuals, references, ratings)
4. Generates Q&A content so shoppers get instant answers about products
5. Optimizes SEO at product level - at scale
6. Handles most language translations

The AI platform is built in partnership with two specialized AI companies: Wilgot.ai and Emfas.ai.

New shops go through an API and AI-driven onboarding flow. A shop can go from signup to selling in days, not months - and My Mall can onboard the next ten thousand shops with almost no added overhead.

This isn't just a plan on paper - it's something we've already proven in real life.

Over the past 24 months, we tested the core idea with real shops and real campaigns. The results were clear: shops saw better return on ad spend (ROAS), lower costs, and access to professional expertise that would otherwise require tremendous knowledge of digital advertising - without the cost of building it in-house.

Many shop owners said this was the first model that actually helped smaller businesses compete with larger players.

What the pilot showed:

1. Shared marketing spend performed better than individual campaigns
2. Shops improved ROAS with access to professional-grade digital advertising expertise
3. Real results across different types of stores
4. 100% retention from the pilot - every shop that joined stayed

SoBuy case study: One e-store went from approximately $300/month in sales to $20,000/month within 2-3 months of joining the shared marketing program - a 4,000% increase with ROAS 66 times the cost of marketing. Sales climbed when marketing was active and dropped when marketing was scaled back, demonstrating a direct cause-and-effect relationship between the shared fund and shop performance.

SoBuy was not the only store that saw results. Sales progression data from the pilot shows similar upward trends across all participating shops. Just to mention a few (Sportgymbutiken.se, Allectra, Lilytex, Kartbutiken, Webbutiken, and Makalost) during the same period (April 2023 - January 2024).

Alexander Jilkhe at Adomatiq, a digital marketing professional with decades of online marketing experience, said he had never seen such a rapid increase in ROAS so quickly.

Vendor and Customer Feedbacks

The impact of My Mall shows up clearly, both in how shops perform and how customers experience the platform. From measurable growth to everyday reliability, all of the feedback points to the same outcome: better economics for sellers while nurturing a smoother experience for buyers.

Our partnered shops operate within a curated environment. Therefore, benefiting from a shared, optimized marketing strategy that boosts the performance in ways that are both visible and repeatable. Not to mention that My Mall’s AI further transforms store product data into a structured, high-quality, and discoverable content, making it easier to find, understand, and much more.

The result is not just better outcomes for shops, but also delivers a vastly different experience for customers from what they’re used to. Instead of navigating a crowded marketplace, they encounter a platform where products feel selected, easy to understand, and relevant to what they’re looking for.

Even feedback on independent review platforms provides third-party validation of the buying experience. These reviews also reflect our many transactions, where delivery, reliability, and service quality are evaluated without control or curation.

"I have been selling on many other platforms. I have decided to sell only on MM because we sell better there and the service is much better."

My Mall's 24-month pilot and current brand reputation are fully documented, including customer reviews (around 4.0 on Trustpilot), with full background and supporting details available.

Overall, My Mall has proven, from both in its partnered stores, and feedbacks from its customers including those from multiple platforms, a system that performs reliably and scales. Speed, reliability, and overall satisfaction are not one-off outcomes, but recurring results of how the platform operates so far.

The Market

Online shopping is already a massive market - and it keeps growing.

According to Shopify, global e-commerce reached about $6 trillion in 2024, and is expected to continue growing into the $6.8-$7+ trillion range in the next few years.

But inside this huge market, there's a big group that still doesn't get enough support: small brands, independent sellers, and creator-led shops. Large platforms are built for scale. They work best for big sellers with large budgets. Smaller businesses often struggle to stand out, even when their products are unique.

In the AI-driven commerce landscape, relevance has become the key differentiator. To make yourself visible, it’s no longer about how many products you list or how much traffic you buy out, instead it’s whether your products are understood easily by customers, structured in an optimized way for the algorithm to use, or if they surface at the right moment.

Simply put, if a product is relevant, it gets recommended. If not, it becomes invisible. And there is less middle ground than before.

That's where we focus. We help the part of the market where uniqueness matters more than size, creativity matters more than big ad budgets, and smaller brands want to grow without being lost in the crowd. This isn't just our thesis - the power of curated, community-driven commerce is being studied and taught at Harvard Business School and other leading institutions.

The Core Principle

We call our core principle the "Cluster Effect." The idea is simple: fewer shops, no direct head-to-head competition, stronger together.

Think of two soda vending machines - like Coca-Cola and Pepsi - placed side by side. When they stand together, the mindset changes. People don't ask themselves, "Am I thirsty, do I want a drink?" Instead, they think "Which one should I choose?"

Because of this shift, both brands sell more when they are together than when they stand alone.

The same principle applies in retail: more choice increases the likelihood that customers buy, and complementary shops tend to grow the total purchase rather than compete head-to-head.

This isn't just a marketplace idea - it's rooted in Michael Porter's cluster theory at Harvard Business School: businesses in proximity to complementary (not competing) businesses generate more total economic activity than those operating in isolation. We've applied this principle to e-commerce by handpicking shops with no direct competition.

The way My Mall does it is that it takes the opposite approach.

We create differentiated clusters, think of it as carefully curated groups of shops that do not compete directly, but instead expand the demand together. Each shop attracts its own niche, contributes to a broader category experience, and benefits from increased overall traffic and purchasing intent.

The result are as follows:

1. Less price pressure for customers
2. Higher margins for individual stores
3. More total sales across the platform
4. Stronger individual brand identity both for MyMall and its partnered stores

The Marketing Community

Here's the radical shift: shops fund growth - My Mall funds capability.

My Mall does not pay for marketing. Instead, each shop contributes a small monthly amount to a shared marketing budget. Professional SEM agents and AI engines allocate the budget where it generates the best ROAS.

Because marketing scales with shops - not with investor capital - the platform reaches profitability much faster than traditional marketplaces.

A common concern among merchants: "If we share marketing costs, am I simply paying to support someone else's growth?"

Our response: "If you contribute to other shops' success, 14,999 e-shops do the same for you."

With just 15,000 shops in the US contributing between $300 and $1,000 per month, the shared marketing budget reaches $180M per year. And this with a relatively modest capital base.

What shops get for the monthly contribution:

1. Coordinated campaigns with a dedicated growth team
2. Media spend, professional media specialists, social media management
3. PR, affiliate marketing, influencer collaborations
4. AI-driven optimization of content and campaigns
5. Enhanced, sales-oriented product descriptions
6. SEO at product level
7. Organic social media posts
8. Community webinars with insights, trends, and statistics

And most importantly: relevance-driven performance

Marketing today is no longer just about driving traffic, it’s about what happens after the click, and this shift that we’re all taking towards a more AI-oriented shopping experience forces us all to adapt. Luckily, My Mall’s AI ensures that products are not only seen, but understood and recommended in the right context.

By continuously improving our product data, content quality, and alignment with user intent, the platform increases relevance at every step of the customer journey.

The result:

1. Higher conversion rates (customers find what they’re actually looking for)
2. Lower customer acquisition costs (less wasted traffic)
3. Stronger return on ad spend (ROAS)
4. Increased customer lifetime value

In the AI-driven commerce landscape, ads can generate attention, but its relevance that turns that attention into revenue. Because relevance is the new visibility, and only the most relevant brands win.

Current Traction

My Mall currently operates approximately 100 shops in Sweden, where the platform was built and the 24-month pilot was conducted.

The US entity is fully established: incorporated, with a US bank account, Tax ID, CPA, and legal counsel in place. Key partnerships are secured, including a media agent covering all digital marketing channels and a recruiting agent operating in both Sweden and the USA.

Fundraising will unlock US shop acquisition. The team is ready to begin - the infrastructure is in place, the model is proven, and the go-to-market plan is defined.

The Team

Ingemar Gleissman, CEO & Founder - E-commerce entrepreneur with 20+ years' experience. Started his first online store in 2003, grew it from zero to $16M in annual sales by year 4 - profitable from day one. Acquired by Telenor Norway. The insight behind My Mall came from firsthand experience: he partnered with a Swedish home association (350,000 households) who handled marketing, proving that shared marketing infrastructure could make small shops profitable from the start.

Bjorn Wahlgren, Chairman - Former CEO of EuroCard Sweden and veteran of multiple CEO and board chairman positions across the payments and financial services industries. Has served as My Mall's Chairman for 10 years, bringing deep experience in leadership, corporate governance, and strategic networking. An active, hands-on chairman who engages with the company on a near-daily basis.

Christopher Holmerin, Board Member & Designated CEO Successor - COO at Refunder (Sweden's largest cashback company) and CEO of Bast i Test Guiden Scandinavia AB. Background in social media management at one of Sweden's leading magazines before moving into digital business leadership. Special expertise in social media, SEO, influencer marketing, and performance-based marketing. A front-line leader who combines hands-on execution with strong leadership, he knows how to inspire and guide teams while staying deeply involved in the work.

Alex Stefanciw, CTO - American technologist based in Sweden, bringing a dual perspective on both US and Swedish business and technology cultures - critical for My Mall's US expansion. Leads all technical architecture, application design, and development across My Mall's platform, APIs, and AI integrations. Beyond technical leadership, serves as a key strategic sounding board on business decisions, combining deep technical capability with strong commercial instincts. Oversees the technical partnerships with Wilgot.ai and Emfas.ai that power My Mall's three-layer AI architecture.

Mattias Gyllensvaan, E-commerce Manager - Serial e-commerce operator who has built multiple online stores from zero to $10M+ in revenue within a few years. Originally came to My Mall as a customer, and his firsthand experience with the platform's impact on his own business led him to join the team. Brings deep, practitioner-level knowledge of e-commerce operations, sales strategy, and marketing automation.

Jennifer Kavander, Support Manager & Content Lead - Manages all customer-facing support with a professional, relationship-first approach that has earned strong loyalty from My Mall's merchant community. Also serves as the creative force behind Mall of Fame Magazine and My Mall's consumer newsletters - handling writing, visual design, and editorial strategy. Produces professionally designed campaigns timed to seasonal events and consumer trends. A problem solver and operational backbone who keeps the team on track and ensures nothing falls through the cracks.

Andreas Elgh, AI Creative Director & Brand Strategist - Award-winning Senior Art Director, copywriter, and former advertising agency owner. Educated in the United States with a strong network of US-based professionals and investors. Came to My Mall from the AI industry after leading creative work at an AI imaging company. Brings hands-on experience in AI-driven creative production, brand strategy, and go-to-market planning. A key connector for My Mall's US market entry through his American professional network.

AI Technology Partners: Wilgot.ai and Emfas.ai - two specialized AI companies that built and maintain My Mall's three-layer AI architecture, under the technical oversight of CTO Alex Stefanciw.

Business Model

For investors, this creates a rare profile: high upside without massive capital burn.

Unlike traditional marketplaces, we don't need to raise tens of millions just to buy traffic. The shops fund their own marketing through the shared system.

That means investor capital isn't spent on ads. It's invested in building scalable capability:

1. Advancing the AI and automation
2. Expanding into new markets
3. Building strategic partnerships
4. Strengthening the platform infrastructure

As more shops join, performance improves across the network. As we expand geographically, the system becomes more powerful. That creates operating leverage: each dollar invested in the platform has the potential to generate many multiples in long-term return.

Competitive Positioning

Traditional online marketplaces were built to list products. My Mall is designed to understand commerce. In an era where relevance is the key to being found - by search engines and AI agents alike - we help shops and their products become relevant in this new shift in online discovery.

Scalability

My Mall doesn't need a huge share of the market to succeed. Reaching our goals requires about 15,000 online stores, which is only a very small fraction of the total U.S. e-commerce market.

We grow by giving merchants a strong economic reason to join - better results, lower effort, and clearer value - combined with partnerships that help us reach the right shops efficiently.

A network of 15,000 shops would represent only about 0.4% of the U.S. SMB e-commerce market, making the target achievable through partner channels and strong inbound interest driven by compelling economics.

The primary constraint is not merchant demand, but operational capacity - specifically onboarding speed and fair management of the shared marketing system. This is the area where funding is being directed.

Unit Economics

Detailed financial projections, including CAC per shop, revenue per shop, and path to breakeven, are available in the forecast documents in the data room.

Key data points from the pilot and financial model:

1. Pilot retention: 100% - every shop that joined during the 24-month pilot stayed. The financial model uses 5% annual churn as a conservative assumption.

Revenue model: shops contribute $300-$1,000/month to the shared marketing fund. My Mall's net revenue on 15,000 shops at scale is projected at $279M (from $1.8B in total GMV across all shops).

My Mall was developed in Sweden - home to global brands like IKEA, Spotify, and H&M. We are now raising capital to scale My Mall, starting with the U.S. market.

Why the US? Three reasons: (1) US investors and advisors have urged the team to open there, (2) the CEO has lived in the US and knows the business culture, and (3) Europe's fragmented languages and cultures make it a harder first expansion target.

The US entity is already in place - incorporated, with a bank account, Tax ID, CPA, and attorney. Key partnerships are secured. What's needed now is capital to begin shop acquisition and scale operations.

The investment will fund:

1. US shop acquisition (target: 10 salespeople, marketing manager, 40 support staff)
2. Strengthening AI capabilities through Wilgot.ai and Emfas.ai partnerships
3. Making onboarding faster and easier for shops
4. Improving optimization systems that drive performance
5. Building strategic partnerships to grow the merchant network

If you believe AI-driven shopping and automated commerce will shape the future of retail, this is an opportunity to be early in a marketplace built natively for that future.

Financial Projections

My Mall presents two projection scenarios to give investors a clear picture of the range:

Important note: "Total Sales" refers to GMV (gross merchandise value) - the total value of products sold through shops on the platform. My Mall's net revenue is the company's share. Even in the conservative scenario, the investment math is compelling at a $10M valuation cap.

Investment Terms KEPT

Future Equity (SAFE) with a $10M valuation cap. Minimum investment $100. $52,000 already reserved by 3 investors.

Investor Perks: $100, $500, $1K, $5K, $10K

Investor ROI Path

Our model aligns incentives across everyone involved: shops, consumers, investors, and My Mall.

We've proven that the model works. Now we're ready to scale it - together with the right partners.