L Catterton, a firm known for backing consumer brands, is investing in Glance, an AI app that picks products for you. Here is why shoppers and sellers should care.
Investment firm L Catterton is backing Glance, an app that uses AI to shop for you. The news comes from Dealroom, which describes it as part of a growing race to let software make buying decisions on a person's behalf.
Glance is an AI shopper. That means software that helps find and pick products for you, instead of you scrolling through pages of results. L Catterton is known for investing in consumer brands, so its interest in a shopping tool fits its usual territory.
Big tech companies and startups are both working on this idea, often called agentic commerce. In plain terms, it means an AI agent does the buying work for you. The more people lean on that kind of tool, the more the tool, not the shopper, becomes the one who chooses.
Shoppers could save time if the software picks well. Shops and brands face a different job. If AI starts picking what people buy, they will need to win over the software, not just the customer.
The material does not say how much L Catterton is investing. It also does not say how Glance works, what it costs, where it is available, or how many people use it. It is also unclear how the app decides which products to pick. Those details will matter for anyone thinking about trying it.
AI shoppers are attracting serious money, so expect software, not just people, to decide which products get chosen.
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