Goodbye Guesswork: The Atlanta-based “Social Shopping” App Is Changing How We Buy & Recommend Things – Hypepotamus

Read Time: 5 minutes

Tech Topics In This Article: Ecommerce, shopping, Atlanta startups

Loren Mount-O’Brien spent over a decade of her professional life in the advertising industry, helping brands figure out what it takes to get people to hit the buy button or swipe their credit card in stores. But even with all the advanced targeting and millions spent on campaigns, there was still a surprising amount of guesswork involved in understanding why customers make the choices they do.

“You are what you buy. Every purchase tells a story – what you love, how you live, who you are,” Mount-O’Brien told Hypepotamus. “Despite all that sophisticated targeting, my own husband still couldn’t figure out what to get me for my birthday. That’s when it hit me – something is wrong,” Mount-O’Brien told Hypepotamus.

The numbers back her up. Over half of Americans are disappointed by the gifts they receive, leading to $156 billion in annual returns. The current tech landscape isn’t helping. Third-party cookies are being phased out, retail platforms are losing trust, and shoppers are inundated with fake reviews and sponsored content.

“And don’t get me started on the current state of online shopping. I bought one dress from Old Navy, and now my entire digital world thinks I’m obsessed with Old Navy. The algorithms are just… guessing, and usually getting it wrong on why I was searching or bought that [item],” she added. “The system is fundamentally broken, forcing us to over consume under the terms of FOMO or fake sales, and it’s all at the detriment to our planet and ourselves.”

Mount-O’Brien wanted to address these challenges head-on. Earlier this year, she launched Lutely, a “social shopping” app designed to make shopping more intentional and personalized. The app helps users organize shopping recommendations, random screenshots, and those tabs we all keep open while hunting for deals.

Mount-O’Brien describes it as a “place to capture all those ‘Oh, I LOVE that!’ moments that happen naturally between friends and family” when talking about product recommendations. The app can help curate recommendations around things like what local coffee shops to check out, what kitchen gadgets are actually worth it, and what gifts kids will like for the holidays.

“It’s like having all your most trusted friends’ recommendations in your pocket.”

 

 

 

Building For Millennial Shopping Habits

Lutely is specifically going after Millennial women as its early target audience.

“We’re the ‘kin keepers’ – we’re buying for our partners, recommending products to friends, helping our parents shop online, seeking the best purchases for our kids. We literally shop for everyone,” Mount-O’Brien added.

“As a millennial woman myself, I’m smart, I’m savvy – but I’m TIRED of being sold to and having to fact check everything. When one millennial woman joins Lutely, she doesn’t come alone. She brings her entire network with her. It’s this beautiful ripple effect that creates authentic, trusted recommendations.”

What’s In It For Brands?

Unlike most other digital platforms, Lutely doesn’t rely on tracking or data collection from users.

“That’s going to be increasingly valuable as privacy regulations get stricter,” Mount-O’Brien added.

For brands, the platform helps them become a “natural conversation around shopping and discovery.”

“Instead of shouting into the void with expensive ads, they can actually join the authentic discussions already happening about their products. When customers love something, that recommendation carries weight. We’re creating a space where brands can nurture these genuine connections and understand what their customers actually want,” she added.

Lutely can also help brands really understand the ‘why’ behind a customer’s purchase.

“Not just ‘this person bought these shoes,’ but ‘they bought these shoes because their most trusted friend, who always nails shoe recommendations, suggested them,’” she added. “We’re already seeing incredible engagement rates because we’re capturing real intent.”

In its early stages, Lutely is seeing strong responses from fashion, home decor, and beauty brands.

Building The Ecommerce Future

Mount-O’Brien brings over a decade of experience in the advertising space, working at Edelman, Crisp, and Blue Sky Agency. Before founding Lutely, she co-founded the production company Owt Films, which created branded entertainment and original comedy content.

Lutely’s business model is “deliberately simple,” with revenue coming from consumer insights, market trend analytics, and marketplace commissions, Mount-O’Brien explained.

“But our north star is always maintaining that trust and authenticity,” she added. “While everyone else is trying to guess what people want through cookies and tracking and AI search engines, we’re just creating a space where people can openly share what they love that truly benefits both consumers and brands.”

Ecommerce in ATL

Lutely is one of several burgeoning startups in the Southeast working to change the shopping experience for the better. Others that Hypepotamus readers will be familiar with include Chattanooga-based Krepling, Atlanta-based BoxedUp, Durham-based The Looma Project, Atlanta-based SmartCommerce, and of course Atlanta-based Silicon Road Ventures, a VC investing in retail and commerce technology.

The local startup scene has taken note of Lutely’s recent traction. Mount-O’Brien recently took home the Judge’s Prize of $10,000 at this month’s Startup Runway, a popular pitch competition in Atlanta.

As Lutely looks ahead to 2025, the team is looking to bring on a “technical partner” to scale, Mount-O’Brien said.

“While we’ve built a great foundation with the shopping profile, we have ambitious plans for AI-powered shopping features and social gamification that could really transform the experience,” she added. “But beyond [finding] that technical unicorn, we’re always excited to connect with people who believe in our vision of making shopping more authentic and connected. Whether it’s introductions to potential partners, early users who want to help shape the platform, or mentors who’ve built successful companies – we’re building something special here and welcome support in all forms.”

—

Photos provided by Lutely