Sydney-based shopping wishlist platform Sortd reported a sharp lift in users and revenue over the year-end retail peak, with activity rising across Black Friday and the Christmas period.
Platform users increased 96% in Q4 2025 compared with Q3 2025, while revenue grew more than 600% over the same period. Sortd said AUD $8 million in sales flowed through the platform in November and December.
Referral activity also climbed, with referrals up 300% in Q4 2025 versus Q3 2025. The figures point to stronger repeat usage during the busiest period for online retail.
Sortd positions itself as a place where shoppers can save items from multiple online retailers and manage them in one location, via a mobile app and desktop extension. Sortd said 450,000 shoppers use the app and extension, and more than 20 million items have been saved to wishlists.
Wishlist tools and shopping assistants have become more prominent in eCommerce as retailers and platforms push personalisation and retention. Sortd’s approach centres on saving products from any online store and returning to them later, rather than starting each visit with a new search.
Features include curated wishlists, price-drop notifications, trend discovery feeds and shareable gift registries. Sortd said the tools reflect common shopping patterns such as comparing options over time and planning purchases around promotions.
Founders and origins
Sortd was founded by long-term friends Alexis Aaron and Jodine Wolman, who began working on the concept in 2020. The product initially soft-launched as Walah before rebranding to Sortd in 2023.
The company traces the idea to the founders’ own shopping habits, including juggling browser tabs, screenshots and saved links across devices. Sortd built early versions through bootstrapping, tested the market with proofs of concept, then raised external funding.
“Our goal with SORTD was simple, to give shoppers a smarter, more organised way to shop – and it’s incredibly rewarding to see it working for so many Australians. Seeing our performance exceed expectations during the busiest shopping period of the year reinforces the demand for what we’ve built,” said Alexis Aaron, co-founder of Sortd.
Funding to date
Sortd raised AUD $1.26 million in pre-seed funding in 2022 through Antler Australia’s accelerator program alongside private investors. The company said the funding supported the official launch of its eCommerce platform in November 2023.
It raised a further AUD $2 million from private investors in 2025, bringing total funding to AUD $3.26 million, according to the company.
Aaron and Wolman were named to the Forbes 30 Under 30 2025 list in the retail and eCommerce category.
Product direction
Sortd said it is developing features for shared shopping, including tools that help people organise and act on shopping intent together. It also flagged further work on product discovery, aiming to match items to shoppers based on timing and relevance.
In the near term, Sortd has positioned itself as an overlay across existing eCommerce sites rather than a retailer. The model relies on shoppers continuing to buy across multiple online stores while using a separate tool to plan, track and compare products.
“Over the past few years, our focus has always been on listening to our community, refining the product, and proving that better organisation leads to smarter shopping. We have succeeded in simplifying the way people shop online, and this is only the beginning,” said Aaron.
Wolman outlined a broader ambition for the product’s role in eCommerce workflows.
“Our vision long term is to one day bring the entire online shopping experience into the platform, so that you can browse, compare, save, purchase, return, exchange and track all in one place. Your complete end-to-end shopping companion,” said Jodine Wolman.
Sortd said it will continue building its app and desktop experience as it targets growth beyond the holiday surge reported for late 2025.
