Bringing brand inventory directly to AI assistants

Tech in Asia's Startup Spotlight tells the company story: TruCommerce began as an AI-visibility tool tracking brand mentions across assistants, discovered customers' AI traffic was being miscategorised as direct visits, and expanded into infrastructure for selling directly inside AI platforms.

The profile lays out the measure - influence - transact product framing, the market of 100K+ million-dollar Shopify DTC brands, the competitive field (visibility tools, feed companies, checkout companies, platform-native agents), and the honest risks: platform dependence and proving incrementality.

It is the only piece to profile both founders: Viren Inaniyan (co-founder & CEO, previously built bootstrapped enterprise AI tools) and Umang Chhaparia (co-founder & CTO, previously built ecommerce infrastructure for 100,000 merchants at DotPe).