What Do Founders Get Wrong About Shopping?

Jeff Morris Jr says founders sometimes get things wrong by assuming people want to automate everything in their lives. A lot of people like the humanity of shopping, and a lot of founders building agentic e-commerce products are, for the most part, missing that piece of psychology.

Life tools aim to create as much context as possible, as quickly as possible. With access to email, someone can see where a person travels, which airline they use, who they talk to all day long, the types of things they are thinking about, and what they subscribe to. Different parts of life can then be automated pretty quickly. Shopping stays personal. Some people like scrolling. Some people like walking around the mall and trying on clothes. Shopping is entertainment. It is very visual and very personal, and the shopper is the curator. With good style, a person wants the choice to remain their own.