Trace Launches AI-Powered Resale Shopping App

The new platform allows users to list items for rent or purchase by simply pasting product links into the app.

Updated on Oct. 15, 2026 in Couponing

Trace Launches AI-Powered Resale Shopping App

Live Poll

Would you use an app to line up renters or buyers before purchasing a new item?

Trace, a shopping application founded by Katie Pfleger and Ella Rubin, has officially launched its presale platform. The startup utilizes artificial intelligence to automatically pull product details from links provided by users.

Why it matters

The platform aims to help consumers purchase high-end items by providing clarity on the potential for future resale or rental income before the initial buy. By simplifying the listing process, the founders hope to encourage a more circular fashion economy.

Trace raised $3 million in seed funding led by Serena Ventures. During the beta phase, participants listed more than 500 items, with 32 percent of users creating a listing immediately upon signing up.

The players

Katie Pfleger

She is a co-founder of Trace who met her business partner while studying at Harvard Business School.

Ella Rubin

She co-founded the Trace shopping platform alongside Katie Pfleger.

Serena Ventures

This investment firm led the $3 million seed round for the Trace application.

The details

Users create listings by copying and pasting product links into the app, which then generates the necessary product information. The service charges a 10 percent fee on successful rental or purchase calls, alongside additional protection fees.

Trace officially launched its shopping application on October 8, 2026.
A three-day pop-up event at Shopify SoHo is scheduled from October 16, 2026 to October 18, 2026.

Culture Shift

Trace joins the broader movement of circular fashion resale platforms that prioritize sustainability and user-led monetization. This shift reflects a growing consumer desire to offset the costs of luxury items through peer-to-peer rental and secondary sales.

New York City residents can visit the pop-up event at Shopify SoHo to explore the platform in person and view curated items from various women-founded brands. The app allows users to potentially recoup costs on new purchases by offering them for rent or sale to other users.

The takeaway

Users looking to manage their wardrobe budgets can test the platform to see if their current items hold rental or resale potential. By utilizing the app early, early adopters can leverage the community marketplace to rotate their fashion pieces more efficiently.