From marketplace to intelligent assistant: how CuddleShare is using AI to transform buying and selling for parents
CuddleShare, a Wales-based startup founded by entrepreneur Ray Hariharan, is rethinking how parents and families buy and sell second-hand children's items. Built specifically for parents, the platform combines marketplace technology with artificial intelligence to make the process faster, simpler and more trusted.
Originally launched as a traditional marketplace, the business quickly recognised an opportunity to use AI to solve some of the biggest frustrations parents face when buying and selling online, from creating listings and finding the right products to negotiating prices and building trust between users.
"When AI technology started emerging, I realised there was an opportunity to completely rethink how online marketplaces work."
The Challenge
As both a founder and parent, Ray experienced first-hand how time-consuming and frustrating existing online marketplaces can be. Parents often spend hours searching through listings, creating adverts, negotiating prices and trying to determine whether products and sellers are trustworthy.
While many online marketplaces offer a platform for buyers and sellers to connect, they still rely heavily on users to manage the entire process themselves. CuddleShare wanted to create something different: a platform that actively helps families complete transactions more efficiently and with greater confidence.
The challenge was not only building a new technology business from scratch, but also identifying how AI could be used to solve real customer problems in a practical and meaningful way.
“Building a startup is challenging because you're constantly wearing multiple hats.”
How Business Wales Helped
Throughout CuddleShare's journey, Business Wales provided guidance, mentoring and support to help shape the business and strengthen its growth plans.
Working with Business Wales helped the business to:
- refine its business strategy
- strengthen long-term growth plans
- explore funding opportunities
- access mentoring and expert guidance
- build confidence when making key business decisions
- challenge and develop ideas as the business evolved
The support provided valuable expertise at a critical stage of the company's development, helping to turn an ambitious idea into a scalable technology business.
The Outcome
Today, AI sits at the heart of CuddleShare's vision for the future. The platform is developing intelligent tools that can help users find relevant products, simplify listing creation and support negotiations between buyers and sellers.
For a startup operating with limited resources, AI has also enabled the business to move faster and achieve more with a smaller team. It supports activities including product development, marketing, customer communications and data analysis, helping the company operate more efficiently while focusing on innovation and customer value.
"AI has allowed us to move at the speed of a much larger company while remaining lean."
The business is now working towards a future in which AI acts as a personal shopping assistant for every user, helping to personalise recommendations, detect fraud, verify listings and support more efficient transactions.
"Existing marketplaces connect buyers and sellers. CuddleShare uses AI to help them succeed."
Business Tips: Using AI in Your Business
CuddleShare's experience highlights the importance of focusing on customer needs first and using AI to solve real business challenges rather than adopting technology for its own sake.
From CuddleShare:
"Don't adopt AI simply because it's popular. Start by understanding the problems your customers face, then identify where AI can genuinely create value. And don't wait for everything to be perfect. Start small, learn quickly and improve continuously."
Support Available
If you're exploring how artificial intelligence could support your business, Business Wales can help you understand the opportunities available and develop the confidence to adopt AI in a practical and effective way.
The Using AI in Your Business e-learning module provides guidance on understanding AI, identifying opportunities to improve efficiency and productivity, and adopting AI tools responsibly.
Additional support is also available through the Flexible Skills Programme and wider Business Wales adviser support.