About us

We help you so you can better help your customers

Aiden - the expert in guided selling and product finders.

Used by leading e-commerce businesses

How it all started

Hi, can I help you find anything?

Aiden was born out of the frustration that consumers are left to fend for themselves when shopping online. Whether it's about choosing a nice gift, the right drill or appropriate insurance. Surely it should be possible to support people digitally in this regard (see also: the offline store).

This vision forms the basis of what is now a full-fledged software solution focused on guided selling.

Maria Silvertant
Co-founder & CEO
Our team

Meet our bright minds

With 100+ years of collaborative e-commerce experience, we are here for you!

Anniek
Customer Success Manager
Simon
CMO
Sietse
Fullstack Developer
Rienk
Lead Developer
Anniek
Conversation Designer
Marja
CEO
Dennis
Lead Developer

Your pretty face here?

We're always looking for smart, curious and talented people. Check out our job openings and apply right away!

Check jobs
Book

Customers who aren't sure won't buy

E-commerce can and should be better. We promote this with advice and action.

In 2019, we organised our own conference: BY-THE-HAND. In 2020, we went the extra mile. Or actually, a whole bunch of miles: we've written a book!

What the book discusses:
the theory - why e-commerce is broken, and why helping people works
and practice - six leading Dutch brands share their lessons (including Bever, MediaMarkt and Swiss Sense)
plus: a practical step-by-step plan makes it easy to start guided selling immediately.

The first edition is in Dutch, but an English translation is to follow.

Do you want to order the book right away? Great plan! You can do so on publisher's website, Bol.com or Managementboek.nl.

5 stars on Bol.com
Order the book
“This isn't just a practical book with tips for online stores — it really gets you thinking about how the e-commerce game has been played for years. And how it can be improved.”
Patrick Kerssemakers
Founder fonQ

Stop losing customers to choice paralysis

Help doubting customers by automatically offering tailored advice, achieving 2.5 times more conversions.

We're happy to share our advice, completely free of charge