Minimist: Using AI to Digitalise the Circular Economy

The second-hand market is booming – but only a fraction of pre-owned goods make it online. Not because there’s no demand, but because the digital sales process for retailers is often too time-consuming. Vienna-based startup Minimist has developed a solution: an AI-powered app that quickly and efficiently scans, categorises, and uploads used products – complete with all relevant product information – to online platforms.

According to Anna Greil, Co-Founder and COO of Minimist, fewer than ten percent of available second-hand items make it onto online platforms – largely due to the time and effort involved in photography, descriptions, pricing, and categorisation.

This is where Minimist comes in. The Vienna startup has developed scanning technology that turns physical items into ready-to-sell online listings in seconds. From brand and size to pricing suggestions and product descriptions – all information is generated automatically with the help of artificial intelligence. Customers across Europe – from vintage stores to charitable organisations – are already using the software, with measurable impact on their reach and revenue.

“Our goal is to simplify the sale of second-hand goods and equip retailers for the digital market,” says Greil. “Especially at a time when foot traffic in physical stores is declining, online visibility is essential for business survival.”

When choosing their business location, the Minimist founders – who have an international background – took a close look at Europe’s major startup hubs. In the end, Vienna beat London, Berlin and Stockholm. The city offered exactly the right mix for a technology-driven company: attractive public funding programmes, highly skilled talent thanks to renowned universities, a dense network of second-hand shops as pilot partners, and an environment with a strong commitment to sustainable development and the circular economy.

“Vienna offers ideal conditions for early-stage startups – especially in the impact sector,” explains Greil. She values the straightforward access to public funding, which provides founders with fast, affordable support and makes it significantly easier to get started. The environment also plays a central role: Vienna’s startup community is close-knit, open, and supportive. “Here, you’re not just a name on a list – people genuinely want you to succeed,” she adds.

Another advantage: Vienna’s high quality of life, which is a major plus in international recruitment. “When we ask applicants if they would consider moving to Vienna, we almost always hear: ‘Absolutely,’” says Greil.

Following a successful pre-seed funding round of €350,000, Minimist is now entering its next growth phase. At the top of the agenda is the development of a cross-listing tool, enabling products to be listed on multiple platforms simultaneously – further simplifying the sales process for sellers.

The team also plans to focus on brand building and community engagement, while continuing to make a positive contribution to the circular economy by making reuse more attractive and scalable – for both businesses and consumers.

Greil’s advice to aspiring founders in Vienna? “Make use of the ecosystem – but don’t get overwhelmed by it. And definitely take advantage of mentoring programmes.”

The potential Vienna holds for Minimist became clear to co-founder Stephan Hofmann, who grew up in New Zealand, when he attended ViennaUP – the startup festival initiated by the Vienna Business Agency – in 2024. There, he met one of the company’s future investors – a key moment that perfectly illustrates the festival’s greatest strength: bringing people with ideas together at exactly the right time.

Once a year, ViennaUP transforms the entire city into a stage for visionary ideas in innovation, entrepreneurship, and creativity. Vienna becomes a meeting place for founders, investors, and changemakers from around the globe. The festival not only puts the city’s thriving startup ecosystem on the international map – it also acts as a catalyst for the economic and social impact of new projects, in line with Vienna’s commitment to innovation, responsibility, and the wellbeing of all.