Wolfgang Loerli

Wolfgang Loerli – Entrepreneur, CEO & Founder of SOORT AG

Wolfgang Loerli is a Swiss entrepreneur with a deep commitment to building ventures that generate both economic value and meaningful social impact. He is the founder and CEO of SOORT AG, a Zurich-based startup developing an AI-powered shopping concierge that enables responsible consumption through intelligent product discovery.

With a strong background in international business and sustainable innovation, Wolfgang has founded and scaled multiple ventures across sectors including distribution, retail, and technology. He is known for combining pragmatic leadership with visionary thinking, and has built SOORT at the intersection of artificial intelligence, ethical commerce, and environmental impact.

SOORT empowers consumers to shop better – not more. The platform connects users with sustainable, second-hand, and ethically produced products from verified partners, offering real-time guidance based on material choices, CO₂ footprint, durability, and circularity. Unlike conventional e-commerce or broad AI tools, SOORT operates on a proprietary, curated data network, ensuring trust, transparency, and relevance.

Under Wolfgang’s leadership, SOORT has:
• Onboarded over 2 million products from more than 8,600 sustainable brands in weeks
• Built partnerships with trusted names like Microsoft for Startups, Google for Startups, and Zühlke Engineering
• Been awarded European AI Innovator of the Year 2025 and the Business Excellence Award
• Certified as an Efficient Solution by the Solar Impulse Foundation
• Begun collaborations with institutions such as Swiss Post for market rollout

Wolfgang regularly speaks at startup and sustainability conferences, including HackSummit and ClimateTech events across Europe. He is passionate about using AI to improve human decision-making and drive systems change in consumption and retail.

As a father of six, Wolfgang’s motivation goes beyond business. He is deeply driven by the responsibility to build solutions that make a better, more livable future possible for the next generations.

With SOORT, he is pursuing a bold mission: to build a values-based alternative to Amazon and Temu – driven not by more transactions, but by smarter, more conscious ones.