After installing the app or extension, you’ll notice a “Should I Buy This?” button appearing on product pages. When you click it, Phia will search the internet to compare prices, assessing both new and used listings of the same or similar items before indicating whether the listed price is high, low, or average.
I decided to test it by visiting the product page for the $1,950 Louis Vuitton Graceful PM bag. Phia informed me that it is “worth the price” and provided secondhand options from Fashionphile and eBay, starting at $1,453. It also directed me to Phia’s website, where I could explore similar but more affordable secondhand bags available online.
Phia claims to utilize AI to analyze “current market trends” and compare them with a dataset of over 250 million pre-owned items from platforms like The RealReal, Vestiaire Collective, ThredUp, StockX, eBay, and Poshmark.
While there are other applications available, such as Capital One Shopping, Rakuten, and Honey (which has faced allegations of exploiting customers and content creators), Phia appears to distinguish itself by concentrating on fashion and promoting thrifting as a key aspect of its service.
