Grove.
Know what you buy.
An AI Chrome extension that generates real-time sustainability scores for products you browse online. Built end-to-end as a solo PM.
The problem.
Greenwashing is rampant. Environmental impact data is fragmented, complex, or hidden behind certifications most consumers don't recognize. Shoppers want sustainable choices but the friction of researching every purchase is too high to sustain.
I validated this through interviews with 50+ eco-conscious consumers. Two patterns came up over and over: people wanted to shop sustainably, and people had given up trying because the work involved made it impractical at the moment of purchase.
Intent was high. Trustworthy, instant signal was missing.
The solution.
Grove is a browser-based AI companion that generates real-time sustainability scores for products as users browse online. Transparent, instant, and backed by verified ESG data sources.
When a user is on a product page, Grove detects the product, analyzes lifecycle data and brand-level ESG reports, generates a Grove Score (0–100) across 4 dimensions, and suggests more sustainable alternatives.
Every Grove Score is explainable and traceable. The scoring engine combines LLM-based NLP with open ESG data sources: OpenLCA, Carbon Disclosure Project (CDP), Global Reporting Initiative (GRI), and material sustainability indices like MSCI and S&P.
Market opportunity.
An estimated 500 million eco-conscious online shoppers across the U.S., EU, and APAC sit inside a global e-commerce market of $6.3 trillion. At $6–$12 ARPU through freemium and B2B models, the addressable market is $3–6 billion annually.
Competitive landscape.
Sustainability tooling exists but is fragmented and category-specific:
| Feature | Grove | Good On You | EWG Skin Deep | Google Shopping |
|---|---|---|---|---|
| Scope | All products | Fashion only | Personal care | General |
| Real-time scoring | ✓ | — | — | — |
| Browser extension | ✓ | — | — | — |
| Verified ESG sourcing | ✓ | Manual | Ingredients | Opaque |
| AI insights | ✓ | — | Limited | — |
The white space was clear. Nobody offered real-time, AI-powered, multi-factor scoring across all consumer product categories at the moment of purchase. That's where Grove sits.
Business model.
- Freemium Chrome extension. Free tier with basic scores. Premium ($5/mo) for deep-dive analytics, trend reports, and purchase tracking.
- Brand partnerships. Affiliate revenue from verified green products.
- B2B licensing. Embedded scoring inside marketplaces (Shopify, Amazon).
Go-to-market.
Q1 Launch: Chrome Web Store. Beta via Reddit (r/sustainability) and GreenTech Slack groups.
Q2 Reach: Influencer collabs with eco YouTubers and Instagram creators.
Q3 Scale: Shopify and Amazon plugins. Campus ambassadors.
Q4 Distribution: Corporate wellness programs as a B2B channel.