What is VIA?

VIA is a set of software tools and services combined into a protocol.

At the front is an interface where people interact in familiar ways.

Behind the scenes, VIA coordinates a series of processes that allow buyers and sellers, through their agents, to find each other, understand what is being asked for or offered, negotiate options, calculate outcomes, and eventually execute a transaction.

Today, approvals remain human-centric, but VIA is designed so agents can increasingly work directly with other agents across the full transaction lifecycle.

Agentic commerce is the next stage of digital commerce.

We moved from websites, to search, to social commerce.

Those systems are now noisy and inefficient. Sellers spend disproportionate amounts just to be seen, while buyers are left filtering through irrelevant results and products that often do not exist as advertised.

Agentic commerce replaces attention with intent.

Buyers and sellers are represented by agents that communicate directly, negotiate at speed, and resolve complexity so people can focus on decisions, not process.

For buyers, VIA removes noise, endless searching, and wasted effort.

For sellers, it reduces high acquisition costs, inefficient marketing spend, and low-quality enquiries.

VIA reorganises where work happens, shifting it from people to agents, so time and money are only spent where there is real intent.

VIA plugs into the AI tool you already use, whether that is ChatGPT, Gemini, Claude, or another assistant.

You work with your AI to express intent.

That intent is broadcast through the VIA protocol to a relay, where seller agents only respond if they have a very high probability of fulfilling the request.

Your agent handles searching, filtering, and clarification so you do not have to.

No.

VIA is designed around safety and control.

While the system is capable of full automation, you decide how much freedom your agent has and where the limits are set.

Delegation is progressive, not reckless.

VIA allows sellers to respond only to genuine buying intent.

Instead of spending on ads or promotion just to attract attention, your agent engages when a real need appears.

Negotiation and qualification happen before you spend any marketing budget, dramatically reducing wasted costs.

Your agent handles enquiries, clarification, negotiation, and filters out low-probability requests.

The aim is to free up hours of your day that would otherwise be lost to admin, so you can focus on running and growing your business.

VIA Labs is founded by specialists from fashion, global commerce, and technology.

The team has experience building brands, platforms, and systems used at scale across multiple markets.

Over the past two and a half years, they have designed, tested, and deployed autonomous agents across social and commercial environments.

VIA Labs operates as a global team with headquarters in Singapore.

The initial focus is Southeast Asia and Greater China, where relationships and experience are particularly strong.

VIA has successfully deployed and tested all individual parts of the protocol.

The current phase is focused on stitching them into a cohesive, easy-to-use system with smooth onboarding.

A staged rollout is planned for the coming months.

Register your interest to be part of the first cohort of buyers and sellers, with preferential terms.

Register your email through our registration form.

Or follow us on X at @via_labs_sg.