This Palo Alto Hummus Shop Dude Has a Shopping Startup, Obvi

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In the TV world of Silicon Valley, every character from the physician to the liquor store clerk is working on a startup. In real life, Silicon Valley isn't all that different. Take, for example, Oren Dobronsky. Dobronsky runs a hummus shop called Oren's on University Avenue in Palo Alto. He also dabbles in seed investing. After his investment in Houzz paid off big time, Oren launched his own e-commerce startup called Wondermall.

Wondermall…"is an iPad shopping play in which a user can scroll through a virtual mall populated with anchor stores like Macy's and Banana Republic. You enter a store by tapping it, and you're presented with a clean, navigable shopping site that looks a little more like a traditional catalogue than shopping the same brands on Amazon, where they're depicted as more of a list. More than 230 stores have signed up for Wondermall, and Dobronsky started building it out about four months ago," Re/Code explains.

The next step, according to the online pub, is to create a universal shopping cart so customers can buy items from multiple online stores in a single checkout process. If Oren can do it, he will have made online shopping infinitely better than the mall experience. And if his startup doesn't work out? At least Oren can fall back on hummus.

· Wondermall [Official Site]
· In Palo Alto, Even the Hummus Guy Has an E-Commerce Startup [Re/Code]