The San Francisco-based startup was founded by Dan Cheung, Eric Goldberg, and Shan Mehta, veterans of the e-commerce and engineering industries. The Founders aim to build a product that serves real world utility, where wish list collections reflect necessary items just as often as inspirational items. Conversation and sharing functions were consciously removed so that SnapUp steers away from the social shopping experience.

SnapUp addresses the shortcomings of mobile shopping in the difficulty customers face to create bookmarks for comparing and tracking products across applications. Instead, the developers imagined screenshots as the bookmarks themselves.

Impressively, SnapUp technology is able to recognize almost any product sold online from images saved in the phone’s camera roll. The algorithm is a unique system with the ability to translate the image into a URL for the retailer’s site.

The app becomes a one stop all for online shoppers – rather than curate shopping lists across various online sites, users organize all of their items into one app. SnapUp makes mobile shopping a lot easier — and with hope a lot more affordable.