Sohos is being built to help entrepreneurs turn a product, a photograph, or an idea into a coherent brand and an online store. Its guided experience brings together brand identity, product presentation, imagery, copy, and storefront design, helping a business take shape around what the merchant actually sells.

Beyond the storefront, Sohos is being developed to bring customer service, marketing, and merchandising tools into the same business environment. Its guiding principle is merchant ownership: a business built around the merchant's own identity, customer relationships, and data—not a stall inside someone else's marketplace.