Shoelace is building a retargeting expert that proactively creates and manages retargeting campaigns for e-commerce merchants. Most businesses don't have the budget to hire an expert. Shoelace is automating the role of a human expert and offering it at scale to those who otherwise couldn't afford one. Here is an example of a Shoelace experience over SMS: Shoelace: "Hi David! We’ve noticed your traffic has increased over 25% in the past week! Let's bump your daily budget up to $10/day to make sure we reach all of your new visitors. Reply YES and we'll get it done." David: “YES” Shoelace: “Done!” This is just one example of the many conversations our users have with Shoelace.