The first global online marketplace for Action Water Sports (Diving, Surfing, Paddle Boarding, recreational vehicles, etc.). AquaThings provides an integrated Ecommerce and community experience to water sport enthusiasts - with next generation AI-based personalization and semantic search capabilities. In contrast to traditional Ecommerce marketplaces, which provide a product catalog, promotions, and reviews, AquaThings is focused on creating an in-shop experience online. From a consumer perspective, AquaThings is built to shorten the mean time to purchase from days to minutes, by offering the largest selection of new and certified used products, and combing content (product specs, expert and user reviews, and educational material) with state-of-the-art automated (AI-based) concierge services. We believe that action sports are about passion, social interaction, skill, fitness and lifestyle. We provide a 360 degree shopping experience by offering hard goods, travel, and services - combining an Amazon affiliate model with just-in-time fulfillment through the convenience of local stores.