You’ve found the perfect pair of jeans online but your wallet is screaming at you that it’s out of your budget. With no deals or discounts on the horizon, you’re forced to say a fond farewell to your ideal outfit.

But a new startup called Oaklas is helping customers take back the power by allowing you to bid for lower prices on online shopping. Retailers can then choose to sell it to you for the cheaper price, helping them move stock and increase customer satisfaction.

We chat to Angus Scutt, CEO and founder of Oaklas about the innovative new model.