Users often feel unsatisfied when using a search engine because of wrong results or missing items in the result set discovered later by the user. For product search engines in online shops it's important that the user has a good and reliable search experience, otherwise the visitor won't convert to a customer and leaves the website. SEMFOX product search understands the customer demand in everyday language just the way you would talk to a shop assistant in your local store. The SEMFOX Ontology is able to find products with very precise characteristics using a multitude of synonyms. Also numerical product characteristics are normalized, compared and can be queried with natural language. The biggest benefit lies in its ability to resolve so-called "soft queries" which are queries that contain keywords that do not come up in product descriptions. SEMFOX offers this product search engine as SaaS to online shops and price comparison websites (monthly licence fee based on queries per month).