Video commerce platform
Tolstoy vs Whatmore
The most important thing to understand here is that the two products meter usage in different units — Whatmore charges by video click, Tolstoy by impression — which makes headline prices look further apart than the cost of serving the same traffic actually is.
What Whatmore is
Shoppable video widgets metered by video clicks, sold alongside a separately metered AI catalog-imagery studio.
Who Whatmore is a good fit for
Catalog-heavy and fashion-first brands, including many outside Shopify — they support WooCommerce, Magento, BigCommerce, and PrestaShop, which is a real advantage if you are not on Shopify.
Whatmore publishes widget plans metered in video clicks, with their AI Studio sold on a separate credit-based plan. Current figures are on their pricing page.
Tolstoy vs Whatmore, feature by feature
| Capability | Tolstoy | Whatmore |
|---|---|---|
| Shoppable video formats | Included Every on-site video format Carousels, stories, pop-ups, quizzes, collection pages, social feeds, shoppable images, hero videos, and Klaviyo email flows from one library. | Included Carousel, PDP card, stories, pages A broad format set including collection pages, banner video, shop-by-video pages, quizzes, and email embeds. |
| Dynamic media gallery | Included Replaces the Shopify media gallery A drop-in replacement for the product media gallery that tracks per-asset performance, supports bulk publishing, and runs A/B tests. | Not documented Not publicly documented |
| UGC sourcing and search | Included AI social listening and scoring Finds creator content, then scores and filters every video so only the best-performing and most relevant clips reach the storefront. | Partial Daily Instagram sync on paid plans Imports your own social content. We did not find documented hashtag discovery, creator outreach, or rights management. |
| Syndication network | Included Walmart, Shop App, TikTok Shop Distributes the same video library to external marketplaces, so content earns impressions beyond your own site. | Not documented Not publicly documented |
| AI content generation | Included AI Studio generates new content Generates on-brand product video and imagery from your real catalog and animates static assets, rather than only hosting footage you already have. | Included AI Studio, separate credit plan Model swap, flatlay-to-on-model, image-to-video, and bulk creation, billed on its own credit plan rather than included with widgets. |
| AI sales agent | Included AI Shopper answers and recommends A real-time shopping assistant that recommends products and answers questions, published as a widget and inside the video feed. | Not documented Not publicly documented |
| AI virtual try-on | Included See It On You try-on Lets shoppers visualize fit on themselves and returns a size recommendation. | Not documented Not publicly documented |
| A/B testing | Included Built-in gallery A/B testing Tests run inside the media gallery and feed results back into AI Studio, so the next generation is informed by what converted. | Included Yes, on higher tiers Weighted widget groups with a holdout control, documented as available from one of their upper tiers and above. |
| Mobile app integrations | Included Tapcart, Shop App, and more Native integrations with Tapcart, Shop App, Shopney, Fuego, and Vajro, plus SDKs for custom native apps. | Partial Native SDK, developer work required Swift, Kotlin, and React Native SDKs that their own documentation describes as not a plug-in install. |
| Video editor | Included Full editor in the platform Stitch, trim, add transitions, text overlays, and titles without moving footage to an external tool. | Partial Chat-based editing of AI assets Refinement and text overlay inside their studio. We did not find a timeline editor for footage you upload. |
| SEO, GEO and LLM optimization | Included Structured video markup throughout Every video carries VideoObject markup and links to its product, so video is eligible for search and AI-answer surfaces rather than invisible inside a widget. | Not documented Not publicly documented |
| Compliance and security | Included SOC 2 Type II, pen-tested SOC 2 Type II audited, independently penetration-tested, and built to accessibility standards. Full detail on our security page. | Not documented Not publicly documented |
The Whatmore column reflects Whatmore’s public documentation as of July 2026. “Not documented” means we could not find the capability described publicly, not that it is unavailable. Products change — tell us if something here is out of date and we will correct it.
Why brands move from Whatmore to Tolstoy
Click metering charges you for the outcome you want. Every Whatmore tier is capped on video clicks, so a video program that starts working pushes you up the pricing ladder on engagement rather than on revenue.
Two products, two meters. Shoppable video and AI Studio are billed on separate plans, so the generation capability most brands want is a second line item rather than part of the platform.
No documented syndication. Their integrations are ecommerce platforms, not distribution surfaces — video stays on your own site unless you solve Shop App and TikTok Shop elsewhere.
What brands see after switching
110x
return on investment at LSKD
+24%
conversion rate at LSKD
+53%
average order value at LSKD
Figures from the LSKD customer story. Results vary by catalog, traffic, and how much of the platform a brand adopts.
Tolstoy vs Whatmore FAQ
What does Tolstoy actually cost?
Tolstoy publishes a free plan, and every paid tier — with its included impressions and its overage rate, which falls as you scale — is listed on our pricing page. If you have seen a Tolstoy price quoted somewhere else, check it against that page, which is the only figure we maintain.
Why do the prices look so different?
Because the two products meter different events. Whatmore charges by video click; Tolstoy charges by impression. A click is far rarer than an impression, so comparing "40,000 clicks" with a per-1,000-impression rate is not a like-for-like comparison in either direction. Compare the cost of serving the same amount of traffic, not the headline numbers.
Does Tolstoy do A/B testing, social auto-import, and AI product tagging?
Yes to all three. Our AI Player page documents auto-import from TikTok, Instagram, YouTube, and Google Drive, AI-powered tagging that matches videos to products and variants, and A/B testing that identifies top performers and serves them automatically. If you have read a comparison suggesting otherwise, that page is the current source.
Is A/B testing included on every plan?
Whatmore documents A/B testing from one of their upper tiers upward rather than on every plan. In Tolstoy, testing runs inside the media gallery on paid Player plans and results feed back into AI Studio, so the next generation reflects what converted.
See it on your own catalog
Connect your store, import the video you already have, and publish a shoppable experience on your own products — no migration project required.
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