Overview
Crop Shop Boutique (CSB), the Australian‑born activewear brand beloved for fashion‑forward performance pieces, partnered with Tolstoy to bring try‑before‑you‑buy confidence to every Product Detail Page (PDP). After years of success with Tolstoy PDP Stories via the Tolstoy Player, CSB became an early design partner for Tolstoy’s new AI Sales Agent.
In a controlled 50/50 A/B test, simply adding AI Sales Agent (formerly OnYou) to PDPs, with no changes to traffic sources or offers, delivered an immediate, site‑wide gain, improving overall conversion rate by 6.0%.
CSB also uses Tolstoy PDP Stories and a Tapcart Discover feed powered by Tolstoy, but this case study focuses primarily on the transformational impact of AI Sales Agent.
See Tolstoy in action
It was exciting to see the real impact the [AI Sales Agent] had on conversion. We ran the test to understand its commercial value – and it absolutely delivered. The results made it clear that this tool isn’t just smart, it drives measurable results.
Soul Naylor
eCommerce Coordinator @ CSB
Challenges
Fit confidence
Even with high‑quality imagery, shoppers asked “How will this look on me?” or “What size am I?”
Basket size
Hesitation around colorways & styles capped Average Order Value.
Velocity of new drops
Hundreds of SKUs and frequent launches demanded a scalable solution.
Solution
AI Sales Agent:Confidence loop
AI Sales Agent:Intelligent upsells
AI Sales Agent:Instant & native
What It Is
Tolstoy’s AI Sales Agent lets shoppers preview garments on themselves instantly. By overlaying CSB products onto user-uploaded images, it replicates an in‑store mirror on every PDP, just like a virtual fitting room.
Why It Works
- Confidence loop: Visualizing fit reduces uncertainty, promoting not only more conversions, but more confident ones
- Intelligent upsells: The Personal Shopper suggests additional products, allowing customers to virtually try on a whole new outfit
- Instant & native: Lives inside Tolstoy Player, zero engineering lift for CSB
If you sell apparel online and aren’t using this, you’re leaving revenue on the table.
– Soul Naylor, eCommerce Coordinator @ CSB
Test Design
- Period: June 2025 (14 days)
- Variant: AI Sales Agent enabled on PDPs
- Traffic Split: 50% shown AI Sales Agent, 50% not shown AI Sales Agent
The Future
CSB has been leveraging Tolstoy for years to power their video commerce experiences, from PDP Stories for product-specific social proof to a Discover feed in their mobile app (powered by Tapcart) designed for product discovery in a modern and mobile-first format that customers both expect and lean into.
What’s Next- Enable AI Sales Agent on more pages, with new entry points.
- Leverage high-value virtual try-on segments provided by Tolstoy for Klaviyo marketing.
- Feed real‑time returns data and other analytics back into the Personal Shopper to train the agent and inform future opportunities for growth.
Tolstoy has been a valuable addition to our AI growth stack, enabling us to create, personalise, and publish content all in one place. There’s still so much more potential we’re excited to explore.
Soul Naylor
eCommerce Coordinator @ CSB