TOTE

What TOTE does

TOTE (legal entity: Tote Shop US Inc) is a cloud-based retail technology platform that bridges online and in-store shopping through a fitting room reservation and personalization scheduling tool. Founded in 2021 and headquartered in Brooklyn, NY, the company enables shoppers to curate a fitting room online, schedule in-store appointments, and book personalized styling sessions via a 'Try On In Store' button that retailers embed in their e-commerce storefronts. The platform integrates natively with the Shopify App Store and provides embeddable code modules for SquareSpace, Wix, and WordPress sites, with supporting integrations for Google Calendar, Stripe, Zoom, and SMS notifications. A merchant-facing TOTE Dashboard handles booking management, configuration of personalization questionnaires, and analytics.

The company operates a tiered SaaS subscription model — Boutique (up to 10 reservations/month), Growth (up to 20), and Premium (20+) — with a 30-day free trial and quote-based pricing for higher tiers. Distribution combines product-led growth through Shopify with self-serve registration and direct demo booking for larger accounts. In 2025, TOTE launched Genie, an AI-powered store associate agent providing real-time access to store policies and procedures, marking a move into retail operations beyond fitting room scheduling.

The customer base is concentrated in fashion and apparel SMBs (Still Here, Simkhai, Sabah, Ramy Brook, Hatch Collection, Lisa Says Gah, Susan Alexandra, Isalis, Unreal Fur, among others) with one disclosed mid-market deployment in convenience retail (Loop Neighborhood Markets for Genie). The company has raised a disclosed $100,000 from Forum Ventures and Right Side Capital Management in 2023 and reports no subsequent institutional rounds, consistent with its founder-controlled, early-stage private status.

Name

TOTE

Legal name

Tote Shop US Inc

Website

https://bookwithtote.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

TOTE is a cloud-based retail scheduling platform that lets shoppers book in-store fitting room appointments and personalized styling sessions via embeddable buttons on retailer e-commerce sites, primarily serving SMB fashion/apparel brands with a tiered SaaS subscription model.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Revenue model

1. Subscription Plans: Tote offers tiered subscription plans (Boutique, Growth, Premium) with monthly fitting room reservation limits. The company generates recurring subscription revenue based on tier selection with a 30-day free trial period. Higher tiers include additional features like AI recommendations, merchandising reports, and shopper re-targeting.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

TOTE is a cloud-based retail appointment scheduling and fitting room reservation platform that lets shoppers curate a fitting room online, book an in-store try-on time, and arrange personalized styling sessions. The platform integrates with major ecommerce storefronts (Shopify, SquareSpace, Wix, WordPress) via an embeddable TOTE Button, supports calendar/SMS/email notifications, and includes a Genie AI Agent that assists store associates with policy and operational inquiries.

Product overview

TOTE is a unified retail technology platform that connects online and in-store shopping through a fitting room reservation system. The core TOTE Platform enables shoppers to curate items online and schedule time to try them on in physical stores, with appointment confirmations via email, calendar, and SMS. The platform includes a merchant-facing TOTE Dashboard for managing bookings and settings, a TOTE Button widget for e-commerce sites, and a TOTE for Shoppers interface for consumers. Three pricing tiers — Boutique, Growth, and Premium — provide escalating levels of capacity and features, with the Premium Plan adding AI-Powered Recommendations, Shopper Re-Targeting, and Merchandising Reports. Additional modules include the Genie AI Agent (for store associate policy support), a Personalization Questionnaire for capturing shopper preferences, and Zoom Integration for virtual styling sessions.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 95%+ in-store conversion rate
• +3 more outcomes

Named customers11 records

Segments4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability2 records

Feature8 records

Partnerships

Four partnerships are on record, tiered core.

• ShopifycoreTechnology or IntegrationTote is distributed through the Shopify App Store, allowing Shopify merchants to directly install and integrate TOTE's fitting room booking functionality into their online stores. The partnership targets the SMB retail segment with self-service installation.
• SquareSpacecoreTechnology or IntegrationTote provides code integration for SquareSpace websites, enabling SquareSpace-hosted retail stores to embed the TOTE Button for fitting room reservations.
• WixcoreTechnology or IntegrationTote provides code integration for Wix websites, enabling Wix-hosted retail stores to embed the TOTE Button for fitting room reservations.
• WordPresscoreTechnology or IntegrationTote provides code integration for WordPress websites, enabling WordPress-hosted retail stores to embed the TOTE Button for fitting room reservations.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Square Appointments: Square Appointments offers free booking, calendar, and reminder tools to SMB merchants inside the Square ecosystem — the same buyer TOTE targets, with similar calendar/SMS/reminder feature set and zero-friction onboarding via a major commerce platform.
• Boulevard: Boulevard provides appointment booking, client intake, and personalization tooling for beauty and wellness retailers — adjacent to TOTE's beauty and fashion segments with similar front-end experience (booking-first UX, intake forms, calendar sync).
• Calendly: Calendly is the dominant general-purpose appointment scheduling product, often used by stylists and personal shoppers for 1:1 retail consultations. It competes for the same scheduling/calendar/reminder workflow TOTE sells, just without the fitting-room/curation commerce layer.
• Acuity Scheduling: Acuity is a leading SMB appointment-scheduling platform, now owned by Squarespace — one of TOTE's own distribution channels. It overlaps directly on online booking, calendar sync, intake questionnaires, and ecommerce-platform integrations targeted at independent retailers and service businesses.

Emerging players

• StyleSeat: StyleSeat is an appointment-booking marketplace for beauty and wellness professionals, with consumer discovery, intake, and reminder workflows that overlap with TOTE's personalization/booking stack.
• Booksy: Booksy focuses on booking and payments for beauty and barbering businesses, with intake forms and SMS notifications analogous to TOTE's feature set. Geographically broader than TOTE in beauty, but lighter in fashion/furniture verticals.
• Mindbody: Mindbody provides appointment scheduling, intake, and marketing automation for wellness and beauty — verticals TOTE also serves. It overlaps on intake questionnaires, reminders, and re-targeting with TOTE's Premium tier, though centered on services rather than apparel/furniture.

Broad incumbents

• NewStore: NewStore is an omnichannel commerce platform for retail brands, with mobile POS, order management, and clienteling. It competes for the same omni-channel conversion budget as TOTE's fitting-room flow but at a much larger enterprise scope.
• Shopify Bookings: Shopify's first-party booking/appointment app operates natively inside the same Shopify App Store where TOTE distributes. As a free bundled option from the platform owner, it represents the most direct incumbent threat to TOTE's Shopify-based merchant base.
• Tulip: Tulip is a mobile-first in-store clienteling and store-associate platform used by specialty retailers. It addresses TOTE's adjacent problem of converting online intent into in-store conversions, but at enterprise scale and with broader clienteling and inventory workflows.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/shopwithtote

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TOTE