Tolstoy
Tolstoy Ltd. is an AI-native commerce platform that helps 5,000+ brands create shoppable video content, generative AI assets, virtual try-on experiences, and autonomous AI shopping agents across e-commerce, email, and social channels.
- Company typePrivate
- Founded2020
- HeadquartersTel Aviv, Israel
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Tolstoy does
Tolstoy Ltd. is an AI-native commerce experience platform founded in 2020 and headquartered in Tel Aviv, Israel, by CEO Dov Kaufman and CTO Nimrod Popper. The company builds AI-driven tools that enable brands to create, distribute, and optimize shoppable video content, generative on-brand assets, and personalized shopping experiences across e-commerce properties, email, SMS, and social channels. Its product portfolio centers on three pillars: AI Player, an embeddable shoppable video player for product detail pages and cross-channel distribution; AI Studio, a content creation suite for generating shoppable video assets; and AI Shopper, a generative-AI shopping agent with virtual try-on capabilities that can recommend products and transact on consumers' behalf.
The underlying technology stack combines proprietary AI agents, virtual try-on models, and a self-improving media algorithm that personalizes content based on user interaction data aggregated across the brand base. Tolstoy integrates natively with over 30 e-commerce and marketing platforms — including Shopify, Klaviyo, Attentive, and Yotpo — and supports MCP-based interoperability with third-party AI systems, positioning it as an orchestration layer for AI-mediated commerce rather than a single-point widget vendor.
Tolstoy serves more than 5,000 brand partners across beauty, fashion, home, and kitchen categories, with named customers including The Ordinary, Laura Mercier, Milk Makeup, Tarte, Kosas, Rhode, Haus Labs, KitchenAid, Rhone, and LSKD. The go-to-market is primarily a self-serve SaaS/freemium motion through the Shopify App Store, targeting SMB and mid-market DTC brands, with funding to date from Legziel Family, Lyra Ventures, and Rose Street Capital.
Tolstoy firmographics
Firmographics- Name
- Tolstoy
- Legal name
- Tolstoy Ltd.
- Website
- https://gotolstoy.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Tolstoy Ltd. is an AI-native commerce platform that helps 5,000+ brands create shoppable video content, generative AI assets, virtual try-on experiences, and autonomous AI shopping agents across e-commerce, email, and social channels.
- Ownership category
- akta.pro rank
Tolstoy industry classification
Industry- Product category
- AI Commerce Platform
- NAICS
- Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Live Shopping & Stream Commerce Influencer Networks (MPACAGAK)
Keywords
Where Tolstoy is headquartered
LocationHeadquarters
- HQ city
- Tel Aviv
- HQ country
- Israel
- HQ region
- Middle East
Offices1 record
Markets served
Tolstoy business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Plans: SaaS subscription model with automatic renewal for the same subscription period. Fees stated in U.S. Dollars with non-refundable payments. Price changes communicated via email 30 days prior.
- Free Tier Access: Platform offers free access to certain services (Free Users) alongside paid subscription tiers (Permitted Users), supporting freemium conversion model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Subscription-based SaaS with multiple plan tiers |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Tolstoy product offering
Product offeringCore offering
Tolstoy is an AI-native commerce platform that enables e-commerce brands and merchants to convert site visitors into buyers through shoppable videos, AI-generated product imagery, and an AI shopping agent with virtual try-on. The platform bundles content creation, on-site personalization, and a conversational shopping assistant into a single offering for online retailers.
Product overview
Tolstoy is an AI-native commerce platform that offers three integrated core products: AI Player (shoppable video and UGC), AI Studio (AI-generated images and video), and AI Shopper (AI shopping agent with virtual try-on). The platform connects storefront, content, ads, and customer data through MCP (Model Context Protocol), enabling unified AI-shopping experiences. Brands can create shoppable video content, generate AI product visuals, and deploy AI-powered shopping agents that personalize the customer journey—all within a single connected platform.
Differentiator
Problem solved
Functional benefit
Brands
- AI Player: The industry's most trusted shoppable videos solution for seamless customer experience, allowing brands to showcase videos and UGC across their site, app, email, and SMS.
- AI Studio
- AI Shopper
- MCP
Products and services
- AI Player Shoppable video solution that enables e-commerce brands to embed interactive, click-to-purchase videos on their storefronts, allowing shoppers to buy products directly from the video.
- AI Studio AI content creation suite that generates product images and videos for e-commerce brands, reducing the need for traditional photoshoots and enabling scalable on-brand creative assets.
- AI Shopper Conversational AI shopping agent for e-commerce sites that guides shoppers through product discovery, recommendations, and virtual try-on, increasing conversion and reducing returns.
Quantifiable outcome
- Up to 40% reduction in product returns with AR/virtual try-on integration
- +6 more outcomes
Companies that use Tolstoy
Customer profileNamed customers14 records
Segments4 records
Ideal customer profiles2 records
Tolstoy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration31 records
AI capability10 records
Feature6 records
Tolstoy partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and secondary.
- ShopifycorePrimary platform integration with Shopify App Store listing. Auto-syncs shoppable videos with merchant catalog. Deep native integration enabling seamless deployment for Shopify merchants.
- KlaviyocoreIntegration for email marketing automation. Tolstoy interaction data sends to Klaviyo for lead capture and engagement campaigns. Also supports personalized try-on email workflows.
- HubSpotcoreCRM integration creating new leads and attaching text, video, and contact form responses directly from Tolstoy interactions.
- IntercomsecondaryCustomer support integration enabling video support inside Intercom messenger for frictionless customer service.
- GorgiassecondaryCustomer support integration. Tolstoy viewer interaction data automatically sent to Gorgias with ability to open chat within Tolstoy for seamless support.
- BigCommercesecondaryE-commerce platform integration for BigCommerce merchants to create interactive shoppable video experiences.
- WixsecondaryWebsite builder integration enabling interactive Tolstoy widgets on Wix sites with offline capability.
- WooCommercesecondaryWordPress e-commerce integration adding Tolstoy to product pages, category pages, or site-wide.
- TapcartsecondaryMobile app integration bringing shoppable video to Tapcart-powered mobile apps with real-time video delivery.
- TikTok ShopsecondaryIntegration for TikTok Shop merchants to leverage Tolstoy video capabilities on the social commerce platform.
- SynthesiasecondaryAI video platform integration allowing import of Synthesia videos into Tolstoy with one click for professional AI video creation in 60+ languages.
- SalesforcesecondaryCRM integration via Zapier creating new contacts from Tolstoy interactions and attaching responses to user records.
- SlacksecondaryTeam communication integration sending real-time Tolstoy response notifications to Slack channels for timely customer response.
- VTEXsecondaryEnterprise commerce platform integration delivering personalized video experiences across VTEX store sites.
- Shop AppsecondaryFacebook/Meta Shop integration showcasing shoppable videos across Shop store, PDPs, and Shop app home feed.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Tolstoy competitors and assessment
Company assessmentDirect peers
- Firework: Firework is a shoppable video and live-stream commerce platform for retailers and brands, offering video commerce, AI-powered shopping experiences, and integrations with major e-commerce platforms — directly overlapping Tolstoy's AI Player and live shopping capabilities.
- Videowise: Videowise provides shoppable video, UGC, and AI-powered product video tools for e-commerce brands, including Shopify integration. It competes head-to-head with Tolstoy's AI Player on PDP video and conversion optimization.
- Bambuser: Bambuser is a live shopping and video commerce platform enabling brands to run shoppable livestreams and on-demand video. It overlaps with Tolstoy on stream commerce, TikTok Shop integration, and AI-driven shopping experiences.
Broad incumbents
- Emplifi: Emplifi is a customer experience and UGC platform with shoppable video, ratings & reviews, and influencer tools for large brands. It competes with Tolstoy's video/UGC layer but as part of a much broader CX suite aimed at enterprises.
- Bloomreach: Bloomreach is an established e-commerce personalization and search platform with AI-driven product discovery and content tools. Its AI shopping agents and personalization capabilities overlap with Tolstoy's AI Shopper at the enterprise tier.
- Nosto: Nosto is an e-commerce personalization platform offering AI-driven product recommendations, UGC, and onsite content personalization. It competes with Tolstoy on personalization, content, and conversion optimization for mid-market brands.
- Insider: Insider is a cross-channel personalization and customer experience platform with AI-powered product recommendations and predictive segmentation. It overlaps with Tolstoy's AI Shopper personalization layer at the enterprise level.
- Algolia: Algolia is a leading site search and product discovery API used by major e-commerce sites. While it doesn't offer shoppable video, it overlaps with Tolstoy's AI Shopper on AI-driven product discovery and is often deployed alongside similar commerce stacks.
Emerging players
- Wyng: Wyng is a zero-party data and personalized shopping experiences platform with interactive quizzes, content, and offers for brands. It overlaps with Tolstoy's interactive branching video and AI-driven personalization use cases.
- Klevu: Klevu is an AI-powered on-site search and product discovery platform for e-commerce, with conversational and personalized search capabilities. It is comparable to Tolstoy's AI Shopper on discovery and conversational commerce for Shopify merchants.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Tolstoy social profiles
Digital presenceTolstoy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tolstoy leadership team
Management profileNumber of profiles
Profiles3 records
Tolstoy funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tolstoy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tolstoy
What does Tolstoy do?
Tolstoy is an AI-native commerce platform that enables e-commerce brands and merchants to convert site visitors into buyers through shoppable videos, AI-generated product imagery, and an AI shopping agent with virtual try-on. The platform bundles content creation, on-site personalization, and a conversational shopping assistant into a single offering for online retailers.
Is Tolstoy a public or private company?
Tolstoy is a private company. It is classified as venture growth investor backed and is currently operating.
When was Tolstoy founded?
Tolstoy was founded in 2020. It employs 11 to 50 people.
Where is Tolstoy based?
Tolstoy is headquartered in Tel Aviv, Israel, in the Middle East region.
How does Tolstoy make money?
Two revenue lines are on record. Subscription Plans are the primary driver. The others are free Tier Access.
Who are Tolstoy's main competitors?
Direct peers on record are Firework, Videowise and Bambuser. Broad incumbents are Emplifi, Bloomreach, Nosto, Insider and Algolia. Emerging players are Wyng and Klevu.
Does Tolstoy have an API?
Yes. Tolstoy offers an API for programmatic account creation, video upload, and response management. The API supports JavaScript SDK integration with capabilities including Widget (Bubble), Chat Assistant, Configuration, Events, Subscriptions, Stories, and Product update features. The platform also offers MCP (Model Context Protocol) integration. Developer documentation is at developers.gotolstoy.com/welcome.
What industry is Tolstoy in?
Tolstoy's product category is AI Commerce Platform. Its primary akta.pro industry code is MPACAGAK, Live Shopping & Stream Commerce Influencer Networks. Its NAICS code is 513210 and its SIC code is 7372.