Tolstoy
6.8/10AI ecommerce platform for Shopify and DTC brands offering shoppable video widgets, AI content and ad studios, virtual try-on and on-site AI shopping assistants.
Data last updated November 2026 · Our methodology
Overview
Tolstoy is an AI commerce platform built around shoppable video for online stores. Brands import Instagram Reels, TikTok and YouTube videos or UGC, tag products, and publish galleries, stories, carousels, feeds, pop-ups and floating videos on product pages, the homepage, collections and the Shop App, where shoppers can add items to cart from the video. Around this core, Tolstoy has added a Media Studio for AI product photos and videos, an Ads Studio for Meta ad creative and campaigns, Onsite AI with a personal shopper chat and virtual try-on, and Shop Bots, which are AI agents that take briefs and return work for team review. It suits Shopify and DTC brands in fashion, beauty and home goods that want video commerce and AI creative in one tool. Pricing is self-serve and usage-based. Plus costs $20 per month ($16 per month billed yearly) with 5,000 video viewers. Business has three levels at $100, $200 and $500 per month with 25,000 to 125,000 viewers. Enterprise is custom. Each plan comes with AI, Studio and Onsite AI credit pools, viewer overage charges, and extra seats at $20 per month each. Integrations include Shopify, Shop App, TikTok Shop, Tapcart, Wix, Meta Ads, TikTok Ads, GA4, Triple Whale, Klaviyo, Gorgias, Yotpo, Slack and Make. The main limitation is that costs are metered by monthly viewers and credits, so a high-traffic month can bring overage charges. Some longtime users also dislike that widget setup now depends on AI prompting.
Our Rating
AI Software6.8/10
Marketing6.8/10
Who Tolstoy is best for
Best software for E-commerceGood fit
It is built for Shopify and DTC stores, with shoppable video, add-to-cart from video and attributed revenue tracking.
Media Studio and Ads Studio produce product creative and Meta campaigns for ecommerce marketers.
Less suited
An Enterprise tier offers custom contracts, permission controls and custom integrations, and large retail brands are listed as customers.
The $20 Plus plan is affordable, but viewer and credit metering can push costs up as traffic grows.
Pros & Cons
Pros
- Rated 4.6 out of 5 from 288 Shopify App Store reviews, and 93% of them are five stars.
- Imports existing Instagram, TikTok and YouTube videos and makes them shoppable with add-to-cart inside the video.
- Bundles shoppable video with AI product imagery, Meta ad creative, virtual try-on and an on-site AI shopper on every plan.
- A broad integration list covers Shopify, Shop App, TikTok Shop, Klaviyo, Gorgias, Yotpo, Triple Whale and GA4.
- The entry plan starts at $20 per month, or $16 per month billed yearly.
Cons
- Monthly viewer metering means a high-traffic month brings overage charges of $5 to $10 per 1,000 viewers.
- Credits are shared across the workspace, and extra seats cost $20 each without adding allowances.
- Some reviewers dislike that widget customization now runs through AI prompting.
- No security certifications are stated on the main site, and advanced permission controls are limited to Enterprise.
- Its scope is video-first: a competitor's review notes only partial photo UGC support and no review aggregation.
Key Features
Tolstoy Pricing
Plus
or $192/year (save 20%)
- Extra seats $20 per month
- 4,000 AI credits per month
- Extra viewers $10 per 1,000
- 5,000 video viewers per month
- 3,000 Studio credits per month
- 1,000 Onsite AI credits per month
- No one-time Studio credit top-ups
Business 25K
or $960/year (save 20%)
- Extra viewers $7 per 1,000
- 20,000 AI credits per month
- 25,000 video viewers per month
- 15,000 Studio credits per month
- Studio credit top-ups available
- 5,000 Onsite AI credits per month
Business 50K
or $1,920/year (save 20%)
- Extra viewers $7 per 1,000
- 40,000 AI credits per month
- 50,000 video viewers per month
- 30,000 Studio credits per month
- 10,000 Onsite AI credits per month
Business 125K
or $4,800/year (save 20%)
- Extra viewers $5 per 1,000
- 100,000 AI credits per month
- 125,000 video viewers per month
- 75,000 Studio credits per month
- 25,000 Onsite AI credits per month
Enterprise
- Bot versioning
- Custom integrations
- Tolstoy Forward included
- Custom usage and contracts
- Security and permission controls
Frequently Asked Questions
The Shopify listing shows a free option for building a first shoppable experience without a card. It also shows a 14-day trial with uncapped on-site views for eligible accounts.
You pay for extra viewers: $10 per 1,000 on Plus, $7 per 1,000 on the lower Business levels, and $5 per 1,000 on the top Business level.
Yes. Yearly billing works out to about 20% less (for example, $16 instead of $20 per month on Plus), charged upfront for the year.
It works with Shopify, Shop App, TikTok Shop, Tapcart and Wix. It also connects to Meta and TikTok Ads, GA4, Triple Whale, Klaviyo, Gorgias, Yotpo, Slack, Make and Airtable.
Yes. The Shopify listing says Tolstoy videos can be reused in email and SMS campaigns, for example through the Klaviyo integration.
No. Allowances are shared across the workspace, and each extra seat costs $20 per month.
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