Tolstoy is the AI content and commerce platform for ecommerce brands. It combines your catalog, brand guidelines, and creative references into your Brand DNA, which guides every generation. Create on-brand videos, images, ads, and UGC with reusable workflows. Review and refine every asset, then publish shoppable videos across product pages, collections, Shop, email, SMS, and social. Add AI Shopper and virtual try-on experiences, and track performance to improve what you create next.
Is there a free plan, or do I need to pay from day one?
Tolstoy offers a free plan that includes featuring videos on the Shop App home feed, syncing/uploading/importing videos from anywhere, being considered for the Walmart homepage, generating up to 6 AI videos and 50 AI images, and plug-and-play AI Search. Paid plans start at $19/month (AI Player Plus), $99/month (AI Player Pro), and $299/month (AI Player Max), each with a 14-day free trial. The free plan is a solid starting point for smaller stores before committing to a paid tier.
Will adding Tolstoy's videos slow down my store?
Tolstoy explicitly states that it is built to add shoppable videos to your site at scale without impacting site speed. That said, at least one merchant review noted a temporary speed issue that was quickly resolved by the support team adjusting a setting. Overall, performance issues appear to be isolated and addressed promptly by support.
What does this app actually do — is it just a video player, or does it do more?
Tolstoy is a full AI commerce platform covering three pillars: shoppable video galleries/stories/carousels/reels for your site, emails, and mobile app; AI-generated studio-quality photos and videos using ready-made templates (no prompting required); and an AI sales chat with virtual try-on and real-time size recommendations. It also enables UGC curation by auto-importing TikTok clips and curating Instagram content, and can feature your videos on the Shop App home feed and Walmart homepage for added discovery.
What integrations does Tolstoy support — does it work with Klaviyo, TikTok, and my other tools?
Tolstoy integrates with a wide range of tools including Klaviyo, Gorgias, Tapcart, Zapier, Rebuy, Hubspot, GoogleAnalytics, Yotpo, HeyGen, Synthesia, Shopney, and Shopify Checkout. It also directly connects with TikTok (feed and videos) and Instagram Stories for UGC import. This makes it compatible with most common Shopify marketing and mobile app stacks.
How long does setup take — can I do it without a developer?
Merchants consistently describe Tolstoy as easy to set up and user-friendly, with no coding or developer required. The app uses ready-made templates for AI content (no prompting needed) and offers plug-and-play video widgets. Multiple reviewers noted going live quickly, and the support team offers onboarding calls to walk you through the AI features if needed.
What do other merchants say about the support team?
Support is one of Tolstoy's most praised aspects — 96% of its 223 App Store reviews are 5 stars, with an overall rating of 4.8. Merchants frequently call out team members like Earl, Mikaela, and Emmanuel by name for being responsive, jumping on video calls, and even pushing product updates to fix merchant-specific issues. One long-term merchant described the team as 'a model of greatness for all website integrations.'
Can Tolstoy help me create content if I don't have professional photos or videos?
Yes — Tolstoy's AI studio can generate studio-quality packshots, product photoshoots, color/size variant images, plus-size model shots, UGC-style videos, and social ads ready for TikTok, Instagram, and the Shop App, all from your existing product data and with no photographer needed. Templates are ready-made so no AI prompting experience is required, making it accessible even for merchants without a content team.
