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AI Voice Commerce Assistant for a US Beauty & Wellness eCommerce Retailer

Plavno developed an AI-powered voice assistant for a US beauty and wellness retailer to handle phone-based order support, product guidance, and post-purchase customer service at scale.

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Overview

Key Metrics & Impact

The client was a direct-to-consumer beauty and wellness retailer serving customers across the United States through its online store, SMS campaigns, and loyalty programs. The business received a high volume of inbound calls related to order status, subscription changes, returns, delivery timing, and product selection. Plavno implemented an AI voice commerce assistant that reduced repetitive support load, improved customer access to answers, and helped route higher-value calls to human agents only when necessary.

  • Lower repetitive inbound call load for the customer service team

  • Faster handling of order status, subscription, and shipping-related calls

  • Better phone-based support for product selection and reordering

  • Improved support coverage during campaign spikes and seasonal promotions

  • Stronger operational foundation for scalable voice-led customer service

Solutions
Challenges
Use Cases
<span>Key Metrics</span> & Impact
01

Problem

The retailer's support organization was under pressure from growing order volume and repeat customer demand.

Common challenges included:


  • Too many repetitive calls about order tracking, returns, and delivery timing

  • High inbound volume after SMS campaigns, seasonal launches, and paid media pushes

  • Limited phone support capacity during evenings, weekends, and launch periods

  • Too much time spent by human agents on simple requests

  • Missed opportunities to guide customers toward the right product or reorder path


The business wanted to improve customer experience without scaling support headcount linearly with revenue growth.

Problem
02

Challenge

The platform needed to:


  • Answer common customer calls naturally without relying on rigid IVR menus

  • Integrate with Shopify order data, shipping status, and subscription workflows

  • Support product lookup and guided shopping conversations

  • Escalate refund-sensitive, complaint-driven, or edge-case scenarios to humans

  • Maintain a calm, brand-appropriate tone for a beauty and wellness audience

  • Remain reliable during peak promotional periods


There were also important constraints:


  • Customer support workflows touched multiple systems, including ecommerce, CRM, shipping, and subscription tools

  • The voice assistant had to avoid unsupported policy promises

  • The product guidance layer had to be helpful without becoming overly complex

  • Support automation had to feel premium enough for a brand-led DTC experience

Challenge

Solution

Voice AI Assistant for Ecommerce Support

A single voice-enabled platform that automates order lookup, subscription management, returns, product guidance, and escalates complex calls to live agents with full conversation context.

Product Highlights

    • AI voice agent for inbound ecommerce support

    • Shopify-connected order and status lookup

    • Subscription change and reorder assistance

    • Shipping, return, and delivery guidance

    • Voice-based product selection support

    • Live-agent escalation for sensitive or complex cases

    • Call analytics for support and commerce teams

User Flows

    • Receive the Customer Call: The AI assistant answers incoming calls and identifies whether the customer needs order support, return guidance, subscription help, or shopping assistance.

    • Retrieve Commerce Context: The platform pulls customer, order, and shipping data from connected systems.

    • Resolve Standard Requests: The assistant answers routine questions and guides the caller to the next step.

    • Escalate When Necessary: Refund disputes, damaged shipment claims, or emotionally sensitive calls are routed to human support with structured context.

Experience & Scalability

    • Supports high-volume ecommerce customer service environments

    • Suitable for DTC brands with repeat purchase and subscription models

    • Handles inbound demand around launches, campaigns, and seasonal spikes

    • Works across service and commerce-oriented phone scenarios

    • Scalable for multi-brand or multi-store retail growth

Architecture Overview

Deep Dive: Project Architecture

  • Voice Interaction Layer: Natural-language phone experience for customer support and commerce guidance.

  • Commerce Integration Layer: Connections to Shopify, subscription tooling, shipping APIs, and customer CRM data.

  • Conversation Intelligence Layer: Intent detection, support-flow logic, escalation rules, and structured call outcomes.

  • Support Operations Layer: Visibility into unresolved issues, transfer rates, and call-category performance.

  • Analytics Layer: Dashboards for call volume, containment rate, support deflection, and recurring issue patterns.

  • Infrastructure Layer: Scalable cloud voice orchestration for always-on support coverage.

Deep Dive: <span>Project Architecture</span>

Value

Quality & Fidelity

Delivering faster customer answers, clearer voice guidance, and more scalable ecommerce phone support

Better Routine Call Resolution

Better Routine Call Resolution

The assistant resolves common service calls without needing a live agent every time.

Order support
Voice AI
Ecommerce service
MVP
MVP
More Natural Customer Experience

More Natural Customer Experience

Customers are not forced through rigid button-based phone menus.

Conversational voice
Customer UX
Support quality
MVP
MVP
Better Product Guidance by Phone

Better Product Guidance by Phone

The platform supports guided voice assistance for product questions and reorders.

Product discovery
Reorder flows
Voice commerce
MVP
MVP
Stronger Support Scalability

Stronger Support Scalability

The business can absorb more call volume without equivalent growth in support headcount.

Support automation
Operational efficiency
Scale
MVP
MVP

Benchmarks

Scale & Reliability

Built to support ecommerce campaign spikes, subscription workflows, and repeated customer phone interactions

Peak-Demand Call Handling

Peak-Demand Call Handling

Supports high inbound call volume during promotions and launches.

Campaign spikes
Call volume
DTC support
Reliable Commerce Context

Reliable Commerce Context

Responses are grounded in real order, shipping, and product data.

Shopify integration
Shipping sync
Context accuracy
Stable Human Escalation

Stable Human Escalation

Complex cases move to human teams with less friction.

Escalation routing
Agent assist
Service continuity
Always-On Voice Coverage

Always-On Voice Coverage

The system extends support availability beyond core staffing windows.

24/7 support layer
Voice availability
Coverage

Data Protection

Security & Compliance

Enterprise-grade protection for customer data, order information, and support workflows

Role-Based Operational Access

Role-Based Operational Access

Support and operations teams see only the call and workflow data relevant to them.

Secure Customer Data Handling

Secure Customer Data Handling

Order and customer information is handled through protected integrations and controlled workflows.

Better Oversight of Support Automation

Better Oversight of Support Automation

Internal teams maintain visibility into how automated support calls are handled and escalated.

Innovative Experience

Industries & Use Cases

AI voice assistants for ecommerce support, order operations, and phone-based shopping guidance

DTC Beauty & Wellness Brands

DTC Beauty & Wellness Brands

Automate repetitive customer calls while preserving a premium support tone.

Multi-Product Retail Brands

Multi-Product Retail Brands

Support product guidance and order operations at scale.

Subscription eCommerce Businesses

Subscription eCommerce Businesses

Handle recurring order changes and repeat customer support more efficiently.

Seasonal Commerce Businesses

Seasonal Commerce Businesses

Absorb high call demand during launches and campaigns.

Delivery Crew

Project Team

High-performing developers for growing companies

Eugene Katovich

Eugene Katovich

Sales Manager

Need an AI voice agent for ecommerce support and phone-based customer service?

Plavno builds voice-driven commerce assistants that help online brands automate repetitive calls, improve service coverage, and scale customer operations.

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Competitive Ability

Key Performance Flow

Demonstrating how Plavno transforms repetitive ecommerce calls into scalable voice-led support and shopping workflows

From inbound customer inquiry to resolution or escalation — everything happens through one AI-powered commerce voice flow

01

Capture the Caller’s Intent

Identify whether the customer needs order help, subscription support, returns guidance, or product assistance.

02

Retrieve Relevant Commerce Data

Pull order, customer, shipping, and catalog information from connected systems.

03

Resolve or Guide the Customer

Answer standard questions or support the caller through a guided product or reorder journey.

04

Escalate with Context

Transfer unresolved cases to live agents with structured call summaries and customer context.

Delivery & Automation

Delivery & Automation

    • Automated phone call handling

    • Shopify and shipping integrations

    • Subscription support workflows

    • Live-agent handoff with context

Throughput & Scale

Throughput & Scale

    • Peak campaign readiness

    • High-volume customer support coverage

    • Repeat purchase and subscription support

    • Scalable voice infrastructure

AI & Conversation Quality Stack

AI & Conversation Quality Stack

    • Intent detection for order, shipping, and shopping calls

    • Brand-aware voice flows

    • Product-aware conversational guidance

    • Continuous improvement from call pattern analysis

Results

Measurable outcomes delivered by an AI voice commerce assistant

Faster Customer Resolution

Faster Customer Resolution

Customers get answers more quickly for common ecommerce questions.

Better Service Coverage

Better Service Coverage

The brand improves phone support responsiveness during high-demand periods.

Stronger Voice-Commerce Foundation

Stronger Voice-Commerce Foundation

The platform creates a scalable base for future phone-based service and shopping journeys.

Reduced Repetitive Call Load

Reduced Repetitive Call Load

Support teams handle fewer routine order and shipping calls manually.

Lower Cost Per Contact

Lower Cost Per Contact

Automating routine inquiries reduces the need for scaled live agent teams, lowering overall support costs while maintaining high service quality during peak seasons.

Tools We Used

Technology stack

Voice Layer

Voice Layer

Speech-to-text
Text-to-speech
Conversational AI
AI & Routing

AI & Routing

Intent detection
Call classification
Escalation logic
Commerce Integrations

Commerce Integrations

Shopify
Shipping APIs
Subscription platform
CRM
Infrastructure

Infrastructure

AWS
Monitoring
Voice orchestration
Backend

Backend

Python
Node.js
FastAPI

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Frequently Asked Questions

Quick Answers

Find answers to your common concerns

Can the assistant handle subscription changes?

Yes. It supports subscription-related call flows, including basic changes and guided next steps.

Does it connect to Shopify and shipping systems?

Yes. The solution is designed to work with ecommerce, order, and logistics data sources.

Can it help with product questions?

Yes. It supports guided product lookup and recommendation-style voice flows within defined rules.

Can it transfer customers to a live agent?

Yes. Sensitive or unresolved issues are escalated with structured call context.

About Plavno

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Testimonials

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“They really understand what we need. They’re very professional.”

The 3D configurator has received positive feedback from customers. Moreover, it has generated 30% more business and increased leads significantly, giving the client confidence for the future. Overall, Plavno has led the project seamlessly. Customers can expect a responsible, well-organized partner.

Sergio Artimenia

Commercial Director, RNDpoint

Sergio Artimenia

“We appreciated the impactful contributions of Plavno.”

Plavno's efforts in addressing challenges and implementing effective solutions have played a crucial role in the success of T-Rize. The outcomes achieved have exceeded expectations, revolutionizing the investment sector and ensuring universal access to financial opportunities

Thien Duy Tran

Product Manager, T-Rize Group

Thien Duy Tran

“We are very satisfied with their excellent work”

Through the partnership with Plavno, we built a system used by more than 40 million connected channels. Throughout the engagement, the team was communicative and quick in responding to our concerns. Overall, we were highly satisfied with the results of collaboration.

Michael Bychenok

CEO, MediaCube

Michael Bychenok

“They have a clear understanding of what the end user needs.”

Plavno's codes and designs are user-friendly, and they complete all deliverables within the deadline. They are easy to work with and easily adapt to existing workflows, and the client values their professionalism and expertise. Overall, the team has delivered everything that was promised.

Helen Lonskaya

Head of Growth, Codabrasoft LLC

Helen Lonskaya

“The app was delivered on time without any serious issues.”

The MVP app developed by Plavno is excellent and has all the functionality required. Plavno has delivered on time and ensured a successful execution via regular updates and fast problem-solving. The client is so satisfied with Plavno's work that they'll work with them on developing the full app.

Mitya Smusin

Founder, 24hour.dev

Mitya Smusin

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