Tolstoy
Video email software
Social commerce platforms
E-commerce software
- Features
- Ease of use
- Ease of management
- Quality of support
- Affordability
- Market presence
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$19 per month
Free TrialFree version
Small
Medium
Large
- Retail and wholesale
- Accommodation and food services
- Arts, entertainment, and recreation
What is Tolstoy
Tolstoy is an interactive video platform used by e-commerce and marketing teams to create shoppable, branching video experiences that can be embedded on websites and landing pages. It is commonly used for product discovery, guided selling, and post-purchase support through short videos, quizzes, and calls-to-action. The product focuses on turning video into on-site conversion and engagement elements rather than long-form hosting or internal training libraries. It typically integrates with e-commerce storefronts and marketing tools to connect video interactions with customer journeys.
Interactive, branching video flows
Tolstoy supports interactive video formats such as multi-step stories, branching paths, and embedded calls-to-action. This enables guided product discovery and FAQ-style experiences that standard linear video tools do not emphasize. Teams can use these flows to route shoppers to relevant products or content based on clicks. The interaction model is designed for on-site engagement rather than only video creation.
Shoppable and on-site embedding
Tolstoy is built for embedding video widgets directly into e-commerce pages, landing pages, and other web properties. It supports commerce-oriented actions (for example, linking to product pages and driving add-to-cart or checkout flows) within or alongside the video experience. This aligns the video unit with conversion goals instead of treating video as a standalone asset. It is well-suited to brands that want video to function as a storefront layer.
Commerce and marketing integrations
Tolstoy commonly integrates with e-commerce platforms and marketing/analytics tooling to connect video engagement to customer behavior. These connections help teams deploy videos across campaigns and measure performance in context (site pages, funnels, and segments). Compared with general-purpose video editors, the integration focus reduces manual work to publish and iterate. It also supports reuse of video assets across multiple placements.
Not a full video editor
Tolstoy is oriented toward interactive/shoppable experiences rather than comprehensive video editing and production workflows. Teams that need advanced editing features (multi-track timelines, detailed effects, or heavy post-production) may still require separate creation tools. This can add steps to the content pipeline. The product’s value is strongest after the video asset exists.
E-commerce centric feature set
The platform’s core capabilities are designed around shopping journeys and on-site conversion use cases. Organizations looking primarily for internal video training, enterprise video libraries, or broad video hosting/CDN functionality may find the feature set less aligned. Some non-commerce use cases can be supported, but the product is not optimized for them. Fit may depend on whether interactive commerce is the primary goal.
Integration and tracking dependency
To get full value, teams often rely on correct installation, tagging, and integrations with storefront and analytics systems. Implementation quality can affect reporting accuracy and the ability to attribute outcomes to video interactions. Smaller teams without web development support may face setup and maintenance overhead. Ongoing optimization typically requires monitoring performance and updating flows.
Plan & Pricing
Tolstoy — Official pricing (from gotolstoy.com)
AI Commerce (Full bundle)
| Plan | Price | Key features & notes |
|---|---|---|
| Free | $0 (Free) | Eligible to be featured on Walmart homepage & Shop app; publish to TikTok Shop; add shoppable videos to mobile app; Video Editor. |
| Plus | $39 per month | Bundle price ("Save 32% with this bundle"); includes $19/mo AI generation balance; high-quality photos & videos; 5,000 unique impressions/mo on on-site widgets; AI Sales Chat & Virtual try-on (~250 try-ons); custom branding; watermark-free downloads. |
| Pro | $199 per month | ("Save 33% with this bundle"); includes $99/mo AI generation balance; premium quality 1080p AI media; 20,000 unique impressions/mo; AI Sales Chat & Virtual try-on (~1.5K try-ons); A/B testing on on-site media. |
| Max | $499 per month | ("Save 44% with this bundle"); includes $299/mo AI generation balance; ultra-quality media; 50,000 unique impressions/mo; AI Sales Chat & Virtual try-on (~5K); priority support; advanced integrations. |
| Enterprise | Custom | Custom pricing — unlimited impressions, dedicated account manager, custom integrations, SLA & compliance. |
AI Studio (AI images & video generation)
| Plan | Price | Key features & notes |
|---|---|---|
| Free | $0 (Free) | Limited access; community support; generate up to 6 AI videos or 50 AI images per month; eligible for Walmart/Shop exposure; add shoppable videos to mobile app. |
| Plus | $19 per month | Includes AI images & video generation balance (tokens); 12 AI video generations/month and up to ~50 AI images (per help/docs); ready-made e-commerce templates; chat-based generation agent; watermark-free downloads; access to latest AI engines. |
| Pro | $99 per month | Higher generation balance ($99/mo tokens); premium quality 1080p generation; AI editor; batch generation; fashion-focused advanced use cases. |
| Max | $299 per month | Largest included generation balance ($299/mo tokens); custom AI fashion models; custom branded templates; scale content generation. |
| Enterprise | Custom | Custom generation quotas, dedicated onboarding, Tolstoy creative-team support. |
AI Player (Shoppable videos / on-site)
| Plan | Price | Key features & notes |
|---|---|---|
| Free | $0 (Free) | Basic access; publish shoppable videos to mobile apps; video editor; eligible for Walmart/Shop exposure. |
| Plus | $19 per month | 5,000 included impressions/month; extra impressions $10 per 1,000; unlimited widgets & designs; shoppable images; auto-publish; custom branding. |
| Pro | $99 per month | 20,000 included impressions/month; extra impressions $7 per 1,000; UGC Search; shoppable videos in email flows & SMS. |
| Max | $299 per month | 50,000 included impressions/month; extra impressions $5 per 1,000; multi-store support; white-label (remove Tolstoy branding). |
| Enterprise | Custom | Custom for 100k+ monthly visitors: unlimited impressions, AI-curated UGC, personalized onboarding, VIP support. |
AI Shopper (AI sales chat / virtual try-on)
| Plan | Price | Key features & notes |
|---|---|---|
| Free | $0 (Free) | Basic access to AI Shopper features; limited tokens/usage; community support. |
| Plus | $19 per month | AI Sales Chat & Virtual try-on (~250 try-ons or ~1,000 messages); includes 3,000 tokens; extra usage $2.00 per 100 tokens; virtual try-on, subscriber collection, upsell tools, analytics. |
| Pro | $99 per month | AI Sales Chat & Virtual try-on (~1.5K try-ons or ~5.5K messages); includes 17,000 tokens; extra usage $1.80 per 100 tokens; smart size recommendations; integrations (Klaviyo, Yotpo, Rebuy, Nosto, Gorgias, etc.). |
| Max | $299 per month | AI Sales Chat & Virtual try-on (~5K try-ons or ~17.5K messages); includes 53,000 tokens; extra usage $1.50 per 100 tokens; remove Tolstoy branding. |
| Enterprise | Custom | Custom try-on volumes, dedicated CSM, white-glove support. |
Notes & sources: All information extracted directly from Tolstoy's official pricing and help pages on gotolstoy.com and help.gotolstoy.com. Pricing shown is per month and reflects the plans displayed on the vendor's pricing page (Free, Plus, Pro, Max, Enterprise). Some bundle vs. per-product prices differ (e.g., AI Commerce bundle lists Plus $39/mo while individual product Plus plans commonly list $19/mo). Enterprise plans are custom and require contacting sales.
