Mobly takes AI to e-commerce and sees 10x conversion increase

Mobly, the largest furniture and decorative objects ecommerce in Brazil, took artificial intelligence into its virtual store and already notes relevant gains in efficiency and sales.In the first three months of use, the solution developed in partnership with Symbios.ai has been generating 10% of increase in revenue and a conversion rate 10x higher among users who interacted with the tool, without increasing the average discount.

According to Victor Noda, co-founder and CEO of Toky Group, which brings together the tradition, design and capillarity of Tok&Stok, added to digital innovation and the omnichannel model of Mobly, the movement is part of the strategy of reinforcing the brand's positioning as a specialist in the home and decoration segment, offering a more oriented experience in an increasingly broader digital environment.“places are generalist by nature.Our goal is to offer depth, context and a guided journey that helps the client to make better DECISIONS”, he says.

The novelty has already been offered to about 50% of Mobly users and should be expanded to about 70% of the base by the end of the month. The digital shopping assistant Maya interacts with customers during the search and navigation on the site, suggests filters and summarizes technical attributes of products (as measures, materials and differentials (reducing the need to manually read the technical data sheets.

In practice, the proposal is to bring the online consulting logic closer to the physical store with an advantage that is difficult to replicate in human service: AI operates as a seller with a domain of 100% of the portfolio, capable of crossing customer preferences and restrictions with technical attributes and availability to recommend more assertive options, with a level of detail and speed that are not feasible in an exclusively human operation.

Unlike initiatives focused on after-sales service, Mobly decided to position artificial intelligence throughout the entire purchase journey 4 highlighting the search bar, where the partnership aims to redefine the way consumers find products within e-commerce. For Erik Santana, founder of Symbios.ai, innovation is in making the search more guided and contextual, bringing the process closer to the advisory model of a store. “We are changing the search experience, but we also support those who have already chosen a product and still have questions about assembly and technical details. The conversion has grown without increasing the average discount, indicating that the gain came from the experience, not from promotional”.

In addition to navigation within the site, the project includes integration with WhatsApp for cart recovery. Among users who choose to share the contact, about 10% of abandoned purchases are recovered, a relevant indicator in higher ticket sales, common in the furniture sector.

The implementation of the novelty was carried out in a lean way, with most of the development conducted by Symbios.ai and limited impact on the technical structure of Mobly. The initiative, which began to be implemented in November last year, should gradually advance within the Toky Group, which seeks to expand the integration between digital and omnichannel experience in the home and decoration segment.