Tolstoy: Shoppable Video & UGC

The reviews are overwhelmingly positive, with many merchants praising Tolstoy for making video content, UGC, and shoppable experiences easier to create and manage on Shopify. Users frequently mention that the app helps improve engagement, conversions, and the overall look and feel of their storefronts. A major strength highlighted across the reviews is the support team: merchants repeatedly describe the support as fast, knowledgeable, proactive, patient, and genuinely helpful, with several named team members receiving specific praise for resolving issues quickly and guiding onboarding or setup. Many reviewers also appreciate that the product keeps improving over time, adds new features, and can save time by centralizing marketing and content creation in one place. The negative feedback centers on a few recurring pain points. Some users feel the free version is too limited and pushes them toward paid plans, while others complain about unclear or inconsistent billing, overage charges, and pressure to upgrade. A smaller but important group of reviewers says the app has become harder to use because of its increased reliance on AI, with more complicated customization and a less straightforward UI than before. There are also complaints about reliability, including glitches, broken functionality, store slowdown, and frustration with having to interact with bots before reaching a human. Overall, the app is seen as powerful and valuable, but some merchants want simpler controls, clearer billing, and more stable core performance.