Building a Conversational Shopping Experience

A UK-based direct-to-consumer sustainable lifestyle brand (selling eco-friendly home goods, personal care, and wellness products) built on the Shopify Platform.

Traditional e-commerce store required customers to browse categories, use search filters, and navigate multiple pages to discover products. While their product catalog was well-organized, customers often struggled to find items that matched their specific needs—"eco-friendly gift under $50 for someone who values fair trade"—without extensive clicking. Their analytics showed high browse-to-cart conversion (8%) but customers spent an average of 12 minutes searching before adding items.

Ghost Team built a custom MCP server that integrated directly with the Shopify API, transforming their product catalog into conversational shopping tools. We started by mapping shopping intents, then designed MCP tools around the highest-value discovery patterns. The integration pulled real-time product data including inventory, pricing, sustainability scores, and product attributes from the API. We built intelligent search tools that could handle complex, multi-dimensional queries—understanding context like occasion (birthday gift), values (fair trade certified), budget constraints, and recipient details—and return curated product recommendations.

User testing with customers revealed dramatic improvements in product discovery speed and satisfaction. Time to find relevant products dropped to near-instant for complex queries—users could ask "sustainable gifts for new parents under $75" and receive perfectly matched recommendations with reasoning in seconds, compared to 12+ minutes of browsing the traditional store.