Overview
Pantynova, a leading Brazilian sexual wellness brand, faced a clear challenge:
Customers were spending less and less time on their website while engaging heavily on social media.Together with their e-commerce consultancy partner Alce Rocks, they set out to transform their website into a social media-like experience.
Their goal:
Recreate that same social media-like experience on their own site.
By implementing Tolstoy, Pantynova increased engagement and delivered exceptional results:
6.2% conversion rate on PDPs with Tolstoy Stories (compared to 1–2% industry average)
15% lift in AOV for shoppers who watched Tolstoy content
"Tolstoy was a game changer. It made our site feel super engaging and interactive, and it drove incredible results."
— Derek Derzevic, Co-founder, Marketing & eCommerce Lead @ Pantynova
Challenges:
Pantynova faced three main challenges before using Tolstoy:
Customers were spending less time on their website while engaging heavily on social media
Video content was hard to embed, not interactive, and couldn’t drive or measure conversions
Shoppers needed more help understanding their products, but long descriptions weren’t working
Solution:
To implement their digital strategy, Pantynova partnered with Alce Rocks to integrate Tolstoy into their website — a tool chosen by the brand to enhance engagement and conversion.
Together, they rolled out several impactful features, including:
Homepage widgets
Pantynova uses shoppable video widgets for individual products throughout the homepage, creating a visually rich browsing experience.
They also have a widget in the bottom-left corner that automatically updates to always showcase their newest product, ensuring visitors are exposed to the latest launch.
PDP Stories and interactive quizzes
Every PDP features supporting videos, many of which are authentic customer testimonials. For more complex products, they also have interactive quizzes that help shoppers understand different use cases and get answers to common questions in video form.
"What’s New" testimonial hub
As a creative and forward-thinking brand, Pantynova developed a “What’s New” section that highlights recent product launches.
For every new product, they send it to a group of customers, collect authentic video testimonials, and display them in swipeable carousels, effectively turning their testimonial hub into an interactive library of real customer experiences.
Tolstoy-powered GIFs in every email
Pantynova is so convinced of the video's impact that they now embed a Tolstoy-powered GIF preview in every marketing email they send.
These GIFs are shoppable and link recipients directly to the product page, creating a seamless, engaging experience from email to site.
Results
Since launching with Tolstoy, Pantynova has achieved:
6.2% conversion rate on PDPs with Tolstoy Stories (compared to 1–2% industry average)
15% increase in AOV for shoppers who watched Tolstoy content
“In audits we’ve conducted with brands across Latin America, it’s common to see conversion rates between 1% and 2%, which is still considered low in most markets. Pantynova, despite operating in a highly restricted category, surpassed 6% on pages with interactive content. It’s a performance well above average, driven by a user experience built to engage and convert.”
— Igor de Andrade, Co-founder & Solutions Architect at Alce Rocks – Shopify Plus Experts in Latin America
Looking Ahead
Pantynova continues to work closely with Alce Rocks and Tolstoy to push the boundaries of engagement and customer education.
Always focused on data and performance, they are eager to adopt new tools that help shoppers feel informed and confident.
Next, they are exploring Tolstoy’s Personal Shopper, a virtual assistant designed to guide customers through their journey and answer product questions seamlessly, another step in making their site smarter, more personalized, and more conversion-driven.
Pantynova fully trusts Tolstoy as their partner for innovation and is excited to keep expanding their use of AI-powered features to deliver a best-in-class shopping experience.