How Luma Boutique Tripled Their Conversion Rate with AI Shopping

When Sarah Chen launched Luma Boutique in 2021, she had a clear vision: curated fashion that blends contemporary design with everyday wearability. Within two years, her Shopify store had grown to over 2,000 SKUs across women's clothing, accessories, and shoes.

But growth brought a new problem. Customers couldn't find what they were looking for.

"We had all these beautiful products, but our search was basically useless. Someone would type 'dress for a summer wedding' and get zero results because none of our products had that exact phrase in the title."

— Sarah Chen, Founder of Luma Boutique

The Challenge

Luma Boutique was facing three interconnected problems that are common among growing Shopify stores:

Low Product Discovery

With 2,000+ SKUs, customers were overwhelmed. The default Shopify search returned irrelevant results, and collection pages required too many clicks to find the right product. 78% of visitors left without viewing more than two products.

High Support Volume

The team was spending 4+ hours per day answering repetitive questions:

• "What size should I get?"
• "Does this run true to size?"
• "What would go well with this top?"
• "Do you have anything similar in blue?"

Cart Abandonment

Even when customers found products they liked, the cart abandonment rate was 73% — well above the industry average of 70%. Exit surveys revealed that uncertainty about fit and styling was the top reason.

The Solution

In March 2025, Luma Boutique installed Angle's AI shopping assistant. The implementation took less than 15 minutes — a single app install from the Shopify App Store.

What Changed Immediately

From day one, Angle's AI understood Luma's entire catalog, including:

• Product descriptions, materials, and sizing
• Customer reviews and common questions
• Style relationships between products
• Seasonal collections and trending items

Customers could now ask questions in natural language:

• "I need a dress for an outdoor wedding in August"
• "What tops go with high-waisted jeans?"
• "I'm usually a medium at Zara — what size should I get?"

Personalized Recommendations

Unlike basic "you might also like" widgets, Angle's recommendations were contextual. When a customer was looking at a linen blazer, the AI would suggest complementary pieces — a silk camisole, tailored trousers, or a structured tote — creating complete outfit suggestions.

This cross-selling capability directly contributed to the 43% increase in average order value.

The Results

After 90 days with Angle, the numbers spoke for themselves:

Conversion Rate: +187%

The most dramatic improvement was in conversion rate. Visitors who interacted with the AI assistant converted at 14.2% — nearly 8x higher than those who didn't. Even accounting for self-selection bias, the lift was enormous.

Average Order Value: +43%

Contextual cross-selling drove the AOV increase. The AI's ability to suggest complete outfits — rather than random "related products" — meant customers were adding 1.4 more items per order on average.

Support Reduction: -73%

The AI handled 88% of customer questions without human intervention. The remaining 12% were complex issues that genuinely needed human attention — returns, order modifications, and custom requests.

"Our support team went from firefighting mode to actually building relationships with customers. We now have time to do personal styling consultations for our VIP customers."

— Sarah Chen

Key Takeaways

If you're running a Shopify store — especially in fashion, beauty, or any category with a large catalog — here's what Luma Boutique's experience teaches us:

1. Product discovery is the bottleneck. Most stores optimize for traffic but ignore what happens after the click. An AI assistant bridges the gap between landing and purchasing.

2. Cross-selling needs context. Random product recommendations don't work. AI that understands style, occasion, and preference creates genuinely helpful suggestions that customers appreciate.

3. Support automation frees your team. The goal isn't to eliminate human support — it's to let your team focus on high-value interactions.

4. ROI compounds over time. Luma Boutique's first month saw a 94% conversion lift. By month three, it had grown to 187% as the AI learned from more customer interactions.