Mystore.no case study

How Mystore Automatically Resolves 60% of Support Inquiries

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Mystore.no is one of Norway's largest e-commerce platforms, serving over 1,100+ online stores and 500+ physical point-of-sale locations. Part of Visma Group, the platform helps small and medium-sized businesses grow their commerce operations.
Company size:
50+ employees
Industry:
E-commerce SaaS
Features:

Elvin AI

Tours & hints

Newsfeed

In-app surveys

Use case:

Reducing support load

User onboarding

In-app communications

  • 60 %

    of inquiries resolved by Elvin

  • <10 Min.

    to first working tour

  • 24/7

    support coverage

‍What will you learn from this case study

  • How Norway's largest e-commerce platform replaced a fragmented support stack with a single AI-powered ecosystem - resolving 60% of inquiries without human involvement.
  • How a convincing trial was enough to consider switching tools - and how that decision compounded over time
  • How Mystore built an end-to-end feature release flow entirely on Product Fruits

Challenges

  • Users bypassed documentation and demanded direct, personal support instead of self-serving
  • No scalable way to deliver support outside business hours - nights, weekends, and holidays are uncovered
  • A fragmented tech stack (Appcues, Stonly, HubSpot AI) not suited to the needs of a growing platform

‍Solution

Mystore consolidated their entire in-app communication and support stack inside Product Fruits - starting with tours and announcements, eventually migrating their knowledge base, and finally deploying Elvin AI as the primary support layer for 1,600+ stores running on the platform.

Tomas Netrval
Trond-Daniel Kastnes Kvalvik
Product manager & team leader, Mystore.no
"It took me just a couple of minutes to build and deploy a first tour and I figured - OK, let's try this. Ever since then we have implemented more and more."

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Use case №1

From prudent testing to full AI support rollout

A careful, gradual transition to Elvin AI

When Product Fruits launched its first AI assistant, Mystore ran it in parallel with their existing HubSpot chat - letting customers choose which button to click. When Elvin AI arrived, the same approach applied: internal testing first, then a soft rollout, then full deployment once confidence was established.

Elving AI is now the first line of in-app support at Mystore.no (users can request a human agent through Elvin).

The signal for going all-in was Product Fruits' custom API trigger for Elvin, which allowed Mystore to remove the direct-to-human button entirely. Every support interaction now begins with Elvin. Customers who need human help can request it through Elvin AI, which also composes a structured escalation email on their behalf when it genuinely can't help.

Tomas Netrval
Trond-Daniel Kastnes Kvalvik
Product manager & team leader
"Going all-in on AI - having users ask AI for help first - that's a big leap. A lot of people are skeptical. We had to do it gradually. But we have a lot of good feedback. We have customers saying they love this, as they get help during all hours of the day."

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Customer feedback since the full rollout has been overwhelmingly positive. Some users are so impressed by the quality of responses that they assume they're talking to a human agent.

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‍Use case №2

Orchestrating every feature launch in one place

Product Tours, Announcements, Surveys - one connected workflow

Product Fruits became the operating layer for Mystore's entire feature release process. Each launch now follows a structured sequence - all running inside Product Fruits:

  • Banner announcement - segmented to only affected customers, informing them that a new version is ready for testing.
  • ‍Guided tour - triggered on first visit to the new feature, walking users through key actions step by step.‍
  • Custom event-triggered survey - fires after 10 interactions with the feature, results are published automatically to a dedicated Slack channel for real-time developer feedback.
  • Countdown notice - One week before a legacy feature retires, a targeted prompt invites users to switch.
  • Welcome modal - on switchover day, a summary pop-up invites users to take the full tour.
Tomas Netrval
Trond-Daniel Kastnes Kvalvik
Product manager & team leader
"We now have a release plan which relies heavily on Product Fruits. It makes it easy for us to release new features and for users to actually be aware of them."

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Use case №3

Real-time operational communication, targeted to the right users

Segmented announcements for outages, updates, and migrations

Mystore uses Product Fruits banners, newsfeed, and pop-ups not just for product launches, but for day-to-day operational alerts - payment provider outages, shipping integration issues, design platform migrations. Crucially, every message is segmented: only stores affected by a given issue ever see the relevant banner.

Tomas Netrval
Trond-Daniel Kastnes Kvalvik
Product manager & team leader
"We're always able to give insights to our users directly in the application, and we can segment it so that users who have not been affected will not see it."

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This targeted approach reduces noise, maintains user trust, and deflects support tickets before they're even created.

In-app communication keeps users up-to-date on the latest news and can easily embed content such as videos hosted elsewhere.

Conclusion

What started with a two-minute tour trial in late 2024 has become the operating system for how Norway's largest e-commerce platform communicates with, guides, and supports its customers. The result: 60% autonomous support resolution in 90 days. Coverage at every hour. A release workflow that brings users along before, during and after every launch.

Tomas Netrval
Trond-Daniel Kastnes Kvalvik
Product manager & team leader
"Elvin has been a massive success for us. In just 90days, it autonomously resolved nearly 60% of our inquiries, allowing our support team to step away from repetitive tasks and focus on high-value projects. It's not just a tool - it's a total shift in how we scale."

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