Cartful is how
merchandisers teach AI.
Your merchandising judgment, layered onto your catalog to power AI shopping
on your site, through your feeds, and wherever shopping goes next.
How it works
Shoppers ask everywhere. Your brand gives one answer.
Built around your team
Your merchandising judgment at the center of every interaction.
Your team knows who each product is really for, where it falls short, and when another option would serve the shopper better.
Cartful turns that expertise into shared guidance across product pages, quizzes, conversations, feeds, and AI shopping experiences. AI applies it at scale. Your team keeps the final say.
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Your team makes the call once. Cartful carries it everywhere.
The honest answer
When another product is better, Cartful says so.
Cartful evaluates each shopper against your full assortment, not just the product in front of them. When something isn't right, it explains the tradeoff and points them to a better match.
That honesty builds trust, while the same merchant-approved guidance keeps the answer consistent across product pages, quizzes, conversations, and AI agents.
Shown here in Affinity: an honest redirect to a better match, in the brand's own voice.
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The right answer, on every surface.
The platform
A family of products. Built on one library.
Each one stands on its own. Together they cover every place a shopper decides.
A product page that tells each shopper if it's right for them.
Affinity brings Cartful's guidance directly to the PDP. Shoppers share what matters once, then get a personalized verdict on every product page they visit.
When something isn't right, Affinity explains why and points them to a better match.
- One set of preferences, every PDP.
- Every verdict traces back to your approved guidance.
- When another product is better, Affinity says so.
Product recommendations with a reason.
Lineup uses your approved guidance to choose the right substitutes, complements, and next-best products, then explains why each belongs.
Because it reads from the same Cartful Library, every recommendation stays consistent with Affinity and Studio.
- More than "you may also like."
- A clear reason for every product.
- The same merchandising judgment, across every surface.
Guided selling quizzes your team controls.
Studio turns your merchandising framework into a guided path to the right product. Build the experience without code, control the questions and recommendation logic, and keep every answer consistent with the rest of Cartful.
- Drag-and-drop editing for merchandising teams.
- Advanced control over eligibility, exclusions, ranking, and fallbacks.
- Shopper answers can flow into your email, analytics, and customer-data tools.
Your approved product guidance, made legible to AI agents.
Agentic Training publishes your Cartful guidance into the pages and feeds AI agents already read, so they have a better source for who your products are for and why.
- Built from the same Library as every Cartful experience.
- Published into your own commerce platform and product feeds.
- Designed around the questions shoppers actually ask AI.
Built on a decade of guided selling
What happened when OSEA Malibu launched a skincare quiz with Studio.
Cartful has helped ecommerce teams guide shoppers to the right products since 2015. Studio is where that started.
What teams say
“We love the engagement and conversion rates we see from customers who use our sock finder tool. It's definitely a win for the customer, which makes it a win for us.”
“The skin quiz has been a tremendous success. We were anticipating a lift in conversion rate, but the increase in AOV and new email collection provided us with an ROI we were not expecting.”
“Working with Cartful has been an incredible partnership. They bring thoughtful ideas, fast execution, and a true dedication to making every experience seamless.”
Due diligence
0 of 5 asked
Five questions to ask every AI shopping vendor.
If they cannot answer clearly, that is an answer.
Bring these questions to your next vendor call. We'll answer all five.
Talk to us →Integrations
Works with the tools you already run.
Shopper intent syncs downstream as zero-party data. Approved product attributes can sync back to Shopify as metafields, ready for collection-page filters.
Don't see yours? Ask us.
Built for enterprise trust requirements
Privacy-first by default. Configured for your obligations.
Security and legal can sign off without a special build. Data is aggregated by default, and anything sensitive only moves when you configure it.
The full SOC 2 report is available under NDA.
Request the report →FAQ
What to know about Cartful.
What is Cartful?
Cartful is how merchandising teams teach AI their products. It turns your team's judgment about who each product is for, when it is not, and why into shared guidance that powers product pages, quizzes, recommendation rows, feeds, and AI agents.
Founded in 2015 and based in New York City, Cartful has spent more than a decade helping ecommerce brands guide shoppers to the right products.
What products does Cartful offer?
Several, all powered by the same shared Library:
- Studio for product finder quizzes.
- Affinity for personalized guidance on product pages.
- Lineup for reasoned product recommendation rows.
- Agentic Training for brand-approved content AI agents can read.
Each stands on its own. Together, they carry the same merchandising judgment everywhere shoppers decide.
Who is Cartful for?
Cartful is built for merchandising and ecommerce teams at mid-market and enterprise brands, especially when choosing the right product requires real judgment.
Common categories include skincare, apparel, outdoor gear, electronics, home goods, and other complex assortments where specifications alone do not tell the full story.
How does Cartful work?
Connect your catalog and Cartful drafts a Library of shopper needs, product matches, strengths, and plain-English reasons. Your merchandising team reviews the guidance, makes corrections, and approves what goes live.
Every Cartful product then reads from that same Library, so recommendations stay consistent across every surface. AI does the work of applying the guidance at scale. Your team keeps the final say.
Is Cartful a chatbot?
No. Cartful is a product guidance platform.
Affinity, Studio, Lineup, and Agentic Training all run on the same merchant-approved Library. Every recommendation follows the framework your team approved rather than an AI improvising from scratch.
What brands use Cartful?
Brands that have worked with Cartful include HOKA, GoPro, Shiseido, Smartwool, OSEA, Haus Labs, Sol de Janeiro, Cub Cadet, Peet's Coffee, Coty, Johnson Outdoors, Altra, and Stanley Black & Decker.
How does Cartful handle shopper data and privacy?
Cartful is privacy-first by default. Shopper activity is aggregated unless a brand chooses to connect an email, analytics, or customer-data platform.
When those integrations are configured, data moves through encrypted APIs into the systems the brand already uses. Cartful does not store IP addresses or device IDs and is SOC 2 Type II certified.
Get started
See Cartful on your catalog.
Book a demo and we'll walk your team through Affinity, Studio, Lineup, and Agentic Training running on your own products.