SIMKHAI, Retrofête, and Odd Muse Among Launch Partners Using the AI-Led Shopping Experience to Increase Conversion, Engagement, and Loyalty
Swap launched the first agentic storefront – a new AI-powered sales channel that lives separately from a brand’s existing website and converts shoppers more effectively. Running on a dedicated AI site separate from each brand’s main store, Swap Storefront guides shoppers from product discovery to live virtual try-on to checkout in a single, fully branded experience – and is already converting at twice the industry rate. Launch partners include SIMKHAI, Retrofête, Odd Muse, Studio Nicholson, and Manors Golf, alongside 20+ brands.
AI tools have become part of daily life, and with that, consumer expectations for digital shopping experiences are shifting, leaving merchants racing to catch up. As LLMs build out their own commerce experiences, their incentives are structurally misaligned with brands’: they’re designed to keep consumers inside the LLM, often requiring shoppers to download a separate app or complete purchases within a chat interface – prioritizing engagement on the platform over conversion for the merchant. The result is brands ceding control of the customer relationship, the data, and the revenue those interactions generate. Swap Storefront introduces a different model: one built for merchants, where the brand owns the experience from end to end.
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“We believe Swap Storefront is the next evolution of commerce, and the results prove it,” said Sam Atkinson, Co-Founder and CEO of Swap. “Consumers are using LLMs more every day and increasingly want that same interactive, guided experience when they shop, rather than static browsing. Swap Storefront puts that power directly in the hands of brands, helping them meet that demand while strengthening direct customer relationships and capturing valuable insights.”
As agentic commerce gains momentum, Swap is emerging as the merchant-first solution, helping brands compete in an AI-driven market without sacrificing what makes them unique. Rather than routing shoppers through a third-party AI layer, Swap Storefront lives on a dedicated .ai destination alongside the brand’s main .com site – a fully branded experience that’s already outperforming traditional e-commerce on conversion, time on site, and returns. Trained on each brand’s products and owned entirely by the merchant, it gives brands full control over how their AI agent looks, sounds, and sells.
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“As a founder-led brand, every detail of how we show up to our customers reflects a specific point of view,” said Aimee Smale, Founder and Creative Director at Odd Muse. “Swap Storefront is the first AI we’ve used that amplifies that point of view rather than dilutes it – I’m even personally voicing our AI agent. Our customers are getting the exact brand experience we’d want to give them, at a scale we couldn’t reach on our own.”
Behind the experience, Swap Storefront integrates directly with each brand’s existing commerce stack, handling payment processing and connecting to the merchant’s 3PLs, WMS, and OMS systems, giving brands a net-new AI channel without rebuilding their infrastructure. Across participating brands, that translates to conversion rates up to 2x higher, 3x longer time on site, and returns reduced by up to 20% compared to standard site journeys. The experience is driven by:
- A dynamic, living storefront: Customers are greeted by a branded AI agent that adapts to needs and preferences in real time
- Integrated discovery and live virtual try-on: The agent understands shopper intent, recommends products, and lets shoppers fit clothes onto themselves in real time, all within one experience
- Streamlined checkout: Purchases are completed directly via chat or voice, reducing friction, redirects, and drop-off
- Unified end-to-end journey: From discovery to delivery, the customer experience is managed in a single flow
- Brand-owned data and relationships: Every customer interaction, preference, and purchase signal stays with the merchant, not a third-party platform
These results underscore a core principle behind Swap Storefront: AI should serve the brands, not sit between them and their customers. With Swap Storefront, every AI-driven interaction is designed to benefit the brand. Instead of capturing customer relationships on behalf of a third-party platform, Swap Storefront ensures brands retain full ownership of their customer data, conversational history, and revenue, creating an AI layer that strengthens the direct connection between brands and their customers, rather than replacing it.
“At SIMKHAI we’ve always believed that our pieces should feel effortless to wear, and now with Swap Storefront, they’re also effortless to discover,” said Jonathan Simkhai, Founder and Creative Director at SIMKHAI. “Our new agentic experience powered by Swap will bring the warmth of a personal styling conversation from our stores into the digital space.”
Swap Storefront is currently live across a growing roster of global brands, including SIMKHAI, Retrofête, Odd Muse, Studio Nicholson, Manors Golf, and more.
