# An AI salesperson in Direct turns a comment under a reel into a shipping label

> Instagram DM agent for a clothing store: first reply within 1 minute, not 40–50, plus upsells and CRM orders. In 2 months, revenue +15%, average order +20%.

URL: https://emilus.dev/en/cases/clothing-store-instagram/
Emilus · hello@emilus.dev · https://t.me/brrr28

1. [Emilus](https://emilus.dev/en/)
2. [Case studies](https://emilus.dev/en/cases/)
3. Clothing store

emilus. Agent

Status: In production

The agent takes each shopper from her first question in Direct to an order in the CRM and a shipping label. Payment, exchanges and tricky cases stay with the owner.

Case facts

**Client:**
Clothing store that sells on Instagram17 products in ≈350 variants; the owner answered every Direct message and comment herself

**Service:**
emilus. Agent · inbound inquiries

**Status:**
In production at the clientthe agent serves the store's shoppers in Direct and in comments

**Systems:**
Instagram, CRM, Nova Poshtafrom a comment under a reel to a shipping label

**A human in the loop.** Only the owner confirms payments; exchanges and tricky cases stay with her too.

## The client's situation

The store sells clothing on Instagram, and every sale happens in Direct messages and comments. The owner handled each inquiry herself: price, size, stock, photos, the order, the shipping label with Nova Poshta (Ukraine's largest delivery service), the prepayment check. The first reply took 40–50 minutes, one inquiry in five came in the evening or at night and waited until morning, and there was simply no time left to upsell.

**40–50 min**

until the first reply in Direct

*per client data*

**1 in 5**

inquiries arrive after hours and wait until morning

*per client data*

**≈15%**

of people left when the reply took longer than an hour

*per client data*

**0**

upsells: there were none at all

*per client data*

The owner's requirement The agent speaks in her voice and sells by her rules. What the agent says always matches the stock.

## What the system does

- **Replies in Direct and under posts within a minute,** so the shopper gets an answer while she is still scrolling her feed.
- **Works nights, weekends and holidays:** a message at 23:00 turns into an order right away.
- **Recognizes the product from a photo, a reel, a story or a forwarded post** and transcribes voice messages, so the shopper never has to explain what exactly she means.
- **Takes prices, sizes, colors and stock only from the store's CRM** at the moment of the question, picks the size from the size chart and sends photos of every color, so what it says always matches the stock.
- **Suggests a fitting add-on before checkout:** only from items the owner picked, and once per order, so the order value grows without pushing.
- **Places the order and reserves the item after the shopper's clear “yes”** and creates the Nova Poshta shipping label itself, so the owner types nothing by hand.
- **Checks the prepayment receipt:** recipient, date, amount and duplicates, then brings the owner a “Payment received / Not received” card, because only a person confirms a payment.
- **Follows up with the shopper the next day if a sale has stalled,** and answers “where is my order?” with the tracking number.
- **Takes orders from abroad:** collects all the details and passes them to the owner to price the delivery, so a buyer from another country is not lost.
- **Gives the owner a dashboard:** every conversation with each step the agent took, orders by status, tone, terms, answers to common questions, AI costs and a daily evening review. She can take over any conversation and hand it back to the agent.

**Illustration** · How the system works

### The architecture in plain terms

The agent takes prices and stock from the store's CRM, and no message gets lost, even during updates. Payment, exchanges and tricky cases are the owner's decision.

**Channels:**
Instagram Direct · comments

**Integrations:**
Instagram, official Meta API · the store's CRM · Nova Poshta · Telegram for the owner · speech recognition

## How it works

**One sale, from the first question to the shipping label**

1. shopper · **Question** · Writes in Direct, comments on a reel or sends a photo of an item
2. agent · **Recognition** · Identifies the product from a photo, post, reel or caption
3. CRM · **Stock** · Price, sizes and availability at the moment of the question
4. agent · **Advice** · Size, colors, photos, delivery and payment, a fitting add-on
5. shopper · **Summary and “yes”** · The agent shows the summary and waits for a clear yes
6. CRM · **Order** · Created with the item reserved
7. Nova Poshta · **Shipping label** · Created automatically, number added to the order
8. owner · **A human confirms** · A card in Telegram; only the owner confirms payment

## How we test the agent

- Replay on real messages from a year of chat archives: the agent sees the same history the owner saw back then, and we compare the replies.
- An exam on sales scenarios and a stress test where the “shopper” deliberately tries to throw the agent off.
- Automated tests inside the agent's system.
- End-to-end check: an outside person went from a comment to an order, and the shipping label was created automatically.

## Result and payback

**+15%**

revenue in the first 2 months with the agent

per client data

**+20%**

average order value: there was no upselling before at all

per client data

**up to 1 min**

was 40–50 min

to the first reply, around the clock

per client data

**Project payback: ≈2 months *per client data*** · Fast replies brought back the ≈15% of shoppers who used to leave, and upselling raised the order value. The pilot paid for itself in 2 months.

## What is running

1. running A reply within 1 minute, day and night: Direct and comments, the product from a photo, stock and prices from the CRM
2. running Orders with reserved items, Nova Poshta shipping labels, the owner's card in Telegram
3. running Upselling that did not exist before: average order value +20%

The service behind this case

## [emilus. Agent](https://emilus.dev/en/services/ai-agent/)

AI agent for customer inquiries. Diagnostic $300 → pilot $2,500–3,500 in 3 weeks → system $6,000–12,000; support $300 or $500 a month; AI usage paid by you directly.

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[All case studies](https://emilus.dev/en/cases/)

Next step

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