"Excellent Price and Service Compared to Competition." Paul Cowans, Owner, Cowans Office Supplies
For commercial kitchen equipment sellers, digital product discovery has always been one of the biggest barriers to online conversions. Complex specifications, high-ticket pricing, varied installation requirements, and buyers who need expert guidance all make traditional eCommerce search and navigation feel insufficient.
Industry-wide, sellers face the same recurring problems:
Search engines that fail with real buyer language
No AI assistant to support pre-sales questions on product pages
Filters that can’t handle technical catalogs
Static merchandising that fails high-intent buyers
Pizza Ovens, a leading online seller of commercial pizza ovens and food-service equipment, operates in the Commercial Equipment e-commerce space, a specialized B2B (Business-to-Business) or B2C (Business-to-Consumer) market that sells high-value, technical, and often complex machinery.
Purchases in our client’s domain are generally considered investments rather than impulse buys. Customers are often business owners, procurement managers, or specialized contractors who require detailed technical specifications, compatibility checks, and in-depth pre-sales support to ensure the equipment meets their strict operational requirements.
The traditional keyword-based search engine was a significant bottleneck. When a customer searches for a pizza oven, their underlying intent is highly technical, which was not met.
Pizza Ovens had adopted a rules-based support chatbot to handle basic customer inquiries, but it failed to understand technical context and increased pre-sales support calls.
The massive catalog of Pizza Ovens contained the perfect product for every customer, but limited merchandising features prevented discovery.
The platform was unable to guide customers from a high-level query to a specific, filtered product recommendation, forcing users to browse through hundreds of products.
The implementation of the Conversion Box AI Shopping Assistant and AI Search provided Pizza Ovens with the “24/7 Expert Salesman” they needed, yielding immediate and measurable results:
AI Search interpreted natural language, specifications, and brand synonyms, reducing search friction and surfacing accurate results instantly.
The AI Shopping Assistant acted as a knowledgeable sales rep explaining the differences between similar ovens, assisting with sizing, capacity, and installation, and recommending compatible accessories.
AI-driven product ranking highlighted bestsellers, high-stock items, and relevant products for each buyer segment.
The AI Shopping Assistant on the PDP efficiently handled the majority of repetitive, technical questions, transforming the online store into a Self-Service Sales Center.
(Implementation note: We implemented ConversionBox AI Assistant by connecting a front-end widget to a hosted LLM that consumed Pizza Ovens’ structured BigCommerce product catalog. Using page-level context, it delivered SKU-specific guidance while capturing user interactions through a lightweight JavaScript layer, all without backend changes.)
Increase in product-discovery-to-cart engagement
Increase in search-to-product interaction
Reduction in pre-sales support inquiries
With expert-level guidance directly integrated into the buying journey, Pizza Ovens eliminated key friction points in the technical product discovery process. Customers gained confidence more quickly, the support workload decreased, and the path from product interest to purchase became noticeably shorter.
Help buyers find the right equipment faster, reduce support requests, and drive more confident purchases with ConversionBox AI Assistant.
