Empowering e-commerce in Georgia with AI-driven customer support 

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Extra.ge

E-commerce

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Founded in 2019, Extra.ge offers consumers a broad product assortment-including electronics, home goods, toys, personal care, and more-through both a website and mobile app.

Industry

E-commerce

Market

Georgia

Company size

300-400

August 15, 2025/4 min read

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The challenge

During high-volume periods-such as holidays, Black Friday-type sales, or other promotional campaigns-Extra.ge experiences surges in customer inquiries: questions about stock availability, delivery times, returns or exchanges, order tracking, payment issues, etc. Without automation or scalable tooling, support teams become overwhelmed, wait times increase, and overall customer satisfaction (CSAT) tends to dip.

The solution: AI agent implementation

To address this, Extra.ge implemented an AI-powered customer support agent, integrated directly into its existing service channels.

The AI agent was designed to:

• Automatically handle routine and high-frequency enquiries.
• Provide real-time responses during traffic peaks.
• Seamlessly escalate complex or sensitive issues to human agents

Key capabilities included:

• A structured knowledge base covering FAQs, order and product status, payment options, and policies
• Fallback escalation when confidence thresholds were not met
• Multichannel availability, including web chat and mobile app
• Performance tracking across key metrics such as resolution rate, response time, and escalations

Briano helped us deal with 50% of customers during hot days of holidays and special offers.

Ana Tabatadze

Chief Strategic Project Officer | Extra.ge

The results

The impact was immediate and measurable.

• 50% automated resolution rate, handling routine queries without human intervention
• 52% fewer waiting tickets, significantly reducing backlog during peak periods
• Average response times dropped from 30-40 minutes to under 5 seconds
• During major sales events, the system handled up to 3x the normal ticket volume without overwhelming the support team.

Human agents were able to shift focus to complex, high-value interactions, while the AI efficiently managed repetitive requests such as delivery times, stock availability, and return policies.

The outcome

With the AI agent in place, Extra.ge now operates a faster, more resilient, and more scalable customer support system. 
            
The solution protects service quality during the busiest shopping days, improves consistency year-round, and helps maintain strong customer satisfaction, all while keeping operational costs under control.

Conclusion

By integrating AI into its customer support stack, Extra.ge has strengthened its ability to serve a rapidly growing user base, especially during holidays, promotions, and high-demand periods.

With continued optimization and alignment between AI and human teams, Extra.ge is well positioned to achieve:

• Higher automated resolution rates
• Lower cost per ticket
• Stronger long-term customer loyalty