GravaStar
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2026
GravaStar
How GravaStar uses Seel to serve customers around the clock and turn conversations into sales
GravaStar
GravaStar
Gravastar manufactures gaming products known for having a sci-fi look and feel. Some of the brand’s most popular collections of keyboards, mice, speakers, and earbuds also double as collectibles influenced by pop culture franchises, like Transformers, Gundam, and Star Wars.
As Gravastar scaled globally, two challenges ate into their operational bandwidth:
More than 60% of customer inquiries came in after their support team logged off
15% of support inquiries were pre-purchase questions directed to the wrong place
The team partnered with Seel to deploy a support agent that could handle after-hours inquiries and address pre-purchase questions before they dropped off.
The Challenge
The Challenge
The GravaStar support team was chipping away at backlogs of support requests that came in after hours. A good chunk of this volume was made up of repetitive post-purchase tickets that covered warranty questions, order corrections, and hardware troubleshooting.
The pre-purchase problem added to the queue, but even when solved, the impact was minimal. Shoppers with buying questions don’t wait around — much like how we don’t wait around for an answer when looking up products on Google or an AI chat. By the time an agent reaches them in the queue, the intent is gone and so is the sale.
The typical answer is to staff up or implement a support software that could fill in the after hour gaps. But there’s compounding costs to hiring overnight support and adding another tool to the support team’s current stack.
The solution
The solution
GravaStar was already working with Seel to manage post-purchase requests for shipping and product issues through our Worry-Free Delivery program, GravaStar had the confidence of a post-purchase partner who understood their shoppers and brand policies. Expanding that into a more comprehensive support solution was a natural next step.
Cover the support queue around the clock
Seel's Support Agent handles customer inquiries across two channels: email and live chat. GravaStar started by enabling the agent through our live chat widget on their website. The agent was expected to handle up to 70% of conversations without any intervention from GravaStar’s support team, and it came in at 79%.
The widget handled the majority of support conversations automatically, with sub-two-second response times, at any hour. It arrived pre-trained on post-purchase behavior across tens of millions of real shopper interactions, which meant it could handle the complexity GravaStar's customers brought to it from day one.
Turn pre-purchase questions into sales
The same widget that intercepted support tickets could also catch shoppers with buying questions and engage them at that exact moment. The widget pulls information from Gravastar’s real-time product database. For a brand whose customers are tech enthusiasts with specific requirements, that connection mattered.
Compatibility questions came back with exact model details and live inventory, not a link to go check the product page. Skeptics got specific reasons why products are worth the price, and can also be matched with recommendations based on what they were looking for. When a shopper was ready to buy, they could complete the purchase directly in the chat. The result was a 20% conversion rate on those sessions, with an average order value of around $200.
Seel’s impact on GravaStar’s shopper experience
Seel’s impact on GravaStar’s shopper experience
GravaStar used the Support Agent to close two gaps at once, without adding headcount or a separate sales tool. Three outcomes stood out:
Support coverage that matches their audience: 78.5% of conversations handled without a human agent, with 63.6% of after-hours inquiries captured and resolved.
A new revenue channel inside the support layer: In-chat recommendation cards generated a 16.9% click-through rate, and 20% of those shoppers placed an order in the same session.
A leaner, more capable support operation: By starting with one product and expanding deliberately, GravaStar built a support operation that handles more volume, converts more shoppers, and costs less to run.
As GravaStar scales, being able to meet shoppers in the moment — whether they're deciding to buy or need help after — is what builds the kind of trust that sticks. Seel gives them the infrastructure to do that without the operational lift, with an easy-to-use agentic layer that can be implemented quickly and already understands what their shoppers need.
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