- Industry: Shipping & fulfilment (eCommerce)
- Use Case: Website engagement + in-app onboarding
- Customer: Starshipit
- Spokesperson: George Plummer, Founder
Starshipit is replacing Intercom's Fin with Aimdoc inside its app, and within five weeks of rollout, nearly a quarter of new users were getting onboarding help from the AI — most within 15 minutes of signing up.
About Starshipit
Starshipit is the highest-rated shipping and fulfilment automation platform for retailers in Australia and New Zealand, serving 30,000+ retailers. It connects e-commerce stores to 60+ couriers — Australia Post, DHL, FedEx, Aramex, and more — automating everything from label printing and address correction to customs documentation and live checkout rates.
That power comes with an inherently technical setup. Before a new retailer prints their first label, they need courier accounts connected, printers configured, and their store integrated. For Starshipit, activation has a precise definition: the first label printed. Every customer's path there is different.
The Challenge
Starshipit's support and onboarding teams serve tens of thousands of retailers with real, technical questions: How do I set up my printing? How do I configure checkout rates? Why is my webhook returning a 422?
Their existing AI support tool, Intercom's Fin, answered some of this — at a per-resolution price that grew with every conversation.
Meanwhile, their website had an untapped problem of its own.
Chapter 1: The Website Agent
Starshipit deployed Aimdoc Website on starshipit.com in January 2026. Over six months, the agent:
- Held 3,000+ conversations with ~3,000 unique visitors across Australia, New Zealand, the US, the UK, and beyond — answering 6,400+ questions about couriers, integrations, pricing, and setup
- Handled 43% of those conversations outside business hours, when no team was at a desk
- Qualified prospects automatically — classifying visitor type (prospect, customer, trial) and shipment volume in real time — and synced every conversation to HubSpot with full attribution
While lead capture was running, the agent produced ~23 sales-qualified leads per month, every one arriving with a name, email, company, job title, and shipment-volume qualification: no forms, no SDR chasing.
But the conversation data surfaced something more interesting: roughly one in five website conversations wasn't a prospect at all. It was an existing customer or trial user asking product questions. The website was a support channel in disguise — and asking those people for contact information Starshipit already had made no sense.
So instead of treating customers like leads, Starshipit took the agent to where its customers actually were: inside the product.
Chapter 2: The In-App Agent
"The biggest thing we're after is onboarding. A customer signs up, and in their first few visits we want to prompt them through the tailored steps that get them started."
— George Plummer, Founder, Starshipit
In June 2026, Starshipit began replacing Intercom's Fin with Aimdoc Application inside its new app UI — the same agent from the website, now running in app mode. Integration took days, not months: Starshipit's app calls aimdoc.identify() when a user signs in, so the agent knows exactly who it's talking to (name, company, account) with no forms and no "What's your email?" dance.
"From what I've seen, it's already a better experience."
— George Plummer, at rollout
What happened in the first five weeks
The rollout covered a pilot slice of Starshipit's base: new users landing on the new UI. Among those users:
- 23% engaged the AI assistant, unprompted, with no proactive nudges yet
- The median user had their first AI conversation 15 minutes after signing up — help arrives during the first session, exactly when onboarding friction hits
- Conversations run nearly twice as deep as website chat (3.6 messages per conversation vs 2.0), and 41% are multi-turn working sessions: printer setup, courier configuration, webhook debugging, carrier integrations
- Usage compounds: weekly conversation volume grew roughly 60% across the pilot while the flow of new users stayed flat — adoption deepening, not just more traffic
- 1 in 6 engaged users came back for two or more separate conversations; one user had twelve
The number that matters most
Starshipit's activation metric is the first label printed, and retention follows activation. Comparing the June cohort of new users:
Users who engaged the AI during their first month were active the following month at 67%, versus 26% for those who didn't — a 2.6× difference.
Engaged users are, of course, a motivated group. But this is precisely the moment Starshipit wants to own: a new customer, in their first session, working through the setup that determines whether they ever ship a label.
The Full-Agent Advantage
Most teams buy a marketing chatbot for the website and a support bot for the app, and the two never speak. Starshipit runs one agent with one memory across the entire journey:
- On the website, it qualifies a prospect by shipment volume and syncs them to HubSpot
- Fifteen minutes after signup, the same agent greets them inside the app — knowing who they are via a cryptographically verified identity, with no re-introduction
- It reads the context Starshipit chooses to share (account, plan, CRM properties) and helps with the actual work: printing, couriers, integrations
The ROI Picture
Across six months, the agent absorbed roughly 500–600 hours of sales- and support-equivalent workload: website conversations at a conservative 10-minute handle time, in-app technical sessions at 15. Much of that total comes from the website, where the agent has run since January. But the run-rates tell the real story:
- The website agent handles a steady ~15–19 hours per week of combined sales and support conversations
- The in-app agent reached ~15 hours per week within its first five weeks, from a pilot slice covering only new users on the new UI
That pilot cohort is a small fraction of Starshipit's 30,000+ retailer base. Holding today's engagement rate constant (before proactive onboarding prompts ship), a full rollout projects to more than 10× the current in-app workload: 150+ hours per week — the equivalent of 3–4 full-time support and onboarding roles — with around-the-clock coverage. And unlike per-resolution pricing, that capacity doesn't get more expensive as it gets more useful.
What's Next
Starshipit is migrating its full customer base to the new UI — and the agent — by the end of August. Together, Starshipit and Aimdoc are building the next layer of measurement: trackable onboarding objectives the AI works through with each user (for Starshipit, the path to that first printed label), and a cohort analysis pairing agent engagement with conversion data to measure the effect on trial-to-paid rates directly.
The Takeaway
Starshipit didn't buy a website chatbot and a support bot. It's putting one AI agent on the whole customer journey — from first website visit to first shipping label — and measuring what matters: time-to-help, activation-adjacent engagement, and next-month activity.
"From what I've seen, it's already a better experience."
— George Plummer, Founder, Starshipit
Want to put one AI agent on your whole customer journey? Explore Aimdoc Website, Aimdoc Application, or book a demo.