How Cabau Lifestyle Scaled Support and Sales Amid Netflix Virality

The Challenge: Navigating hypergrowth across international markets and channels

When Cabau Lifestyle’s founder launched her Netflix reality show Yolanthe in 220 countries in summer 2025, the brand experienced explosive growth that stress-tested its small CX team.  

As an established actress, Yolanthe quickly attracted new customers from her international fanbase across the Netherlands, Belgium, Italy, Spain, Turkey, and beyond. 

At the same time, Cabau Lifestyle underwent a distribution centre migration, creating order fulfillment challenges. 

These two events happening in parallel led to a surge in ticket volume. Existing customers were reaching out to ask, “Where is my order?” while new shoppers had complex product questions about allergies, health goals, and supplement combinations. 

“We attracted a lot of new customers, which automatically raised a lot of questions like ‘What are the ingredients in this supplement?’ or ‘Which products can I use together to build my wellness routine?’"
—Coen Fredriks, Chief Commercial Officer at Cabau Lifestyle

The Solution: AI Agent handles ticket surges and sells around the clock

Cabau Lifestyle introduced AI Agent to support and sell, automating the influx of repetitive pre- and post-purchase tickets driven by the brand’s virality. Within a few months, Coen led the CX team’s implementation of Gorgias, AI Agent, and Shopping Assistant. 

The CX team onboarded the agent by providing a variety of knowledge sources, including product pages, recipes, SOPs, policies, and Guidance. 

"The fact that AI Agent can resolve so many questions so quickly is amazing. We had a technical issue last BFCM that created a 600-question pile-up, and AI Agent cleared them from the queue in minutes."
—Coen Fredriks, Chief Commercial Officer at Cabau Lifestyle

AI Agent puts the customer first with contextual, empathetic support 

Beyond just clearing the backlog, Cabau’s AI Agent demonstrated judgment and contextual understanding that exceeded their expectations. 

It took a health-first approach, advising customers to consult a doctor rather than purchase a product. This empathetic approach prioritized the customer’s safety and well-being over sales, exactly as a human agent would. 

Cabau’s team was also impressed by how effectively AI Agent handled questions from DTC shoppers and B2B retail partners. Cabau Lifestyle also operates a wholesale branch, receiving messages from retail partners that the AI Agent correctly answers without any dedicated B2B AI training documents. 

Shopping Assistant turns supplement FAQs into sales

As with most wellness brands, Cabau's products inherently require guidance and education before customers make a purchase. But if the team missed these questions as they came in, high-intent moments became abandoned carts. 

Cabau Lifestyle introduced Shopping Assistant, an AI-powered virtual assistant, to guide customers through the purchase journey from question to checkout. 

Shopping Assistant helps answer key pre-sales questions like:

• "Which products can I use together?"
• "I have an allergy. Can I use this product?"
• "What products do I need to reach my fitness goal?"

"We sell products that come with a lot of questions. Customers who land on our site want to know what products to use, how to use them, and what’s in them. Shopping Assistant provides guidance to those visitors.”
—Coen Fredriks, Chief Commercial Officer at Cabau Lifestyle

Introducing 24/7 support to handle customers across time zones

Three months after implementing Gorgias, AI Agent enabled Cabau to offer 24/7 email support for the first time, rather than logging in each morning to a queue of emails that had accumulated overnight. This relieved the CX team and ensured customers received timely responses regardless of when they reached out.

The immediacy of email support also created a new sales channel where customer questions convert into revenue.