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Depict powers Yaga to achieve a 317% increase in add-to-carts

Markets      Estonia, South Africa
Industry      Preloved Fashion

Preloved fashion has been the fashion industry’s hottest trend in the last years, quickly moving from niche to mainstream. Yaga implemented Depict's AI-driven personalization engine seamlessly, boosting their user engagement, revenue, and market expansion opportunities for their second-hand clothing marketplace.


The C2C brand Yaga first launched its shopping platform in Estonia in 2017. Having experienced success there, Yaga expanded to South Africa in late 2019 and shortly became the number one fashion platform for South Africans buying and selling their preloved pieces online.

Key Results

User engagement boost

Yaga stopped relying on historical data to showcase relevant second-hand products, thanks to Depict's powerful AI-led engine.

Higher revenue and buyer intent

With Depict's accurate product recommendations, Yaga experienced an increase in its top-line and market growth.

Tailored guidance and support

Depict helped Yaga swap from their in-house solution effortlessly, making their experience easy and simple.

Their Challenges

Becoming a market leader didn’t come without its challenges for Yaga.With thousands of products being added to the platform each day, showing customers relevant product recommendations across the customer journey is critical for success. But, because Yaga is a marketplace for second-hand clothes, every product shown on the site is unique, meaning there’s little to no user data to inform product recommendations.

Yaga’s in-house system struggled with product recommendations, resulting in poor performance. The purchasing experience tended to be irrelevant, meaning customers sped through browsing and weren’t adding products to the cart. Yaga’s investment in advertising was also falling flat, as the lack of relevant product recommendations impacted the revenue each purchase was generating. With these in-house technology shortcomings, Yaga was also wary about pursuing their plans of growth and expansion to other markets while facing operational issues.

“Whenever I had a question or comment, Depict’s Customer Success team responded quickly. I haven’t had many issues, which is also a great indication that this partnership is working really well.”

Rauno Kristjan,  
Growth Lead at Yaga

Our Solution

Yaga resolved to find a product recommendation solution better suited for their business goals. When scouting, they came across Depict, who helped reputable brands like aim'n, Gina Tricot, and Houdini delivers a personalized E-commerce experience.

Depict’s proposed offering a tailored AI E-commerce experience using a personalization engine that can showcase the most relevant products even without historical data to inform product recommendations.

Implementing new technology is a big decision for any business, so Yaga put the shortlisted vendors through various selection filters to make sure the new solution outperforms their previous in-house product recommendation solution. This included running an A/B test measuring the number of products added to carts via product recommendations.

"The relevance of the product recommendations we show to our visitors and customers directly impacts the revenue each ad campaign generates."

An image of Malin Ericson, CRO Specialist at aim'n

Rauno Kristjan,

Growth Lead at Yaga

Our Impact

The results showed that Yaga could generate more engagement with Depict than using their previous solution or any competing technology. With Depict, Yaga can keep showing an endless stream of relevant product recommendations with a Depict infinite scroll feature, which mimics the familiar layout users know from social networks, like Instagram.

Yaga saw a significant uplift in buyer intent using Depict, Yaga confidently decided to replace their in-house solution. They were reassured by the tailored support of Depict’s team, who resolved any uncertainties and guided Yaga to make the transition to a new system seamless, with almost no effort from their side.

Equipped with a new, sophisticated product recommendation technology, Yaga provides a highly engaging product discovery experience, resulting in more users, more revenue, and more opportunities for market expansion.

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