Rohlik Group deploys agentic shopping and support for 3 million e-grocery customers

The Rohlik Group operates one of Europe's largest online grocery platforms, serving 3 million customers across the Czech Republic, Germany, Hungary, Romania, and Austria under the Rohlik.cz, Knuspr.de, Kifli.hu, Sezamo.ro, and Gurkerl.at brands.

Rohlik needed to scale customer support across the five countries, and wanted to give customers a way to shop by voice.

The challenge

Before Maia, Rohlik's customer support was fully human-led - built on care, expertise, and strong customer satisfaction. But as the company scaled across five markets and six languages, maintaining the same level of speed and quality became increasingly complex. Peak hours meant longer wait times, and even though their support hours were wide,  there was no live coverage overnight or in the early morning.

At the same time, customers could only shop and get support through the app or website and Rohlik wanted to meet them in the channels they already use every day.

Deployed across phone, web, app, and WhatsApp

Rohlik configured Maia on ElevenAgents and deployed it across four channels. On the phone hotline, the agent handles 90% of incoming calls with a natural-sounding voice. On Rohlik's website and mobile apps, Maia is integrated directly into the shopping experience. And on WhatsApp - one of the most popular customer care channels in the region - Maia automates support for the same customer base.

Each agent is bilingual, supporting the native language of its market plus English - six languages total across five country-level agents.

ElevenAgents let us deploy Maia in 6 languages everywhere our customers already are: phone, WhatsApp, our website and the app.

- Lukas Honke, Head of AI Engineering at Rohlik Group

Resolving issues end-to-end

ElevenAgents connects directly to Rohlik's backend systems via Model Context Protocol (MCP) - an open standard that lets AI agents securely call APIs and take actions in external systems.

Through MCP server integrations, Maia can perform more than 30 distinct actions, including:

• Checking real-time order status and delivery locations
• Making live modifications to existing orders
• Issuing credits and resolving delivery issues autonomously
• Filing support requests on the customer's behalf

Establishing this backend integration was the core technical challenge of the build. ElevenAgents' support for MCP is what made this depth of connectivity possible - giving the agent the ability to take the same actions a human operator would, in seconds.

Hear a real support claim handled through Maia in English:

Or listen to a similar call in Czech, one of 6 languages in production:

A new way to shop: voice-based grocery commerce

Because the platform supports both backend integration and natural conversational voice, Rohlik was able to extend the same agent beyond support into a transactional shopping assistant.

Through the mobile app or WhatsApp, customers can search for products, get recipe recommendations, build a shopping list, and complete a full checkout - all through conversation. Whatever a customer can do on Rohlik's website, they can now do by talking to Maia. This gives Rohlik a differentiated customer experience and turns the agent from a support tool into a revenue channel.

Why ElevenLabs

Rohlik's deployment required a platform that could deliver natural-sounding voice across six languages, connect to backend systems so agents could take real action, deploy across mutiple channels from a single configuration, and hand off to human operators with full context when needed.

ElevenLabs' proprietary voice models power natural speech across all six languages. The platform's integration framework enabled the 30+ backend actions that power Maia. And omnichannel deployment meant Rohlik did not have to build and maintain separate agent implementations for each channel.

When Maia cannot resolve an issue - or when a customer asks for a human - the platform routes the call immediately and passes the full conversation transcript to the human operator, so the customer never repeats themselves.

Impact and results

90% of Rohlik’s customer communications are now handled automatically across phone, web, mobile app, and WhatsApp, and a large portion of those are resolved end-to-end without being routed to a human. Rohlik's human support team is strong, and Maia is designed to complement it: handling routine issues instantly so human agents can focus on the cases that need a human touch.

For less urgent issues, customers can ask Maia to file a support ticket on their behalf, and the request is handled asynchronously.

Since deploying on ElevenAgents, Rohlik has seen:

• Over 2x faster resolution, with the most common cases resolved in seconds
• 24/7 availability across 5 markets and 6 languages
• On track to reduce operational costs by 50% while maintaining CSAT
• Deployed across phone, web, mobile app, and WhatsApp

We believe voice is the future of grocery. We built the agent for support, but where it gets exciting is shopping. Customers tap once and start talking - searching recipes, adding to their cart, repeating their usual orders, even completing checkout by voice.

-Lukas Honke, Head of AI Engineering at Rohlik Group

What's next

The Rohlik team plans to expand Maia across both support and shopping. For support, the team is adding more complex capabilities like payment dispute handling. For shopping, they are developing Maia into a personal nutritionist and meal planner within the mobile app.