E-Commerce

Comments under a store’s ads are mostly buyers asking before they buy. In RYPL’s Q3 2026 data, 38% of analyzed comments on advertisers’ Facebook and Instagram ads and posts showed buying intent (the price, availability, specs or how to get it) and only 2% said outright that the person wanted to buy. 3% accused the brand of a scam or said the product was fake. This page shows how to set Rypl up for that mix.

The knowledge base

The agent can only quote facts it has. For a store, add:

Your website. Product pages, the FAQ, and the shipping and returns pages. Rypl reads the site you add.
Files. A price list, size charts, a returns policy, anything not on the site.
Q&A. The questions you get most, with the exact answer you want given: “Do you ship to Canada?”, “Is it true to size?”, “When will the black one be back?”

Update it when prices, stock or offers change. The knowledge base learns the moment you save, so the next reply uses the new facts. For fast-moving stock, a Q&A like “Stock changes daily; check the product page for sizes in stock” is safer than a number that goes stale.

Questions buyers ask, and what to put in the knowledge base

Comment	What the agent needs
“How much?” / “Price?”	Prices, including for variants, and current discounts
“Is this available in M?”	Sizes and colours offered, or where to check stock
“Do you ship to Germany?”	Countries, delivery times and costs
“Is it true to size?”	Size chart and fit notes
“Can I return it?”	Return window and how to start a return
“Link?”	The product or store URL

From Pro, agents read the ad before replying, so “how much is this one?” gets the price of the product in the ad, not a guess.

Moderation for stores

Spam and hate are hidden automatically on every plan.
Banned words catch what you never want shown: competitor names, a rival store’s domain, slurs. Up to 50 per channel.
Scam accusations. “Scam!” from a stranger and “I paid and never got my order” from a customer need different handling. On Pro, a moderation rule in plain words separates them, for example: Hide comments that call us a scam without mentioning an order. Send comments about a missing or late order to review.
Complaints go to Needs attention so a person answers them. Hiding a real complaint by default makes other buyers suspicious.
Filter by tone can hide or delete negative comments on a channel if your ads draw a lot of hostility. It is off by default.

Replies that sell

Give the answer first, then the next step. “It’s $49, and free shipping over $60: [link]” beats “Check our website!”
Answer in the buyer’s language. Agents reply in the language the person wrote in; you don’t need a knowledge base per language.
Thank-you replies (Pro and Ultra) answer praise like “love mine!” with a short, on-brand reply.
Reply rules (Pro and Ultra): send a ready reply for a giveaway keyword, or skip topics you never discuss in public.

TikTok ads

Comments on TikTok ads go through the same agent and knowledge base. TikTok doesn’t allow deleting other people’s comments, so a delete rule hides the comment instead. Organic TikTok posts are not supported.

What to measure

Median reply time to questions under your ads.
Questions the agent answered badly or couldn’t answer (each one is a knowledge base gap).
Hidden comments you had to unhide.
ROAS and cost per result in Ads Manager, compared with a baseline from before you switched Rypl on.