Built by a Store Owner Who Lost Sales Like You
I’m Stefano Bertoli, founder of RuleInside. Not an engineer who read about ecommerce: I ran a store and closed it. Then four years watching other owners lose the same sales, and building the tool that didn’t exist.
Ran an ecommerce 2018–2021 · 30+ businesses consulted · 4 years solving this
As Featured In
Answering Is the Price of Entry
My first business was property management in Panama. Find tenants, handle maintenance, collect rent. Simple on paper.
It wasn’t. Tenants called evenings and weekends, whenever they were free to view. Every missed call was another month with the unit empty. Every maintenance request I answered late was an unhappy tenant and a bad review.
That taught me something I never unlearned. Answering isn’t an advantage. It’s the price of entry. You can have the right product at the right price and still lose the sale, because you were not there.
The Store I Built, and Why It Failed
Back in Italy I founded EarthMeals: plant-based ready meals, home delivery, organic ingredients. A product I believed in.
The early months were promising. Customers who tried it loved it. Press in Vanity Fair Italia, Wired and Food Affairs. But every customer cost money, time and attention, and I was running out of all three.
Then March 2020. Overnight, it all stopped.
I closed EarthMeals in 2021, and for a year I blamed the pandemic. It was real, and it was not the whole story. Every unanswered question was already a customer who didn’t buy.
That is the part worth your attention. The leak was there on ordinary nights, long before the emergency. I could not see it from inside my own store.
The Same Problem in 30+ Businesses
After EarthMeals I spent four years consulting businesses across Italy, Spain and the US. Ecommerce stores, service businesses, professional practices. Different sectors, different sizes, different products.
The same problem every time.
Sales lost to unanswered questions at 10pm. Cart abandonment nobody could explain. Past buyers sitting in a database, because nobody had time to reach out.
I had assumed EarthMeals failed because of me. Thirty businesses later, the pattern said otherwise. If it is happening in your store, it is not a verdict on you either.
They were not unsure. They were waiting for someone to help them choose.
Why Hiring and Automation Both Fall Short
Hiring more people isn’t the answer, and EarthMeals taught me that. You can’t afford someone answering calls at midnight, in three languages, every day of the year. The numbers don’t work.
The tools had the opposite problem. They handed you the keys and left. Most owners never got them running. The ones who did watched them break the moment they stopped paying attention.
While consulting I spent two years testing every major AI voice platform on real stores. I found which failed under load, which invented product details, which needed an engineer. Then I built RuleInside’s stack for WooCommerce, FluentCart and SureCart.
The System I Needed in 2018
So I built the thing I needed in 2018 and could not buy. Not a toolkit to configure. An agent that answers on your live catalogue and your real orders.
We build it, we run it, and we change it when your store changes. Anything that moves money still comes to you to approve.
RuleInside runs your sales and support. You run your business.
Your Store Should Not Lose Sales When You Aren't There
You have the harder half already. A product people want, a store that works, customers who come back. The part that leaks is the one nobody can staff at 2am.
I spent four years learning to close that gap, first in my own store and then in thirty others.
The job is narrow. When your customer is ready to buy at 11pm, somebody should be there to help.
Stefano Bertoli
Work With Me Directly
Most AI platforms sell you software and leave. Agencies take your brief and hand it to a junior you’ll never speak to again.
With RuleInside you work with the person who built the system. I lead every deployment personally. My team runs the infrastructure, so nothing depends on one person being awake.
When something needs changing, it changes. When something isn’t performing, we find out why. You’re not a ticket in a queue.
I speak Italian, Spanish and English. Your agents speak any language.