Brandwave

Tolstoy vs Whatmore:Which is more popular?

In September 2026, Tolstoy had more branded searches than Whatmore among shoppable video platforms in New Zealand. Tolstoy had about 480 branded searches, while Whatmore had 90. Tolstoy made up 36.4% of all shoppable video platform searches we track, and Whatmore accounted for 6.8%. When we asked ChatGPT and Google AI Overviews about shoppable video platforms, Tolstoy appeared in three of the four answers and Whatmore in two. Tolstoy was mentioned before Whatmore in every answer that named either.

Among shoppable video platforms in New Zealand in September 2026

Who do people search for more?

Tolstoy, about 5 searches for every 1 for Whatmore

Tolstoy 480 searchesWhatmore 90 searches

Who does AI mention more?

Tolstoy, mentioned in 3 of 4 answers, Whatmore in 2

Tolstoy in 3 of 4Whatmore in 2 of 4

Who does AI recommend more?

Tolstoy, named ahead of Whatmore in 3 of 3 answers

Tolstoy first in 3Whatmore never first

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Top shoppable video platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Tolstoy was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Whatmore was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Tolstoy was listed before Whatmore in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Videowise1st
  2. Tolstoy2nd
  3. Moast3rd
  4. Bambuser4th
  5. Whatmore5th
  6. Quinn–
  7. eStreamly–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Videowise4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Tolstoy3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bambuser3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Whatmore2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Moast2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Quinn0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • eStreamly0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about shoppable video platforms

4 answers

  • Asked ChatGPT

    “Which shoppable video platform should I use in New Zealand?”

    1. 1Tolstoy
    2. 2Videowise
    3. 3Whatmore
    4. 4Bambuser

  • Asked ChatGPT

    “What are the best shoppable video platforms in New Zealand?”

    1. 1Tolstoy
    2. 2Moast
    3. 3Videowise
    4. 4Whatmore
    5. 5Bambuser

  • Asked ChatGPT

    “What's the best shoppable video platform in New Zealand for product videos?”

    1. 1Moast
    2. 2Tolstoy
    3. 3Videowise

  • Searched Google, AI Overview

    “interactive shopping videos”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “shoppable video platform”

    1. 1Videowise
    2. 2Bambuser

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Tolstoy or Whatmore more popular in search?

This chart shows how often people search Google for Tolstoy and Whatmore by name. Each line represents a brand's share of searches for all seven shoppable video platforms we track, month by month, from searches in New Zealand.

Tolstoy and Whatmore among shoppable video platforms in New Zealand, by month

Share of searches by month for Tolstoy, Whatmore. The figures are in the table below the chart.

View monthly share of searches table
MonthQuinnTolstoyWhatmoreBambuserMoastVideowiseeStreamly
Oct 202561.1%33.3%3.5%0.69%0.69%0.69%0%
Nov 202561.5%33.3%2.6%0.85%0.85%0.85%0%
Dec 202569.9%25.8%2.7%0.54%0.54%0.54%0%
Jan 202666.3%30.1%2%0.51%0.51%0.51%0%
Feb 202661.5%33.3%2.6%0.85%0.85%0.85%0%
Mar 202659.5%32.2%5.8%0.83%0.83%0.83%0%
Apr 202663.3%30.4%4.4%0.63%0.63%0.63%0%
May 202669.9%25.8%2.2%0.54%0.54%0.54%0.54%
Jun 202665.2%28.9%3.7%0.74%0.74%0.74%0%
Jul 202656.3%37.5%3.9%0.78%0.78%0.78%0%
Aug 202656.7%37.8%3.1%0.79%0.79%0.79%0%
Sep 202654.5%36.4%6.8%0.76%0.76%0.76%0%

How has the Tolstoy and Whatmore comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand shoppable video platforms in September 2026?

2 changes

  1. In September 2026, Whatmore gained share of searches among shoppable video platforms in New Zealand, from 3.1% to 6.8%.

  2. In September 2026, Tolstoy lost share of searches among shoppable video platforms in New Zealand, from 37.8% to 36.4%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Tolstoy’s and Whatmore’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Tolstoy

1 branded search term

  • tolstoy

Whatmore

1 branded search term

  • whatmore

How the Brand Demand Index is measured

Other head-to-heads among shoppable video platforms

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