TopAV
An online shop for 2,000+ AV products, built for schools, offices and installers who buy on purchase orders, not credit cards.
TopAV is the retail arm of Strive AV, a 25-year-old UK AV integrator. They sell projectors, interactive displays, signage and conferencing kit to public-sector and corporate buyers across the UK.
- Client
- Strive AV Ltd
- Live
- 2026
- Scope
- E-commerce, UI/UX, SEO, AEO/AIO, Google Ads, MCP
- Team
- Lee Moss
Homepage. Featured product, VAT toggle, search that understands "a display for a meeting room".
The brief
A school buying one projector and a facilities manager buying forty screens should both be able to do it in a few minutes, without phoning anyone.
Most AV shops are either a consumer store with a "trade enquiries" form bolted on, or a B2B catalogue with no prices. TopAV needed both audiences served properly: instant checkout for the small order, quotes, purchase orders and volume pricing for the large one. And a 2,000-line catalogue that stays accurate without a full-time person editing it.
What we built
Catalogue
Products with spec chips (4K UHD, 10,000 lm, 86") so buyers can scan a list without opening each one. Compare, wishlist, brand and category browsing.
2,048 products · 40+ brandsTwo ways to buy
Card checkout for the small order. Quotes, business accounts, purchase orders and payment on invoice for the large one. Same basket, same product pages.
Stripe · PO · payment on invoiceBuying tools
Throw distance calculator, projector room planner, screen size calculator, and a five-question solution finder that recommends a kit list.
Cuts pre-sales calls, not staffSee it on your wall
Browser-based AR. Photograph the wall, set scale with a sheet of A4, drag a true-to-size display into the room.
No app install · photo never storedAndrew, the product expert
An AI assistant trained on the catalogue, on every page. Check stock, volume pricing, "will it fit my room?". Hands over to a human 9 to 5, Monday to Friday.
AI first line · humans behind itTrust, where it matters
UK stock, UK warranty and no import duty stated on every product. Trustpilot, ISO and procurement frameworks (CCS, NEUPC, LUPC) where public-sector buyers look for them.
Compliant purchasing without a tenderSearch: Google and AI
Structured product data, clean URLs and plain-English specs so the shop ranks on Google and gets quoted by ChatGPT, Claude and Google AI answers.
SEO · AEO · AIOMCP-driven updates
The shop is connected to an AI assistant. The TopAV team adds products, changes prices or publishes an offer by asking, in plain English. No CMS training, no developer ticket.
Live and in daily useSpreadsheet admin
All 2,093 products in one editable grid. Click a cell to change a price, it saves. Competitor prices tracked daily against each product, with margin shown alongside.
Auto-save · competitor watch · marginGoogle Ads
Campaigns built against the collections and tools above, so the ad and the landing page are tuned together and measured in one place.
Search + ShoppingRunning the shop by asking
The shop is connected to an AI assistant over MCP. Lee's team type what they want changed. It changes.
No admin panel to learn, no developer ticket, no spreadsheet import. Every change is staged, shown as a diff, and published with one click. Everything is logged and reversible.
- ▪Change prices by product, brand or category
- ▪Add products from a manufacturer URL
- ▪Set stock, lead times and back-in dates
- ▪Create offers and landing pages
- ▪Edit copy anywhere on the site
- ▪Answer questions about the catalogue
- ▪Fix SEO titles and descriptions in bulk
- ▪Update delivery rules and badges
- ▪Every change staged, diffed, logged
- ▪Undo anything
Add a new prod
Behind the shop
2,093 products in a spreadsheet. Click a cell, type, it's saved. Competitor prices tracked automatically.
The team already knew Excel, so the admin works like Excel. No forms, no save buttons. Grouped by category, filter and sort any column, hide the ones you don't need. Buy price, sell price and margin side by side.
- Edit any cell Click, type, done. Saves as you go. Undo if you slip.
- Competitor pricing Each watched product is checked against competitors daily. Red means they're cheaper, green means you are, with the gap in £ and %.
- Margin, visible Buy price next to sell price next to margin. No exporting to work it out.
- Filter like a spreadsheet Sort, filter by brand or category, search within a column, hide columns you don't need.
- Same data the MCP uses Ask the assistant or edit the sheet. Both change the live shop.
Product page
Everything a buyer asks on the phone, answered on the page.
- Inc. and ex. VAT, one tap
- Stock and dispatch time, live
- Price match, stated up front
- "Email me this spec and price"
- UK stock, UK warranty, no import duty
- Request a quote or call, from the same panel
See it on your wall
Photograph the wall. Point at something you know the size of. Drag a true-size 55" display to where it would go.
The most common return reason in AV is "it's bigger than we thought". This runs in the browser on the buyer's own phone or laptop, the photo is never stored, and it's on every display product page.
Try it on the Sony 55" ↗Running a shop that's outgrown its platform?
Shopify, WooCommerce or custom. Send a link to what you have now and we'll tell you honestly what we'd change.
Get a quote →