Dixa Review
Conversation-based customer service platform with the Mim AI agent for ecommerce brands.
- From:
- €109/agent/mo
- Founded:
- 2015
- HQ:
- Copenhagen, DK
Dixa sells itself as an agentic customer service platform for mid-market ecommerce and consumer brands. What separates it from most desks a DTC team shortlists is the phone: IVR, call recording, callback and voicemail are listed on the entry plan, not sold as a contact-center add-on. Its AI agent, Mim, is billed per conversation, not per resolution. That meter is easier to forecast, and it costs more if the AI hands a lot of conversations to agents.
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What it does
- One workspace for phone, email, live chat, WhatsApp, Instagram, Facebook Messenger, SMS and contact forms; Dixa says every plan includes all of them
- Contact-center features on every plan: IVR, call recording, customer callback, voicemail
- The agent sidebar shows orders, past conversations and loyalty status, and Co-Pilot suggests replies
- Native Shopify app with order history, fulfilment status and shipping details in the sidebar; Dixa says Magento, WooCommerce and custom storefronts are also supported
- Routing and automations are built visually without code; Shopify order data can drive VIP routing, auto-tagging and proactive shipping or delay messages
- Knowledge base, SLAs, real-time and historical analytics, macros, side conversations, webhooks and a developer hub
- Mim, the AI agent, can process refunds, cancellations, returns and order changes, and read images and PDFs that customers send
- Missing: Mim on voice is listed as beta, not generally available. Skills-based routing and a sandbox are not on the entry plan
Pricing at a glance
| Plan | Billed monthly | Billed annually | What you get |
|---|---|---|---|
| Growth | €109 | €89 | Priced per agent per month. |
| Ultimate | €169 | €139 | Priced per agent per month. |
| Prime | €215 | €179 | Priced per agent per month. |
Prices are an agent a month, in euros. Source: dixa.com/pricing, checked .
- Growth €109, Ultimate €169 and Prime €215 per agent per month billed monthly, or €89, €139 and €179 billed annually; prices are in euros only. The full breakdown is on the Dixa pricing page
- The Mim AI agent adds €0.40 per conversation, the same whether it resolves the conversation or hands it to an agent; AI Co-Pilot is a separate €39 per seat
- Voice usage, SSO below Prime, QA and the Seasonal Agent add-on have no published price, and there is no self-serve trial
AI pricing (per conversation, not per resolution)
- €0.40 per conversation, flat at any volume, no allowance cap; the page marks this "Updated July 2026"
- You pay whether Mim resolves the conversation or hands it to an agent. Dixa states this itself
- Our arithmetic: cost per resolved conversation is €0.40 divided by the resolution rate. That works out to €0.50 at 80%, €0.80 at 50% and €1.33 at 30%
- A shop sending 5,000 conversations a month through Mim pays €2,000 in AI usage, whatever Mim resolves
- What lowers the bill: you choose which channels Mim takes on, so you can keep it off the ones where it mostly escalates
- Not stated: whether a conversation Mim only greets or triages counts, whether a reopened conversation counts twice, and whether there is a monthly spending cap. Ask before signing
- Co-Pilot is billed per seat, separately from Mim: replies, summaries, drafts, translation, spellcheck and a writing style guide
- What Mim can do: refunds, cancellations, shipping-detail edits, returns and live tracking against Shopify order data, in the customer's language
- What it can't do, or won't by design: Dixa sends complaints that need discretion and policy exceptions that need authorisation to humans. Order actions are documented for Shopify and Magento only; WooCommerce and custom storefronts are not named for Mim
Before you commit
- No trial. You see Dixa in a demo and a scoping call, followed by a guided rollout Dixa puts at two to four weeks, so you never test it on your own queue first
- Call costs are unpublished. For a phone-heavy team this can be the biggest unknown on the bill
- SSO is included on Prime or a paid add-on below it. Custom user roles are Prime only
- Skills-based routing and the sandbox start at Ultimate. Ask what Growth's "Intelligent Routing" can route on before you budget for Growth
- Outbound email templates, multiple organizations and auto redaction are Prime only. The pricing page does not say which plan a multi-store setup needs
- Dixa's own pricing page contradicts itself: SSO and Advanced Insights show as included on Prime but as add-ons "across Growth, Ultimate, and Prime". It also says Mim is in every plan and billed per conversation, yet lists Mim AI Agent among those same add-ons. Ask whether any fee applies beyond the €0.40 per conversation
- Mim's AI processing runs in the EU and is in Dixa's SOC 2 Type 2 scope; Dixa says customer data is not used to train models. We could not read the Trust Center or status page, so platform-wide hosting, uptime and incident history are unverified
Who should buy it, and who should skip it
Who should buy
- EU and UK ecommerce brands with real phone volume who currently pay for a separate phone tool on top of their help desk
- Shopify or Magento shops that want the AI to process refunds and cancellations, not just explain the policy
- Brands with seasonal peaks: AI cost grows with conversations, not seats, and a Seasonal Agent add-on exists, though its price is unpublished
- Multilingual teams, since Mim detects the customer's language and hands off in it
Who should skip it
- Small shops, and anyone who wants to try the product before talking to sales; Dixa says it is built for mid-market teams and has no self-serve trial
- US brands that need USD pricing published before they start a sales conversation
- Teams whose contacts are mostly complex or need judgement calls, who would pay €0.40 for every conversation Mim hands back
- Anyone who needs SSO, custom roles or outbound email templates but will not pay for Prime
- WooCommerce or custom-storefront shops that expect Mim to take order actions out of the box, until Dixa confirms it can
How we checked this
Plan names, gates and figures come from the text of Dixa's pricing page, read on 2026-10-06. Plan prices and their billing basis match the verified plans our pricing monitor read from the rendered pricing page on 2026-10-09. Features, AI capabilities and Shopify details were checked against Dixa's homepage, Mim AI agent page and Shopify page on 2026-10-06. We could not fetch the Trust Center or the status page. Where Dixa's own pages contradicted each other, on SSO and Advanced Insights for Prime, on whether Mim is in every plan or an add-on, on whether there is a per-seat AI charge, and on which channels and storefronts Mim covers, we recorded the conflict rather than the more flattering reading. No review-site text was used.