Effective date: 15 June 2026
These Terms of Service ("Terms") govern access to and use of the Morvo platform, website, and related services (the "Service"). By creating an account, clicking "Accept", or otherwise using the Service, you agree to be bound by these Terms.
If you do not agree to these Terms, you must not use the Service.
Morvo Ltd (CRN: 16457191) ("Morvo", "we", "our", or "us") is a company registered in England and Wales with its registered office at Jactin House, 24 Hood Street, Ancoats, Manchester, M4 6WX, United Kingdom.
Support contact: support@morvo.co.uk
Morvo provides an AI-powered on-site shopping assistant that helps website visitors discover and curate products through a conversational interface and provides aggregated analytics to merchants.
The Service is provided on a business-to-business (B2B) basis only.
In these Terms, "Customer", "you" or "your" means the business or organisation that creates an account or otherwise uses the Service.
3.1 To access the Service, you must create an account and accept these Terms via a clickwrap mechanism at sign-up.
3.2 Acceptance of these Terms occurs when you:
3.3 By completing the payment authorisation process, you confirm that you have read, understood, and agree to be bound by these Terms.
3.4 You represent and warrant that:
3.5 You are responsible for maintaining the confidentiality of your account credentials and for all activity under your account.
4.1 You may use the Service only for lawful business purposes and in accordance with these Terms.
4.2 You must not:
4.3 Where the Customer elects for Morvo to perform installation, onboarding, or setup services, the Customer authorises Morvo to access the Customer's ecommerce platform, generate API credentials, and make configuration changes reasonably required to provide the Service.
4.4 Any credentials or access details provided to Morvo for setup or support purposes will be used solely to deliver the Service and handled in accordance with Morvo's security and privacy practices.
4.5 Morvo may suspend or terminate access if it reasonably believes the Service is being misused or these Terms are breached.
5.1 The Service uses artificial intelligence and large language models to generate responses based on:
5.2 The Service is designed to operate using anonymised and non-identifying inputs. Morvo does not intentionally submit personal data to AI model providers or use Customer or end-user data to train proprietary AI models.
5.3 AI-generated outputs:
5.4 You remain responsible for:
6.1 The Service relies on third-party infrastructure, ecommerce platforms, and AI model providers.
6.2 Your use of the Service is subject to any applicable limitations, technical constraints, or obligations imposed by those third parties.
6.3 Morvo does not guarantee uninterrupted availability of third-party services and is not responsible for outages or failures caused by them.
7.1 For the purposes of data protection law:
7.2 Morvo does not intentionally process personal data of end users or shoppers.
7.3 The Data Processing Schedule set out in Schedule 1 forms part of these Terms.
7.4 The customer grants Morvo the right to collect and use usage data generated by the Service in aggregated and anonymised form, including in combination with data from other customers, to maintain, develop and improve the Service. Such data will not identify the customer, its business or any individual, and no customer's individual data will be disclosed to any other customer.
8.1 Morvo may offer a free trial period. Unless stated otherwise, free trials last 30 days and may be cancelled at any time before the end of the trial period.
8.2 If you do not cancel before the end of the free trial, your subscription will automatically convert to a paid monthly subscription and you authorise Morvo to charge the applicable fees.
8.3 Monthly subscriptions:
No refunds or partial refunds are provided for unused time within a billing period.
8.4 Annual subscriptions are billed upfront for a 12‑month term and are non-refundable, except where required by law.
8.5 Plan limits and usage are measured in conversations. For billing purposes, a conversation is a single shopper session comprising up to 10 messages; a session exceeding 10 messages counts as one conversation for each block of 10 messages, or part of one. Sessions in the dashboard playground are not billable. Morvo may monitor usage and adjust the Customer's subscription plan if usage consistently exceeds or falls below the applicable plan limits. Any plan change will apply prospectively, and the Customer will be notified in advance by email.
8.6 Morvo may request reasonable information from the Customer to verify usage levels, including analytics data. The Customer is responsible for ensuring that any information provided is accurate and complete.
8.7 Subscription fees are displayed at the point of sign-up. Where the Customer subscribes through the Shopify App Store, fees are charged by Shopify and appear on the Customer's Shopify invoice, subject to Shopify's own billing terms. Where the Customer subscribes directly with Morvo, payments are processed by a third-party payment provider. In either case, Morvo does not store payment credentials.
8.8 Where the Customer subscribes through the Shopify App Store, usage beyond the plan limit is charged up to a maximum amount approved by the Customer when the plan is started. Morvo will notify the Customer as that maximum is approached. Reaching it does not suspend or degrade the Service.
8.9 Morvo may suspend access for non-payment.
8.10.1 Morvo may offer a one-time "Lifetime" subscription plan where expressly stated at the point of purchase.
8.10.2 A Lifetime subscription grants access to the version of the Service and features available at the time of purchase, subject to these Terms, for so long as Morvo continues to make that version of the Service commercially available.
8.10.3 A Lifetime subscription does not guarantee:
8.10.4 Morvo reserves the right to modify, discontinue, or replace the Service in accordance with clause 11.3. In the event of discontinuation of the Service, Morvo may, at its discretion:
8.10.5 Lifetime subscriptions are non-refundable except where required by law.
9.1 All intellectual property rights in the Service, including software, designs, and documentation, belong to Morvo or its licensors.
9.2 You retain ownership of your content. You grant Morvo a non-exclusive licence to use such content solely to provide and improve the Service.
9.3 No rights are granted except as expressly stated.
Each party agrees to keep confidential any non-public information received from the other in connection with the Service, except where disclosure is required by law.
11.1 The Service is provided on a reasonable endeavours basis.
11.2 Morvo may perform maintenance, updates, or improvements to the Service, which may result in temporary unavailability.
11.3 Morvo may modify, suspend, or discontinue parts of the Service at any time. Where reasonably practicable, we will provide advance notice of material changes.
12.1 The Service is provided "as is" and "as available".
12.2 To the maximum extent permitted by law, Morvo disclaims all warranties, express or implied, including fitness for a particular purpose and non-infringement.
12.3 Certain features may be designated as beta, preview, or experimental. Such features are provided without warranties and may be changed or withdrawn at any time.
13.1 Nothing in these Terms limits liability for death or personal injury caused by negligence or for fraud.
13.2 Subject to clause 13.1, Morvo's total liability arising out of or in connection with the Service shall be limited to the fees paid by you in the 12 months preceding the claim.
13.3 Morvo shall not be liable for indirect, consequential, or loss of profits or revenue.
14.1 The Customer is responsible for the accuracy, quality, integrity and legality of the data and content it provides to or processes through the Service, and for maintaining its own independent and up to date backups of that data and of its own systems, websites and ecommerce platforms.
14.2 Unless a backup service is expressly purchased from Morvo and described in an order form or written agreement, Morvo does not provide, and is not responsible for providing, any backup of the Customer's data, systems or websites. Any backups Morvo maintains are taken for Morvo's own operational and disaster recovery purposes only and do not replace the Customer's responsibilities under clause 14.1.
14.3 The Customer acknowledges that no method of electronic storage or transmission is wholly secure or free from error, and that the Service is provided on the basis set out in clauses 12 and 13.
14.4 To the maximum extent permitted by law, the Customer shall hold Morvo harmless from, and Morvo shall have no liability for, any loss, corruption, deletion or unavailability of data, or any related loss, claim, cost or expense, arising out of or in connection with: (a) any backup, or any failure to provide, perform, retain or restore any backup; (b) the Customer's failure to maintain its own backups in accordance with clause 14.1; or (c) any act, omission, outage or failure of any third party platform, hosting provider, ecommerce platform or network relied upon by the Customer or used in connection with the Service.
14.5 In the event of loss of Customer data, Morvo's sole obligation, and the Customer's sole and exclusive remedy, shall be for Morvo to use reasonable endeavours to restore the most recent backup (if any) held by Morvo for its own operational purposes. This obligation is subject to the limitation of liability in clause 13.
14.6 Nothing in this clause 14 excludes or limits any liability that cannot be excluded or limited under applicable law, including the liabilities described in clause 13.1.
15.1 These Terms continue until terminated.
15.2 Either party may terminate for material breach.
15.3 On termination, access to the Service will cease and data will be handled in accordance with the Data Processing Schedule.
Morvo shall not be liable for failure or delay in performance caused by events beyond its reasonable control, including acts of God, internet failures, labour disputes, or governmental actions.
These Terms are governed by the laws of England and Wales. Courts of England and Wales have exclusive jurisdiction.
This Schedule applies to the processing of personal data by Morvo on behalf of the customer in connection with the Service.
Processing is limited to what is necessary to:
Morvo does not intentionally process end-user personal data.
Morvo implements appropriate technical and organisational measures to protect personal data.
Morvo may engage sub-processors to support the Service and will ensure they are subject to appropriate contractual safeguards.
Where data is transferred outside the UK or EU, appropriate safeguards will be applied.
Morvo will provide reasonable assistance to enable the customer to comply with data subject rights requests.
Upon termination, Morvo will delete or anonymise personal data within a reasonable period, unless retention is required by law.