AUTOMOTIVENEW
wayke x porsche

How Wayke is shortening the online car

buying journey with Video Commerce

Wayke is the leading digital marketplace for buying and selling

cars in Sweden, working with car dealerships all over the

country.

Known for their innovative approach to the sales process,

Wayke jumped on the video commerce bandwagon early on,

pioneering usage of the technology in the automotive industry.

They have been going live continuously over a period of two

years, building a dedicated audience as well as an extensive

content library.

Read along to learn how they cracked the code to selling high-

ticket items through video commerce.

“Creating a profitable e-commerce

strategy is a challenge for most

companies, and most people still see

Artificial Intelligence as a black box”

—Kasper Kristofferson, CEO, Norgram
Challenge

“For most consumers, purchasing a car is the second biggest investment

after buying a home”, says Sofia Forsling, Deputy CEO at Wayke. This puts

a lot of pressure on the consumer to be knowledgeable and conduct

thorough research before making their choice.

Wayke has always valued providing a safe and personalized shopping

experience to each customer, which is particularly important, given their

varied and extensive product range.

“We wanted to provide the same safe and in-depth guidance our customers

associate us with, but on a larger scale”, says Sofia Forsling.

“Creating a profitable e-commerce

strategy is a challenge for most

companies, and most people still see

Artificial Intelligence as a black box”

—Kasper Kristofferson, CEO, Norgram
Solution: Enter Video Commerce

“For most consumers, purchasing a car is the second biggest investment

after buying a home”, says Sofia Forsling, Deputy CEO at Wayke. This puts

a lot of pressure on the consumer to be knowledgeable and conduct

thorough research before making their choice.

Wayke has always valued providing a safe and personalized shopping

experience to each customer, which is particularly important, given their

varied and extensive product range.

“We wanted to provide the same safe and in-depth guidance our customers

associate us with, but on a larger scale”, says Sofia Forsling.

Results

What about the results? Sales tracking can be tricky on high-ticket items

such as cars, as customers tend to have many touch points in their buyer’s

journey.

Sofia explains that their shows have a large audience with many loyal,

repeat viewers. She highlights engagement as a big win with an impressive

16-minute average viewing time and 18% of viewers engaging via live chat.

“These are numbers you can only dream of in other channels”, Sofia

remarks.

From a sales perspective, Wayke sees that the viewers tuning in have a

significantly shorter buying journey and going live helps reduce the time to

sale, as well as drive footfall to local dealerships. This has led to increased

demand to be featured as a brand on Wayke’s video commerce platform.

“We cover the whole sales funnel”, Sofia said when asked at what stage of

purchase-intent their video commerce audience usually falls within. “We

know this from the questions asked on-air, as they cover the whole

spectrum, from generic to very detailed, even asking about financing and

nearby availability.

”So what does the future hold for Wayke and video commerce? Sofia has

great ambitions and shares that Wayke has only scratched the surface.

They’re working towards integrating video commerce in every product

launch and campaign for all the brands they work with, stating “we have

become the player in the industry car brands go to for guidance on video

commerce. They trust us and want to launch with us.” Sofia also shared

that one of Wayke’s short-term goals is to make all their video content

shoppable. ‘’We test drive one car per week and it would be fantastic to add

a shoppable layer to those videos. This would allow us to have a more

frequent stream of shoppable content and increase the return on our video

commerce investment’’, she added.

Providing significant value on the supplier side, as well as to the end

customer, is really how Wayke revolutionized selling cars online.

“Creating a profitable e-commerce

strategy is a challenge for most

companies, and most people still see

Artificial Intelligence as a black box”

—Kasper Kristofferson, CEO, Norgram
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