Kappahl is a leading Swedish fashion retailer with a strong presence all over Europe. They are beloved for their functional yet fashionable approach to design, with sustainability as a core value.
Early on, they recognized the potential of video commerce, with social media streams gaining traction. Realizing that hosting the streams on their native ecommerce would yield even greater results, they turned to Bambuser.
Here is their story.
Why Kappahl embraced video commerce
The decision to adopt video commerce was driven by two primary factors: the desire to guide and inspire customers in a new format and the need to build stronger relationships with their audience.
“As live sessions on social media became popular, we saw an opportunity to guide and inspire our customers in a new way. We were also looking for a way to showcase the people behind Kappahl and build closer relationships with our customers,” Ida Augustsson, Social Commerce Coordinator, shared.
As with many retailers at the time, the pandemic accelerated this shift. With many customers unable to visit physical stores, live shopping sessions provided a genuine and convenient way to showcase Kappahl’s clothing collections. However, years later, the format still sticks.
“Since we work with many different countries, the ability to publish all shows in multiple languages is invaluable”
The Kappahl team about Bambuser’s Dubbing feature
Fashion meets functionality meets sustainability
Kappahl is not only an innovator in the area of e-commerce and early adoption of tech trends, this same mindset permeates their design process as well.
Spanning multiple categories - from women’s to men’s and and children’s clothing - their clothes have that chic, Nordic simplicity. If you go just below surface level, however, you will discover a world of design-novelty and a pushing of boundaries you rarely see in fashion.
Imagine a cocktail dress that can be worn 5 different ways, adjusted in length, sleeve type and even become a two-piece. Or extra durable children’s clothing with multiple functionalities for accommodating changing weather situations. This is one of Kappahl’s unique selling points, meaning that the clothes are more than meets the eye.
Solving customer pain points - via video
One of the most significant advantages of video commerce has been its ability to address common customer pain points. Kappahl found that showcasing the fit, feel, and functionality of their products was much more effective through live video than static images.
“Our kids' outerwear has many functional and smart details that are difficult to convey through images alone. We also have the opportunity to showcase clothing on different body types and with various styling options,” Sanna Johansson, E-com merchandiser planner for Kids, says.
By providing a dynamic and interactive way to present their products, Kappahl enabled customers to make more informed purchasing decisions, lowering returns and boosting their average order value in the process.
A picture might say more than a thousand words, but video is the ultimate storyteller.
The value of Bambuser’s platform
Kappahl quickly took advantage of several features of the Bambuser platform and shares that a select few has really stood out in terms of instant success.
One such standout feature is the ability to host videos on product detail pages even after the live show has aired, which they did even before Bambuser officially launched Shoppable Video - again speaking to the brand’s innovative approach.
“This feature is incredibly valuable and has been very successful for us,” Martina Lindö Persson, E-com Merchandiser Planner, explained. The integration of shoppable video content on product pages enhances the customer’s shopping experience and boosts engagement.
Additionally, real-time chat functionality allows Kappahl to receive immediate feedback and comments from viewers, fostering a sense of community and engagement, which is a key part of their community strategy.
Measuring success
Kappahl’s approach to measuring the success of their video commerce initiatives varies depending on the strategy and goals of each event. Key metrics they often analyze include engagement, views, and sales.
“We measure each show differently, depending on the strategy and goals we have for that particular event,” Cecilia Öster, E-com Merchandiser Planner stated, emphasizing the importance of tailoring metrics to specific objectives.
When we asked what results they were most proud of, Ida Augustsson didn’t hesitate to highlight the impressive Average Order Value (AOV) from live shows, which is 30% higher than Kappahl’s general online sales.
In addition, Augustsson shared that they saw an uptick of 136% in live video sales when they implemented Bambuser’s miniplayer across all product detail pages in 2024.
As mentioned before, return rates are significantly lower on orders placed after a customer has watched a shoppable video, compared to regular purchases on the e-com.
Looking ahead: The future of video commerce at Kappahl
As Kappahl continues to evolve its video commerce strategy, they are particularly excited about emerging features such as AI-powered real-time subtitling and dubbing.
“Since we work with many different countries, the ability to publish all shows in multiple languages is invaluable,” the team unanimously shared about Bambuser’s Dubbing feature.
These advancements allow Kappahl to reach a broader international audience and further enhance the accessibility of their live shows, as scaling is an important part of any new venture.
Years after the end of the pandemic, Kappahl is still pushing the boundaries of video commerce, showing its power in strengthening customer relationships whilst providing a more dynamic and informative shopping experience. By constantly adopting new features and staying consistent with their upload schedule, Kappahl is well-positioned to remain a leader in virtual commerce.
+30%
Higher AOV from shows compared to regular e-com sales
+136%
Increase in sales when implementing mini-player functionality
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