How a small, female-owned boutique used Bambuser to bring the in-store experience online, build social trust at scale, and make shoppable video the spine of their strategy.
The challenge: bridging video and sales
Tula had been live-streaming on Instagram for years – and it worked. When stylists went live to unbox new arrivals or do try-ons, sales moved. The problem was infrastructure: embedding video on their website meant slow load times or awkward integrations, and there was no way to connect what customers were watching to what they could actually buy.
They needed a single channel that could bridge video discovery and purchase – without adding friction for a small team already producing content at pace.
The approach: a video content engine that converts
Tula's model is built around "capsules" – curated, contextual groupings of pieces that show customers the why behind each buy. Rather than presenting products in isolation, their stylists explain how to style each piece multiple ways, how to build investment pieces into a wardrobe, and how to get better price-per-wear over time.
Video was never a campaign add-on, but an engine. Live try-ons, unboxings, and weekly capsule reveals create a recurring content cycle that customers look forward to – and shop from in real time. With Bambuser, every video is a storefront: products are tagged inline, viewers can add to cart without leaving the experience, and the gap between inspiration and conversion collapses.
For Tula's online customers, video is how they have an in-store experience. Stylists have built genuine relationships with web-only clients through this medium. That social trust is the brand's competitive moat in a market dominated by much larger names.
"Bambuser brings the video experience and shopping experience together. The ease of adding to cart while an item is being styled has been a game-changer for reducing website friction."
Alysa Holden, E-commerce & Marketing Director
45%
engagement rate - well above industry benchmark
5min
average viewing time per session
43%
viewers that click on products during live
The result: engagement and trust as a competitive advantage
A 45% engagement rate, significantly above industry benchmarks, reflects how strongly the capsule format resonates with customers. Viewers spend more than five minutes per session on average, suggesting they're actively learning and exploring rather than simply browsing.
In a digital landscape where social video often captures attention for only a few seconds, this level of engagement highlights the power of interactive, commerce-driven video experiences. And with 43% of viewers clicking on products during the video, product discovery is happening exactly where purchase intent is highest.
The shoppable video integration and playlist capabilities have been a particular unlock for the team, enabling them to repurpose live content into always-on discovery experiences and extend the shelf life of every video they produce.
"Our stylists have developed personal relationships with so many of our clients, even website clients who use our social presence to feel like they're having an in-store experience."
Alysa Holden, E-commerce & Marketing Director
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