Sweden’s first dedicated live shopping channel, Chandla, utilizes liveshopping to enhance the customer journey, reduce returns, and build relationships. The results speak for themselves: 46% add-to-cart (ADC) and 28 minutes average view duration.
Chandla was founded in 2021 and is Sweden’s first dedicated live shopping channel. In the channel, visitors get great deals on products within home, health, and beauty, and the channel’s show hosts educate visitors and help them make good purchases. The purpose of starting the channel was to enhance the customer journey by offering the opportunity to ask questions and interact with visitors during the shows.
In addition to broadcasting live, Chandla also offers visitors the chance to participate in their live shopping broadcasts on-demand. It’s an effective way to create a converting content library and attract viewers to the website.
Most companies have a variety of target audiences and can therefore tailor their broadcasts and themes. One thing that is special about Chandla is that they market both different brands and varying products. They therefore have great potential to theme their broadcasts. So far, they’ve had broadcasts focused on sleep, summer gifts, makeup tips, and muscle pain.
Before Christmas 2023, Chandla had a very successful Christmas show broadcasted from the exclusive lounge at Strandvägen 7A in Stockholm, with participants both on-site and on mobile. Show hosts were Swedish singer Tess Merkel and Ella Karlsson. During the evening, products were offered from brands such as Bobby’s Hair Care.
Regarding results, Chandla has a KPI that stands out a bit. It concerns add-to-cart, which over all broadcasts amounts to 46%. An amazing figure considering that a good add-to-cart rate is considered to be 8-10%.
Additionally, Chandla has an average view duration of a whole 28 minutes, which undoubtedly shows that the channel engages. In addition to this, Chandla chooses to primarily focus on KPIs related to growth, both in terms of the number of participants and sales.
If you’re active in e-commerce, you already know that returns are a big problem for the industry’s economy, but also for the environment we all share. When we ask Martin Wikman, one of the founders of Chandla, about how they want to work with liveshopping in 2024, the answer is clear:
We want to save the world and continue to have zero returns. Chandla demonstrating products and delivering genuine, clear, and good information during the shows contributes to this. Returns are a huge problem in e-commerce.
When it comes to interest in liveshopping, Chandla experiences that customers’ general knowledge increases and that they become increasingly confident as participants in the shows. Additionally, Chandla gets better cooperation with brand owners.
What they appreciate most about live shopping is the opportunity to make their customers happy and give them a better everyday life with Chandla’s products. Additionally, they have incredibly fun at work and see enormous potential in what they do.
Thanks to liveshopping, Chandla can answer visitors’ questions directly in the chat, which makes communication with the target audiences interactive. And according to Martin Wikman, this is the future:
The trend is clear. In a few years, traditional e-commerce with images and text will feel antiquated. The future is interactive, and we will shop from people we trust.
Do you have questions about what results your business can expect from liveshopping? Don’t hesitate to book a meeting with Streamify’s liveshopping expert Alexander Rönnlund.