Gamtanbra: 400% Hourly Sales with Just 4 Products

Leading Korean underwear brand ‘Gamtanbra’ worked with Shoplive to design the ‘customer purchase journey’ directly into its live streams, lifting hourly sales to more than 4x their usual level. Here's how Gamtanbra runs live commerce — trimming its product lineup and placing the buy button within easy reach.

Struggling with a purchase conversion rate that lags behind your D2C store traffic?

Do you need a reliable breakthrough to bring in more new customers?

Leading Korean underwear brand ‘Gamtanbra’ solved both of these challenges at once with Shoplive. Going beyond simply running a broadcast, Gamtanbra designed the ‘customer purchase journey’ into the live stream, and as a result hourly sales rose more than 4x compared to usual.

Here's a closer look at the live commerce approach and know-how behind these results.

Fewer live products, higher conversion rate and average order value

To devote the full hour of each live broadcast to real-time conversation with customers, Gamtanbra boldly cut its lineup to just four or five products. When too many products are featured, customers find it hard to choose, and repeated questions pile up during the broadcast, frequently breaking the flow of the live show.

Instead, they curated ‘bestsellers’ and ‘seasonal must-haves.’ By building the lineup around products customers already know while clearly showing ‘why they need this product right now,’ they lowered the barrier to purchase. With fewer products, they could explain key concerns like size and fit in far greater depth, and customer questions shifted from ‘simple checks’ to ‘pre-purchase consultations,’ improving conversion rate and average order value at the same time.

The longer customers deliberate over a product, the closer the ‘buy button’ should be

Underwear is a category where customers deliberate for a long time. It's not uncommon for shoppers to put off buying because of concerns about size or fit, even after hearing the full explanation. The Gamtanbra team pointed to Shoplive's ‘product pop-up,’ ‘pinned display,’ and ‘CTA button’ features as powerful tools for reducing these drop-off points.

The moment viewers hear the explanation, they can tap the pop-up to jump straight to the purchase page — minimizing drop-off during browsing and shortening the purchase journey.

Running the live also became easier. Simply surfacing the pop-up at the right moment meant the team could clearly point customers to the purchase path without repeatedly fielding questions like “Where do I buy this?” — easing the real-time response burden and keeping the broadcast flowing more smoothly.

A full day's sales from a single one-hour live

Pairing the product strategy with conversion features produced immediate results.

📈 Hourly sales growth

• During the live time slot, hourly sales rose more than 4x versus the same slot on a normal day

 

🛒 Faster purchase conversion

• The share of clicks turning into actual purchases (CVR) improved noticeably over the previous approach

 

💰 Sales density

• Sales from just one hour of live nearly matched the D2C store's total sales for an entire day

 

♻️ Content repurposing

• The best-performing moments of the live were repurposed as Instagram ad creative,

   driving continued traffic even after the broadcast ended

— Manager, Online Business Team, Gamtanbra

Live that turns moments of hesitation into purchases

Gamtanbra says that Shoplive's value lies in ‘an operating approach that goes beyond the technology of merely streaming video to resolve customer concerns in real time and shorten the path to purchase.’

Simply running a live broadcast doesn't automatically bring sales. It takes a design that resolves customers' points of hesitation on air and keeps the flow to purchase unbroken. Many leading brands across categories chose this Shoplive approach in 2025, and its D2C client base grew sixfold.

In e-commerce today, live commerce has become more than a simple marketing channel — it's core infrastructure that shapes the qualitative growth of D2C sales. If in 2026 you want to convert D2C store traffic from mere ‘visits’ into ‘purchases’ and deliver real results, build your brand's own video commerce success formula with Shoplive.

Frequently asked questions

Q. What results did Gamtanbra achieve with live commerce?
Hourly sales during the live time slot rose more than 4x compared to the same slot on a normal day, and one hour of live sales nearly matched the D2C store's total sales for an entire day.

Q. Why does cutting the number of products raise conversion?
Too many products make it hard for customers to choose, and repeated questions break the flow. Gamtanbra narrowed its lineup to four or five items and explained the core products in depth, raising both conversion rate and average order value.

Q. Which features help reduce purchase drop-off?
Shoplive's product pop-up, pinned display, and CTA button move customers straight to the purchase page the moment a product is explained, minimizing browsing drop-off and shortening the purchase journey.