Are you worried that your purchase conversion rate is low compared to self-owned mall traffic?

Do you need a definitive breakthrough to increase the influx of new customers?

The domestic leading underwear brand ‘Gamtanbra’ solved these two challenges simultaneously with Shoplive. They went beyond simple broadcasting and designed 'the customer's purchasing journey' within the live show, resulting in a sales increase of more than 4 times per hour compared to usual.

Here, I introduce the operational method and know-how of Gamtanbra’s successful live commerce.

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Reduce the number of live products to increase conversion rates and average order value

During the one hour of live broadcast, Gamtanbra dramatically reduced the number of products to 4-5 to focus on real-time communication with customers.  If there are too many products introduced, it's difficult for customers to make choices, and the number of repeated questions during the broadcast increases, interrupting the flow of the live show.

Instead, they selected 'bestsellers' and 'seasonal issue products'.  By primarily focusing on products that customers already know, they clearly showed 'the reason why this product is needed right now', lowering the barriers to purchase. With fewer products, deeper explanations of key questions like size and fit became possible, and customer inquiries shifted from 'simple confirmations' to 'pre-purchase consultations', improving both conversion rates and average order value.

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The closer the 'buy button' is, the less hesitation there will be for products that require some thought

Underwear is a category where customers tend to hesitate for longer. There are not a few cases where customers delay purchases due to concerns about size or fit even after hearing all the explanations.  The Gamtanbra team identified Shoplive's ‘product pop-up’, ‘fixed exposure’, and ‘CTA button’ features as powerful tools that reduce these dropout factors.

By allowing viewers to click the pop-up immediately after the explanation to move to the purchase page, they minimized dropout factors during the browsing process and shortened the purchasing journey.

Managing the live broadcast also became easier.  By appropriately exposing pop-ups at necessary moments, they could clearly guide the purchase path without repeatedly answering questions like “Where should I buy it?”, reducing the burden of real-time responses and maintaining a smoother broadcast flow.

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Achieving ‘a day’s sales’ with ‘1 hour live’

By adding purchasing conversion features to the product composition strategy, immediate results were generated.

📈 Hourly sales increase

• Sales per hour during the live broadcast period increased by about 4 times compared to the same time period usual.

  

🛒 Accelerated purchasing conversion

• The ratio of clicks leading to actual purchases (CVR) significantly improved compared to the previous method.

  

💰 Sales density

• Sales generated in just 1 hour of the live broadcast were nearly equivalent to the total sales of their online mall for an entire day.

  

♻️ Content repurposing

• Well-received segments during the live show were repurposed as Instagram advertising materials,

   creating continuous inflow even after the broadcast ended.

— Person in charge of the online business team at Gamtanbra

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Turning customer hesitation into 'purchase' through live

Gamtanbra states that ‘beyond simply broadcasting video, there is value in Shoplive's operational method that resolves customer concerns in real-time and shortens the purchasing path.’

Live broadcasts do not generate sales just by being done. It requires a design that uncovers the points where customers hesitate and ensures that the flow continues until the purchase is made.  Such strategies of Shoplive were chosen by many leading brands across several categories by 2025, and the number of clients introducing the online mall increased sixfold.

Now in e-commerce, live commerce has established itself as a key infrastructure that determines the qualitative growth of sales in self-operated online malls beyond just a simple marketing channel.  If you want to convert 'traffic' in your online mall into 'purchases' and achieve tangible results by 2026, create your own video commerce success formula with Shoplive.