WODEN: Stepping into the Future: How Live Shopping Is Revolutionizing Footwear Retail

Forget static product pages - Live Video is your new storefront.

In our latest Sprii Expert Talk, our CMO Corey Morris and our Live Shopping Expert Jens Nguyen hosted an energetic studio session all about footwear - and how video and social media are reshaping the game. Joined by special guests Lana and Naiara from pioneering sneaker brand Woden, we unpacked every angle of selling shoes through Live Shopping. Here’s what we learned:

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Why footwear was made for live demonstrations

When it comes to shoes, shoppers crave more than flat photos. They want to see texture, fit, movement—and hear the story behind every stitch. As our hosts put it:

“Footwear is highly visual. People care about how it looks, how it fits, and how it lasts. Live demos bring products to life in a way that static sites simply can’t.”

With everything from sneakers and sandals to orthopedics on the table, Live Shopping helps customers make informed choices—right down to pairing their shoes with the perfect outfit.

Woden’s winning formula: Community + Creativity

Woden, the Danish sneaker disruptor, has cracked the code on turning viewers into loyal brand ambassadors. Over two years, they’ve built a vibrant Live Shopping community by:

• Cultivating interactivity: Hosts Lana and Naiara answer viewer questions in real time - then let customers answer each other.
• Telling authentic stories: From design origins to behind-the-scenes product development, they give shoes a voice.
• Making it personal: Community polls (even a baby-gender guess!) spark genuine engagement and emotional connection.

Result? Viewers proudly share their 15–20 pairs of Woden shoes and come back show after show.

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Strategies that drive serious sales (and foot traffic)

Live Shopping isn’t just about B2C. Woden’s recent B2B livestream—targeted at key retailers—demonstrated how brands can:

1. Showcase new drops with exclusive promos and shop-in-store codes.
2. Train retail partners in seconds - no more driving store to store.
3. Convert virtual interest into real-world footfall by linking viewers to their nearest stockist.

Plus, by bundling shoes with socks, care kits, or laces on-air, they’ve driven basket sizes sky-high.

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Four takeaways for footwear brands ready to strike gold

1. Plan with purpose: Always ask, “What’s the customer value here?” before you go live.
2. Bring products to life: Use models, try-ons, and real-time demos to convey fit and function.
3. Build community: Invite questions, run polls, and reward your most engaged viewers.
4. Test and iterate: Don’t be afraid to experiment with formats, influencers, or themes - then double down on what works.

“Live Shopping helped us turn customers into co-hosts - answering each other’s questions and creating that flywheel of loyalty.”  - Woden team

Want to watch the full talk - check out our Expert Talk with Woden here.

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Ready to lace up your Live Shopping strategy?

Whether you’re selling boots, sandals, or the next cult-favorite sneaker, Sprii is here to help you kick off your Live Shopping journey. With multistreaming across Facebook, Instagram, and your website, plus expert playbooks and dedicated support, we make it easy:

• One-click setup: Go live within hours, not weeks.
• Data at your fingertips: Track conversions, engagement, and ROI in real time.
• End-to-end guidance: From creative concept to post-show analytics, we’ve got your back.

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