How Live Shopping drives 33% of Mor & Dotters’ turnover
How Mor & Dotter turned weekly Live Shopping with Sprii into 33% of turnover, scaling a local Kungsängen boutique into a nationwide Swedish brand.
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Here's some numbers from their Live Shows
33% of total turnover
Consistency is key
Live as a stable, always-on channel - making it a core growth engine
Nationwide reach
From local boutique to customers across Sweden
Live Shopping that turns local charm into nationwide sales.
250+ Shows
1–2 lives per week
consistency that builds loyalty and repeat buyers
From Local Boutique to National Success
Powered by Live Shopping with Sprii
When Mor & Dotter opened their boutique in Kungsängen in early 2021, the world was still in the middle of the pandemic. With restrictions, uncertainty, and fewer visitors in-store, founders Susanne and Celinn Sjölander faced a challenge familiar to many small retailers: how do you keep growing when foot traffic disappears?
Their answer came in unexpected form — a call from Sprii.
The Challenge: Reaching Beyond the Local Store
Mor & Dotter began as a physical shop with a loyal local following. But with lockdowns and limited in-store visitors, they needed new ways to connect with customers — and make their products visible across Sweden.
They had already built a warm, community-driven brand, but online engagement was difficult to translate into actual interaction and sales.
That’s when Live Shopping entered the picture.
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The Solution: Live Shopping with Sprii
Live Shopping offered exactly what Mor & Dotter needed — a simple, interactive way to showcase products and connect with customers across the country.
With Sprii’s they could:
- Present new products in real time& interact with customers live
- Maintain the same warmth and energy as their physical store
- Expand their reach beyond Kungsängen
The Execution: Building a Weekly Live Habit
What began as an experiment quickly became core to their business. Mor & Dotter now hosts 1–2 themed Live Shopping shows weekly, having already aired over 250—and they’re excited for the next 250.
The format is simple and personal — just like shopping in their boutique. Viewers join from across Sweden, chatting directly with Susanne and Celinn as they present, try on, and discuss each product live.
The Results: Live Shopping Drives 33% of Total Sales
In just a few years, Mor & Dotter has grown from a local boutique to a nationwide brand — and Live Shopping has played a major role.
Key Results
- 33% of total turnover now comes from Live Shopping
- Expanded customer base across all of Sweden
- Stronger loyalty and recurring engagement
- Seamless balance between in-store, webshop, and live events
The Future: Growth Through Collaboration
Looking ahead, Mor & Dotter plans to build on the momentum of their Live Shopping events and take them even further. Hosting 1-2 live shows each week, they have no plans to slow down. Their next step is to collaborate with other strong profiles to continue growing the brand.
Learnings for Other Brands
- Don’t Overthink It — Just Start
Mor & Dotter didn’t wait for perfection. Their first live show was an instant hit
- Be Consistent
Hosting regular weekly lives keeps customers coming back — and builds habit.
- Let Your Personality Shine
Customers connect with people, not polish. Mor & Dotter’s authenticity turned viewers into fans.
With Sprii’s Live Shopping platform, Mor & Dotter transformed their local presence into national success — proving that connection, conversation, and commerce truly go hand in hand.
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€13M+ in revenue
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