How WODEN built a Live Shopping community that converts

WODEN is a Scandinavian footwear brand founded in 2013 by shoemaker Carsten Holm. Built around Scandinavian design values, responsible materials and great value for money-mindset, WODEN makes sneakers, sandals and boots for everyone.

WODEN operates entirely online, without their own physical store, relying on retailers to showcase their products in store.

Lana is Marketing Manager at WODEN and has led the marketing strategy for five years.

When they started with Live Shopping, they were not chasing a sales target. They were chasing something harder to find. A way to make digital commerce feel human without their own stores.

They found it in Live Shopping. And the results speak for themselves.

Their live warehouse sale alone drew a peak of 1,632 concurrent viewers and generated a basket value of €93,623. The show also pulled 1,378 peak viewers and 38,305 total views, with 41% of the audience being non-followers.

A brand without a shop floor

Most brands get to meet their customers face to face. A shop assistant answers questions. A conversation at the till builds a relationship.

For WODEN, that kind of in-person connection was never part of the equation.

"As a brand without physical stores, you naturally miss out on the direct dialogue with customers," says Lana.

"The spontaneous conversation, the relationship, the sense of closeness. Live Shopping became a way for us to bridge that gap."

Going live before it was obvious

WODEN started with Live Shopping during the pandemic, when the format was still relatively new and largely untested in Denmark.

"We were some of the first to ride the wave while the format was still just starting out," says Lana. "We went into it with curiosity about what it could become for us."

They had no prior experience with social selling. No playbook to follow. What they did have was a clear sense of what they wanted: a digital space where customers could feel close to the brand, not just its products.

The first live quickly taught them something important. This was not ordinary marketing. It was television production.

"Timing, energy, roles and flow matter enormously," says Lana. "What happens before the show is just as important as what happens during it. You need a clear focus and an agenda. Otherwise you lose viewers immediately."

That is exactly where Sprii's solution comes in. From pre-show planning and production setup to lights, sound, camera and technical direction on the day, the Turnkey team handles the complexity so WODEN can focus on what they do best: showing up and connecting with their audience.

The format and what makes it work

WODEN runs several types of live show. Product launches. Try-on sessions where viewers watch items styled and worn in real time. And warehouse sales, where urgency and limited stock drive sharp commercial spikes.

Each format has a different purpose. Together they build something bigger than any single show: a community that comes back.

"We started recognising the same people from live to live," says Lana. "That changed the dynamic entirely. It became less about sales and far more about community."

The setup behind it is deliberate. One person hosts. One manages comments and community in real time. Sprii's Turnkey production team handles lights, sound, camera, product flow and technical direction. Everyone has a clear role. No one is improvising.

According to Lana, authenticity is everything. You cannot control everything live, and that is exactly why it works. People respond to energy, presence, and the feeling of being part of something happening right now.

"I underestimated how personally invested people would become in the host and the format," she says.

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"Live creates relationships that traditional marketing simply cannot."

Lana Novakovic

Marketing Manager, WODEN

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What Live Shopping actually drives

"The most interesting thing for us was never just the turnover," she says. "We saw markedly higher engagement, longer time spent with the brand, and stronger relationships with our customers."

The commercial case is there. But the mechanism behind the numbers is what matters.

"When customers engage live, the purchase journey gets much shorter," says Lana. "Questions get answered in real time. Doubt disappears in the moment. The sale happens naturally."

Live Shopping was never about the immediate sale for WODEN. It was about getting closer to their customers. But when you build real relationships, the commercial results follow naturally.

Take a look at the results from their warehouse sale.

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Their advice to any brand going live

Live Shopping works best when you are not just thinking about the sale. Build the relationship first, and the conversion follows.

"If you only go live to sell, it becomes obvious quickly, and it rarely works as well," says Lana. "We learned that the relationship has to come before the conversion. But when you get that right, the commercial results take care of themselves."

And forget perfection.

"Live is the closest digital commerce gets to physical retail energy."

Lana Novakovic

Marketing Manager, WODEN

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It is not about making a perfect show. It is about creating an experience where people feel included. We went from talking to our customers to talking with them. That gave us feedback loops we had never had before."

Live Shopping is now a permanent part of WODEN's marketing calendar. Not a campaign. Not an experiment. A channel.

"People do not just buy the product. They buy the brand behind it."

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