Nordic fashion and lifestyle ecommerce company Boozt is using live video shopping technology from Swedish mobile live streaming partner Bambuser at this week’s Stockholm Fashion Week (SFW).

Boozt is the first ecommerce retailer to hold a live video shopping event as part of the fashion week schedule. The Boozt Watch & Shop is a daily event featuring highlights from the schedule, allowing users to engage in an interactive shopping experience in real time within the video broadcast.

“We continue to invest in cutting-edge technology designed to elevate the shopping experience for our more than two million customers,” said Dorte Tandrup, sales and marketing director at Boozt. “By introducing the Boozt Watch & Shop live video shopping events we want to invite our community to connect with the fashion industry, engaging everyone around Nordic brands, sustainable choices and trends.”

Boozt opened up on Tuesday 9 February with a live on sustainable fashion event hosted by Elina Grothén, fashion director at Elle Sweden. On Wednesday 10 February a live on SFW trends event is due hosted by Jahwanna Berglunds, fashion editor at Odalisque Magazine, and Susan Stjernberger, influencer at Style-in-Scandinavia. And on Thursday 11 February, the Boozt live on Nordic designers event will be hosted by Katinka Island, senior buying manager at Boozt, and Sarah Jane Wilson, fashion editor at Boozt.

“Technology is playing an increasingly important role in the fashion industry and, in the past year, it’s become even more critical as brands are challenged to engage audiences via digital channels,” said Maryam Ghahremani, CEO at Bambuser. “We could not be happier to see live video shopping be integrated into the main schedule for Stockholm Fashion Week and believe that it will be a key component in scaling strong and sustainable Nordic players like Boozt.”

SFW organiser Catarina Midby, secretary general at the Swedish Fashion Association, added: “As TechCrunch puts it, Sweden is a tech superstar from the north. We want to encourage and develop entrepreneurship and innovation within the Swedish fashion industry and to showcase how our technologies help push boundaries to showcase Swedish brands.”

Bambuser is a software company specialising in interactive live video streaming. The company’s primary live video shopping product is cloud-based software that is used by global ecommerce and retail businesses to host live shopping experiences on web sites, mobile apps and social media. Bambuser was founded in 2007 and has its headquarters in Stockholm.

Boozt is a Nordic technology company selling fashion and lifestyle online. Founded in 2011, Boozt has more than two million active customers and offers a curated and contemporary selection of fashion and lifestyle brands primarily through its multi-brand web store. The company is focused on using technology and local Nordic operations to curate a better customer experience.

Stockholm Fashion Week was founded in 2005 with the objective of putting Stockholm and Swedish fashion on the international fashion scene. SFW was initially a physical event held twice per year. It has been re-launched in a digital structure since August 2020.

• Bambuser has added more features to its live video shopping initiatives to drive awareness and audience growth while enhancing engagement and facilitating social sharing of interactive ecommerce experiences, before, during and after live events. 

For example, floating action button previews can increase awareness of and drive traffic to live video shopping events. These small video overlays unobtrusively alert site visitors to upcoming events. When deployed in the moments prior to going live, the pop-up teaser videos elicit a heightened sense of urgency, leading to higher visitor-to-viewer conversions.

Also driving the conversion of site visitors to show viewers, event spotlight modules enable retailers to promote current, past and upcoming live video shopping events seamlessly on curated landing pages and video banners. These customisable plug-and-play modules can be embeded on any web page.

Augmenting its previously announced closed captioning capabilities, Bambuser has added an audio captioning feature that enables audible descriptions of key visual elements from the video to be added to events. This was developed as part of Bambuser’s commitment to exceeding the standards for Americans with Disability Act compliant web sites.

Share from pre-screen is a capability that allows viewers to share upcoming live video shopping events with their social connections across all popular platforms. Also added is the ability to share from a specific timestamp in a recorded show, which allows highlighting specific products and memorable moments during the event.

Complementing these capabilities is an add-to-calendar option, a feature that will help ensure people who are interested in a particular live video shopping event receive reminders and notifications.

“As a pioneer in video streaming technology, Bambuser has one of the most robust infrastructures possible when it comes to delivering exceptional viewer experiences,” said Jesper Funck, chief product officer at Bambuser. “Now that the popularity of live video shopping is growing rapidly, we’re focused on anticipating the market’s future needs and wants.”