The Man Company sees 2.7 times increase in conversion rate by adopting live commerce

By

Isabelle Crossley

Published
Jan 3, 2023

The Man Company has embraced live commerce to offer shoppers a more interactive online experience. The direct-to-customer personal care brand has witnessed a 2.7 times increase in its conversion rate since launching live commerce. 

In order to create immersive experiences on its digital storefront, The Man Company partnered with live commerce and omni-channel digital transformation platform Firework, India Retailing reported. Following the partnership, Firework has developed a Tiktok style video format for the brand’s website and a mobile-friendly interface. 
 
By using shoppable videos, The Man Company’s website now offers a social media-esque experience. This elevated level of interaction has helped boost orders and the brand plans to continue to upgrade its technology. 

The business aimed to respond to changing consumer needs, accelerated by the pandemic, by speeding up its digital transformation to offer its customers a more interactive and tech-driven shopping experience. Live shopping is a fast growing retail concept, pioneered in China and swiftly becoming mainstream in India with e-commerce giants including Flipkart embracing it. 
 
The Man Company retails its range of men’s personal care and haircare goods through its dedicated e-commerce store and on multi-brand e-commerce platforms as well as over 2,000 offline retail touch points across 50 Indian cities. The brand also operates 30 exclusive brand outlets and its products are used and retailed at approximately 500 Indian salons.