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"We designed the test together and read the results together in their own A/B tool. If you’re a Shopify brand sitting on customer videos you aren’t using, that is the easiest return on investment in your stack."
Endu is a European apparel brand built on a deceptively simple premise: better clothes, fair prices, made with care. Based in the Netherlands, the brand designs timeless essentials built to last, from four-way stretch tech suits and lightweight windbreakers to linen sets, polos, and structured gilets. No logos, no seasonal trends, just clean lines and premium materials engineered to work for every occasion.
With more than 50,000 satisfied customers across Europe, Endu has built a loyal following around the idea that style and comfort should not require a trade-off, and that quality should be accessible. Every product is designed to be worn day after day, season after season, without looking dated or falling short.
Endu sells apparel in a category where the purchase decision depends heavily on how clothing looks and moves in real life. A tech suit photographed flat against a white background tells a shopper about the color and cut. It does not tell them how it drapes on a real body, how it moves during a commute, or why someone who has owned it for six months chose to buy another colorway.
That gap between product photography and real-world experience matters more in the menswear basics category than it might elsewhere. Shoppers are not buying a single statement piece; they are evaluating whether they trust a brand's quality enough to make it a part of their everyday routine. Building that trust through static imagery alone puts the burden entirely on copy and specifications, which do the "what" well but struggle with the "why."
Standing apart from competitors added a second layer of pressure. The essentials and basics market is crowded, and without a distinctive logo or seasonal campaign, differentiation has to live in the product itself and in the credibility of the people who wear it. Endu needed a way to bring real customer experiences onto the product page, so that shoppers evaluating a tech suit or a set could see genuine wear, genuine approval, and genuine social proof at the moment they were deciding whether to buy.
Endu has almost never shipped optimizations on instinct.
Since October 2025, month four of the brand's existence, it has worked with Weblics, a CRO agency running a continuous risk-free A/B testing program on its Shopify store, where every change is measured against a live control group.
Endu was previously using Moast, a budget shoppable video app, but due to a lack of features, support and results, Weblics brought in Videowise, a partner they had worked with before and trusted for exactly this kind of problem, and the two teams ran the test together in Videowise's own A/B testing tool, measured against real traffic on revenue per user and profit per user.
Endu implemented Videowise's shoppable UGC video carousel directly beneath the Add to Cart button on their Shopify product detail pages.
Placement was worked out between the two teams. Directly under Add to Cart is where a nearly-convinced shopper goes looking for a reason to trust the brand: higher up it competes with the product imagery, lower down it only reaches people who have already decided. Videowise knew what their carousel could do and where it performs; Weblics knew how Endu's shoppers move down the page.
The carousel brought authentic customer content onto the product page at the exact moment purchase intent peaks.
Shoppers could watch real people wearing Endu pieces in everyday contexts. Where a product photo shows a garment, a real customer video shows someone choosing to wear it again.
Rather than treating UGC as a static display element, the brand used the platform to test different customer videos across PDPs and identify which content drove the strongest engagement and conversion for each product. This turned the carousel into an ongoing tool for surfacing the best customer stories and refining which voices led each product page.
Shoppers who connected with a video could add to cart immediately, without navigating away from the product page or losing momentum mid-decision.
Endu also implemented a carousel on the homepage, allowing customers to buy and browse products directly from videos.
Endu also implemented a carousel on the homepage, allowing customers to buy and browse products directly from videos.
Shoppable video is one of the biggest wins Endu and Weblics have landed recently, and it sits inside a much longer story. Over 12 months Weblics has run 25 controlled experiments on Endu's store, 19 of them winners, a 76% success rate. Together they have added €433,196 in revenue and returned 9.1x on the agency's fee, with store-wide average order value climbing to €138.72. Other highlights: PDP | Shop the Full Look lifted revenue per session 10.79% and add-to-cart rate 9.16%, and Cart | Tabbed Cross-Sell + Reward-Tier Progress Bar raised average order value 15.45%. Because the video test ran inside that program, Endu knew within weeks it was worth keeping.
Results were validated through controlled A/B testing on the PDP shoppable video carousel under Add to Cart.
Shoppable UGC video delivered meaningful lifts across every core commerce metric. For a brand whose differentiation lives in the quality of the product experience rather than a logo or trend cycle, putting real customers on the product page gave shoppers exactly what they needed to move from interest to checkout.
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