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Women’s wear brand Baukjen introduces social commerce

Baukjen leverages social and UGC to drive traffic

Baukjen leverages social and UGC to drive traffic

Women’s wear brand and retailer, Baukjen, is introducing social commerce onto its website with the launch of a gallery of shoppable customer generated content.


The premium womenswear brand is working with Curalate to harness social media posts, curating them on its home page and in a dedicated ‘Shop their style’ section.

Instagram posts tagged ‘BaukjenStyle’ are integrated online using intelligent image recognition technology and allow shoppers to buy featured products directly.

“As Baukjen is an online business, a compelling social media presence is vital. It helps us convey our brand personality and engage with customers globally,” says Geoff van Sonsbeeck, Co-founder and CEO at Baukjen. “We appointed Curalate to enrich our social offering and extend its value, and have essentially created an Instagram-like experience onsite.”

Baukjen has also implemented a shopping function on Instagram. “Baukjen customers can now shop with ease,” says Apu Gupta, CEO of Curalate. “They’re taken straight to a product without having to search on the retailer’s website, while a gallery of fresh content will help inspire discovery.”

Fashion-led maternity retailer Isabella Oliver, Baukjen’s sister brand, is also adopting this social commerce strategy.

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