Fashion + Footwear
CAI Store
A shop-by-looks UGC wall drove ₹2.86M in proven revenue from 884 orders
₹2.86MProven revenue
Widget-attributed checkout value
What changed
- ₹2.86MProven revenueOrders where the shopper added the product to cart from the widget before buying
- 884Proven ordersPurchases that followed a widget add-to-cart
- 1,158Add-to-carts from the widgetProducts added to cart straight from customer content
- Widget impressions
- 7.89M
- Visitors reached
- 2.82M
- Click rate
- 4.86%
- Live galleries
- 6
CAI Store runs a shop-by-looks UGC wall and a shoppable reels modal across its footwear catalogue. In 9 months live the widgets were shown 7.89M times, shoppers added 1,158 products to cart from them, and 884 orders worth ₹2.86M followed a widget add-to-cart.
About CAI Store
CAI Store is an Indian footwear label selling direct to consumers on Shopify at thecaistore.com.
The problem
Footwear is a fit-and-styling category: a shopper wants to see the shoe on a real foot, in a real outfit, before they trust the size chart. A catalogue of studio product shots alone leaves that question unanswered on the page where the decision happens.
What they set up
- 1Built a shop-by-looks UGC wall of real customer styling photos, each tagged to the shoes in the look.
- 2Added a shoppable reels modal so a visitor moves from a styled photo straight to the tagged product without leaving the page.
- 3Extended the galleries to the homepage, product pages and collection pages from one tagged content library.
The results
Proven revenue: ₹2.86M (Orders where the shopper added the product to cart from the widget before buying). Proven orders: 884 (Purchases that followed a widget add-to-cart). Add-to-carts from the widget: 1,158 (Products added to cart straight from customer content). Cart value from the widget: ₹3.03M (Value of those add-to-carts: buying intent, not revenue).
Why it worked
Footwear is bought on how a shoe looks on a real foot, in a real outfit. The shop-by-looks wall answers that before the shopper asks, and the reels modal keeps them inside the look while they add the shoe to cart. The galleries cover the homepage, the inspiration page, product pages and collections such as Naked and Timeless, so the content meets the shopper wherever they are browsing. 4.86% of impressions turned into an interaction with the content.
How it’s measured
- Evidence
- Widget-attributed checkout value
- Method
- Idukki widget analytics. Proven revenue and orders count purchases where the shopper added the product to cart from the widget first. Cart value is the value of widget add-to-carts and is never added to revenue. These are the same definitions the merchant dashboard uses.
- Window
- Lifetime: January 2026 to September 2026 (9 months live)
- Source
- Idukki production analytics, refreshed 2026-10-01
- What it does not prove
- Proven revenue is a floor, not the whole effect: it counts only orders where the shopper added to cart from the widget first. Orders from shoppers who saw the content and bought another way are not in it.
Stack
- Idukki shoppable UGC wall
- Shoppable reels modal
- Product tagging
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