Live Selling: Europe’s Fastest-Growing Retail Trend
▼ Summary
– Whatnot is a livestream shopping app where sellers auction items in real-time, offering a faster and more interactive alternative to traditional platforms like eBay or Vinted.
– The app, founded in 2019, has seen rapid growth, with a 100% increase in new sellers and buyers over the past year and a valuation of $4.97 billion after a $265 million funding round.
– Livestream shopping, already massive in China, is gaining traction in Europe, with Whatnot reporting a 600% year-on-year increase in European sellers and 20,000 hours of weekly live shows.
– Many sellers, like Andrew Tubman and Jon-Luc Greenwood, transitioned from casual buyers to full-time live sellers, earning significant incomes (e.g., £1 million monthly) by leveraging the platform’s real-time engagement.
– The trend reflects broader shifts toward video commerce, with experts predicting 20% of online sales will come from live shopping by 2026, driven by consumer demand for entertainment, education, and trust in purchases.
Live selling is revolutionizing retail across Europe, blending entertainment with commerce in a way that’s reshaping how people buy and sell online. The scene might look unassuming, a teenager in a basement showcasing football jerseys to a live audience, but the results speak volumes. In just over an hour, that casual setup can generate €1,000 in sales, a feat that would take days on traditional platforms like eBay or Vinted.
This isn’t just a fleeting trend. Live selling has exploded in China, where platforms like Douyin and Taobao dominate, but Europe is quickly catching up. Apps like Whatnot, which started as a niche marketplace for collectibles, are now seeing exponential growth. The platform hosts over 20,000 hours of live shows weekly, with European sellers reporting a 600% year-on-year increase. For many, what began as a side hustle has turned into a full-time career, with some sellers earning upwards of £50,000 a month.
What sets live selling apart is its real-time interaction and community-driven approach. Unlike static listings, live streams create a sense of urgency and connection. Buyers engage through chat, emojis, and bids, while sellers build relationships by offering personalized recommendations or hosting flash sales. For Andrew Tubman, a former motor trade worker, live selling Pokémon cards became so lucrative that he left his job to focus entirely on his Whatnot store, now pulling in over £1 million monthly.
The appeal isn’t just financial. Sellers like Jon-Luc Greenwood and Char Williams highlight the social aspect, turning their streams into virtual hangouts where buyers discuss products, share personal stories, and even form friendships. Char, who sells beauty products, tailors advice for viewers with specific skin concerns, making the experience feel more like a consultation than a sales pitch.
Brands are taking notice too. Retail giants like Zara and Audi are experimenting with live commerce, recognizing its potential to merge storytelling with instant purchasing. Experts predict that by 2026, 20% of online sales could come from live shopping, driven by consumer demand for transparency and engagement.
Yet, the model isn’t without challenges. The line between work and life blurs for sellers who stream late into the night, packing orders between shows. Still, for those disillusioned with traditional jobs, live selling offers flexibility, creative control, and direct financial rewards, a compelling alternative in an era where side hustles are becoming the norm.
As platforms refine their ecosystems, integrating payments, logistics, and analytics, live selling is poised to become a staple of European e-commerce. Whether it’s a teenager flipping jerseys or a beauty guru hosting a skincare Q&A, the future of retail is unfolding live on screen.
(Source: The Next Web)
