Livestream platforms are drawing in a diverse array of buyers, with apparel being the most sought-after category; 31 percent of buyers purchase clothing during livestream sessions. According to a report by Whatnot, a live-stream shopping platform, 25 percent of buyers express interest in shoes.
This year, 37 percent of European consumers are shopping more often on these platforms compared to the previous year, as livestream shopping rapidly gains popularity and emerges as a significant revenue source. This information comes from the first-ever European Market Report by Whatnot, titled ‘The Live Selling Revolution: 2025 European Market Report.’
A remarkable 94 percent of European live sellers regard livestream shopping platforms as essential to their business success, with 59 percent earning over half of their total revenue through this channel. Nearly 65 percent report making more than £10,000 monthly, and one in four surpasses £50,000, showcasing its substantial income potential.
Livestream platforms are broadening opportunities across various product categories—from fashion to collectibles. Women’s fashion leads with 25 percent of sellers, closely followed by men’s fashion at 22 percent.
Among those utilizing live selling platforms, 43 percent reported an increase in sales volumes, while 42 percent have seen a rise in overall revenue. Other notable benefits include heightened brand visibility and larger online communities, both cited by 41 percent of respondents, alongside strengthened customer relationships, noted by 38 percent.
Sellers take advantage of the ability to showcase products in real-time, as indicated by 34 percent, and experience quicker inventory turnover, reported by 31 percent. This underscores livestreaming’s growing influence on e-commerce success.
Even part-time sellers in Europe are achieving success, with 55 percent going live at least three days a week and averaging around 15 hours per week. The momentum is set to continue—78 percent of European live sellers plan to increase their activity in the coming year, while only 9 percent have been livestreaming for over two years, indicating a swiftly evolving and still-emerging marketplace.
In the UK, fashion has become the fastest-growing category, recording an average quarterly sales growth of 90 percent in 2024. This sector also leads in sales volume, with UK sellers averaging 25 items sold per hour during livestreams.
In France, live shopping is thriving, with Whatnot viewers logging over 1.3 million hours of live shows in 2024 and the number of French sellers rising by almost 650 percent year-on-year.
In Germany, Whatnot users watched over 1.6 million hours of live shows in 2024, while the number of sellers grew by 30 percent month-over-month (MoM).
Cross-border sales between the UK, France, and Germany have increased by an average of 40 percent MoM, with some markets citing that 60 percent of their sales come from other countries.
In summary, the growth of livestream shopping platforms is transforming the retail landscape and paving the way for increased sales and engagement across various sectors.
