The ‘livestream revolution’ has come, and a recent analysis claims that associated purchasing is “transforming online retail, blending community and commerce.”
With 37 per cent of consumers using livestreaming platforms more regularly this year, live selling is quickly gaining traction throughout Europe, according to The Live Selling Revolution: 2025 European Market Report, which was commissioned by the global livestream buying site Whatnot.
In the UK and mainland Europe, live shopping is already flourishing, with revenue expected to reach US $ 84 million by 2030. Nearly 78 per cent of European live sellers intend to increase their efforts this year, according to this survey, and McKinsey estimates that it may account for 20 per cent of online sales by 2026.
Additionally, according to Whatnot’s own data, 37 per cent of European consumers are shopping more frequently this year through livestreams; 70 per cent of UK sellers now rely on live selling for the majority of their revenue; cross-border sales between the UK, France, and Germany are increasing by 40 per cent each month; shoppers are tuning in more than ever, watching over 20,000 hours of live streams each week; and fashion is leading the way, with sales in the UK increasing by 90 per cent every quarter.
European sellers have increased by 600 per cent in the past year, according to Whatnot, which claims to be “accelerating success for brands and small businesses, as well as helping people turn their hobbies into side hustles and full-time businesses.”
The study also explores the reasons for the use of livestream platforms by live sellers in Europe to grow their businesses and create communities. Just over a third of sellers have used live selling “to follow their passions and transition into more fulfilling careers,” and 42 per cent of sellers see community-building as a major factor in their decision to start live selling.
Presently, 59 per cent of European live sellers derive more than half of their overall revenue from live selling alone, and 94 per cent of them view the medium as “an essential component of their business success.”
Notable advantages mentioned by live vendors include higher profits (42 per cent), more extensive online communities (41 per cent), and improved customer interactions (38 per cent).
