Livestream shopping surges in Europe, UK consumers very keen – report

The ‘livestream revolution’ has arrived, with related shopping “transforming online retail, blending community and commerce”, according to a new report.

‘The Live Selling Revolution: 2025 European Market Report’ commissioned by international livestream shopping platform Whatnot reveals that live selling is rapidly gaining traction across Europe as 37% of consumers turn to these platforms more frequently this year.

Live shopping is now booming in the UK and mainland Europe, with revenue projected to hit £65 million by 2030. McKinsey predicts it could account for 20% of online sales by 2026, and this report claims that 78% of European live sellers plan to expand their efforts this year.

Whatnot’s own data also reveals 37% of European consumers are shopping via livestreams more frequently this year;  70% of UK sellers now generate the majority of their income from live selling; cross-border sales between the UK, France, and Germany are growing 40% month-on-month; shoppers are tuning in more than ever, watching 20,000+ hours of live streams weekly; and with fashion leading the charge – growing 90% a quarter in the UK – live commerce is becoming a major force in how consumers discover and buy products.

Whatnot said it has seen a 600% year-on-year increase in European sellers, “helping people turn their hobbies into side hustles and full-time businesses, as well as accelerating success for brands and small businesses”. 

The report also delves into why live sellers across Europe are using livestream platforms to expand their businesses and build communities. Some 42% of sellers view community-building as a key motivation for starting to live sell, while just over a third have leveraged live selling “to follow their passions and transition into more fulfilling careers”.

Currently, 94% of European live sellers consider the medium “an essential component of their business success”, with 59% generating more than half of their total revenue from live selling alone.

Live sellers cite notable benefits such as larger revenues (42%), larger online communities (41%), and stronger customer relationships (38%).

Daniel Fisher, Whatnot UK general manager, says: “Live shopping is more than just a trend – it’s a new way to engage customers, build communities, and grow businesses. In the UK, 70% of our sellers now generate the majority of their revenue through live selling, highlighting the vital role of dedicated platforms like Whatnot.”