Whatnot’s European Market Report reveals a surge in popularity for livestream shopping, with 37% of consumers engaging more frequently and sellers experiencing significant revenue growth.
Livestream shopping is solidifying its place as a significant revenue channel across Europe, with findings from Whatnot’s inaugural European Market Report highlighting the rapidly increasing enthusiasm for this platform among consumers and sellers alike. The report, titled “The Live Selling Revolution: 2025 European Market Report,” reveals that a notable 37 percent of European consumers are engaging more frequently with live shopping platforms compared to the previous year.
Among diverse categories being sold, apparel stands out as the most popular, with 31 percent of buyers purchasing clothing during livestream sessions, and 25 percent expressing interest in shoes. The surging interest in livestream shopping is reflected in the responses from sellers, with 94 percent reporting that live selling is essential for their business success. Additionally, 59 percent indicate that these platforms contribute over half of their total revenue. Approximately 65 percent of sellers earn more than £10,000 monthly, while a quarter surpasses £50,000.
The expansion of livestream shopping is particularly pronounced in the UK, France, and Germany, where significant growth in both livestream hours and cross-border sales has been reported. In the UK, fashion has emerged as the fastest-growing category, recording an impressive average quarterly sales growth of 90 percent in 2024. UK sellers are selling an average of 25 items per hour during livestreams, marking a robust engagement with this sales format.
France is also seeing substantial growth, with Whatnot viewers logging over 1.3 million hours of live shows this year and witnessing a staggering increase in the number of French sellers by nearly 650 percent on a year-over-year basis. Meanwhile, in Germany, the viewing statistics are equally impressive, with users watching over 1.6 million hours of live shows in 2024, and the number of sellers showing a month-over-month growth of 30 percent.
Cross-border sales between the UK, France, and Germany reveal a growing interconnectedness in the livestream shopping landscape, with an average increase of 40 percent in cross-border sales month-over-month; in some instances, 60 percent of sales originate from other countries.
Among sellers leveraging live selling platforms, a significant number are realizing the benefits associated with this medium. Notably, 43 percent reported increases in sales volumes, while 42 percent enjoyed higher overall revenue. Additional advantages include improved brand visibility and the growth of online communities, each reported by 41 percent of sellers, as well as strengthened customer relationships seen by 38 percent of these entrepreneurs. The ability to showcase products in real time and achieve faster inventory turnover were highlighted by 34 percent and 31 percent of sellers, respectively.
The report further indicates that even part-time sellers are finding success in the ever-evolving livestream shopping landscape, with 55 percent going live at least three days a week, averaging around 15 hours of livestreaming per week. Anticipating future growth, a significant 78 percent of European live sellers plan to increase their activity over the next year, although only 9 percent have been involved in livestreaming for over two years, emphasizing the dynamic nature of this marketplace.
As the popularity of livestream shopping continues to rise, it appears set to play an increasingly pivotal role in the broader e-commerce ecosystem across Europe.
Source: Noah Wire Services
