Source: www.fibre2fashion.com
Livestream platforms are attracting a diverse range of buyers, with apparel as the most popular category—31 per cent of buyers purchase clothing during livestream sessions. Twenty-five per cent of buyers showed interest in shoes, according to a report by Whatnot, a live-stream shopping platform.
This year, thirty-seven per cent of European consumers are shopping more frequently on live platforms compared to the previous year, as livestream shopping rapidly gains traction across Europe and emerges as a powerful revenue channel, according to the first-ever European Market Report by Whatnot titled ‘The Live Selling Revolution: 2025 European Market Report.’
A striking 94 per cent of European live sellers consider it vital to their business success, with 59 per cent generating over half their total revenue through the medium. Nearly 65 per cent earn more than £10,000 monthly, and one in four surpass £50,000, highlighting its strong income potential.
Livestream platforms are expanding opportunities across various product categories—from clothing to collectibles. Women’s fashion leads with 25 per cent of sellers, followed closely by men’s fashion (22 per cent).
In the UK, fashion has emerged as the fastest-growing category, experiencing an average quarterly sales growth of 90 per cent in 2024. This sector also leads in sales volume, with UK sellers averaging 25 items sold per hour during livestreams.
In France too, live shopping is booming, with Whatnot viewers logging over 1.3 million hours of live shows in 2024 and the number of French sellers rising by nearly 650 per cent year-on-year.
In Germany, Whatnot users watched over 1.6 million hours of live shows in 2024, while the number of sellers increased by 30 per cent month-over-month (MoM).
Cross-border sales between the UK, France, and Germany have grown by an average of 40 per cent MoM, with some markets seeing 60 per cent of their sales from other countries.
