Europe's Live Selling Revolution: Whatnot's 2025 Market Report
The magic of in-person shopping—the excitement, the connection, the thrill of discovery—is thriving in an entirely new form on Whatnot. From the street markets of ancient Rome to medieval trade fairs, commerce has always been about community and meaningful interactions. Whatnot brings this rich tradition online, creating personalised, community-driven experiences where every product comes alive and every interaction builds lasting customer loyalty.
We're excited to share our first-ever European Market Report, showcasing data from sellers across platforms and Whatnot that confirms that livestream shopping is here to stay. Across Europe, Whatnot users collectively watch 340,000 hours of livestreams weekly—the same amount of time visitors spend exploring The Louvre each week. Meanwhile, in the U.K. alone, viewers watched over 5 million hours of livestream shopping content last year.
Livestream shopping is also erasing traditional market boundaries. In some European markets, up to 60% of sales happen internationally on Whatnot—creating a borderless marketplace where a UK seller can just as easily reach a collector in Berlin or a fashion enthusiast in Paris as someone next door.
But beyond impressive numbers lies a deeper shift in how people buy, sell, and connect.
Welcome to Europe's livestream shopping revolution.
The rapid rise of livestream shopping in Europe
We surveyed sellers and buyers across Europe to understand this transformation. What we found wasn't just growth—it was a fundamental retail shift that's creating new opportunities and empowering sellers like you to build thriving businesses:
Live selling creates new revenue streams. 94% of European live sellers view the medium as essential for the success of their business, with the majority (59%) now driving over half of their total revenue through live selling.
Live selling generates meaningful income. Nearly two-thirds (65%) of sellers earn more than £10,000 monthly, with one in four earning over £50,000—a potential of £600,000 annually.
Live selling creates jobs. More than half of all business owners (52%) now dedicate teams of six or more people to their live shopping operations.
Part-time sellers are also achieving success. Most livestream sellers (56%) use live selling platforms at least three days per week, with the average seller spending about 15 hours per week going live.
More than just financial gain. One in three sellers started livestreaming to pursue their passions, while 35% pivoted to more meaningful careers. For 42%, community-building is their main motivation.
The Whatnot Effect
This latest Whatnot survey highlights how livestream shopping is accelerating seller growth, deepening buyer engagement, and expanding sales across borders:
Explosive seller growth: European sellers on Whatnot increased 600% year-over-year, now hosting over 20,000 hours of shows weekly.
Highly engaged buyers: The average European Whatnot user spends 65 minutes daily watching livestreams.
Sales without borders: Cross-border sales between the UK, France, and Germany grew by 40% month-over-month, with some markets seeing 60% of sales internationally.
Deeper connections: Whatnot sellers report greater community-building on Whatnot compared to other platforms (65% vs. 29%) and stronger customer relationships (55% vs. 38%).
🇬🇧 Shop ‘Til You Drop: Whatnot in the UK
The UK has enthusiastically embraced livestream commerce, emerging as a leader in trading cards and fashion:
Accelerated seller growth: UK sellers increased by 360% in just one year, highlighting growing enthusiasm for live shopping.
Trading cards boom: At least ten trading cards sell every minute, including a Daredevil Marvel card valued at £200,000 and a single livestream selling 3,300 sports cards.
Fashion thrives: Fashion is the fastest-growing category, with sellers averaging 25 items sold per hour.
Sneakers soar: The number of sneaker sellers earning over £10,000 monthly has doubled since July 2024, driven by passionate collectors.
Who’s Leading the Livestream Selling Movement in Europe?
The Future of Retail is Live—And It's Happening Now
Livestream shopping is redefining how we buy, sell, and connect. Experts predict up to 20% of online sales will happen through live platforms by 2026. With 78% of European live sellers planning to step up their streaming this year, there’s no better time to get involved.
Whether you’re seeking stronger customer relationships, higher sales, or a more flexible, rewarding way to run your business, live selling on Whatnot could be your next big step.
Ready to go live? Visit whatnot.com to find out how you can power up your business and be part of Europe’s live shopping revolution.
