Live shopping is redefining how Britain shops and discovers new products. Globally, Whatnot reached over $6 billion in sales so far in 2025, more than doubling from the previous year, as shoppers embraced a more interactive, community-driven way to find what they love. On Whatnot, trends emerge from shared passion and participation, giving a direct view into where demand, and culture, is moving next.

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.

To showcase how livestream selling shapes the success of sellers like you, we’re excited to share our first external study, our State of Livestream Selling Report. This report takes a deep dive into the tremendous impact livestream selling has on sellers like you and your businesses. It also celebrates how far we’ve come together and recognizes your incredible contributions as part of our vibrant seller community.