A new competition has emerged between leading social platforms. The goal is market leadership in live shopping (LS), the sale of products in real time via video.
These are live videos on social media. Those interested can purchase products directly via a link, a product tag or even a shop integrated into the app. On YouTube, for example, a live stream can continue to run in a small window on the cell phone while viewers simultaneously browse the linked YouTube shop.
Hype from China
The retail concept is on the rise in Europe. TikTok Live shopping is gaining ground, and in February eBay announced it would launch new “Live” divisions in France and Italy. One resulting campaign, for example, is a live sale of the clothing worn in the reality series “Love Island”. This is an achievement of the British branch of Ebay, which has been involved in live shopping for a long time.
In the UK, viewers collectively spend more than 500,000 hours per month watching fashion livestreams, reports livestream service provider Whatnot. Founded in 2019 by US entrepreneurs Grant LaFontaine, Chief Executive Officer (CEO), and Logan Head, Chief Technology Officer (CTO), the company is entirely focused on video shopping. In October the company collected over 200 million euros.
Live shopping follows a period in which the mod industry encouraged less consumption and conscious purchases. In this regard, LS is a surprising development as it shortens the time between consideration of a purchase and actual purchase.
Live shopping coming soon
Live shopping originated in China. Taobao Live launched there in 2016 on the social media platform of the same name, the largest in the country. The combination of entertainment and direct sales quickly found favor with a sophisticated and trend-conscious audience. This consumer profile can now also be found in Europe and the USA.
After the Corona pandemic, in which online shopping became the norm, more and more fashion companies are relying on this format. This applies both to the lower price segment, such as the Irish fashion retailer Primark, and to luxury brands such as the British brand Stella McCartney. This is notable as the brand has a strong focus on sustainability. Brands are experimenting with live sales via platforms with integrated shop functions such as TikTok, Snapchat and Taobao. Sometimes well-known personalities are used as moderators.
According to a 2025 market study by Whatnot, 37 percent of European consumers said they had purchased more frequently via live streams in the past year. The offer is growing accordingly. Stella McCartney, together with the Swedish company Bäumer, organized a live shopping show to present the 2026 winter collection. Stella McCartney herself and the actress Eva Mendes acted as hosts.
The German fashion group Hugo Boss was one of the first to jump on the bandwagon. The company hosted two “Shoppable Livestreams” at Milan Fashion Week 2022. The result was a 27 percent increase in engagement on its channels. Marmorer now also works with brands such as Victoria Beckham and the French fashion house Dior.
Multi-brand retailers are also taking part. The Hamburg online retailer About You has firmly integrated live shopping into its app and website. British online luxury retailer Net-a-Porter developed livestream series under the leadership of former fashion director Kay Barron. She later even founded her own live shopping agency Vvend.
Live shopping and the sales funnel
According to Daniel Fisher, general manager of Whatnot UK, the impact of live shopping can be felt throughout the sales funnel. “From discovering a brand or product to making a purchase,” he says.
In live sessions, viewers see real people with real products. You will receive answers to your questions in real time. Brands can explain styling, fit, and materials in a way that is far more effective than a static product page. This direct interaction, Fisher says, shortens the step from “I know this brand” to “I dare to buy here.”
What does it bring to brands?
According to Fisher, live shopping creates a more direct customer relationship than traditional e-commerce. “It’s two-sided: brands get instant feedback on what they present.” This interaction not only provides insights into what resonates and what doesn’t. It also helps you build your own customer base. “Contact with customers is direct, instead of having to buy it through advertising.”
According to him, the value of live shopping lies in more than just conversion. It lies primarily in the loyalty that arises from brand preference and repeat purchases. At Whatnot, global monthly customer loyalty is over 80 percent. That is 18 percent more than in the previous year. Live shopping increases the desire to buy among the same participants.
Who does live shopping work best for?
Fisher sees the fastest adaptation among digital natives and so-called challenger brands. “They are used to communicating directly with their customers and acting quickly.” He cites the US watch brand Invicta and the US pen manufacturer Esterbrook as examples.
Brands with a clear niche are also successful. “Streetwear, collectibles and emerging designers often have a dedicated audience looking for context and exclusivity.” Live streams make it possible to give explanations and organize drops. “That’s something this audience is looking for.”
According to Fisher, brands that dare to associate faces with their brand, such as founders, designers or stylists, do particularly well. “Live brings personality to life,” he states. The British women’s fashion brand James Lakeland is growing strongly on Whatnot because the founder James Lakeland himself goes live.
Buyer behavior in real time
Live shopping is also changing the way consumers shop, Fisher said. “It’s becoming more social and interactive. Instead of just scrolling and clicking, viewers ask questions and get advice straight away.” Practical topics such as returns are addressed better than in regular online retail.
In a way, live shopping mimics the feeling of physical shopping, he says. “The moderators show fabrics, discuss the fit and respond directly to questions. This influences the behavior of the viewers.”
Live formats
According to analyzes by Whatnot, the most successful formats are those in which the sellers tell the story behind the product. For example, in women’s fashion, they can showcase texture, movement, fit and styling ideas. It is one of the fastest-growing categories on the platform, with a 223 percent increase in viewers year-over-year.
Transparency is also well received: offering context about the origin of the brand, the design or the designers. “Buyers feel better informed and more engaged,” explains Fisher.
What does a live performance require from a brand?
From an organizational point of view, there are hardly any hurdles to starting live shopping, says Fisher. “You can start with a smartphone, no studio required.” What is more important is a clear focus. “Start with your niche and with products you know a lot about.” Brands can experiment with different formats. These include fixed prices, auctions and flash sales, i.e. time-limited, very short-term sales campaigns. “You can learn what works through data, but also by simply asking the audience live.”
Authenticity is another important factor. “Tours of stores, warehouses or inventory are often surprisingly well received. Customers see a side of the brand that normally remains hidden.” Finally, consistency is also crucial. “UK sellers who go live every day generate 166 times more sales than those who go live just once a month.”
Future of live shopping?
According to Fisher, live shopping is becoming a staple of fashion retail. “In three years it will no longer be an additional channel, but a part of how people discover and buy fashion.” This is also reflected in the sellers on Whatnot. “94 percent of UK sellers plan to go live more often this year.”
At the same time, Europe is only at the beginning of this hype. According to Marmorer, only nine percent of European live sellers have been streaming for more than two years. The question that still remains is: How big will livestream platforms really become?
This article was created using digital tools translated.
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