Live shopping becoming core retail channel for everyday categories, Whatnot research

Live shopping has moved firmly into the mainstream, reshaping how consumers discover products and how small businesses grow, according to Whatnot research.

The live shopping platform in the UK, Europe and North America surveyed sellers across platforms and its own sellers across the US, UK, France and Germany.

Its report shows that live shopping across North America and Europe is now an estimated $22 billion industry, with Whatnot leading at nearly 60% market share. In 2025 alone, Whatnot generated over $8 billion in live GMV globally, added more than 20 million new accounts, and saw first time buyers increase by 285% year-on-year. 

In the UK, adoption is accelerating even faster. First time buyers grew 374% year-on-year, while 78% of sellers say they plan to increase their live selling efforts in 2026. Globally, the number of sellers earning over $1 million in lifetime sales has more than doubled. In the UK, live selling now accounts for around two thirds of total sales for sellers on Whatnot, with one in eight sellers working full-time on the platform, up 20% year-on-year.

Globally sellers are reinvesting into their businesses, with 24% renting additional space and 15% hiring employees to meet demand. On average, UK sellers spend around 21 hours per week live selling.

63% of UK sellers report stronger customer connections and growth in their online communities since going live, with London sellers ranking improved customer relationships as the biggest benefit.

This demand for connection is also influencing buyer behaviour, with 34% of British buyers tuning into live shows primarily for a seller’s personality, rather than simply chasing the best deal. These relationships translate to consistent revenue. UK sellers who go live on Whatnot daily average £30K per month. 

Live shopping’s expansion is being fuelled by rapid growth across everyday retail categories. Globally, beauty sales grew 791% year-on-year, electronics 444%, and women’s fashion 223%, with UK women’s fashion streams now attracting more than 500,000 viewing hours per month. Toys continue to thrive, with 15,000+ purchases per day in the UK alone.

Daniel Fisher, Whatnot UK General Manager, says: “Live shopping is no longer experimental - it’s become a core part of how people buy, sell and build businesses. Our 2026 report shows that live selling is driving real growth for UK small and medium sized enterprises, creating jobs, strengthening communities and reshaping retail as we know it. We are proud to be leading this category and helping sellers turn passion into sustainable livelihoods.”

2026 RTIH Innovation Awards

Live shopping will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.