The Rise of Livestream Shopping: Transforming the Resale Market
In a dimly lit basement, pulsing with faint music, a teenager stands before a camera, pulling football shirts off a nearby clothing rack. With a monotone voice, he details each item for an eager audience, discussing everything from the team and season to color and condition. Every minute counts in this fast-paced world of livestream shopping, and as he attaches numbered labels to the shirts, they’re quickly transferred to another rack. Meanwhile, on the bottom of the screen, bids and prices flash by, and enthusiastic buyers eagerly swipe a yellow bar to place bids, peppering the live chat with questions, comments, and emojis. As a buyer wins, colorful confetti bursts onto the screen, signaling not just a purchase, but a thriving digital transaction in real time.
Within just over an hour, this teenager has raked in €1,000 in sales—a feat that would typically require days or weeks on static peer-to-peer marketplaces like Vinted, eBay, or Depop. Rather than laboriously crafting descriptions filled with details, uploading multiple images, and answering a barrage of questions from interested parties, this young man is part of a larger trend. Independent sellers are turning to livestream auctions on platforms like Whatnot, transforming the way goods change hands.
Whatnot’s Emergence in the Resale Market
Founded in 2019, Whatnot was the brainchild of product manager Grant LaFontaine and software engineer Logan Head, initially aiming to address the pain points faced by sellers of Funko Pop figurines, including counterfeiting and scams. The platform started modestly but saw monumental growth throughout the years, culminating in a significant Series E funding round that raised $265 million, driving its valuation to nearly $5 billion. As TikTok went dark in the U.S. earlier this year, Whatnot seized the opportunity to target sellers who might be seeking alternatives, reaching a burgeoning audience across the UK, Europe, and North America with impressive results—a 100% increase in new sellers and first-time buyers within a year.
What sets Whatnot apart is not just its funding success but a thriving community that spans 140 categories and nine different regions. Sellers display everything from hair products and luxury handbags to collectibles and plush toys. With a DIY, lo-fi aesthetic, the platform feels distinct from traditional e-commerce sites, as sellers broadcast from personal spaces—bedrooms or thrift stores—rather than slick, influencer-style setups. For many, this venture is evolving into a full-time career; some sellers even hire teams to help manage their operations.
From Hobby to Full-Time Career: The Transformation of Sellers
The current trend of livestream shopping has roots in China, where platforms like Douyin and Taobao have firmly established the model. Over 600 million consumers participate in daily livestream shopping events, with top sellers generating staggering sums—upwards of $100 million in a single session. In stark contrast, while Europe lags, the format is gaining traction, with Whatnot recording a 600% increase in European sellers and hosting over 20,000 hours of live shows weekly. A striking 59% of European live sellers report that they generate the majority of their income from this method, a number that rises to 70% for UK sellers.
This shift aligns with a broader trend observed by cultural insights experts: a growing desire among younger generations to embrace entrepreneurship. According to a survey, nearly two-thirds of individuals aged 18 to 35 are either involved in side gigs or plan to start one. The motivation is often rooted in the quest for independence—a sentiment echoed by many live sellers on Whatnot, who relish the opportunity to turn their passions into profitable ventures.
A Personal Journey: Andrew Tubman’s Successful Transition
Consider Andrew Tubman, a family man and motor trade professional who stumbled upon Whatnot at the London Card Show in 2023. Initially a casual buyer, Andrew’s interest piqued as he observed how livestreamers conducted their auctions. Taking the leap, he began selling during his spare time, quickly realizing the potential for a sideline business. With exhausting late nights packing orders, he soon recognized that juggling his day job and livestreaming was unsustainable.
By spring of 2024, Tubman had transitioned to selling full-time. His revenue skyrocketed, reaching more than £1 million a month, which allowed him and his wife to draw salaries significantly above their previous earnings. For Andrew, this wasn’t just a financial uplift; it represented a lifestyle change, transitioning from a stable yet unfulfilling job to a thriving business born from passion.
What Makes Livestream Shopping Attractive?
The earning potential on platforms like Whatnot is undeniably attractive. Research indicates that around 65% of European live sellers report monthly incomes exceeding £10,000, with 25% making over £50,000. The allure isn’t just financial; many sellers enjoy the camaraderie formed with their audiences. Livestreaming creates not only a transactional environment but also a community space where buyers and sellers interact, share stories, and support one another.
For Tubman, the relationships he’s built through the platform have deepened his experience. He describes friends of his who initially mocked his enthusiasm for trading cards, now joining him in dynamic conversations during his livestreams. Similarly, other sellers share similar sentiments; for Jon-Luc Greenwood and Char Williams, a couple who combined their expertise in beauty and resale, their live shows have evolved into social gatherings, where regular attendees form friendships and engage in genuine discussions.
Life on Whatnot: The Daily Routine of a Seller
The daily routine can be grueling. Live selling often involves streams that last for hours followed by late nights dedicated to packing orders. For example, Char Williams streams from her warehouse until the early hours, only to catch a few hours of sleep before repeating the cycle. Despite the exhaustion, the thrill and companionship found during streams make it worthwhile.
Notably, the flexibility and independence offered by live selling allow individuals like Jon-Luc and Char to enjoy aspects of life beyond work. The couple even conducted a live session while on vacation in Dubai, underscoring the portability of their business. With the right organization, live sellers can operate from virtually anywhere.
The Future of Video Commerce in Europe
The trend of livestream shopping is not confined to specific platforms; it reflects a cultural shift towards video commerce—what industry insiders refer to as "v-commerce." As consumers increasingly engage with video across various dimensions of their lives, the transition to video-based shopping feels natural. Research indicates a significant portion of internet traffic is now dedicated to live and on-demand video, reinforcing the idea that traditional shopping methods may soon feel outdated.
Companies like Bambuser are leading the charge, providing infrastructure that allows brands to seamlessly engage with customers through livestreaming and shoppable content. The expectation is that brands will soon have staff trained adequately for live selling, diminishing the gap between traditional retail and modern, interactive selling methods. Currys, an electrical store, has already been innovatively utilizing video calls to connect customers directly with in-store staff, turning shopping into a more engaging experience.
Closing Thoughts: A New Paradigm in Selling
The growth of livestream shopping is a testament to the changing landscape of retail. What was once a novelty is evolving into an essential part of the sales ecosystem—especially for independent sellers seeking alternative revenue streams in a challenging economic environment. This shift not only presents more opportunities for individuals to earn, but it also reshapes the nature of the consumer experience into one that is more personal and engaging.
The trend also raises questions about the gig economy’s sustainability, as sellers often find themselves in a near-constant hustle mode. The pressure to remain "live" to generate income can be intense; however, the allure of independence and financial autonomy continues to attract individuals seeking to chart their own paths.
As these dynamic selling environments continue to flourish across Europe and beyond, it’s clear that the future of commerce will be defined by ever-evolving interactions between sellers and buyers, with livestreaming at the forefront of this transformation. As more people embrace the entrepreneurial spirit, we might just be witnessing the birth of a new era in retail—a brave new world where anyone with a passion can become a seller and build a community.
