Live shopping has moved firmly into the mainstream, reshaping how consumers discover products and how small businesses grow. Today, Whatnot, the largest live shopping platform in the UK, Europe and North America, releases The State of Live Selling Report 2026, surveying live shopping sellers across platforms and Whatnot sellers across the US, UK, France and Germany, revealing how live commerce has evolved from an emerging trend into a core retail channel with lasting impact.
The report shows that live shopping across North America and Europe is now an estimated $22bn industry, with Whatnot leading at nearly 60% market share. In 2025 alone, Whatnot generated over $8bn 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, underlining live shopping’s growing role in everyday retail.
Live selling is proving essential to business growth, helping sellers scale faster and turn side hustles into sustainable careers. Globally, the number of sellers earning over $1m 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 1 in 8 sellers working full-time on the platform, up 20% year-on-year.
The report also highlights how live shopping is driving real-world economic impact. 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, reflecting how live commerce has become a serious, repeatable retail channel rather than a novelty.
Live shopping is creating stronger relationships between buyers and sellers. 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. Whatnot is proud to be leading this category and helping sellers turn passion into sustainable livelihoods.”
Founded in the US in 2019, and launched in the UK & Europe in late 2022, Whatnot is the largest live shopping platform across North America, Europe, and the UK. Leading the evolution of online shopping, Whatnot enables sellers to reach global audiences in real time, build communities through live auctions, and turn their passions into thriving businesses. As live shopping becomes a core pillar of e-commerce, Whatnot continues to drive this transformation, shaping the future of commerce.
