The ‘livestream revolution’ has arrived, with related shopping “transforming online retail, blending community and commerce”, according to a new report.
Image: Whatnot
‘The Live Selling Revolution: 2025 European Market Report’ commissioned by international livestream shopping platform Whatnot reveals that live selling is rapidly gaining traction across Europe as 37% of consumers turn to these platforms more frequently this year.
Live shopping is now booming in the UK and mainland Europe, with revenue projected to hit £65 million by 2030. McKinsey predicts it could account for 20% of online sales by 2026, and this report claims that 78% of European live sellers plan to expand their efforts this year.
Whatnot’s own data also reveals 37% of European consumers are shopping via livestreams more frequently this year; 70% of UK sellers now generate the majority of their income from live selling; cross-border sales between the UK, France, and Germany are growing 40% month-on-month; shoppers are tuning in more than ever, watching 20,000+ hours of live streams weekly; and with fashion leading the charge – growing 90% a quarter in the UK – live commerce is becoming a major force in how consumers discover and buy products.
Whatnot said it has seen a 600% year-on-year increase in European sellers, “helping people turn their hobbies into side hustles and full-time businesses, as well as accelerating success for brands and small businesses”.
The report also delves into why live sellers across Europe are using livestream platforms to expand their businesses and build communities. Some 42% of sellers view community-building as a key motivation for starting to live sell, while just over a third have leveraged live selling “to follow their passions and transition into more fulfilling careers”.
Currently, 94% of European live sellers consider the medium “an essential component of their business success”, with 59% generating more than half of their total revenue from live selling alone.
Live sellers cite notable benefits such as larger revenues (42%), larger online communities (41%), and stronger customer relationships (38%).
Daniel Fisher, Whatnot UK general manager, says: “Live shopping is more than just a trend – it’s a new way to engage customers, build communities, and grow businesses. In the UK, 70% of our sellers now generate the majority of their revenue through live selling, highlighting the vital role of dedicated platforms like Whatnot.”
Fashion and homewares brand La Redoute has launched its latest UK collaboration with the brand’s newest ambassador, author, podcaster and columnist Louise Thompson.
The reality show star (she originally appeared in Made In Chelsea) has become a popular lifestyle influencer in recent years.
The range brings together Thompson’s “unique aesthetic to life through an exclusive edit, blending effortless elegance with her distinct personal touch”.
And for an edit, it’s extensive, featuring 100 pieces across fashion and interiors offering both wardrobe essentials and homewares pieces.
Of the spring/summer fashion edit, there are 26 curated pieces “that transition through the seasons”. From pastel knit jumpers to blazers and ballet-style flats, and we’re told “each item reflects Louise’s effortless yet refined approach to dressing”.
The interiors edit comprises of over 70 homewares pieces, with staple wooden furniture, soft furnishings and decorative accents.
Sarah Link, marketing director at La Redoute, said: “Louise’s passion for style and clean-cut aesthetic is something which aligns perfectly with La Redoute’s ethos, which makes this collaboration such an idealistic one.”
The La Redoute x Louise Thompson edit is available online, with prices starting from £14.99.
Returning for a sixth consecutive year, both Westfield London and Westfield Stratford City malls become the capital’s leading destination for the annual London Eid Festival.
Europe’s largest Eid al-Fitr celebration, it’s taking place until 6 April at Westfield London, followed by Westfield Stratford City (11-13 April), with the events expected to draw over 300,000 visitors across both weekends – “rivalling the footfall typically seen on Boxing Day at the centres”, operator Unibail-Rodamco-Westfield said.
Organised by Westfield Rise, its in-house media, brand partnerships, and experiential agency, the events span 4.2 million sq ft across indoor and outdoor event spaces. The festival features a mix of live entertainment, immersive brand activations, food markets, and international retailers from Turkey, Malaysia, Dubai, and beyond.
Westfield Square will host a main entertainment stage, showcasing appearances from community celebrities and VIPs. Inside, visitors can explore over 80 international concession stands across The Atrium at Westfield London and The Arena at Westfield Stratford City, offering everything from modest fashion and boutique gifts to children’s books and homeware.
Melanie Lalou, director of Westfield Rise, Northern Europe, said: “The London Eid Festival is a prime example of how Westfield Rise connects brands with communities through immersive activations. Our event spaces host everything from interactive pop-ups to large-scale cultural celebrations, with live entertainment, vibrant food markets, and striking creative displays across our digital OOH network. This festival highlights the power of experiential engagement, bringing brands and diverse audiences together in a meaningful way.”
Fasahion/lifestyle retail group Matalan has launched a 27-piece collection in collaboration with fashion brand Little Mistress and TV personality Vicky Pattison.
She’s only the latest in a series of reality TV show stars to link up with a retailer on a signature collection. She rose to prominence originally on the Geordie Shore show.
We’re told it’s a collection that brings together “the best of on-trend designs with Matalan’s signature commitment to great quality fashion at affordable prices”.
From dresses and tailored jumpsuits to casual blouses and statement skirts, the collection covers a variety of day-to-night styles, “reflecting Pattison’s personal style”. It comes in “bold hot pink, fiery red, and playful florals”.
With prices starting from just £18 and in sizes from 8-22 the collection is now available in-store and online.
Matalan’s buying director, Laura Wiard said: “The collection reflects the latest trends, while ensuring we stay true to Matalan’s mission of providing stylish fashion at accessible prices.”
Mark Ashton, founder and MD at Little Mistress, added: “We’ve worked hard to create a collection that’s not only fashionable and versatile but also accessible for everyone. It’s all about empowering women to feel their best, no matter the occasion. We’re confident that this collection will resonate with customers and help them express their own unique style.”