Live Shopping: A New Pillar of E-Commerce?

Have you always dreamed of owning a 1999 First Edition Charizard? Live shopping is now where you need to be. This direct selling format is booming, especially on Whatnot, the global leader in the sector, where one seller sold nearly 59000 euros worth of Pokémon cards in a single live session.

What is live shopping?

It is a new way to sell online. The idea is simple: a seller, often an influencer or passionate collector, presents their products live through a livestream on a retail website, Instagram, TikTok or a dedicated platform. Viewers can purchase instantly, ask questions, interact and more.

This trend began gaining traction in China on platforms such as Taobao Live or Douyin, their local version of TikTok. It goes beyond good deals. Live shopping has become a true form of entertainment, a loyalty tool, a storytelling channel. Between 2017 and 2023, live commerce revenue in China increased by 25 000%. And it is only the beginning. 5G, artificial intelligence, virtual and augmented reality are set to enhance the experience even further. The future of ecommerce is happening live.

Europe on the rise, and France is no exception

In 2025, Whatnot released its first report on live shopping in Europe, where the platform is now available. And the numbers are staggering:

• 340,000 hours of live content watched each week — the same amount of time visitors spend at the Louvre
• 94% of European sellers believe live is essential to the success of their business
• For 59%, live represents more than half of their revenue
• In France, the number of sellers grew by 650% in a single year

But Europe – and France in particular – is reinventing the model with greater authenticity and closeness, allowing for the creation of engaged communities. A successful live is driven as much by the seller’s passion as by the product itself.

An Intergenerational, Cross-Sector Format

Live shopping appeals to all generations. According to Whatnot’s report, European users are fairly evenly split: 35% are Millennials, 25% belong to Gen Z, and 23% are from Gen X.

In terms of products, clothing dominates live sales across Europe, accounting for 34% of purchases. But it’s far from the only category: electronics, antiques, cosmetics, and hobby-related items are also thriving in this new consumption model.

In France, our international reputation holds strong: luxury reigns supreme. In 2024, searches for Chanel and Dior skyrocketed by 850% on Whatnot, as the iconic silhouettes of major fashion houses made a major comeback. Against this backdrop, French sellers in the fashion category stand out, earning an average of €2,920 per week.

Live shopping is democratizing access to the global market, especially for small entrepreneurs who may struggle to break in through traditional retail channels. And this is just the beginning: according to McKinsey, the format could account for up to 20% of global e-commerce sales by 2026. Whatnot already seems firmly on that path, having surpassed $3 billion in gross merchandise value (GMV) in 2023, a momentum largely driven by Europe.

Why Now Is the Time to Get Started

Live shopping is winning over French consumers. Whether you’re a company, a freelancer, or simply passionate, it’s an opportunity you don’t want to miss to breathe new life into your business—and most importantly, to build a stronger connection with your community.

Today, TikTok, Instagram, and even YouTube are increasingly integrating live commerce features. The trend is becoming mainstream. Soon, it will be a must-have standard in e-commerce.

But to make live shopping a truly effective and strategic tool, you need the right approach. Netino supports you in this digital transformation, from moderation to community engagement, so your live shows become real growth drivers.