Live shopping’s expansion is being fuelled by rapid growth across everyday retail categories, with Whatnot (Whatnot is a live-stream shopping platform where user can buy prodcuts in online video auction or selling), saying 2025 beauty sales grew 791% year-on-year globally and women’s fashion was up 223%. In fact, UK women’s fashion streams now attract more than 500,000 viewing hours a month. Its ‘State of Live Selling Report 2026’, surveyed live shopping sellers across platforms in Europe and North America (mostly UK, France, Germany and the US) and is now an estimated $22bn (£16bn) industry, with Whatnot ‘leading at nearly 60% market share’. In 2025 alone, Whatnot says it generated over $8bn in live GMV globally, added more than 20mn new accounts, and saw first-time buyers increase by 285% year-on-year.