{"id":674346,"date":"2025-06-11T03:50:15","date_gmt":"2025-06-11T00:50:15","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/the-next-big-hustle-sweeping-europe\/"},"modified":"2025-06-11T03:50:15","modified_gmt":"2025-06-11T00:50:15","slug":"the-next-big-hustle-sweeping-europe","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/the-next-big-hustle-sweeping-europe\/","title":{"rendered":"the next big hustle sweeping Europe"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6aee70d65f84d\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6aee70d65f84d\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/the-next-big-hustle-sweeping-europe\/#From_casual_buyer_to_full-time_live_seller_making_1mn_a_week\" >From casual buyer to full-time live seller making \u00a31mn a week<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/the-next-big-hustle-sweeping-europe\/#%E2%80%9CIm_putting_on_a_good_show_that_makes_people_feel_less_alone%E2%80%9D\" >\u201cI\u2019m putting on a good show that makes people feel less alone\u201d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/the-next-big-hustle-sweeping-europe\/#European-style_live_selling\" >European-style live selling<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"article-main-content\">\n<p><span style=\"font-weight: 400;\">Tinny music plays in a dimly lit basement as we watch a teenager pull football shirts off a nearby clothing rack and hold them up to the camera. He describes each item monotonously \u2014 the team, season, colour, and condition \u2014 before sticking on a numbered label and transferring them to another rack. Each item gets less than a minute in the limelight.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bid rates and prices are listed at the bottom of the screen with eager buyers swiping a yellow bar to bid, while exchanging questions, comments, and emojis in the live chat box. When a buyer wins a bid, their username pops up with bursts of brightly coloured confetti. After live streaming for just over an hour, the teen has made \u20ac1,000 in sales.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Generating this kind of cash on Vinted, eBay, Depop, or any other static peer-to-peer marketplace would have taken days, even weeks. Instead of writing detail-heavy de<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">script<\/a>ions, uploading multiple images, and fielding a laundry list of questions from interested parties, independent resellers and small retailers are turning the camera on themselves to livestream video auctions on the shopping app Whatnot.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The Californian startup has been quietly plugging away since 2019, when product management whizz Grant LaFontaine and software engineer Logan Head founded it to solve the pain points experienced by sellers of the plastic <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/funkoeurope.com\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">Funko Pop<\/span><\/a><span style=\"font-weight: 400;\"> figurines, including <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/techcrunch.com\/2020\/02\/05\/whatnot-wants-to-be-the-goat-of-collectible-toys-starting-with-funko-pop-figurines\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">counterfeit sellers and scams<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<div class=\"inarticle-wrapper latest channel-cta hs-embed-tnw\">\n<div id=\"hs-embed-tnw\" class=\"channel-cta-wrapper\">\n<div class=\"channel-cta-img\"><img decoding=\"async\" class=\"js-lazy\" src=\"https:\/\/s3.eu-west-1.amazonaws.com\/tnw.events\/hardfork-2018\/uploads\/visuals\/tnw-newsletter.png\"\/><\/div>\n<p><img decoding=\"async\" src=\"https:\/\/s3.eu-west-1.amazonaws.com\/tnw.events\/hardfork-2018\/uploads\/visuals\/tnw-newsletter.png\"\/><\/p>\n<div class=\"channel-cta-input\">\n<p class=\"channel-cta-title\">The \ud83d\udc9c of EU tech<\/p>\n<p class=\"channel-cta-tagline\">The latest rumblings from the EU tech scene, a story from our wise ol&#8217; founder Boris, and some questionable AI art. It&#8217;s free, every week, in your inbox. Sign up now!<\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><span style=\"font-weight: 400;\">The success has been a slow burn, with the focus still on niche hobbyist and fan communities. This year, however, has been pivotal for the app. It kicked off by raising <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/techcrunch.com\/2025\/01\/08\/livestream-shopping-app-whatnot-raises-265m-pinning-valuation-at-nearly-5b\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">$265mn<\/span><\/a><span style=\"font-weight: 400;\"> (\u20ac233mn) in a <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/watch-movies-tv-seriess\/\" data-internallinksmanager029f6b8e52c=\"8\" title=\"Watch Movies &amp; TV Series\" target=\"_blank\" rel=\"noopener\">Series<\/a> E funding round, which brought its valuation to $4.97bn (\u20ac4.37bn). When TikTok went dark in the US earlier this year, Whatnot placed ads in a number of <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.marketingbrew.com\/stories\/2025\/02\/25\/whatnot-tiktok-livestream-shopping\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">national newspapers<\/span><\/a><span style=\"font-weight: 400;\"> to reach sellers using the platform\u2019s Shop feature, whose livelihoods were at risk from the federal ban. Since then, its growth in the UK, Europe, and North America has been remarkable, with a <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.startbase.com\/news\/whatnot-sichert-265-millionen-dollar-serie-e\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">100% increase<\/span><\/a><span style=\"font-weight: 400;\"> in both new sellers and first-time buyers over the past year.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With sellers across 140 shopping categories and nine geographies, flogging everything from hair products and luxury bags to bullion and Plushies, it\u2019s eBay meets Twitch, with a distinct DIY, lo-fi feel. Sellers aren\u2019t broadcasting from pristine, influencer-grey homes, they\u2019re experimenting from bedrooms in shared housing, squeezing shows in between the school run, or beaming in from quiet moments in thrift stores. For many, it\u2019s shaping up to be a full-time job, with some even employing a team to manage their operations.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"From_casual_buyer_to_full-time_live_seller_making_1mn_a_week\"><\/span>From casual buyer to full-time live seller making \u00a31mn a week<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><b\/><span style=\"font-weight: 400;\">Livestreaming and \u201cshoppable\u201d video content have been booming in China for years, where platforms like Douyin (TikTok\u2019s Chinese equivalent) and Taobao host thousands of daily livestreams. <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/uxspot.com\/live-stream-ecommerce-evolution-in-china\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">Over 600 million Chinese consumers<\/span><\/a><span style=\"font-weight: 400;\"> regularly watch shopping live streams, and the breadth of what they can buy through this medium is staggering. A new <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/the-digital-insurer.com\/cif-how-china-is-harnessing-livestreaming-in-insurance-alipay-bihubao-and-manulife\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">life insurance policy<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.cnbc.com\/2023\/12\/11\/chinas-livestream-shopping-booms-fueling-new-tech-like-avatars-and-ai.html\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">still wriggling crabs<\/span><\/a><span style=\"font-weight: 400;\"> direct from a small village farmer, a discounted <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/restofworld.org\/2022\/how-to-buy-chicken-sandwich-shenzhen\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">McDonald\u2019s chicken sandwich<\/span><\/a><span style=\"font-weight: 400;\">, a <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.yicaiglobal.com\/news\/profits-at-chinas-used-car-dealers-slump-as-they-turn-to-livestream-sales-amid-rise-in-nev-market\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">secondhand car<\/span><\/a><span style=\"font-weight: 400;\"> \u2014 the list goes on. Top live sellers, often called \u201cKey Opinion Leaders\u201d such as <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/jingdaily.com\/posts\/new-rules-kol-engagement-china-2025\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">Austin Li (aka The Lipstick King<\/span><\/a><span style=\"font-weight: 400;\">) have built mega followings and can easily generate $100mn (\u20ac88mn) in sales in a single session. In 2024, the Chinese livestream commerce market reached <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/uxspot.com\/live-stream-ecommerce-evolution-in-china\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">5.86 trillion yuan<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">equivalent to about <\/span><span style=\"font-weight: 400;\">\u20ac715bn. By 2026, it\u2019s projected to reach 8.16 trillion yuan (\u20ac996bn).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While China will forever remain streets ahead, the medium is undeniably taking root in Europe. On Whatnot\u2019s platform, there\u2019s been a <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/drive.google.com\/drive\/folders\/1iFBvHnhGj219ufz_rGcaXBPBcyzQ8Vs7\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">600% year-on-year<\/span><\/a><span style=\"font-weight: 400;\"> increase in European sellers specifically, and they host more than 20,000 hours of live shows a week. Over half (59%) generate the majority of their revenue from live selling, which rises to 70% for UK sellers, according to the platform\u2019s data from early 2025. This real-time, interactive approach to shopping is attractive for small resale businesses, but is also pulling in passionate buyers-turned-sellers, many of whom have never been in front of an audience before.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It chimes with a trend that <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/sam-shaw-5329b723\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">Sam Shaw<\/span><\/a><span style=\"font-weight: 400;\">, strategy director at cultural insights practice <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.canvas8.com\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">Canvas8<\/span><\/a><span style=\"font-weight: 400;\">, has been tracking for over a decade \u2014 the desire to be your own boss, which is especially prevalent among younger generations. Nearly <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/finance.yahoo.com\/news\/nearly-half-gen-z-ers-132908876.html\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">two-thirds of people aged 18 to 35<\/span><\/a><span style=\"font-weight: 400;\"> say they\u2019ve started a side gig to supplement their income, or plan to start one, according to a survey by Intuit. Nearly half of those surveyed say their primary motivation for starting a side hustle is to be their own boss. \u201cThere\u2019s a strong desire for independence and to build something personal,\u201d says Shaw. \u201cLive selling lets people turn their interests or products into a business.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Andrew Tubman, for example, hadn\u2019t heard of live selling before he attended the London Card Show with his young son in 2023. A punter with a penchant for Pok\u00e9mon cards, it was here that he first came across Whatnot. He downloaded the app and used it to buy more trading cards, and spent big on several limited edition Disney collections. \u201cI was watching how livestreamers were doing it, what works and what doesn\u2019t,\u201d explains the 35-year-old from Cranleigh, Surrey. \u201cThen I took the leap to do my first show as a seller in February last year \u2014 it was addictive.\u201d<\/span><\/p>\n<figure class=\"post-image post-mediaBleed aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1413971 size-full js-lazy\" alt=\"Live seller Andrew \u2014\u00a0aka Tubmanbreaks \u2014\u00a0and his family\" width=\"738\" height=\"1218\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2025\/06\/Copy-of-Tubmanbreaks-e1749414573308.jpg\"\/><figcaption>Live seller Andrew \u2014 aka Tubmanbreaks \u2014 and his family. Credit: Andrew Tubman<\/figcaption><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1413971 size-full\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2025\/06\/Copy-of-Tubmanbreaks-e1749414573308.jpg\" alt=\"Live seller Andrew \u2014\u00a0aka Tubmanbreaks \u2014\u00a0and his family\" width=\"738\" height=\"1218\" srcset=\"\"\/><\/figure>\n<p><span style=\"font-weight: 400;\">Working a 48-hour week in the motor trade industry, Andrew \u2014 known as <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.whatnot.com\/user\/tubmanbreaks\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">@TubmanBreaks<\/span><\/a><span style=\"font-weight: 400;\"> on Whatnot \u2014 managed to fit in a couple of shows weekly, selling sports and entertainment trading cards. He began to see that it could be a viable sideline business. Less than two months after Andrew and his wife Chantel registered as a company, it was clear that demand was high, and live selling alongside the day job wasn\u2019t sustainable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cAt least six nights a week, I was streaming all night, then staying up to pack the cards for postage \u2014 it was exhausting,\u201d explains Andrew. \u201cI\u2019d been doing my full-time job for a decade, and although stable, I didn\u2019t enjoy it \u2014 it was just to pay the bills and put food on the table for my three kids.\u201d Since leaving his salaried role and putting everything into the business in the spring of 2024, Andrew hasn\u2019t looked back. Monthly turnover now easily exceeds \u00a31mn (\u20ac1.2mn), with Andrew and his wife each paying themselves an annual salary of \u00a350,000 (\u20ac59,600). \u201cIt\u2019s not been a get-rich-quick scheme though \u2014 we\u2019ve put a lot of hours in, and plenty of revenue has gone straight back into the business so we can grow,\u201d he says.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"%E2%80%9CIm_putting_on_a_good_show_that_makes_people_feel_less_alone%E2%80%9D\"><\/span>\u201cI\u2019m putting on a good show that makes people feel less alone\u201d<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In a sea of <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social<\/a> selling platforms, why is Whatnot netting so many sellers? First off, the earning potential is hard to ignore. Andrew\u2019s balance sheet is far from an anomaly on Whatnot. Almost two-thirds <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/drive.google.com\/drive\/folders\/1iFBvHnhGj219ufz_rGcaXBPBcyzQ8Vs7\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">(65%) of European live sellers<\/span><\/a><span style=\"font-weight: 400;\"> are making more than \u00a310,000 (\u20ac11,900) a month, and one in four earn over \u00a350,000 (\u20ac59,600) a month. They have an eye on further growth too \u2014 78% plan to expand their efforts this year.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Up against other live selling platforms, Whatnot\u2019s seller fees are largely aligned. In Europe, it charges a <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/help.whatnot.com\/hc\/en-us\/articles\/4847069165965-Whatnot-Seller-Fees-and-Commissions-Schedule#:~:text=In%20the%20US%2C%20Whatnot%20charges,VAT%20for%20Coins%20%26%20Money\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">standard commission fee<\/span><\/a><span style=\"font-weight: 400;\"> of 6.67% plus VAT on the final price, compared to <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.drapersonline.com\/news\/tiktok-shop-to-raise-uk-seller-fees#:~:text=TikTok%20Shop%20is%20increasing%20its,to%209%25%20from%202%20September.&amp;text=The%20changes%20come%20as%20the,with%20free%20shipping%20for%20customers.\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">TikTok Shop<\/span><\/a><span style=\"font-weight: 400;\">, which raised its UK seller fees from 5% to 9% in 2024, and <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.godaddy.com\/resources\/uk\/smallbusiness\/how-to-sell-on-instagram-complete-guide-including-sales-tips\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">Instagram Live<\/span><\/a><span style=\"font-weight: 400;\">, which charges a 5% selling fee per shipment. For shipments that are \u00a37.96 (\u20ac9.49) or less, a flat fee of 23p (\u20ac0.27) is charged instead. Fee comparisons with static selling platforms like eBay and Poshmark are almost pointless, though, as many are battling to keep fees low or eliminate them entirely. For example, there are no seller fees on Vinted; instead, the platform collects 5% and \u20ac0.70 per item from the buyer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Jon-Luc Greenwood, 26, from Manchester, UK, has been in the resale business across several platforms since he left college over 10 years ago, and had been predominantly making a living selling clothes on eBay until he discovered Whatnot. He met girlfriend Char Williams three years ago after she asked him for business advice, and not long after, moved down to live with her in Plymouth, Devon.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cI have a degree in beauty promotion, and worked across several cosmetics counters, but a period of ill health meant I couldn\u2019t work a normal nine-to-five job,\u201d says 27-year-old Char, who stumbled upon selling on apps while recovering. With Char\u2019s knowledge of makeup and skincare, and Jon-Luc\u2019s resale expertise, they set up as <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.whatnot.com\/user\/jonlucandchar\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">@jonlucandchar<\/span><\/a><span style=\"font-weight: 400;\"> on Whatnot in November 2023. Within months, the pendulum of earnings swung from eBay to Whatnot.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Soon, 90% of their income was generated through the livestream app and by Q4 of 2024, weekly sales reached \u00a315,000 (\u20ac18,000) a week. For them, the draw is \u201cinstant gratification\u201d and the ability to shift a high volume of products, for example, through flash sales, yet also garner high bids for one-off editions. Payment for shipping is integrated within the platform, which saves hours when selling thousands of goods at a time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When asked about the benefits of Whatnot over other platforms, increased sales volumes came out <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/drive.google.com\/drive\/folders\/1iFBvHnhGj219ufz_rGcaXBPBcyzQ8Vs7\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">top (43%) for European live sellers<\/span><\/a><span style=\"font-weight: 400;\"> too, followed by larger revenue (42%). Naturally, sellers get a kick out of seeing their earnings tick up in real-time as they stream, but Jon-Luc, Char, and Andrew all highlight the boost they get from their audiences too. \u201cMost of my friends think I\u2019m mad for buying pieces of shiny cardboard, but through this, I\u2019ve met so many new friends and people I speak to on a daily basis via WhatsApp,\u201d says Andrew.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Jon-Luc points out that with skincare and beauty being strongly rooted in community, their livestreams have become a social space too, with many of the same women joining. Some watch every minute of every stream \u2014 roughly 20 hours a week, spread across three evenings. They might not shop, but they just like being there. \u201cEveryone comes and talks about their day or their problems in the chat,\u201d says Jon-Luc. \u201cWe also have a Facebook community page where people put photos of themselves using our products, ask questions, and make suggestions of what they want next \u2014 we can see people getting really friendly with one another.\u201d \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Char compares livestreaming to \u201cbeing on FaceTime with a friend,\u201d and often tailors recommendations to individual budgets and medical needs like rosacea or severe acne. \u201cUltimately, I\u2019m putting on a show, so the banter and giveaways need to be good, but it\u2019s making people feel less alone too \u2014 they\u2019re finding a companionship they might not get elsewhere,\u201d explains Char. \u201cI spend eight hours at a time talking to these people so I get to know them.\u201d With all the adrenaline, she says the minutes fly by, and she\u2019s more than accustomed to talking continuously on camera, having built up \u201cthe live presenting muscle\u201d.\u00a0 <\/span><\/p>\n<figure class=\"post-image post-mediaBleed aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1413972 js-lazy\" alt=\"Jon-Luc and Char, two top live selling business people\" width=\"1415\" height=\"1415\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2025\/06\/Copy-of-Jonlucandchar-2.png\"\/><figcaption>Jon-Luc and Char stress the social element of live selling. Credit: <span style=\"font-weight: 400;\">Jon-Luc Greenwood<\/span><\/figcaption><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1413972\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2025\/06\/Copy-of-Jonlucandchar-2.png\" alt=\"Jon-Luc and Char, two top live selling business people\" width=\"1415\" height=\"1415\" srcset=\"\"\/><\/figure>\n<p><span style=\"font-weight: 400;\"\/><span style=\"font-weight: 400;\">Typically, Char goes live from the warehouse at 5pm, finishes at 1am, goes home to cook dinner, and is asleep by 3am. The day after a show is spent packing goods and breathing a sigh of relief, she says. While there\u2019s a physical, location-based element to this kind of work \u2014 holding up items and having space to store and pack them afterwards \u2014 there\u2019s a freedom to it too. With the right kind of organisation, portable tech, and staff to pack and send items, live sellers can broadcast from anywhere. \u201cWe went live for an hour when we were on holiday in Dubai, and sold thousands of pounds worth of stuff,\u201d says Jon-Luc.\u00a0\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"European-style_live_selling\"><\/span>European-style live selling<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">While video<\/span> <span style=\"font-weight: 400;\">commerce \u2014 or v-commerce \u2014 may be just nudging at mainstream status in Europe, the videoification of almost everything else, from podcasts and <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a> to education and medical care, is at fever pitch level. Research by network insights firm <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.applogicnetworks.com\/hubfs\/Sandvine_Redesign_2019\/Downloads\/2023\/reports\/Sandvine%20GIPR%202023.pdf\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">Sandvine<\/span><\/a><span style=\"font-weight: 400;\"> found that live and on-demand video constituted an estimated 62.46% of EMEA internet traffic by volume in 2022. And at the end of last year, <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.ericsson.com\/en\/reports-and-papers\/mobility-report\/reports\/november-2024\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">Ericsson\u2019s 2024 Mobility Report<\/span><\/a><span style=\"font-weight: 400;\"> found that video traffic was anticipated to account for 74% of all global mobile data traffic. <\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u201cIf we\u2019re already FaceTiming, Zooming, and doing Google Hangouts, why would we continue to shop static?\u201d says Maryam Ghahremani, CEO of <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/bambuser.com\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">Bambuser<\/span><\/a><span style=\"font-weight: 400;\">, a social commerce platform that works with brands like <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/finance.yahoo.com\/news\/audi-announces-partnership-bambuser-launching-062000285.html\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">Audi<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/bambuser.com\/customer-story\/sonos\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">Sonos<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/retailtechinnovationhub.com\/home\/2024\/7\/18\/bambuser-partners-with-fashion-retailer-zara-for-video-commerce-and-live-shopping-push-in-europe-and-us\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">Zara<\/span><\/a><span style=\"font-weight: 400;\"> to produce livestream and shoppable content. \u201cShopping and e-commerce will, over time, pivot into video, because customers are already spending their time with that medium.\u201d McKinsey predicts that by 2026, <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.mckinsey.com\/capabilities\/mckinsey-digital\/our-insights\/its-showtime-how-live-commerce-is-transforming-the-shopping-experience\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">20% of online sales<\/span><\/a><span style=\"font-weight: 400;\"> will flow through live shopping platforms.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the brand space, Ghahremani has seen live selling move from \u201cnice-to-have to a standard e-commerce channel\u201d in a short space of time. Founded in 2007 with a focus on mobile broadcasting and citizen journalism, the Swedish-born Bambuser now works on providing retailers with the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> to produce live selling content across any digital channel, saving them from hiring a production and web development team.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Looking to the future, Ghahremani expects more large brands to begin training up their internal staff to be live sellers. Whether it\u2019s floor staff, shop assistants, buyers, or directors, they already know the products inside-out, and so only require training in being on camera and using the technology. Electricals store <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.currys.co.uk\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">Currys<\/span><\/a><span style=\"font-weight: 400;\"> began by offering one-way video calls between customers and in-store staff members, which has grown into the <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/diginomica.com\/currys-blends-online-and-store-bring-its-customer-experience-digital-age\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">UK retail industry\u2019s largest video commerce channel<\/span><\/a><span style=\"font-weight: 400;\">, with designated spaces in physical stores for staff to live sell and advise.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Reliability and a human touch certainly play a role in the v-commerce influx, in part, driven by the ongoing cost-of-living crisis, which sees people having to do more thorough research into purchases. A report from 2025 found that <\/span><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.retailgazette.co.uk\/blog\/2025\/05\/inflation-ai-and-shifting-spend-how-europes-shoppers-are-changing-in-2025\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">55% of European consumers<\/span><\/a><span style=\"font-weight: 400;\"> can\u2019t afford to make the wrong choice, with quality and trust now trumping price. \u201cWhile live selling in China is transactional, I see the shift in EMEA and the US being more about brand storytelling, transparency, and education,\u201d says Ghahremani. \u201cPeople aren\u2019t going with just the goal of shopping \u2014 they want to be entertained, and educated with brand or product knowledge.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As major players like TikTok Shop, Instagram Live, Whatnot, and Amazon Live work to create and develop full-stack ecosystems that transition from video to checkout seamlessly, more people are going to find themselves live selling on the side \u2014 by chance and by design. \u201cEuropeans are choosing live selling over traditional jobs because they\u2019re disappointed with conventional career paths and as regular wages aren\u2019t covering expenses, they\u2019re looking for other ways to make money,\u201d says Shaw, of Canvas8. \u201cLive selling seems to offer the chance to set their own hours and directly profit from their efforts.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tapping aspects of the gig economy, influencer culture and direct peer-to-peer sales, this model may grant relative freedom, but effectively paves the way for a never-ending hustle. Jon-Luc and Char already have one staff member who manages packing and postage, but want to hire a full-time seller who could stream during the day, making it an almost 24-hour operation. As Char points out: \u201cWe know other streamers who are constantly live, and just move from one stream to another throughout the day and into the night \u2014 after all, if you\u2019re not live, you\u2019re not making money.\u201d <\/span><\/p>\n<\/p><\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology category.<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/thenextweb.com\/news\/live-selling-europe-side-hustle\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tinny music plays in a dimly lit basement as we watch a teenager pull football shirts off a nearby clothing rack and hold them up to the camera. He describes each item monotonously \u2014 the team, season, colour, and condition \u2014 before sticking on a numbered label and transferring them to another rack. 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