Live Shopping in Europe Surge: 2024–2025 Trends & Market Insights

Josh Wambugu

May 16
6 min read

Forget mall strolls — live shopping in 2025 means scrolling, watching, and buying in real-time on your phone.

The rise of live shopping in Europe 2025 is making waves like never before. Sure, China is miles ahead — with a staggering $682.5 billion livestream commerce market in 2023. But Europe isn’t standing still. The region’s own market reached €10 billion in 2023, with consumer adoption and seller enthusiasm both skyrocketing.

So, what’s fueling this growth? Let’s take a closer look.

Market Growth: Live Shopping in Europe 2025

In 2025, live shopping in Europe has shifted from trend to essential e-commerce strategy. Consider these stats:

In 2023, the European market was already worth €10 billion, an 86% increase from pre-pandemic levels.
37% of European consumers reported shopping more via live streams than in the previous year.
59% of sellers said they earn over half of their revenue from live commerce alone.

While the U.S. market leads at $50 billion, Europe is rapidly narrowing the gap.

Top Categories Purchased via Livestream (Europe 2024)

This bar chart visualizes the most purchased categories during livestream shopping sessions across Europe in 2024. Apparel leads with 31%, followed by shoes (25%), cosmetics (20%), and electronics (18%).

E-commerce Live Streaming Trends: What’s Powering the Momentum?

The product categories leading this evolution say it all. Fashion takes the crown — 31% of livestream shoppers in Europe buy apparel. That’s followed by shoes (25%), cosmetics, and electronics. The UK fashion sector alone has seen 90% quarterly sales growth throughout 2024.

European sellers are moving at a serious volume: 25+ items sold per hour during peak streams.

And the platforms? No longer just a niche. Major players like TikTok Shop, Instagram Live, Whatnot, and Amazon Live are creating full-stack ecosystems that go from video to checkout seamlessly.

It’s all part of the shift defining live shopping in Europe 2025 — a space where content, commerce, and consumer attention converge at lightning speed.

Win Over Gen Z and Millennials with Live Commerce

Understanding audience behavior is key. AWISEE helps you tailor livestream campaigns to resonate with younger demographics across Europe. We offer a complete suite of SEO services tailored for European growth. From localization to influencer partnerships, we’ll turn your livestreams into sales machines.

Research-backed influencer targeting
Localized live event coordination
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Consumer Behavior Shift: European Consumer Behavior in Live Shopping in Europe

Who’s shopping this way? Mostly Gen Z and Millennials. They’re fluent in short-form video, interactivity, and livestream culture — and they expect their shopping to match that energy.

They expect two-way experiences — real-time demos, Q&As, and recommendations. It’s entertainment meets decision-making.

Meanwhile, 70% of adults over 55 in Europe haven’t joined the trend, and many say they have no plans to. That’s a challenge for brands, especially those targeting older demographics.

Still, adoption is booming. In France, livestream sellers surged 650% year-over-year in 2024, and in Germany, live shopping watchers hit 1.6 million viewer hours.

It’s clear: European consumer behavior in live commerce is undergoing a generational pivot.

Live Shopping in Europe 2025: From Experimentation to Revenue Driver

Live shopping has evolved from an experiment into a core revenue driver.

94% of sellers in Europe say live shopping is critical to their business.
43% have seen an increase in sales, and 42% report higher overall revenue since adopting live streaming.
Major European brands — Zara, H&M, Sephora, and Decathlon — are investing heavily in this format, especially on Instagram and their apps.

It gets even more compelling at the seller level:

65% of livestream sellers earn over £10,000/month
25% make over £50,000/month, with just a few hours of streaming each week

But scaling isn’t always easy. Europe’s diverse languages, cultures, and shopping habits make regional expansion tricky. Those who localize effectively while maintaining a unified tech stack are positioned to win.

This is where we see the real power of social commerce growth in the EU — it’s no longer optional. It’s essential.

Interactive Shopping Experiences Online: Tech Driving the Trend

The fuel behind this revolution? Tech innovation.

From AR/VR try-ons to real-time analytics, livestream shopping tech is all about one thing: interactivity. Consumers want to see how clothes fit, how gadgets work, or how makeup shades look — without ever visiting a store.

Platforms like Dolby.io are enabling ultra-low-latency streaming, multiview setups, and scalable infrastructure that ensures smooth sessions even with thousands of viewers.

All of this is pushing the standard for interactive shopping experiences online — blending omnichannel strategies, live customer service, and instant checkouts in one seamless flow.

We’re past the phase of flashy product showcases. Now it’s about engagement, trust, and personalization.

What’s the ROI for Live Shopping in Europe 2025 Campaigns?

Strong. Conversion rates often exceed 25 items/hour, and 59% of European sellers report earning over half their total revenue from live streams. For brands that optimize tech, hosts, and timing, the payoff is real and growing.

Influencers, Sellers & Storytellers: Who’s Powering Live Commerce?

When people think of live shopping in Europe 2025, many still picture mega influencers or celebrities selling lipstick or sneakers. But the reality is much broader — and more dynamic.

Yes, influencers do play a crucial role. Their credibility, audience reach, and ability to drive impulse purchases make them ideal hosts, especially among Gen Z shoppers who trust online personalities more than brand ads. Platforms like TikTok and Instagram have made it frictionless to plug shopping links directly into live videos. But here’s the shift: more brands are now putting their staff front and center.

This move toward in-house storytellers creates something invaluable: authenticity. Employees know the product better than anyone. Their interactions are unscripted, personal, and better aligned with brand values. Viewers get real-time insights, not rehearsed lines.

Then you have the growing community of part-time sellers. Around 55% of European part-time live sellers go live at least three days a week, spending about 15 hours streaming. These aren’t influencers — they’re everyday entrepreneurs finding major success through digital storefronts powered by storytelling.

Learn everything about logistics, compliance, and cultural adaptation in this essential resource on How to Expand Your Ecommerce Business from Asia to Europe.

Payments, Platforms & Logistics: The Infrastructure Behind Success

So what’s the secret to making a viewer not just watch, but buy during live shopping in Europe?

In live shopping in Europe 2025, infrastructure is everything. Platforms like Amazon Live, TikTok Shop, Instagram Live, and YouTube have built robust ecosystems, merging content, commerce, and logistics.

Digital wallets accounted for 33% of all online purchases in 2024, with that number expected to jump to 46% by 2030. Consumers demand fast, secure transactions, and wallets deliver both. Add to that the rise of Buy Now, Pay Later (BNPL) tools like Klarna and PayPal, and it’s clear — checkout has never been smoother.

Behind the scenes, platforms are investing heavily in logistics: real-time order tracking, automated returns, and live support during the stream. These tools enable fast, seamless interactive shopping experiences online that feel as intuitive as browsing in-store, but with fewer limitations.

Which Platforms Are Best For Live Commerce In The EU?

Top platforms include TikTok Shop, Instagram Live, Amazon Live, YouTube, and Whatnot — all offering plug-and-play setups for merchants and influencers alike.

E-Commerce Payment Methods in Europe (2024)

The pie chart displays the distribution of online payment methods in 2024. Digital wallets account for 33% of transactions, followed by credit/debit cards (40%), BNPL (20%), and others (7%).

Sustainability & Ethical Commerce in Live Shopping

Let’s clear a common misconception: live shopping is not just about selling more — it’s also about wasting less.

By showing and demonstrating products in real time, livestream shopping allows consumers to make better, more confident decisions. This leads to fewer returns, less deadstock, and a smaller environmental footprint. Add in AR/VR try-ons, and shoppers don’t need physical samples at all.

And this shift is meeting consumer expectations. In 2024, 82% of European consumers said they want companies to prioritize people and planet over profits. That’s not a trend — that’s a shift in mindset.

In fact, brands across the UK and Nordic regions are already embedding their sustainability messaging into livestream content. They’re not just selling — they’re building ethical narratives that resonate with their audiences.

Future Outlook: How Live Shopping Is Reshaping E-Commerce in Europe in 2024–2025

How live shopping is reshaping e-commerce in Europe in 2024–2025 is one of the most exciting shifts in digital retail today.

Analysts expect Europe’s live commerce market to double by 2026. The rapid acceleration in regions like Hungary, Romania, and Lithuania, where online shopping has seen 35–45 percentage point growth since 2014, suggests that live formats will soon dominate digital commerce even beyond Western Europe.

What’s next? Expect deeper integration of AI-driven personalization, real-time product suggestions, multi-language support, and algorithm-based stream targeting. This will turn one-size-fits-all live shows into hyper-personalized experiences that keep viewers engaged and buying.

For brands looking to get in now, here’s the proven playbook: