Top reasons sellers sell via livestreams in Europe 2025

Published by Statista Research Department, Jun 3, 2025

According to a survey conducted in 2025, the primary reason for sellers to sell via livestream events in Europe was to build an online community, as reported by ** percent of respondents. Second in importance were the ability to supplement their income (** percent) and generate their primary source of income (** percent). With about ** percent of respondents, the third most popular answer was to follow a passion or hobby.

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Main reasons sellers sell via live commerce in Europe in 2025

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Release date

March 2025

Region

Europe

Survey time period

December 10, 2024, and January 6, 2025

Number of respondents

3,723 respondents*

Age group

18 years and older

Special properties

sellers who regularly host livestream shows, either in general or specifically on Whatnot at least once a week

Method of interview

Online survey

Supplementary notes

* Respondents from the United Kingdom, France, Germany, Spain, the Netherlands, and Ireland.

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Statistics on " Live commerce "

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Overview

5

Leading platforms

8

Product categories

7

Livestream shoppers

8

User sentiment

8

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Topics

Livestream commerceE-commerce on InstagramSocial media advertising and marketing worldwideSocial commerce in the United StatesDigital video advertising and marketing worldwide
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* For commercial use only

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