Live selling is transforming retail as iFoodsUK founder Michelle Panter exemplifies the trend. Operating from her warehouse, she spends six hours daily engaging customers via Whatnot and social media, blending product demos with real-time interaction. Mintel data reveals 49% of brand-following social media users watched live-streamed shopping events last year, surging to 64% among 16-24-year-olds. Whatnot’s UK GM notes the format’s appeal: “You get instant feedback, sometimes deals,” contrasting traditional e-commerce.

Younger sellers leverage authenticity over celebrity endorsements, with Slough’s trading officer Dean Cooke warning of food safety risks like unverified allergen claims. While platforms profit from transaction cuts, challenges persist: Panter faced trolling, and regulators monitor impulse-buying concerns. The sector’s growth hinges on balancing community-building with compliance.