Live shopping in the UK has moved beyond being a passing trend. It has become a major force in eCommerce, reshaping how people buy and sell online. Whatnot, a live shopping platform, is at the heart of this change. Recent data shows rapid growth in the UK, with more sellers turning livestream selling into full-time businesses and buyers embracing this new way to shop. This post explores why live shopping has become mainstream in the UK and how Whatnot is driving this shift.