Autumn Fair has announced a partnership with live commerce platform Whatnot to offer a dedicated live shopping activation during its trade show, according to FashionUnited UK. L'accord is meant to help retailers and brands in attendance better understand this sales format.
This initiative is part of a broader movement: live commerce is increasingly extending beyond social media into physical retail, a shift that reflects the growing role of live selling as a complementary sales channel, particularly for independent retailers and brands looking to reach new customers.
Whatnot is said to hold nearly 60% market share in the Royaume-Uni, Etats-Unis and Europe. The platform is also said to have recorded a 281% year-on-year rise in sales in the Royaume-Uni, along with a 360% increase in the number of British sellers over the past year.
A dedicated space in Hall 9
As part of the partnership, Whatnot will take over part of the Clubhouse, the buyer-focused space located in Hall 9, where visitors will be able to watch sellers run live shopping sessions. An evening dubbed « Whatnot Takeover » is also planned for 7 September, allowing retailers to try live selling themselves with support from the platform's teams.
Matthew Mein, event director for Autumn Fair and Glee, explains the decision: « Live commerce is one of the most interesting developments in retail right now, and we wanted to give our visitors and exhibitors the opportunity to experience it for themselves. »
Autumn Fair runs from 6 to 9 September at the NEC in Birmingham.
