Ithe show dies, but not the idea. After 38 years of existence, Long distance shoppingTF1’s symbolic teleshopping event, will be discontinued at the end of the year. A very small audience – 130,000 followers since the start of the season – dominates the magazine. However, the principle of teleshopping has not yet reached its end, and may reappear in France, with the Whatnot application.
This American platform was created in 2019 and has been accessible in France since 2023. Halfway between eBay and TikTok directly, the principle of the application is simple: it allows users to sell or buy products, during online video auctions. On the More home page, suggestions are directly offered to Internet users.
There we find, mixed together, sales of shoes, luxury clothing, flea market items, and even electronic devices. Just click and bid to participate in the auction. The product is presented by the seller. For prices, there are two possibilities: fixed price or initial price, with a timer and an auction system.
Massive fundraising
The “direct shopping” principle is on the rise: the platform has announced a $225 million fundraising, making it worth $11.5 billion, more than double what it posted in 2024, according to Echo. In a report published in 2025, the company explains that “94% of direct sellers in Europe consider these tools important for the success of their activities”.
65% of direct sellers earn more than 12,000 euros per month, with one in four sellers above 60,500 euros. “Whatnot’s seller community is growing exponentially. The number of Whatnot sellers in Europe has increased by 600% over the last twelve months,” he further explained.
Moreover, “direct shopping sellers are not only motivated by profit. More than a third of them choose this format primarily to make a living from their passion, while 35% turned to this format as part of a professional change, in search of more meaningful activities.”
“Almost 400% growth”
Clothing (31%), accessories or household equipment (27%) and electronic goods (26%) are among the preferred products. According to Whatnot, the average European shopper spends 65 minutes a day watching live broadcasts. “Platforms dedicated to live shopping represent the future,” he still believes.
To find
Kangaroo today
Answer
“Anyone can launch a live broadcast and present their articles (…) Unlike static marketplaces, Whatnot offers a lively and interactive experience. Sellers make a real show, share their expertise (…) It is trust and transparency that change everything,” assures Paris Pierre Tettart, French Managing Director of The Others.
“We saw almost 400% growth in our GMV (gross merchandise value) over one year,” he said, explaining that Whatnot charges an 8% commission on each sale. “Livestream shopping is changing the way we buy, sell and interact. In the next few years, the brands, entrepreneurs and small businesses that adopt it will pioneer a new era of commerce,” the report concludes. If teleshopping has disappeared from television screens, it is likely that it will become a permanent fixture on our phone screens.
