Huddled Group, an AIM-listed online retailer that sells surplus stock through its Peeko website, has launched a live shopping operation in a bid to broaden its business.
The format, popular in Asia and the United States, uses presenters to host broadcasts in which viewers can bid in real-time auctions and buy products as they watch.
Huddled said the channel was generating weekly sales of about £100,000 since a soft launch, though it did not say what proportion of group revenue that represented.
The company runs its live shows on Whatnot and TikTok, spanning categories including gadgets, beauty and groceries.
It has built its own technology linking the broadcasts directly to its automated warehouse, allowing next-day delivery on qualifying orders placed by 10pm.
Huddled plans to add more product categories and longer broadcast hours in the coming weeks, launch on eBay Live, and begin testing its own live-auction platform.
The move builds on the group's core business of buying up surplus and unsold stock and selling it on at a discount.
The company is betting that entertainment and social interaction will set it apart at a time when much of the retail sector competes on price alone.
Huddled said early results showed strong repeat visits, high viewer dwell time and active participation in the chat that runs alongside each broadcast.
Martin Higginson, executive chairman, described the shift as one of the most exciting developments in the company's evolution.
He said there was still much to learn and refine, but that the group was well placed to make online shopping more engaging and rewarding.
Huddled has also released a recorded business update on its YouTube channel setting out the strategy.
Further detail is due alongside the company's interim results later this month.
Shares in Huddled trade on London's junior AIM market.
