Huddled Group PLC (AIM:HUD) shares jumped 14.3% after the company launched proprietary live-commerce software alongside a new joint venture aimed at expanding its presence on the Whatnot shopping platform.
On the indices, the shares had reached as high as 0.43p in early trading, up 14.3% from the previous close.
The joint venture with AEWW Limited will operate live auctions under Huddled’s Peeko brand, with AEWW’s existing AE Stores channel on Whatnot to be renamed Peeko Gadgets.
AE Stores has built a following of 36,500 on the platform and will become part of Huddled’s wider live-commerce operation, alongside existing Peeko channels covering beauty and treats.
Huddled also plans to launch further Whatnot stores as the partnership develops.
Central to the strategy is proprietary software developed by Huddled to connect live-commerce sellers with the company’s stock and fulfilment infrastructure.
The system is designed to allow presenters to concentrate on running live streams and selling products while Huddled manages inventory allocation, order processing and delivery.
Huddled's technology would enable multiple sellers and channels to access a centralised stock pool, reducing inventory and fulfilment constraints as live-commerce operations grow.
Executive chairman Martin Higginson said: “Our software lets sellers focus entirely on what they do best: selling.”
He said the partnership with AEWW brought an established audience and experience in live selling, while providing a platform from which Huddled could develop additional stores and categories.
The initiative follows Huddled’s earlier testing of live-auction commerce through Whatnot, which the company said had produced encouraging initial results.
