It’s trial and error to understand what shoppers respond to. During their hour-long lives, Reskinned sold an average of 20 pieces. “We didn’t do £1 [auction price] starts, which you’ll see is like a massive thing, we often did £5-15 starts, but that didn’t really work. People still want to feel like they’re getting a deal,” she says. Hall says that, while it’s too soon to say if the investment will reap strong financial returns, live streaming presents opportunities beyond just selling product — which Reskinned is currently exploring. “It’s all about using it, not just as a sales channel, but also as an educational tool around the circular economy,” she says.
Reskinned, which is B Corp-certified, wants to avoid creating a high-pressure shopping environment. “We’ve got to be really careful of how we use ultra-fast fashion techniques and impulse buying in something that we do as a sustainable brand,” says Hall. Reskinned runs longer auctions, with timers that add 10 or 15 seconds after each new bid to extend the auction time. Although Ebay Live doesn’t allow for cancellations or returns, Reskinned offers 30-day returns as part of its take-back program. “Bringing some entertainment and fast-paced energy, I don’t think it’s a bad thing, but I think you can use it in a good way, or you can use it in a less great way.”
Both Reskinned and The Cirkel tease what will be on sale a day before the live, giving shoppers time to review items in more detail. The Cirkel sells luxury handbags in its lives, with auctions often running between 1.30 to two minutes. Anything that doesn’t sell can be found on the e-commerce website, too. “We’re trying to convert more people to secondhand by making it feel like new,” says The Cirkel co-founder Austin Tasker. “I believe you won’t convert people into buying secondhand by telling them it’s a more sustainable choice, they’ll go for price, perceived style, quality, and convenience. Live shopping is just another way of making it convenient to buy, and having a really fun experience.”
Ebay is keen to assert that live shopping is not “one-size-fits-all” and experiences can be catered to consumer needs. “As live shopping grows, how it is experienced matters. We are building Ebay Live to be trusted, responsible, and supportive of more considered shopping,” says Ebay’s general manager of European fashion, Kirsty Keoghan. “Many Ebay Live sellers are creating thoughtful, community-led experiences that prioritize connection, discovery, and buyer confidence. As Ebay Live grows, we remain committed to making it a safe, reputable, and positive experience for our global community.”
Tilt live-stream seller Vrana differentiates her shopping experience by setting a more chilled mood. “I didn’t want it to have chaotic QVC vibes, I wanted it to feel calm,” she says. “I play relaxing music, I talk in my normal way of speaking, I don’t rush people. Women don’t want to be hassled when they’re shopping — it’s not what we enjoy, so I don’t feel like I need to make it into a game to keep people engaged.”
