Autumn Fair Partners with Whatnot to Bring Live Commerce to Retailers
Autumn Fair is partnering with Whatnot, a live commerce platform, to introduce retailers and brands to live selling through a dedicated experience at The Clubhouse, the buyer’s lounge in Hall 9, throughout the show.
The partnership will give retailers and brands an opportunity to explore how live commerce can help them connect with customers, build online communities, reach new audiences and create additional sales channels.
Bringing Live Commerce to Life
Whatnot operates as a live commerce platform across the UK, U.S. and Europe, enabling businesses to showcase products, share expertise and interact with customers in real time across hundreds of categories.
Through live shows, sellers can respond to questions, engage directly with audiences and develop communities around their businesses. The format brings elements of in-person retail, including interaction and trust, into the online shopping experience.
At Autumn Fair, visitors will be able to meet the Whatnot team, observe live selling in action and explore how the platform could support their own retail strategies.
Live Commerce Market Continues to Grow
Live commerce is expanding rapidly, with Whatnot holding nearly 60% market share across its markets. The UK represents Whatnot’s most established European market and its second-largest market globally, with sales increasing 281% year on year.
The platform has also recorded significant growth among UK sellers and buyers. The number of UK sellers has increased by 360% over the past year, while first-time buyers have grown by 374%.
Whatnot Live Commerce Studio at The Clubhouse
During Autumn Fair, Whatnot will establish a live commerce studio at The Clubhouse, where Whatnot sellers will host live shows and demonstrate how products can be presented, promoted and sold to audiences in real time.
Visitors will be able to watch experienced sellers conduct live sessions, interact with the Whatnot team and learn how to begin using the platform themselves.
The activation aims to make live commerce more accessible by providing retailers and brands with a practical, first-hand understanding of the technology and selling format.
Matthew Mein, Event Director at Autumn Fair & Glee, said, “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. The Whatnot experience is particularly exciting because visitors can walk into The Clubhouse to watch a live show happening, talk to the experts, and even have a go themselves. For independent businesses in particular, finding new ways to reach customers and build communities is incredibly important. Whatnot offers a completely different way of putting products in front of people, and we’re looking forward to offering our audience the chance to discover what it could do for their business.”
Whatnot Takeover After Party
The Whatnot Takeover After Party will take place on Monday, 7 September, from 4pm to 8pm at The Clubhouse. The space will transform into an interactive live commerce environment for buyers and exhibitors.
Participants will have the opportunity to try selling live themselves, supported by the Whatnot team through one-to-one guidance. The event will also feature food, drinks and a DJ, creating an informal setting for retailers, exhibitors and the Whatnot team to connect.
Spaces for the Whatnot After Party are limited. Register for the Whatnot After Party
Autumn Fair will take place from 6–9 September 2026 at the NEC Birmingham.
