Huddled Group PLC, the company behind Peeko, the UK’s online surplus superstore, has recorded exceptional early momentum in its live commerce launch, with 109,000 followers and 120,000 product sales across its WhatNot and TikTok accounts.
Around one‑third of customers returned to buy again within days, signalling strong early‑stage loyalty and trust.
Initial testing across Whatnot and TikTok shows significant demand from early adopters, with live shopping rapidly moving into the mainstream of UK retail. Industry estimates suggest that over half of UK consumers (56%) have purchased directly through a social or entertainment platform, while TikTok reports more than 6,000 live shopping sessions every day in the UK.
Founder and Executive Chairman, Martin Higginson said:
“The speed at which our live commerce offering has gained traction is unlike anything we’ve ever seen in our e-commerce business. These early results show clear demand, and importantly, trust, with more than 14,000 live shoppers giving us a 4.8* WhatNot Review rating. These are incredible statistics given we’ve only just got started.”
This milestone comes in the same week that Peeko and Nutricircle surpassed 30,000 Excellent TrustPilot reviews, placing the Group ahead of many online retailers in customer satisfaction and trust.
The Group expects its growth trajectory to continue as it expands its live commerce operation, investing in new technologies designed to scale broadcast hours, enhance customer experience, and deepen operational efficiency.
In a trading announcement on 28 September 2026, Higginson said:
“Recent investments in expanding inventory and developing our own proprietary software will give us a significant edge as a live commerce operator. I fully expect us to not only lead this market but to dominate it. As we expand our channel presence, increase our breadth of platforms, and build our broadcast hours, we believe we will see the benefits flow straight to the bottom line.”
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