Huddled Group (AIM:HUD), the AIM-listed circular economy e-commerce group behind Peeko, the UK's online surplus superstore, has launched a live commerce operation combining real-time auctions and presenter-led broadcasts with automated fulfilment and next-day delivery.
The company reported weekly sales of approximately £100,000 since soft-launching the channels, alongside strong repeat visits, high viewer dwell time and active chat participation across categories including gadgets, beauty and groceries.
"Early testing across Whatnot and TikTok has been highly encouraging, with weekly sales already reaching approximately £100,000 and strong signs of repeat engagement," said Martin Higginson, Executive Chairman.
The move builds on Huddled's core model of selling surplus stock, adding a format the company says is already gaining traction in Asia and the United States, blending entertainment, social interaction and real-time bidding. Proprietary technology links live commerce platforms directly to Huddled's fulfilment operation, supporting next-day delivery for qualifying orders placed by 10pm.
Huddled plans to expand the initiative over the coming weeks, adding product categories and extended broadcast hours, launching on eBay Live, and beta testing its own live-auction platform.
The company said it will provide further detail on its live commerce strategy alongside interim results later this month.
News Intelligence what this means for the company
Huddled Group's live commerce operation is generating £100,000 in weekly sales in early trading across Whatnot and TikTok, with strong repeat engagement and viewer participation. This represents a material test of a new revenue channel that leverages the company's automated fulfilment infrastructure and positions it ahead of competitors in a format already proven in Asia and the US—the company is now expanding to eBay Live and building its own platform.
At Q1 2026 revenue of £4.2m, a £100k weekly run-rate (annualised ~£5.2m) would represent a meaningful incremental revenue stream if sustained and scaled. The live commerce model also tests whether Huddled's fulfilment and inventory infrastructure can support higher-velocity, entertainment-driven sales—a potential unlock for the £1.13m inventory position reported at FY2025 year-end.
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