Huddled Group (AIM:HUD) has announced the launch of Peeko Live, its proprietary live shopping platform, on its own website at 6pm on Friday 30 October, with the service moving to an eight-hour daily broadcast schedule from Monday.
The AIM-listed circular-economy e-commerce group, which owns Discount Dragon, Nutricircle and Boop Beauty alongside its Peeko marketplace brand, said the inaugural four-hour broadcast attracted more than 3,000 unique viewers and 340 peak concurrent viewers, generating over 7,000 live bids and £6,500 in net revenue at a 45% product margin, excluding promotional items used for the launch show.
The platform combines live auctions, flash sales, ten-second "sudden-death" bidding windows and interactive chat, with presenters covering categories including Treats, Home, Beauty, Jewellery and Gadgets, and a guest appearance from television star Lucy-Jo Hudson on the Peeko Home segment.
Huddled has built the technology itself over recent months, a step up from its earlier moves into live commerce, which included a joint venture with AEWW on Whatnot and a 50:50 profit-split partnership with TikTok agency Cipher, both struck within weeks of each other across August.
The company said Peeko Gadgets, the channel born out of the AEWW joint venture, has seen weekly net sales rise 221% since the first week of that venture in August, with growth accelerating to a 123% increase between the weeks ending 4 October and 25 October following additional stock investment; its follower count has grown by 46,000 since 17 August to around 85,000 as of 30 October.
From Monday, the Peeko Live broadcast will run daily from 2 pm to 10 pm, with management intending to extend hours further as the operation develops and to eventually expand distribution to Whatnot and TikTok.
Huddled also set out plans for Peeko Blinders, a surplus-stock auction channel aimed primarily at Whatnot and eBay, and Nutricircle Live, which will bring the broadcast technology to the group's health and nutrition brand and which the company views as a testbed for potential third-party integrations.
"We have effectively brought together the excitement of live television, the interaction of social media, the competitive nature of auctions and the convenience of online shopping", said Martin Higginson, Huddled's executive chairman.
Read more about Huddled
- 18/09/26Huddled Group launches live commerce with £100k weekly sales
- 24/08/26Huddled forms TikTok joint venture with Cipher for Peeko live commerce
- 18/08/26Huddled Group shares jump after live-commerce software launch
He said the launch performance, delivered while the technology "performed flawlessly", was "an outstanding start", pointing to Peeko Gadgets' sales growth and audience reach as evidence the model can scale.
Huddled said it is too early to provide formal guidance on the financial contribution of the live commerce push, though the board said it is "increasingly confident in the strategic direction of the Group".
The launch follows a year in which Huddled reported FY2025 revenue up 44% to £18.65m with a narrowed adjusted EBITDA loss of £2.62m, before moderating Q1 2026 volumes to £4.2m, down from £4.4m a year earlier, to rebuild per-item margins ahead of what management then described as a planned return to volume growth.
Huddled said it had tested live commerce concepts via TikTok and Whatnot before deciding to build its own proprietary platform, which it now owns outright and could in time make available to other businesses.