Scaling Live Commerce for a Global Marketplace.
Designing a new retail format and establishing Live commerce as a commercial lever for a leading global ecommerce marketplace.
Brief.
eBay sought to introduce and establish Live Commerce to the UK market as a new retail format, designed to combine entertainment, community and instant purchasing.
The opportunity was significant, but the challenge extended beyond launching a feature. The business needed to build an entirely new commercial ecosystem: seller supply, programming strategy, buyer demand and operational infrastructure.
The project required defining how Live shopping would function commercially within the marketplace and how it could scale sustainably.
Approach.
I was brought in to establish Live for the UK, defining the market strategy and operating model for live commerce. Developed seller ecosystem frameworks to attract, onboard and retain sellers across categories, from established collectibles communities to fashion sellers exploring the format for the first time. Built the programming cadence around buyer behaviour. Structured the team from inception, hiring and developing across commercial, category and operations functions. Aligned cross-functional stakeholders across product, marketing, business development and operations to drive coherent growth.
Scope.
UK market strategy and operating model for live commerce — Seller ecosystem development and incentive frameworks — Category prioritisation and programming cadence — Team structure and hiring across commercial, category and operations — Scalable infrastructure for continued expansion
Impact.
Live commerce established itself as a genuine high-growth format within the marketplace. Triple digit growth across GMV, seller participation and buyer engagement. A scalable operating structure built for continued expansion. A seller and content ecosystem that created momentum across multiple categories. And a deeper understanding of how trust, human connection and live experience shape modern commerce — thinking that now sits at the heart of everything Caisa Studio does.
Interested in working together?
If you’re exploring how to bring more clarity and momentum to your growth strategy, you’re welcome to get in touch. I work with founders and teams to step back from day-to-day activity and reconnect brand, marketing and commerce into a more cohesive growth system. If you’re navigating a period of change, looking to unlock the next stage of growth, or simply want an experienced perspective on where to focus next, a short conversation is a good place to start.