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.
The Context.
A global ecommerce marketplace 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.
The Approach
I was brought in to establish Live for the UK market, designing a new commerce model that combined content, community and transaction. This involved building the strategy, team and seller ecosystem from scratch and and aligning cross-functional teams across business development, product, marketing and operations - to drive growth across GMV and engagement.
What I explored
Market opportunity for live commerce within the UK
Seller ecosystem development and incentive frameworks to drive seller adoption
Category prioritisation and assortment strategy
Programming cadence designed around buyer behaviour
Operational structure to support scale
Impact
Live commerce quickly established itself as a high-growth format within the marketplace.
The initiative delivered triple-digit growth across GMV, seller participation and buyer engagement while creating a scalable structure for future expansion.
Deliverables
Defined the UK strategy and operating model for eBay Live
Built and scaled the seller and content ecosystem from zero
Delivered triple digit commercial growth across GMV, sellers, and engagement
Led category and new verticals growth strategy and expansion
Built and structured the UK Live team to support scale
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.