Live shopping is transforming e-commerce. It's a $120 billion global market that's expected to hit $2 trillion by 2030. In this episode of Retail Disrupted, Natalie Berg speaks with Daniel Fisher, Head of Categories, Europe, at Whatnot - the largest live shopping platform in North America, the UK, and Europe. Every week, shoppers watch 340,000 hours of live content on Whatnot, helping sellers generate up to 4x more sales versus traditional e-commerce. It just may well be the "biggest business you've never heard of", in CEO and co-founder Grant LaFontaine's own words. In the US, Whatnot is the second most downloaded iPhone app in the shopping category, just behind Temu (it's ranked number 4 in the UK, at the time of recording). Tune in to learn how entertainment, community, and authenticity are redefining retail - and why live shopping could soon make up 20% of all online sales.