Live selling: the next big hustle sweeping Europe

Tinny music plays in a dimly lit basement as we watch a teenager pull football shirts off a nearby clothing rack and hold them up to the camera. He describes each item monotonously — the team, season, colour, and condition — before sticking on a numbered label and transferring them to another rack. Each item gets less than a minute in the limelight. Bid rates and prices are listed at the bottom of the screen with eager buyers swiping a yellow bar to bid, while exchanging questions, comments, and emojis in the live chat box. When a buyer wins a…

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