Oxfam has become the latest charity retailer to launch on eBay Live, selling out every item during its debut livestream shopping event.

The charity, which has operated an eBay shop for 17 years, drew more than 3,200 viewers to the hour-long session, including around 200 concurrent viewers. The event generated more than 18,000 likes.

Oxfam said the launch reflected the growing role of live selling in charity retail, with the format giving retailers the chance to engage shoppers directly while raising funds through pre-loved and donated products.

Oxfam chief supporter officer Lorna Fallon said: “Charity retail offers something different. It offers the chance to turn a transaction into something more meaningful. To transform a purchase into purpose. To connect the joy of discovery with the power of positive impact.”

The charity is already one of the biggest sellers on eBay for charity, but its move into eBay Live marks a further push into digital retail formats as shoppers increasingly engage with livestream shopping across online marketplaces and social platforms.

Oxfam joins the British Red Cross, Scope and Florence Nightingale Hospice Charity on eBay Live. Florence Nightingale Hospice Charity held a charity auction at eBay’s recent Summer Sellerbration event.

eBay Live gross merchandise value grew roughly eightfold year-on-year in the second quarter, alongside increased viewers, watch time and sold items. The marketplace is also expanding the service beyond its invite-only model, introducing self-service onboarding for eligible US sellers across more than 300 categories.

The move comes as retailers and charities look for new ways to combine ecommerce, entertainment and community engagement, with live shopping increasingly positioned as a tool for discovery, as well as sales.

Earlier this month, Oxfam introduced an online fashion rental service, with the aim of extending the life of donated clothing.

The charity said the pilot, which began on August 3, marked the first time a national UK charity had offered clothing rental alongside its retail shops.

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