Swave founder Hugo Carvalho attends a live sneakers auction sale session on the Whatnot app platform on, in Paris March 12, 2026. Teleshopping isn't dead; it's just moved to mobile: combining live video with instant purchasing, 'live shopping' is revolutionising online retail, prompting tech giants, brands and small shops alike to get on board. 'Starting price: one euro... 20 seconds to bid. 3, 2, 1, go!' Sitting in front of his multiple screens, Hugo Carvalho, founder of the Parisian shop Swave, which specialises in collectable trainers, is shouting himself hoarse live on the Whatnot app. (Photo by ALAIN JOCARD / AFP via Getty Images)

Swave founder Hugo Carvalho attends a live sneakers auction sale session on the Whatnot app platform on in Paris March 12, 2026. Teleshopping isn't dead; it's just moved to mobile: combining live video with instant purchasing, 'live shopping' is revolutionising online retail, prompting tech giants, brands and small shops alike to get on board. 'Starting price: one euro... 20 seconds to bid. 3, 2, 1, go!' Sitting in front of his multiple screens, Hugo Carvalho, founder of the Parisian shop Swave, which specialises in collectable trainers, is shouting himself hoarse live on the Whatnot app. (Photo by ALAIN JOCARD / AFP via Getty Images)

A client buys sneakers purchased during a live sneakers auction sale session on the Whatnot app platform at the Swave store in Paris March 12, 2026. Teleshopping isn't dead; it's just moved to mobile: combining live video with instant purchasing, 'live shopping' is revolutionising online retail, prompting tech giants, brands and small shops alike to get on board. 'Starting price: one euro... 20 seconds to bid. 3, 2, 1, go!' Sitting in front of his multiple screens, Hugo Carvalho, founder of the Parisian shop Swave, which specialises in collectable trainers, is shouting himself hoarse live on the Whatnot app. (Photo by ALAIN JOCARD / AFP via Getty Images)

Swave founder Hugo Carvalho attends a live sneakers auction sale session on the Whatnot app platform on, in Paris March 12, 2026. Teleshopping isn't dead; it's just moved to mobile: combining live video with instant purchasing, 'live shopping' is revolutionising online retail, prompting tech giants, brands and small shops alike to get on board. 'Starting price: one euro... 20 seconds to bid. 3, 2, 1, go!' Sitting in front of his multiple screens, Hugo Carvalho, founder of the Parisian shop Swave, which specialises in collectable trainers, is shouting himself hoarse live on the Whatnot app. (Photo by ALAIN JOCARD / AFP via Getty Images)

Swave founder Hugo Carvalho attends a live sneakers auction sale session on the Whatnot app platform on, in Paris March 12, 2026. Teleshopping isn't dead; it's just moved to mobile: combining live video with instant purchasing, 'live shopping' is revolutionising online retail, prompting tech giants, brands and small shops alike to get on board. 'Starting price: one euro... 20 seconds to bid. 3, 2, 1, go!' Sitting in front of his multiple screens, Hugo Carvalho, founder of the Parisian shop Swave, which specialises in collectable trainers, is shouting himself hoarse live on the Whatnot app. (Photo by ALAIN JOCARD / AFP via Getty Images)

Swave founder Hugo Carvalho attends a live sneakers auction sale session on the Whatnot app platform on, in Paris March 12, 2026. Teleshopping isn't dead; it's just moved to mobile: combining live video with instant purchasing, 'live shopping' is revolutionising online retail, prompting tech giants, brands and small shops alike to get on board. 'Starting price: one euro... 20 seconds to bid. 3, 2, 1, go!' Sitting in front of his multiple screens, Hugo Carvalho, founder of the Parisian shop Swave, which specialises in collectable trainers, is shouting himself hoarse live on the Whatnot app. (Photo by ALAIN JOCARD / AFP via Getty Images)

Clients look at sneakers displayed at the Swave store of founder Hugo Carvalho, in Paris March 12, 2026. Teleshopping isn't dead; it's just moved to mobile: combining live video with instant purchasing, 'live shopping' is revolutionising online retail, prompting tech giants, brands and small shops alike to get on board. 'Starting price: one euro... 20 seconds to bid. 3, 2, 1, go!' Sitting in front of his multiple screens, Hugo Carvalho, founder of the Parisian shop Swave, which specialises in collectable trainers, is shouting himself hoarse live on the Whatnot app. (Photo by ALAIN JOCARD / AFP via Getty Images)

Swave founder Hugo Carvalho attends a live sneakers auction sale session on the Whatnot app platform on, in Paris March 12, 2026. Teleshopping isn't dead; it's just moved to mobile: combining live video with instant purchasing, 'live shopping' is revolutionising online retail, prompting tech giants, brands and small shops alike to get on board. 'Starting price: one euro... 20 seconds to bid. 3, 2, 1, go!' Sitting in front of his multiple screens, Hugo Carvalho, founder of the Parisian shop Swave, which specialises in collectable trainers, is shouting himself hoarse live on the Whatnot app. (Photo by ALAIN JOCARD / AFP via Getty Images)