Live shopping technology company Sprii, which is backed by the Besteller and Topshop owner Anders Holch Povlsen, is to expand into the UK. What’s more, the platform said it has earmarked over half of its marketing budget to the UK ahead of its British arrival.

The company, which currently works with around 100 UK retailers, said it is also in talks with a “number of major retailers” on the British high street for collaboration on the platform, according to City AM.

Sprii’s platform, which primarily operates in Nordic counties, enables retailers to host live shopping events on social media across multiple sites.  A key driver to the site is the ability for retailers to transact directly with customers rather than payments being channelled through an intermediary.

According to Sprii’s data, it has helped over 2,500 retailers host live shopping events, with consumers typically watching these for 20 minutes, compared with just 54 seconds looking at a static web page.

Corey Morris, chief marketing officer of Sprii, said: “This [initial] investment is being channelled into bespoke campaigns designed for British consumers, emphasising a localised approach that will resonate with the distinct shopping habits of UK audiences.”

Morris added: “We believe this emerging technology will reshape the retail landscape, boosting sales and driving deeper engagement.”

Live shopping in the UK has grown in popularity over the last few years, particularly in the fashion and beauty sectors, driven by the youth market, with TikTok and Youtube shops becoming go-to sites.

Danish billionaire Anders Holch Povlsen, a major shareholder in Sprii who also owns a chunk of ASOS and lots of UK property, recently made an even bigger push into UK fashion retail when his holding company acquired a 75% stake in Topshop and Topman through a joint venture with ASOS.