Australian-born luxury resale business Hawkeye Vintage is scaling a livestream commerce model locally as the channel booms in popularity globally.
Founded by Danielle Goodwin 13 years ago, the business is now combining luxury resale with live digital broadcasting. This is similar to the likes of TVSN, but focused on social media channels rather than television.
Hawkeye Vintage currently hosts 42 livestream sales per week, streaming up to 744 hours monthly, with audiences of 1,000 to 3,000 viewers per show across Australia, the United States, New Zealand and the United Kingdom.
The live commerce market in Australia was valued at US$1.76 billion (~A$2.5 billion) in 2024, but is projected to grow tenfold over the next decade to US$33.1 billion (~A$47 billion). This is according to Grand View Horizon research.
In Asia, the channel reportedly already exceeds $500 billion, and is projected to surpass $70 billion in the United States in 2026.
Hawkeye Vintage has reportedly achieved 100 per cent revenue growth over the past 12 to 24 months, supported by strong engagement and conversion metrics, with more than 108,000 members on its main platform. The company added that sell-through rates range from 20 per cent to 80 per cent per live event, with key items frequently selling within seconds.
Over the last two years, key highlights include a $65,000 Birkin sale, with one livestream event generating revenue of $450,000.
According to Hawkeye, it is the first and leading operator in Australia’s livestream luxury category, with no direct domestic competitors operating at a comparable scale.
Global resale platform eBay recently pushed into the live commerce market in Australia, but its initial focus is in the collectibles space, such as trading cards and the like.
Hawkeye runs a “shop + show” model that enables customers to engage directly during broadcasts, request products and compete for high-demand items. Hawkeye noted this creates immediacy and trust during the purchasing process.
“Customers are actively participating in the buying process,” founder Goodwin said. “That creates a level of confidence and engagement that traditional e-commerce does not offer.”
Hawkeye Vintage’s inventory includes globally-recognised luxury brands such as Hermès, Chanel, Louis Vuitton and Dior, alongside contemporary labels including Celine, Bottega Veneta and Loewe.
A significant portion of its sourcing is anchored in Japan, which Hawkeye considers to be one of the most established luxury resale markets globally.
The business also sources directly from international markets, including Hong Kong for gold, silver, gemstones and diamonds, Italy for fashion, Korea for skincare, and Dubai for footwear and statement pieces, as well as sourcing and opening in Bangkok, Thailand, for its rarest gems and fine silver.
Today, Hawkeye Vintage employs approximately 30 staff across Australia and its international operations, including teams in Japan and Singapore, with Tokyo serving as its global headquarters.
The company is currently expanding into additional markets across Asia, the Middle East and the United States.
According to Goodwin, she founded the business without external investment, initially sourcing estate collections before expanding into retail, pop-ups, online sales and livestream commerce.