How Oxfam's shops drive its rental and livestream push

"This takes circularity to the next level for us, because many people are going to get the joy of discovery of unique pieces, but also be able to wear something and just have an amazing time and have a lovely memory attached to wearing it without feeling guilty that it then sits in a wardrobe," she said.

Livestream shopping runs through eBay Live. Oxfam's first session sold out. A member of the marketing team hosted it, presenting pieces live and answering chat questions. Cosgrove-Pearce said the format generated more revenue in an hour than a physical shop would in the same period. The charity is planning further sessions focused on trainers and collectibles. eBay has been advising on timing to maximise engagement, she said.

Social media discovery is also moving to the store level. The Putney shop's Instagram content is a standout example, Cosgrove-Pearce said. She described the employee-generated posts as "hilarious."

Behind the scenes, Oxfam is investing in its listing technology. Speed matters when inventory is unpredictable and every item is unique. "You've got to invest in these systems because things are changing, and you've just got to keep up to speed and keep that positive customer experience, whether that's in the shop or whether that's their online experience," Cosgrove-Pearce said.

She returned repeatedly to the same point: the shops are the experts. They decide what gets priced on the floor, what goes online, and what is rare enough for auction. The model produced its highest-profile result in July, when a Harborne, Birmingham, staff member flagged a first edition of J.R.R. Tolkien's The Hobbit. It sold at auction for £38,400.