Dimitri Payet is likely to leave West Ham if the club are unable to improve their form, according to Sky Sports pundit and former Hammers striker Tony Cottee.
Payet enjoyed a sensational debut campaign in the Premier League after arriving at West Ham from Marseille for £10.75m in June 2015, helping Slaven Bilic's side finish seventh and secure Europa League qualification.
But the 29-year-old, who scored 12 goals in 38 appearances during his first year in England, has been unable to recapture the same consistent form this season having starred for France at Euro 2016.
West Ham currently sit just seven points above the relegation zone in 13th spot and Cottee fears his former club will be powerless to stop Payet from leaving if their results do not pick up in the second half of the season.
"If you look at the charts for chances created, I think he's still top of that. He's still creating the chances, but he hasn't been as good as last season," he told Premier League Daily.
"I look at Dimitri, he looks like a frustrated player and he looks like player who knows he's a top player. He had a fantastic summer for France and a wonderful first season for the club.
"West Ham have struggled, Payet has not been on top of his game and he'll get more and more frustrated unless they start to win games.
"If they don't win games and they stay where they are, it will only end up with one thing, either in this window or at the end of the season, Dimitri will sadly leave the club.
"That would be a great shame because we want to try and keep him at the club for the next two to three years."
West Ham are looking to bolster their forward line this month and Sky sources understand the club have launched a third bid, worth £12m, for Brentford striker Scott Hogan.
Sky sources also understand the Hammers are interested in signing Chelsea forward Michy Batshuayi, who they attempted to buy in the summer prior to the Belgian's move to Stamford Bridge.
Cottee believes the acquisition of a forward is a priority for West Ham during the January transfer window and says both players would represent good signings for the club.
"He (Batshuayi) has gone to Chelsea and has not been given a chance. There's one simple reason for that and that's Diego Costa," he said.
"When he's fit, he plays and Batshuayi is on the bench and not going to be given his chance. This lad needs to go out and play, if he's not going to play at Chelsea, and get some fitness.
"He's a good player and he's a good finisher. But he will be suffering from a lack of fitness and a lack of sharpness because he hasn't played."
When asked about Hogan, Cottee added: "I have seen Scott play a couple of times, I normally like to watch a player for five or six games to make a real assessment of them. But, from whenever I have seen him, the one thing I have been impressed with is his movement.
"I think he's got terrific movement and he likes to get in behind defenders, something that West Ham have been missing. I think they would both be good signings for West Ham."