Livestream shopping is quickly gaining traction in the U.S. retail landscape, driven by platforms like TikTok and Whatnot. The industry is projected to reach nearly $20 billion in sales in 2026, more than doubling the figure from 2024. Influential sellers such as Sarah Potempa, CEO of Beachwaver, have embraced livestream selling on TikTok, generating thousands of dollars in sales during live sessions where they engage audiences with product demos and interactive promotions. This approach echoes the traditional QVC model but offers sellers more flexibility and direct control over revenue, distinguishing digital live commerce from its broadcast predecessor.

The U.S. live shopping market draws inspiration from China, where platforms like Alibaba’s Taobao Live have driven explosive growth, with sales estimated to surpass $1.1 trillion this year. Unlike the U.S., Chinese consumers use live shopping as a major source of entertainment and product discovery on multifunctional super apps integrating social media and commerce. While younger American shoppers are increasingly adopting live shopping to find products, physical retail remains a strong preference overall. This cultural difference suggests significant growth potential for live shopping in the U.S. as platforms continue to refine engagement.

TikTok Shop and Whatnot have emerged as leading live commerce players stateside. TikTok reported a doubling of live shopping sales and significant increases in session numbers in the first half of 2026. Meanwhile, Whatnot, with a focus on collectibles and auctions, has rapidly expanded its user base and valuation, currently estimated at $20 billion. Live sellers on these platforms are able to reach thousands of viewers simultaneously and generate substantial revenue, although both companies charge commission fees between 4% to 8% on sales. Legacy players like Amazon and Walmart also offer live shopping but have yet to match the video-centric experiences of TikTok and Whatnot.

Creating vibrant community spaces for like-minded consumers is a key differentiator for newer live shopping platforms. Whatnot’s emphasis on niche markets such as collectibles and sneakers fosters engagement and trust between sellers and viewers, which is essential for success in live commerce. Despite rising popularity, these platforms face challenges including competition for viewer attention, counterfeit goods, and financial fees that impact seller profits. However, analysts see live shopping as an effective way to bridge the gap between traditional retail experiences and online shopping by providing real-time interaction and product validation.