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Livestream Shopping Gains Traction in US with TikTok and Whatnot, Reaching $20 Billion Valuation
Key points
- Livestream shopping is gaining momentum in the U.S. market.
- TikTok and Whatnot are key platforms driving this growth.
- Whatnot recently reached a $20 billion valuation.
- The U.S. live shopping industry is projected to hit $20 billion in sales by 2026.
Livestream Shopping's Rise in the US
Livestream shopping, a retail model where products are sold in real-time by hosts, is experiencing growth in the United States. This trend, which has been established in China over the last decade, is being propelled by social media platforms such as TikTok and live commerce platform Whatnot.
Key Players and Market Valuation
Whatnot, a live commerce platform, recently achieved a $20 billion valuation, indicating significant investor interest and market expansion. TikTok Shop is also a major contributor, with companies like Beachwaver generating substantial sales through livestream events on the platform. QVC has also adapted to this trend, broadcasting over 200 hours per week on TikTok across seven channels.
Sales Performance and Projections
Beachwaver, a company selling hair curling irons, reported approximately $8,000 in sales during a four-hour TikTok livestream. About a quarter of its $1 million in TikTok Shop sales in 2026 originated from livestreams. The U.S. live shopping industry is forecasted to reach nearly $20 billion in sales by 2026, representing a 35% year-over-year increase. This growth, while significant, is still behind the rapid expansion seen in China, where the market is projected to exceed $1.1 trillion by 2026.
Evolution from Traditional Retail
The current livestream shopping model offers more flexibility and control over revenue compared to traditional scheduled broadcasts like those on QVC. This digital approach allows for longer engagement with consumers and direct interaction, which differs from the fixed time slots of older retail television formats.
✨ This summary was generated by AI from the outlets' reporting listed below. It is not independently verified and may contain errors — check the original sources. How BrevFeed works →
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Reporting from
Livestream shopping, a retail trend popular in China, is growing in the U.S. due to platforms like TikTok and Whatnot, which recently achieved a $20 billion valuation. This shift allows retailers to engage consumers in real-time sales events, moving beyond traditional scheduled broadcasts.