News / US / cnbc
U.S. Live Shopping Gains Traction as TikTok and Whatnot Drive Retail Innovation
Technology Services · Internet Software/Services · cnbc · 2026-09-01
EBAY, AMZN, BABA, WMT
Livestream shopping is rapidly evolving in the U.S. market, with platforms like TikTok and Whatnot seeing significant growth in engagement and sales volume.
What Happened
Emergence of Live Commerce: The U.S. livestream shopping sector is experiencing a surge in popularity, with industry forecasts predicting sales to reach nearly $20 billion in 2026. Platforms such as TikTok and Whatnot are successfully replicating the interactive, real-time sales models that have dominated the Chinese e-commerce landscape for years.
Platform Growth and Valuation: Whatnot has achieved a $20 billion valuation, underscoring the massive investor interest in live auction and shopping formats. TikTok Shop has also reported a significant increase in live shopping sessions and total hours, signaling a shift in how younger consumers discover and purchase products online.
Competitive Landscape and Challenges: While legacy retailers like QVC are pivoting to digital-first strategies on social platforms, they face stiff competition from video-native apps. Newer entrants must navigate significant operational hurdles, including the management of counterfeit goods and the ongoing struggle to maintain visibility within complex platform algorithms.
Bridging the Retail Gap: Livestreaming serves as a critical bridge between traditional retail and e-commerce by providing the social interaction and product demonstration that static online listings lack. By fostering community-driven environments, these platforms are transforming the digital shopping experience into a form of entertainment that builds consumer trust.