Business & Finance
Livestream shopping expands in U.S. driven by TikTok Shop and Whatnot
U.S. live commerce sales are projected to reach nearly $20 billion in 2026, though platforms still face commission costs and authenticity challenges.
The short version
- Livestream commerce is gaining traction in the U.S. through apps like TikTok and Whatnot, with eMarketer forecasting $20 billion in U.S. live shopping sales in 2026.
- Major retailers like QVC and smaller sellers are moving to social platforms to reach live digital audiences, though platforms charge commission fees up to 8% plus processing costs.
- The sector continues to face challenges around seller visibility, counterfeit items, and stolen goods.
Key facts
- eMarketer estimates U.S. livestream shopping sales will reach nearly $20 billion in 2026, a 35% increase year-over-year.[CNBC]
- China's livestream shopping market is projected by eMarketer to top $1.1 trillion in 2026.[CNBC]
- TikTok reported that its TikTok Shop live sales more than doubled in the first half of 2026 compared to the same period in 2025.[CNBC]
- Whatnot reached a $20 billion valuation, doubling its valuation since October 2025, after generating a majority of its $8 billion in 2025 global sales in the U.S.[CNBC]
- TikTok charges sellers a 6% commission plus payment processing fees, while Whatnot takes a commission between 4% and 8%.[CNBC]
- QVC broadcasts live on TikTok for over 200 hours per week across seven channels after recently exiting bankruptcy.[CNBC]