The U.S. livestream shopping industry is forecasted to reach nearly $20 billion in sales this year, more than double that of 2024, according to eMarketer.
- Apps like TikTok and Whatnot are drawing more live sellers and creating spaces for like-minded consumers.
- But leveraging a large platform comes with fees and intense competition for eyes.
From a warehouse just north of Chicago, Sarah Potempa – celebrity hairstylist and CEO of the viral Beachwaver hair curling iron – keeps thousands of viewers hooked for hours selling products on TikTok live.
This kind of livestream shopping, which has boomed in China over the past decade, is building momentum in the U.S. thanks to social media giant TikTok and live commerce platform Whatnot, which just reached a $20 billion valuation.
Beachwaver did about $8,000 in sales during the first four hours of a TikTok livestream in late July, which CNBC sat in for.
About a quarter of its $1 million in TikTok Shop sales so far in 2026 originated from livestreams.
Now, QVC is live on TikTok for more than 200 hours per week across seven channels, as it prioritizes digital after recently emerging from bankruptcy.
The U.S. live shopping industry is forecasted to reach nearly $20 billion in sales in 2026, about 35% higher year-over-year.
Whatnot, founded in 2019, has built its audience on novelties and collectibles and has grown rapidly over the past year.
These innovations create forums for like-minded consumers.
Livestream shopping helps to bridge the gap between e-commerce and traditional retail.
