US Livestream Shopping to Hit $20B
TikTok and Whatnot fuel 35% yearly surge in live sales, with Whatnot reaching $20 billion valuation
Livestream shopping is gaining steam in the US, thanks to apps like TikTok and Whatnot. The US live shopping industry is forecasted to reach nearly $20 billion in sales in 2026, about 35% higher year-over-year.
Beachwaver, a company that got its start on QVC, has seen significant success with livestream shopping on TikTok. In late July, the company did about $8,000 in sales during the first four hours of a TikTok livestream. About a quarter of Beachwaver's $1 million in TikTok Shop sales so far in 2026 originated from livestreams.
QVC, which recently emerged from bankruptcy, is also prioritizing digital and is live on TikTok for more than 200 hours per week across seven channels. The company's presence on TikTok is a testament to the platform's growing importance in the live shopping space.
Whatnot, a live commerce platform, has reached a $20 billion valuation, further solidifying the growth of livestream shopping in the US. The success of livestream shopping in the US is reminiscent of the boom in China, where Alibaba introduced Taobao Live in 2016. The Chinese live shopping market is projected to top $1.1 trillion in 2026.
## Why it matters The growth of livestream shopping in the US has significant implications for retailers and consumers alike. As more companies turn to livestream shopping, it is likely to change the way people shop and interact with brands. With the US live shopping industry forecasted to reach nearly $20 billion in sales in 2026, it is clear that livestream shopping is becoming an increasingly important part of the retail landscape.
## What happens next As livestream shopping continues to grow in popularity, it will be interesting to see how retailers adapt and innovate in this space. With companies like QVC and Beachwaver already seeing success with livestream shopping, it is likely that more retailers will turn to this format in the coming years. The success of livestream shopping in the US will also likely have implications for the broader retail industry, as companies look for new ways to engage with customers and drive sales.
