Livestream shopping is gaining steam in the U.S., thanks to apps like TikTok and Whatnot

Whatnot and TikTok are accelerating their expansion into livestream shopping in the United States, introducing a retail format that has driven massive commercial success in China for over a decade. Both platforms are investing in real-time, interactive commerce that merges entertainment with direct product sales, positioning livestreaming as a central pillar of their next-generation e-commerce strategies.

In China, livestream shopping has matured into a multibillion-dollar sector, with top hosts routinely moving hundreds of millions of dollars in inventory during single broadcasts. U.S. platforms are adapting the model by equipping creators, brands, and niche communities with integrated checkout tools, live demonstration capabilities, and real-time engagement features. TikTok is embedding shopping directly into its short-form video feed, while Whatnot has concentrated on specialized categories like collectibles and vintage goods, relying on dedicated streamers to foster audience trust and drive impulse purchases.

As American retailers and technology companies scale these initiatives, the format's long-term growth in the U.S. will hinge on consistent consumer adoption, reliable fulfillment infrastructure, and sustained creator participation. While the Chinese market has already proven the commercial viability of live commerce, U.S. platforms must navigate different shopping habits and regulatory landscapes to replicate that success.