Livestream shopping gains traction in U.S. markets via TikTok and Whatnot

NEW YORK — Livestream shopping is gaining commercial traction in the U.S. market, driven by digital platforms such as TikTok and Whatnot, following a decade of widespread consumer adoption and massive sales success in China, according to a report published on Sept. 1, 2026, by CNBC Retail.

Strategic Context

The acceleration of live-anchor digital commerce in the U.S. represents a structural shift in how retail platforms capture consumer discretionary spending. For over ten years, livestream commerce operated as a dominant retail channel across Asian markets, particularly in China, where real-time video streaming integrated directly with checkout infrastructure to drive high-volume merchandise transactions. U.S. operators, including social video networks and specialized auction platforms, are now attempting to replicate that playbook domestically to secure transaction fees and capture merchant ad budgets.

Forward Outlook

Operators and retail executives monitoring the channel must evaluate how real-time video sales channels integrate with existing supply chains, fulfillment networks, and customer acquisition costs. As platforms like TikTok and Whatnot scale their U.S. operations, brands will need to determine whether dedicated live-selling infrastructure justifies capital allocation compared to traditional search and social advertising channels. Source: CNBC Retail, Livestream shopping is gaining steam in the U.S., thanks to apps like TikTok and Whatnot.