Live Social Shopping in the U.S. in 2025: A Comprehensive Analysis

Introduction

Live social shopping – the fusion of livestreaming, social media, and e-commerce – has become a significant trend in U.S. digital commerce by 2025. In live social shopping, consumers can watch real-time video broadcasts on platforms and purchase products within the same experience, often influenced by hosts or creators they follow. After explosive growth in Asian markets (where livestream shopping on apps like Taobao and Douyin became a cultural phenomenon), the U.S. market is now catching up. Awareness is still growing (fewer than one-third of U.S. adults had even heard of “live shopping” as of recent years ( Consolidation Begins in Live Shopping with Popshop Live Acquisition - dot.LA)), but adoption is accelerating. In fact, Insider Intelligence forecasts that over 20% of U.S. digital buyers will make a purchase via a livestream in 2025 (TikTok's uncertain future boosts Lemon8 growth and Whatnot livestream shopping expansion). Industry research anticipates U.S. live commerce sales roughly doubling from around $32 billion in 2023 to over $60 billion in the next couple of years (Live Shopping: A Complete Guide to Livestream Selling (2025)), indicating robust growth. This report examines the current state of live social shopping in the United States in 2025 – highlighting the leading platforms (with a focus on TikTok Shop and Whatnot), key technology and behavior trends, and emerging opportunities for businesses and startups in this space.

TikTok Shop: The New Social Commerce Giant

TikTok Shop has rapidly become a centerpiece of live social shopping in the U.S. despite being a relatively late entrant. TikTok Shop’s U.S. operations launched in 2023 and quickly amassed a large shopper base – about 47 million U.S. shoppers have tried it, with users spending an estimated $32 million per day on the platform (How TikTok Shop is beating Amazon and Temu in the social shopping space | Brian Meeks). By blending short-form video entertainment with seamless in-app purchasing, TikTok Shop combines the ultra-cheap product offerings of marketplaces like Temu with the social, algorithm-driven discovery of TikTok’s feed. In 2024 alone, TikTok Shop added an estimated 11.9 million new U.S. buyers to its platform, outpacing growth on competitors like Meta and Pinterest over the same period (How TikTok Shop is beating Amazon and Temu in the social shopping space | Brian Meeks). Popular creators and brands drive sales by hosting live shopping streams or tagging products in TikTok videos, and a notable milestone was reached in mid-2024 when a beauty brand (Canvas Beauty) hosted TikTok’s first-ever $1 million sales livestream in a single session (Whatnot wants to be a home for uncertain TikTok livestreamers).

Several factors contribute to TikTok Shop’s success. First, TikTok keeps users within the app for the entire purchase journey – viewers can see a product in a live video or short clip, tap to add to cart, and check out without being redirected elsewhere. This contrasts with earlier social commerce efforts (e.g. Instagram) that often sent users to an external website to complete purchases. TikTok’s powerful recommendation algorithm is a major differentiator, surfacing relevant products and live shows to users based on their viewing and engagement habits (How TikTok Shop is beating Amazon and Temu in the social shopping space | Brian Meeks). Just as the “For You” feed learns a user’s content preferences, TikTok Shop’s engine personalizes shopping suggestions, making impulse buys more likely. Industry observers dub this mix of entertainment and shopping “shoppertainment,” as TikTok’s endless stream of content blurs into a continuous shopping opportunity (How TikTok Shop is beating Amazon and Temu in the social shopping space | Brian Meeks).

TikTok Shop’s features include a comprehensive suite for merchants: in-app storefronts, affiliate programs that connect thousands of merchants with influencers (Social-Shopping Startups Are Raking in Funding Amid TikTok Ban - Business Insider), and logistics support (TikTok has even been reported to build its own fulfillment capabilities in the U.S.). Shoppers on TikTok skew young – Gen Z and young Millennials are the core audience, given TikTok’s user demographics – which means trends in beauty, fashion, and affordable lifestyle products perform especially well. The average order values tend to be relatively low (many items are inexpensive, often under $20, similar to Temu’s model), but high purchase frequency and viral hits drive volume. Monetization for TikTok comes from transaction commissions and advertising. Brands and sellers can buy ads to promote their TikTok Shop offers, and TikTok takes a percentage of each sale facilitated through the platform.

Challenges: TikTok’s meteoric commerce rise is not without hurdles. The platform faces regulatory uncertainty in the U.S. – a law passed in 2024 requires TikTok’s Chinese owner ByteDance to divest U.S. operations or face a potential ban (How TikTok Shop is beating Amazon and Temu in the social shopping space | Brian Meeks). This led to periods of turbulence (the TikTok app even went down briefly ahead of a deadline in early 2025 as political pressure mounted (How TikTok Shop is beating Amazon and Temu in the social shopping space | Brian Meeks)). While TikTok Shop’s growth is strong, a forced shutdown of TikTok in the U.S. would obviously be a major blow to its commerce initiative. In response, ByteDance has been positioning alternative apps (like Lemon8) as a backup, but those have far smaller reach (TikTok's uncertain future boosts Lemon8 growth and Whatnot livestream shopping expansion) (TikTok's uncertain future boosts Lemon8 growth and Whatnot livestream shopping expansion). In the meantime, TikTok is pushing ahead – leveraging its huge user base and engagement (with high customer retention on the app (How TikTok Shop is beating Amazon and Temu in the social shopping space | Brian Meeks) that other retailers covet) to continue expanding shopping features. As of 2025, TikTok Shop is a frontrunner in U.S. live social shopping, pioneering a model where content, community, and commerce are fully intertwined.

Whatnot: Community-Driven Live Commerce Marketplace

While TikTok brings social commerce to the masses, Whatnot has emerged as a leading dedicated live shopping platform in the U.S., carving out a significant niche with its community-centric approach. Launched in 2019, Whatnot started in a very specific vertical – collectibles (like Funko Pop figurines) – and has since expanded aggressively into categories such as trading cards, comics, sneakers, apparel, and more (Whatnot wants to be a home for uncertain TikTok livestreamers). The platform’s growth has been dramatic: Whatnot’s monthly active users grew 180% year-over-year recently (TikTok's uncertain future boosts Lemon8 growth and Whatnot livestream shopping expansion), and the company facilitated over $3 billion in livestream gross merchandise sales in 2024 (Social-Shopping Startups Are Raking in Funding Amid TikTok Ban - Business Insider). In January 2025, Whatnot raised $265 million in new funding at a nearly $5 billion valuation to fuel further expansion (TikTok's uncertain future boosts Lemon8 growth and Whatnot livestream shopping expansion), underscoring investor belief in its model.

Whatnot differentiates itself through a focus on community and interactivity, often described as “eBay meets Twitch” in its approach (Whatnot wants to be a home for uncertain TikTok livestreamers). The app allows anyone to become a seller-host, streaming live video from their phone to auction off items or run flash sales. Viewers participate by bidding in real time or instantly purchasing items, while engaging in a lively chat. This creates a sense of event and urgency around shopping. According to Whatnot’s data, the platform now hosts over 175,000 hours of livestreams each week – about 800 times more live content than QVC produces weekly (Whatnot wants to be a home for uncertain TikTok livestreamers). In other words, the scale of user-generated live commerce on Whatnot far exceeds traditional TV shopping broadcasts, signaling a paradigm shift towards decentralized, many-to-many selling.

A hallmark of Whatnot is its emphasis on trust and authenticity in collectibles communities. Early on, the company tackled issues like counterfeit merchandise and fraud by instituting verification for sellers and even facilitating product authentication services (Whatnot wants to be a home for uncertain TikTok livestreamers). This built credibility among hobbyist buyers who might be wary of fakes. Additionally, Whatnot fostered community by organizing around interests – there are dedicated categories and followings (for example, a Pokémon card community, a vintage clothing community, etc.), and users tune in not just to shop but to connect with fellow enthusiasts and favorite streamers. This community-first strategy is deliberate: “A lot of people have tried to copy-paste the live shopping formula from other parts of the world; we found that focusing on community is key,” says Whatnot’s expansion VP (Whatnot wants to be a home for uncertain TikTok livestreamers). By tailoring the experience to U.S. consumer behaviors (e.g. the thrill of auction bidding, the camaraderie of niche hobbies), Whatnot gained traction where some copycat attempts failed.

In 2025, Whatnot is pushing into more mainstream retail categories and courting a wider array of sellers and influencers. The company has even launched initiatives to recruit creators from TikTok and other platforms, offering them stability amid TikTok’s uncertainties (TikTok's uncertain future boosts Lemon8 growth and Whatnot livestream shopping expansion). Whatnot’s monetization comes from transaction fees on each sale (sellers pay a commission and processing fee), and it has begun partnering with major retailers and brands to broaden inventory (TikTok's uncertain future boosts Lemon8 growth and Whatnot livestream shopping expansion) – moving beyond strictly user-owned collectibles to also include new products and exclusive drops. User demographics on Whatnot have traditionally skewed toward collectors (which often brought in Millennial and Gen X hobbyists, especially in sports cards and comics), but as it expands, it’s attracting younger users through streetwear and influencer-driven sales as well.

The competition in this space is heating up: Whatnot’s success stands in contrast to some rivals – for instance, another early live marketplace Popshop Live (once a competitor in Los Angeles) struggled and was acquired by a live commerce tech provider in 2023 ( Consolidation Begins in Live Shopping with Popshop Live Acquisition - dot.LA). Whatnot, however, “seems to be experiencing none of Popshop’s growing pains” and even ranked #9 on Andreessen Horowitz’s 2023 Marketplace 100 list (alongside giants like Instacart) ( Consolidation Begins in Live Shopping with Popshop Live Acquisition - dot.LA). Now with ample funding, a strong community base, and favorable winds (U.S. regulators prefer domestic platforms like Whatnot as TikTok faces scrutiny (TikTok's uncertain future boosts Lemon8 growth and Whatnot livestream shopping expansion) (TikTok's uncertain future boosts Lemon8 growth and Whatnot livestream shopping expansion)), Whatnot is positioned as a top-tier player in live social shopping for 2025 and beyond.

Other Notable Live Shopping Platforms in 2025

Beyond TikTok Shop and Whatnot, the U.S. live shopping ecosystem includes a mix of social media giants, e-commerce incumbents, and specialized startups. Some of the key platforms and initiatives include:

• Amazon Live: E-commerce leader Amazon has its own live shopping channel integrated into the Amazon.com site and app. Amazon Live features streams hosted by influencers and brands, showcasing products available on Amazon with real-time demonstrations, reviews, and Q&A. Consumers watching an Amazon Live stream can easily click on featured products and add them to their Amazon cart. Amazon has leveraged this especially during big sales events (Prime Day, holidays) with live deal shows. While adoption has been moderate (live streaming isn’t yet a daily habit for the average Amazon shopper), Amazon continues to invest in it – even partnering in late 2024 with TalkShopLive to produce a series of live shows for the platform (TalkShopLive takes on TikTok with shoppable videos for Meta). The strength of Amazon Live is the frictionless purchase process (users already have payment and shipping info saved on Amazon) and the huge product selection. Its user demographics mirror Amazon’s broad customer base (adults of all ages), and its differentiator is integration into the world’s largest e-commerce marketplace. However, it lacks the entertainment focus and algorithmic content feed of TikTok; users generally have to navigate to the Amazon Live section or see it featured during events.

• Meta (Facebook/Instagram): Meta Platforms dabbled in live shopping but pulled back significantly. Instagram introduced Live Shopping features around 2020, allowing creators to tag products during livestreams, but Instagram discontinued its live shopping feature in early 2023 after limited success ( Consolidation Begins in Live Shopping with Popshop Live Acquisition - dot.LA). Facebook also ended its live shopping functionality (as of October 2022 for Pages). Instead, Meta pivoted to focus on Reels (short videos) and advertising. However, live commerce hasn’t vanished from these platforms entirely – many small businesses still use Facebook Live or Instagram Live informally by showcasing products and instructing viewers to comment or message to purchase (a manual workaround). And new third-party solutions have stepped in: for example, in 2025, TalkShopLive’s “Shoppettes” feature lets sellers post shoppable short videos on Facebook/Instagram Reels, where commenting “shop” triggers an automated DM with a checkout link (TalkShopLive takes on TikTok with shoppable videos for Meta). In essence, Meta’s platforms have the eyeballs (Facebook and Instagram reach a wide range of age groups), but Meta itself is not directly driving a dedicated live shopping product anymore. Instead, it’s allowing partners to layer commerce on top of its social graph. This move reflects Meta’s strategic retreat from trying to run a commerce marketplace, focusing instead on ad revenue and letting others handle the transaction layer.

• YouTube: As the largest video platform, YouTube has also been exploring social commerce. It rolled out features for creators to tag products in their videos and live streams, and it partnered with Shopify to enable easier merchandize sales. In 2023-2024 YouTube hosted a number of live shopping events (often with beauty influencers or tech gadget showcases). The key advantage for YouTube is its long-form content and established creator-fan communities; live streams on YouTube can draw large concurrent audiences. However, YouTube’s shopping features are still not as seamless as dedicated commerce platforms – often the purchase links will open an external merchant’s site (though YouTube has tested in-app checkout for some users). The platform demographics span all ages, but tech and beauty verticals see a lot of live commerce experimentation. YouTube’s differentiator is deep engagement (people might watch a streamer for hours) and integration with recorded content (creators can promote an upcoming live sale through their regular videos). As of 2025, YouTube is a notable player but has not (yet) become a primary shopping destination – it’s more a complementary channel where brands and creators occasionally do live sales to augment their other storefronts.

• eBay Live: Online marketplace eBay launched eBay Live in beta to tap into the live shopping trend, primarily focusing on collectibles and high-interest items. The eBay Live platform (accessible via the eBay website/app) allows enthusiasts to discover, chat, and purchase during live-streamed auctions or sales (Livestream shopping with eBay Live). For example, eBay has hosted live break events for Pokémon cards and sports cards (where sellers open packs live and viewers bid on the cards) ($1 START w/ soft close Auctions!! | eBay Live Video), as well as fashion events like a live shopping show for pre-owned luxury items. This plays to eBay’s strengths in collectibles and resale. The user base is eBay’s existing community of collectors and bargain seekers (skewing adult, with many Gen X and Millennials who grew up with eBay). eBay Live’s technology supports real-time bidding and commenting, integrated with eBay’s auction system. A differentiator for eBay is trust in its buyer protection and the familiarity of its marketplace. However, eBay is trying to shake off a more “static” image and compete with the energy of newcomers like Whatnot. By 2025, eBay Live is still in growth mode – not as heavily trafficked as TikTok or Whatnot, but it demonstrates how even established e-commerce players are embracing live interactivity to stay relevant.

• Fanatics Live: An example of a vertical-specific live shopping platform, Fanatics Live was launched in late 2023 by sports merchandise giant Fanatics. It is a community-driven app for sports fans and collectors, centered around live shopping of sports trading cards and collectibles (a practice known as “breaking”) (Fanatics to Start Livestream Shopping of Trading Cards, Collectibles) (CNBC: Fanatics to Start Livestream Shopping of Trading Cards, Collectibles — Fanatics Inc). In Fanatics Live, users can watch and interact with hobby influencers or card shop owners as they open packs of sports cards live; consumers buy slots or specific teams/players in a break and receive the cards pulled. Fanatics leverages its ownership of trading card companies (Topps) and exclusive sports league rights to offer compelling content. The platform’s tech includes a standalone app and web interface, live chat, and integrated purchasing (Fanatics takes a percentage of each transaction) (CNBC: Fanatics to Start Livestream Shopping of Trading Cards, Collectibles — Fanatics Inc). Fanatics Live’s core demographic is sports memorabilia collectors – typically male, ranging from Gen Z (who are into the resurgence of Pokémon and sports cards) up to Gen X (who have nostalgia and disposable income). The differentiator here is exclusive content and product (e.g., limited card sets, athlete guest appearances) and Fanatics’ brand credibility in the sports domain. As a well-funded entrant focusing on a niche, Fanatics Live shows the opportunity for specialized live shopping experiences that cater deeply to a particular fandom or product category.

• TalkShopLive and Other SaaS-Based Platforms: Not all live shopping happens on big social networks or marketplaces. There’s a parallel rise in tech-enabled selling solutions that allow brands and publishers to host live shopping events on their own sites or across multiple channels. TalkShopLive is a prominent example – a Los Angeles-based startup (founded 2018) that built an embeddable live commerce platform. TalkShopLive gained fame powering celebrity-led shopping shows (with figures like Drew Barrymore, Oprah Winfrey, etc.) on its site, and via partnerships it syndicates those live video shopping sessions to other sites (TalkShopLive takes on TikTok with shoppable videos for Meta) (TalkShopLive takes on TikTok with shoppable videos for Meta). By 2025, TalkShopLive offers tools for retailers and media partners to simulcast live shopping across Facebook, Instagram, publisher websites, and its own marketplace. This embeddable player and multi-channel distribution is a key feature: a customer could watch and buy from a live feed on a brand’s website or on a magazine’s page, without needing a separate app (TalkShopLive takes on TikTok with shoppable videos for Meta). In 2024 TalkShopLive doubled its audience and saw “add to cart” interactions jump 120%, even achieving profitability on the commission it takes from sales (TalkShopLive takes on TikTok with shoppable videos for Meta). Its differentiators are flexibility and network effects – it’s not just a single app, but a network that pushes shoppable content wherever the audience is. Similarly, CommentSold (which acquired Popshop Live) provides white-label live selling tech, mainly to small businesses, enabling them to go live on social media and their own branded mobile apps with integrated inventory and checkout ( Consolidation Begins in Live Shopping with Popshop Live Acquisition - dot.LA) ( Consolidation Begins in Live Shopping with Popshop Live Acquisition - dot.LA). These B2B-oriented platforms typically target the business user (brands, retailers, influencers with their own websites) rather than attracting consumers to a central “destination” app. They highlight a trend in 2025: many companies want to incorporate live shopping as a feature of their own digital presence.

Each platform in this ecosystem has its own mix of technologies, user base, and unique value propositions. The table at the end of this report provides a side-by-side comparison of key platforms including their tech features, demographics, and differentiators.

Technology Trends Shaping Live Social Shopping in 2025

Several technology trends are driving the evolution of live social shopping, making the experience more engaging and effective for both sellers and consumers:

• AI-Driven Personalization: Artificial intelligence plays a huge role in tailoring the live shopping experience. Platforms use AI algorithms to recommend content and products to users, increasing relevancy and impulse purchases. TikTok’s foray into shopping is a prime example – its algorithm suggests shoppable videos and live streams much as it suggests regular content, mixing commerce seamlessly into the feed (How TikTok Shop is beating Amazon and Temu in the social shopping space | Brian Meeks). This kind of hyper-personalization means two users might see very different live shopping offerings based on their interests. AI also helps segment audiences so that merchants can target the right demographics with notifications or promotions. The result is a more curated, enjoyable experience that feels “just for you.” Studies indicate personalization boosts conversion and loyalty (Ecommerce marketing trends in 2025: AI, sustainability and more), which is why AI-driven recommendation engines are at the heart of social commerce growth.

• Automation & AI Seller Tools: In 2025, many tedious aspects of live selling are being automated. AI chatbots and assistants can now participate in livestreams to handle routine Q&A or customer service issues, freeing up the human host to focus on showcasing the product. For example, if viewers keep asking about available sizes or shipping info, an AI agent in the chat can instantly respond with the relevant details. AI can also moderate live comments by filtering out inappropriate or spam messages automatically. On some platforms, AI-driven overlays can translate live chats in real time, enabling hosts to reach a global audience without language barriers. Sellers are starting to leverage AI analytics as well – algorithms can analyze viewer behavior during a stream (e.g., peak viewer count, moments when people drop off) and suggest improvements for future streams. All this automation powered by AI helps individual sellers (especially small businesses with limited staff) scale their live commerce operations and improve performance (Ecommerce marketing trends in 2025: AI, sustainability and more).

• Advanced Livestream Production & Tech: The technical quality of live shopping broadcasts has improved markedly. In 2025, even a solo entrepreneur with a smartphone can produce a high-quality, interactive show. Key advancements include low-latency streaming, which minimizes the delay between the host and audience (crucial for real-time bidding or Q&A). Many platforms now support multi-camera setups or screen-sharing, so hosts can show product close-ups or additional media. There are also rich interactive features: hosts can pop up on-screen product cards, run polls or quizzes, and highlight user comments during the stream. Some live shopping apps allow multi-host streams – e.g., a brand can invite a guest influencer to join a live session remotely, creating a collaborative event. All these tech improvements mimic a TV-quality production but at a fraction of the cost and with far more interactivity. Additionally, integration of payment and checkout into the video player has become smoother – a viewer can often tap to purchase without ever leaving the livestream interface, thanks to better overlay design and platform APIs.

• Augmented Reality (AR) Integration: AR is adding a new dimension to live shopping. Certain platforms and retailers are experimenting with augmented reality try-ons and demos during live streams. For instance, a beauty brand’s live event might let users virtually try on a shade of makeup via a Snapchat or native AR filter, all while watching the host apply it. In fashion, a live presenter could use AR to show how a piece of furniture would look in a room, or how a pair of sunglasses looks on different face shapes. These immersive AR experiences help overcome one of online shopping’s drawbacks – the inability to see how a product would look on you or in your space. AR shopping tech is maturing (the AR/VR commerce market is projected to reach $50B by 2025 globally) (Ecommerce marketing trends in 2025: AI, sustainability and more), and while AR in live streams is still emerging, it’s expected to grow. Another visual tech trend is the use of image recognition and computer vision. For example, if a host holds up an item, the system might automatically detect it and display relevant info (price, variants) without the host manually inputting it. This kind of seamless identification can make live demos more informative and reduce errors.

• Cross-Platform Integration and Widgets: As live commerce goes mainstream, it’s not confined to single apps. We see integration tools that spread live shopping across platforms and websites. The TalkShopLive embeddable player is a case in point – using such a widget, a live show can appear on a brand’s site, a partner’s site, and social media simultaneously, with a unified checkout experience (TalkShopLive takes on TikTok with shoppable videos for Meta). This trend is about meeting customers wherever they are. Retailers are embedding live video on their homepages to recreate the in-store experience for web visitors. Media companies are embedding shopping segments in articles (for example, a magazine’s online article about holiday gifts might have a live video box where an editor is currently showcasing items). The technology behind this involves API-driven video players and universal carts that share session data across domains. For sellers, this integration is powerful: they might host one live event, but gain viewers from multiple traffic sources. It also reduces dependence on any single platform’s algorithm – a brand can drive its own audience from an email newsletter to its site to watch, rather than hoping they stumble upon an Instagram live, for instance. In 2025, such omni-channel live shopping is becoming easier thanks to these tech solutions.

• Data Analytics and AI Insights: Post-stream analytics have become essential for refining live commerce strategies. Platforms now provide detailed metrics: viewer counts over time, engagement rates (comments, likes, shares), click-through rates on product links, and conversion rates (what percentage of viewers bought something). AI is increasingly used to crunch these numbers and deliver insights. For example, an AI system might identify that a host’s presentation style or a specific demonstration led to a spike in purchases, suggesting best practices for the next stream. It can also segment viewers into cohorts (e.g., new vs. repeat viewers) and show how each group behaved. On the consumer side, this data usage ties back into personalization – the platform “learns” what products or stream formats a user likes and feeds them more of that. Privacy considerations are carefully managed (users must opt in to certain tracking), but generally consumers have shown willingness to share data in exchange for more relevant recommendations. In summary, data-driven optimization is a key tech trend ensuring that live social shopping becomes smarter and more effective over time.

Monetization Models and User Behavior (B2C vs B2B)

Live social shopping introduces new monetization models and behaviors for both consumer-facing experiences (B2C) and business-to-business enabling services (B2B). Below we break down how money is made in this space and how users are engaging, from both perspectives:

• Platform Revenue (B2C Models): Most live shopping platforms generate revenue by taking a commission on sales made through their platform. For example, TikTok Shop charges merchants a percentage fee for every product sold during a live or in-feed shop transaction. Whatnot similarly takes a cut (alongside payment processing fees) on auction sales made by sellers. These transaction fees are a primary revenue stream and align the platform’s success with the sellers’ success. In addition, many platforms monetize via advertising or promotional tools. TikTok offers paid promotion for merchant streams or product listings (blurring into its ad business). Some platforms might charge sellers for premium placement – e.g. featuring a live show on the front page. Another monetization avenue is viewer-driven revenue: certain apps allow tipping or gifting during live streams (a model popular in Asia). TikTok Live, for instance, has virtual gifts that users purchase to reward creators (TikTok takes a share of this too). While U.S. consumers are less accustomed to tipping during e-commerce streams, the concept is present and provides an extra income source for both the streamer and platform.

• Influencer and Seller Earnings: On the flip side of those transactions, sellers and creators earn money through live shopping primarily via product sales and commissions. Influencers often partner with brands to host live sessions showcasing products; they might earn an affiliate commission for each sale (sometimes 5-20% of sales value) or a flat fee for the collaboration. For example, TikTok Shop’s affiliate program connected thousands of merchants with influencers, letting creators earn a cut by featuring the merchants’ products (Social-Shopping Startups Are Raking in Funding Amid TikTok Ban - Business Insider). Independent sellers (like small business owners on Whatnot or Facebook Live) earn revenue by directly selling their inventory to viewers. Successful live commerce hosts have reported significant sales – some individual sellers on TikTok Shop have sold hundreds of thousands of dollars worth of merchandise in hours, and charismatic auctioneers on Whatnot can move high-ticket collectibles quickly. Besides sales, top live sellers can benefit from brand sponsorships (a makeup brand might pay a popular host to do a live tutorial with its products) and from the aforementioned viewer tips where applicable. A key behavior here is the rise of the creator-merchant hybrid: influencers who once earned mostly from brand deals or content creation are now also operating retail businesses via their live channels.

• Consumer Behavior and Engagement (B2C): U.S. consumers in 2025 are increasingly tuning into live shopping as a form of entertainment-driven shopping. A lot of user behavior mirrors what was seen in television shopping and social media, combined. Viewers tend to join live sessions not only for the products but for the personalities and community interaction. The chat function in live streams makes shopping a social event – people ask questions (“Does that jacket come in other colors?”), seek opinions from fellow viewers, or just joke around with the host. The FOMO (fear of missing out) factor is notable: limited-time offers, one-of-a-kind items (in auctions), or special discounts for viewers create urgency. Platforms often display cues like “200 people are viewing this now” or “Only 3 left in stock!” to drive impulse buys. User demographics vary by platform: TikTok’s live shopping audience is dominated by Gen Z and Millennials, who are drawn to the fun, fast-paced nature of it (Whatnot wants to be a home for uncertain TikTok livestreamers). On the other hand, a platform like TalkShopLive, with its celebrity shows, might attract middle-aged shoppers especially if the content is a known personality (e.g., a cooking session with a celebrity chef selling a new cookbook). Regardless of age, consumers show higher conversion rates when trust is established – this is why authenticity is emphasized. Platforms that addressed trust (e.g. Whatnot’s efforts to authenticate collectibles (Whatnot wants to be a home for uncertain TikTok livestreamers)) see more repeat purchases because buyers feel secure. Americans are still getting used to live commerce (behaviorally it’s a shift from the convenience of browsing static product listings), but when the content is engaging, they stay longer and spend more. It’s not uncommon for engaged viewers to watch a 30-60 minute session and make multiple purchases, effectively treating it like an interactive shopping show.

• SaaS Platforms and B2B Services: A substantial part of the live commerce boom is powered by B2B solutions – companies that provide the technology and infrastructure for live shopping to other businesses. These SaaS (Software-as-a-Service) platforms earn money through subscriptions or service fees charged to brands and retailers. For instance, a fashion retailer might pay a monthly fee to a live video commerce provider (like Bambuser or CommentSold) for a toolkit that lets them host live shopping events on their own website. Some providers use a hybrid model: lower upfront fees but a commission on any sales made through their system. The B2B offerings often include white-label live streaming apps, embeddable video players, and integration with e-commerce platforms (Shopify, Magento, etc.). The value proposition for businesses is that they can engage in live commerce without building everything from scratch. For example, using CommentSold, a small boutique can schedule a Facebook Live sale and the system will automatically DM any commenter who types “sold” with a checkout link – a process that CommentSold’s platform manages end-to-end ( Consolidation Begins in Live Shopping with Popshop Live Acquisition - dot.LA). In return, CommentSold charges the boutique a service fee or takes a slice of each transaction. As live shopping becomes more popular, many retailers are evaluating these solutions to create their own live shopping channels (B2B use case), especially if they don’t want to be entirely dependent on third-party marketplaces like Amazon or TikTok.

• Platform Features for Business Users: From a B2B perspective, the feature set needed in live commerce tools is slightly different from pure consumer apps. Businesses require strong inventory management and integration – the live selling app must reflect real-time stock levels, connect to the warehouse, and update product quantities as viewers buy. They also want branding control (hence white-label options to skin the player with their logo and style). Analytics and CRM features are crucial: a business wants to know who its top live stream customers are, and perhaps funnel those data into their marketing database for future targeting. Some SaaS platforms enable scheduling and promoting live events across channels (email reminders to customers, social media countdowns, etc.). Multicast capability is a sought feature: a brand may want to broadcast one live event on its website, mobile app, Facebook, and YouTube simultaneously – and B2B solutions like TalkShopLive have made this possible, as seen with their simulcasting to Meta platforms resulting in significant sales uplift (TalkShopLive takes on TikTok with shoppable videos for Meta) (TalkShopLive takes on TikTok with shoppable videos for Meta). Additionally, features like automated replays (where the recorded live video remains shoppable – viewers who missed it live can still click and buy items) extend the sales window. Payment and checkout security is another focus; enterprise clients will demand that any integrated live shopping complies with PCI standards and provides a smooth payment experience (possibly even using methods like Apple Pay, PayPal for quick checkout). By 2025, the B2B live commerce solutions are quite robust, essentially offering a “QVC in a box” to any company that wants it.

• User Behavior in B2B Context: While end-consumers may not realize it, they could be interacting with a brand’s live shopping event that’s powered by a third-party tech provider. For the consumer, the experience is meant to be seamless and on-brand. For example, if a major retailer like Nordstrom hosts a live styling event on nordstrom.com, the viewer might see a high-quality stream with on-site checkout – that could be powered by a platform like Bambuser behind the scenes. The consumer’s behavior in these brand-hosted streams tends to be slightly different from on a social platform: the audience might be smaller but highly targeted (e.g., loyalty program members invited via email), and the atmosphere might be a bit more polished or informative (since it’s the brand’s own staff or hired presenters). These viewers often expect a high level of customer service – brands often have their own support staff on standby in the chat to assist. From the business perspective, these streams are both sales and marketing events, so success is measured not just in immediate sales, but also in engagement metrics and subsequent traffic or uplift in web sales after the event.

In summary, monetization in live social shopping is multi-faceted: platforms make money by facilitating transactions and selling reach/visibility; creators and sellers earn through product sales and influence; and B2B enablers profit by selling the shoppable tech infrastructure. User behavior is evolving – consumers are drawn to interactive, real-time shopping for both entertainment and convenience, while businesses see live commerce as a way to create engaging storefront experiences online. The confluence of these behaviors and models is shaping a new era of retail where the lines between content and commerce blur.

Business Opportunities for Startups and SaaS in Live Social Shopping

The dynamic growth of live social shopping in the U.S. has opened many opportunities for startups and technology providers to innovate. With large platforms laying the groundwork and consumers warming up to live buying, supporting services and niche players can thrive in 2025. Here are several business opportunities in this space:

• Alternative Platforms and Creator Migration: The uncertainty around TikTok’s future in the U.S. has created a vacuum that new platforms can fill. Startups that build live shopping communities (or even broader social platforms with commerce features) have a chance to capture both creators and audiences looking for a new home. We see this with Whatnot’s rise and others like the app Flip, which focuses on shoppable video reviews and saw a surge to the top of app store charts amid TikTok’s troubles (Social-Shopping Startups Are Raking in Funding Amid TikTok Ban - Business Insider). Investors are actively funding such ventures – for example, in early 2025, venture capital poured tens of millions into social commerce startups like Whatnot and ShopMy (Social-Shopping Startups Are Raking in Funding Amid TikTok Ban - Business Insider). The opportunity here is to differentiate by content style or audience: a startup might focus on a specific demographic (say, Gen Z fashion enthusiasts) or format (perhaps live shopping combined with games/quizzes). If TikTok were to be banned or curtailed, these alternative platforms could acquire huge volumes of creators and users overnight (Social-Shopping Startups Are Raking in Funding Amid TikTok Ban - Business Insider). Even without a ban, there’s room for domestic platforms that promise fewer regulatory issues and perhaps a greater share of revenue to creators. Startups should emphasize community loyalty and trust, as switching costs for users are otherwise low (viewers will follow the influencers/content where it goes).

• AI-Powered Sales Tools and Widgets: AI stands as a big opportunity for new services in live commerce. One area is developing AI sales assistants that can plug into any live shopping stream. For instance, a startup could create an AI plugin for livestream platforms that listens to the audio/video and automatically displays product information or answers common questions (leveraging natural language processing). Another idea is AI-driven recommendation engines that smaller e-commerce players can use – not every retailer has TikTok’s algorithmic prowess, so a SaaS offering could analyze a brand’s catalog and customer data to recommend the most likely-to-sell items in a live event. AI could also assist sellers by providing real-time prompts: imagine an AI that whispers to a live host that a certain product is trending or stock is running low, helping them react and create urgency. There’s also space for AI in content creation: startups can offer tools that generate promotional short videos or banners based on the live stream to be used in marketing (for example, creating TikTok teaser clips automatically from a live session recording). Given the industry prediction that AI-driven personalization and conversational commerce will be major drivers by 2025 (Ecommerce marketing trends in 2025: AI, sustainability and more) (Ecommerce marketing trends in 2025: AI, sustainability and more), startups at this intersection of AI and live shopping are well-positioned. They can sell these tools to platforms or directly to brands doing their own live shows.

• Multi-Platform Live Management: As companies adopt an omni-channel approach to live commerce, there’s a need for tools to help manage it all. This opens an opportunity for a unified live commerce management SaaS – a dashboard where a seller can initiate a livestream and broadcast it to multiple endpoints (TikTok, YouTube, Instagram, their own site) simultaneously, and aggregate all the viewer comments and orders in one interface. Such a tool would handle the heavy lifting of integrating with various platform APIs. It might also record the stream and format the recording for each platform’s requirements. While some platforms like TalkShopLive offer simulcasting within their solution, an independent startup could create a more universal or customizable version. Additionally, this tool could schedule posts or reminders across channels to drive traffic to the live events, acting as a marketing hub. In essence, this is akin to social media management tools (like how Hootsuite manages posts across Twitter, FB, etc.), but for live video commerce across platforms. Many mid-sized brands and influencers would pay for a solution that simplifies reaching the widest audience without hiring a tech team. With live shopping expected to be a significant portion of e-commerce, enabling sellers to efficiently be everywhere at once is a valuable service.

• Vertical-Specific Live Commerce Ventures: The success of category-focused platforms (like Whatnot for collectibles or Fanatics Live for sports) suggests opportunity in other niches. Startups can aim to become the “go-to” live shopping platform for a specific vertical. For example, consider home and living – a platform could specialize in live-streamed home decor sales, DIY workshops selling tools and materials, or live real estate open-house tours where viewers could place offers (real estate is a far-out example, but demonstrates the spectrum). Another vertical could be food and grocery: interactive cooking shows where viewers can click to buy ingredient kits or kitchen gadgets being used. Or health and beauty: a platform solely for live beauty tutorials with integrated sales (though beauty is heavily contested by bigger players, a niche approach could be vegan/clean beauty products, for instance). By focusing on a niche, a startup can tailor features to that audience – e.g., a home decor live platform might integrate AR to see items in your room, a fashion live app might have a virtual fitting room feature. It can also build a dedicated community that shares that passion, which, as Whatnot’s team noted, has been key to differentiating in the U.S. market (Whatnot wants to be a home for uncertain TikTok livestreamers). Vertical platforms might monetize not just via commissions but also subscriptions (premium membership for exclusive access to sales) or other vertical-specific services (a live sports memorabilia app might partner with authentication services or insurance for collectibles, for example). The lesson from current trends is that localizing the live shopping concept to U.S. consumer tastes and subcultures works better than a one-size-fits-all clone of the Asian model, so there’s room to innovate with niche twists.

• Infrastructure and Logistics Services: Live commerce doesn’t end when the stream does – the sold products must be delivered, and customers expect fast, reliable shipping. This presents opportunities for startups in fulfillment and logistics specialized for live commerce. One idea is a service that offers real-time inventory and fulfillment: during a live sale, as orders come in, the system immediately routes them to the nearest warehouse or store for fastest fulfillment (like how Amazon’s systems work, but packaged for smaller sellers or networks of sellers). Another niche is on-demand shipping for live sellers: some small businesses sell from their living room – a service could pick up sold items immediately after a stream and ship them out that same day. Additionally, given many live sales involve small businesses sometimes shipping from home, there’s a need for easy integration of shipping label printing, tracking, and perhaps group shipping rates – an enterprising startup could create a “ShipStation for live sellers” that automates these tasks as soon as the live session ends. Moreover, after-sales customer service is crucial (especially if products showcased live have variations or require appointments, etc.), so tools that manage returns or exchange requests in a streamlined way (maybe even initiated via chat) could find a market. Essentially, any pain point that a seller experiences after shouting “Sold!” in a live video – be it logistics, inventory sync, payment processing, etc. – is an opportunity for a B2B solution.

• Analytics and Conversion Optimization: With so much data flowing from live interactions, startups can offer specialized analytics platforms for live commerce. Think of a service that plugs into various live platforms and tracks a creator’s or brand’s performance across all of them, providing a unified report: e.g., “This week you hosted 5 live sessions across TikTok and your website, here’s your combined sales, here’s which products did best on which platform, here’s engagement metrics by demographic.” This can help larger brands that use multi-channel strategies, or MCN (Multi-Channel Network) agencies that manage multiple influencers and want to give them insights. Going further, an analytics startup could offer A/B testing tools for live – maybe testing two different approaches in two segments of the audience and measuring results, or experimenting with different UI elements (like the placement of the buy button or the wording of calls-to-action) to see what converts best. Since live shopping is relatively new, many best practices are still being discovered, and an analytics-driven approach could accelerate learning. Startups could also help quantify the impact of live commerce on other channels (for example, did a live event boost web traffic or retail store sales the next day?). There’s value in helping businesses understand the ROI of live social selling and how it contributes to the overall omnichannel picture.

• Intermediary Marketplaces and Networks: Another opportunity is creating marketplaces that connect the various players in the live commerce ecosystem. For instance, a marketplace for live hosts/influencers to connect with brands (kind of how ShopMy operates for shoppable posts, but live-specific). Brands could list upcoming product lines they want to promote, and live shopping hosts or micro-influencers could apply to run a live show for them, with the platform handling contracts, commission payouts, etc. This addresses the “discoverability” issue for partnerships. Similarly, an agency or platform could focus on training and certifying live sellers – a “Live Commerce Academy” that then helps place graduates into hosting gigs for brands (many brands might not have an in-house charismatic host, so they could outsource to a professional live seller). On the tech side, networks might form to share content – for example, a startup could aggregate recorded live shopping videos and turn them into a shoppable 24/7 channel (essentially curating the best past live videos in certain categories). While major platforms keep their content mostly siloed, an independent app showing, say, the top trending live shopping replays across different apps (with affiliate links to purchase) could cater to consumers who want the live shopping experience on-demand rather than scheduled.

In all these opportunities, a common thread is that the live social shopping landscape is still forming, and pain points exist for both users and businesses. Startups that can solve these – whether through better tech (AI, integration, analytics) or new models (marketplaces, vertical focus) – stand to benefit from the overall 32% CAGR growth projected in this sector through 2030 (Whatnot wants to be a home for uncertain TikTok livestreamers). Moreover, as the larger players jostle for dominance, smaller enablers can succeed by being agile and filling niches those giants don’t address. The next few years will likely see both competition and partnerships between big platforms and innovative startups, all contributing to making live social shopping a mainstream part of digital commerce.

Comparison of Key Live Shopping Platforms (U.S. 2025)

Sources: Key platform details and differentiators are drawn from industry reporting and company statements, including growth statistics and notable features for TikTok Shop (How TikTok Shop is beating Amazon and Temu in the social shopping space | Brian Meeks) (How TikTok Shop is beating Amazon and Temu in the social shopping space | Brian Meeks), Whatnot (Whatnot wants to be a home for uncertain TikTok livestreamers) (Whatnot wants to be a home for uncertain TikTok livestreamers), Instagram/Meta ( Consolidation Begins in Live Shopping with Popshop Live Acquisition - dot.LA), Whatnot vs. Popshop Live ( Consolidation Begins in Live Shopping with Popshop Live Acquisition - dot.LA), TalkShopLive’s multi-platform approach (TalkShopLive takes on TikTok with shoppable videos for Meta), and others as cited throughout this report.

Conclusion

Live social shopping has firmly established itself in the United States by 2025 as a vibrant intersection of entertainment, community, and commerce. Led by platforms like TikTok Shop – which brings “shoppertainment” to tens of millions of young consumers – and Whatnot – which proved the power of niche communities – the space is growing rapidly in both sales and cultural impact. Consumers are increasingly embracing interactive shopping experiences that are as much about enjoying content and social interaction as they are about buying products. This trend is powered by advancing technologies (AI personalization, better livestream tech, seamless payments) and fueled by shifts in user behavior toward real-time engagement and authenticity.

For businesses, live social shopping presents both a new sales channel and a new challenge. Brands and retailers see huge potential in leveraging these platforms (or building their own) to connect with audiences in a more immersive way. Those who can create engaging live content stand to gain loyalty and revenue, while those who ignore the trend risk missing out on a growing segment of digital commerce (social platforms are projected to drive over 10% of all e-commerce by 2025 (Ecommerce marketing trends in 2025: AI, sustainability and more)). The monetization models are still evolving, but it’s clear that influencers and creators are central in driving this form of commerce, blurring the line between marketing and direct sales.

Finally, the ecosystem around live social shopping is ripe with opportunity. Startups and SaaS providers are innovating tools and solutions that address the needs of this emerging market – whether it’s helping sellers stream across multiple platforms, using AI to enhance the shopping experience, or developing specialized communities that large platforms don’t serve. The U.S. may have been initially slower than Asia to adopt live commerce, but by 2025 it is one of the fastest-growing frontiers in retail. If current trends continue, live social shopping will become a mainstream expectation for consumers (particularly younger ones), and the distinction between “social media” and “shopping platform” will continue to fade. Businesses that strategically invest in this space – by choosing the right platforms, partnering with the right creators, or implementing their own live commerce channels – are positioning themselves to ride the wave of this retail revolution from 2025 onward.