Live shopping, where creators sell physical goods via livestreams, has seen a surge in performance in 2025. Live shopping has traditionally thrived in Asian markets, but platforms in the West are gaining traction. Notable growth is reported by companies like Whatnot, which surpassed its previous sales figures significantly. TikTok has also emerged as a major player, with a 20% sales increase year over year. This trend is shifting user behavior from planned purchases on traditional marketplaces to discovery through live shopping, indicating a changing landscape in retail.
Some of our biggest sellers are selling hundreds of millions of dollars on the platform and creating real, meaningful businesses employing hundreds of people.
This year feels like the year that live shopping has become much more mainstream, and multiple categories have had tremendous growth.
The most meaningful thing for me that came out of the research is the fact that a lot of consumers are using TikTok Shop as a platform to discover things.
That's quite different from platforms like Amazon and Walmart, where a lot of people use those marketplaces for planned purchases.
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