"E-commerce entrepreneurs are experimenting with app-based live selling - the new-age QVC, if you will - and some of them, through charisma, charm, and an ability to connect with buyers in real time, are moving heaps of product. You don't need a lot of money or equipment to hop on the trend. Most live sellers Business Insider spoke with started streaming from their home offices or basements with an iPhone."
""You've got to talk to people," said Clinton Benninghoff, who started streaming on the auction-based platform Whatnot in 2024. His gift of gab made up for a lack of understanding of nearly everything in the live selling space. "I had no idea what I was doing. That first day, I think I was live for like 20 minutes. I sold a putter, and everybody in my stream was actually telling me how to stream.""
"He's been working at a Midland-based golf apparel and equipment store, Golf Headquarters, since 2011. Going live on Whatnot has "drastically changed our business," he said. According to a screenshot of his seller dashboard, The GHQ Crew has brought in more than $1 million in 2025 from Whatnot. Benninghoff and other top sellers explained how any e-commerce entrepreneur can incorporate live selling into their sales strategy in two steps."
E-commerce entrepreneurs are adopting app-based live selling to move large volumes of product by connecting with buyers in real time. Most sellers begin with minimal equipment, often streaming from home using a smartphone. Successful live sellers rely on extroversion, conversational skills, and improvisation to engage viewers and learn on the job. Measurable business impact can be substantial, with some sellers generating seven-figure revenues. Sellers should start with existing inventory, invest sweat equity, apply to appropriate platforms, and prioritize viewer interaction and community-building to retain audiences and convert engagement into repeat sales.
Read at Business Insider
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