According to CNBC, live shopping is gaining traction in the U.S. as TikTok and Whatnot expand the format, with Whatnot recently reaching a $20 billion valuation. Beachwaver CEO Sarah Potempa said the company generated about $8,000 in sales during the first four hours of a TikTok livestream in late July, and about a quarter of its $1 million in TikTok Shop sales so far in 2026 came from livestreams. TikTok Shop said live shopping sales more than doubled in the first half of 2026 from a year earlier, while the number of live shopping sessions rose more than 60% and total live hours increased more than 80%. Whatnot said it reported $8 billion in global sales for 2025, with a majority coming from the U.S., and TikTok Shop president of strategic initiatives Patrick Nommensen said QVC has become a successful merchant on the platform.