Games & Commerce
TikTok and Whatnot drive U.S. shopping livestream market toward $20 billion this year
The U.S. shopping livestream market is entering a growth phase around TikTok and Whatnot, CMBC reported on Sept. 1. EMARKETER forecast U.S. live commerce sales will reach about $19.8 billion this year, up 35 percent from 2025. TikTok Shop said its first-half sales more than doubled. Whatnot raised $545 million and was valued at $20 billion. Platform fees and counterfeit controls remain challenges.
