GoKawiilTikTok and Whatnot Drive U.S. Livestream Shopping Boom
Livestream shopping, long popular in China, is gaining traction in the U.S. through platforms like TikTok Shop and Whatnot, now valued at $20 billion. Companies such as Beachwaver, run by celebrity hairstylist Sarah Potempa, generate a significant share of sales through hours-long live sessions featuring product demos, auctions and interactive stunts. Legacy retailer QVC has also pivoted to this model, broadcasting over 200 hours weekly across seven TikTok channels after emerging from bankruptcy.