Online shopping has been fairly popular for decades, but its percentage of the market – particularly when it comes to fashion – hasn’t come close to matching in-store sales and the like. So, when live technology came into play and really took off in the East, many expected it to begin to bridge that gap for online fashion outlets.
It’s been ten years since Taobao Live changed the game in China, but very little has managed to land in Western markets since. That is, until Whatnot and its peers quietly amassed a rather large audience over the last few years. Now, possibly as the new and future leader in this new arena of shopping, Whatnot has eclipsed one billion orders.
A Slow but Assured Inevitability
As mentioned, it was back in 2016 that Alibaba launched what would prove to be a multi-billion-dollar way of selling online. Taobao Live quickly took off in the mobile-first, eCommerce-loving China, and by 2020, just 30 minutes of a major sales event turned in $7.5 billion in transactions. McKinsey reported on it in 2021.
By 2023, seemingly quite bemused that more businesses weren’t capitalising on this blend of tech and selling potential, McKinsey wrote another piece to check in on the state of live commerce. Noted that it continues to grow; major markets in Europe and the US paled in comparison to China and even Latin America.
This was all at a time when live streaming had become a go-to for entertainment. Twitch had exploded, YouTube Live was picking up steam, and online platforms began to host live events. What was perhaps seen as a trend is very much here to stay. You only have to look at the slate for live and bubble bingo to prove that.
From midday every day, there are shows with special features and different ways to play live bingo. The highlights of the slate are the 10 pm to 11 pm Late Night Jackpots and 12 pm to 6 pm Variety Live for its half-hour feature swaps. People are now accustomed to going live for their authentic, real-time entertainment, making a more natural move into live shopping.
A Truly Significant Milestone Has Been Reached
Before announcing that live shopping is here and it’s huge, it’d be fair to contextualise the well-earned success of forerunner platforms as a milestone on the way up. Live shopping is still rather niche in Western markets, but that doesn’t mean that it’s not profitable. Whatnot sellers who mix charisma with special events are proving its value.
An estimation from a mid-2025 BBC report put the live shopping market at around $32 billion, with fashion, cosmetics, and collectibles being the primary pillars for driving sales. Social media platforms have dabbled in live shopping, with TikTok the most prominent, and eBay has made a real push into the sector of late.
Ahead of them all, it seems, though, is Whatnot. In the middle of June 2026, it was announced that Whatnot has not only surpassed one billion total orders, but that it also shifts 20 items every second. Founded in 2019, it’s been a long road, but it looks like it’s here to stay. Now, StockX wants in on the action and will go live this summer.
Live shopping is gaining momentum, offering an immersive and engaging way to make purchases online. There’s a long road ahead, but the signs point to it becoming mainstream over the next few years.
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