Live shopping companies credit marketers’ rising focus on influencer performance for growth in 2025

As brands more closely monitor the performance of their influencer marketing spend, live shopping companies are seeing a significant uptick in business.

Live shopping — creators livestreaming to an audience to sell physical goods — has been popular among consumers in Asian markets for years, but remains a relatively niche purchasing behavior in the West. In 2025, however, live shopping platforms are reporting growth across the board. Whatnot, for example, has already generated over $3 billion in sales this year, exceeding the platform’s total $3 billion sales figure for 2024 according to Armand Wilson, the company’s vp of categories and expansion, who did not provide a specific number.

“Some of our biggest sellers are selling hundreds of millions of dollars on the platform and creating real, meaningful businesses employing hundreds of people,” Wilson said. “This year feels like the year that live shopping has become much more mainstream, and multiple categories have had tremendous growth.”

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