Livestream shopping is gaining steam in the U.S., thanks to apps like TikTok and Whatnot

The U.S. livestream shopping industry is forecast to reach nearly $20 billion in sales this year, more than double that of 2024, according to eMarketer. Apps like TikTok and Whatnot are drawing more live sellers and creating spaces for like-minded consumers. But leveraging a large platform comes with fees and intense competition for eyes.
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