Live shopping and livestream commerce

Live shopping and livestream commerce are gaining traction in Western markets, lowering barriers to entry for sellers and revitalizing local small business economics through platforms like Whatnot.

Who it affects: DTC founders, content creators, consumers, agencies

Notable: Whatnot is enabling small businesses to monetize physical footprints through live commerce, with younger entrepreneurs particularly open to the format. Gen Z sellers are earning significant income through live selling. The barrier to starting an e-commerce business is lower via live commerce than through a traditional website. Secondhand sales via live shopping platforms are growing. Agencies are being pushed toward outcome-based accountability.

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