We’re excited to share our 2026 State of Live Selling Report with you, the most comprehensive report on live selling to date. It combines Whatnot platform data with survey insights from thousands of live sellers across the U.S., U.K., France, and Germany to show how the industry is evolving, the incredible success businesses are having because of going live, the categories that are going to be big this year, and how the industry is having a real, positive impact on local economies.
The report shows what our community already knows: live commerce is outperforming. In our survey of live sellers across platforms, nearly nine in ten say live selling drives stronger sales than traditional e-commerce. More than half now generate the majority of their revenue through live selling. For many, it’s solving their biggest business challenges: reaching new customers, increasing repeat buyers, and converting at higher rates. Eighty-eight percent of sellers believe businesses that don’t adopt live selling will struggle to stay competitive.
The live shopping market has reached an estimated $22 billion across North America and Europe, with Whatnot having nearly 60 percent market share. As the category leader, Whatnot is where sellers are building. In 2025, sellers drove $8 billion in live sales, more than doubling the year before. The seller base is scaling just as quickly: one in eight Whatnot sellers is now full time, up 20 percent year over year. Sellers who go live 3-4 times per week average over $13,000 in monthly sales And over 20 million new accounts were created last year, expanding the buyer base for every business on Whatnot.
Europe is growing just as fast. The seller base grew 600 percent year over year. France is adding new sellers faster than any market, up 888 percent. In the U.K., sellers who go live every day are averaging £30K a month. In Germany, sellers are making €475 per hour they’re live, more than anywhere else.
“When I look at the rise of live selling today, I don’t see a trend. I see a continuation of everything that has always worked in commerce: attention, trust, and connection. Now the technology is finally catching up. “
— Gary Vaynerchuk, Entrepreneur and Whatnot seller @veefriends
This report breaks down what’s driving that growth and why live selling is becoming one of the most effective ways to build a business across categories.
Consistency Drives Revenue
Live selling rewards consistency. Sellers who go live 3-4 times per week earn 40-70x more than those who stream once or twice a month. Daily sellers push that even further, earning 100-250x more. The jump from monthly to weekly alone delivers 10-20x returns, and it compounds from there.