By Dan Frommer on Friday January 30 2026 at 800 am

💸 Who? Whatnot, the largest live shopping platform in North America and Europe, is collaborating with The New Consumer. When? The report focuses on last year's data. Where? North America, Europe, and the US. What? The live shopping market reached $22 billion last year, doubling from the previous year. How? Whatnot alone generated over $8 billion in live sales. Buyers spend 95 minutes daily, leading to significant growth in categories like beauty (800%) and electronics (400%).