According to PYMNTS.com, TikTok reported that brands and sellers hosting livestreams on Black Friday and Cyber Monday saw a massive 84% year-over-year jump in sales. The report highlights that small businesses are making the platform a crucial part of their sales strategy, with some hiring full-time livestream hosts and consulting with experienced Chinese agencies. Haley Walsh, VP of talent at Digital Brand Architects, stated that live shopping’s potential is “only really at the forefront.” The report also cites Armand Wilson, VP at the live shopping platform Whatnot, which is valued at $11.5 billion. Wilson explained that his company’s success came from a community-first approach, where passionate, expert sellers create streams that feel more like a live show than a store.
The Community Is The Store
Here’s the thing that Whatnot’s story gets right: the future of live shopping isn’t about replicating QVC on a phone screen. It’s about authenticity and expertise. Wilson’s point is key—their sellers are “deeply passionate” and are “experts.” That turns a transaction into an event. It’s not an anonymous “add to cart.” It’s a trusted person saying, “Hey, check out this detail, let me answer your question.” That builds a community, and that community drives sales. It’s a fundamentally different model than traditional e-commerce, and it’s one that TikTok, with its creator-driven ecosystem, is uniquely positioned to capitalize on. Basically, people don’t just want to buy stuff; they want to buy into something.
The Small Business Gamble
Now, the report’s note about small businesses hiring full-time hosts and bringing in production companies is fascinating. And a bit risky. This isn’t just a casual “go live with your phone” side hustle anymore. We’re talking real operational investment. They’re bringing in Chinese agency consultants because, let’s be honest, that’s where this playbook was written and perfected. But can a local boutique or a niche product maker really support that overhead? The 84% surge suggests the opportunity is huge, but it also raises the stakes. It’s becoming a professionalized arena. So the question becomes: is this creating a new, accessible sales channel, or is it just setting up another competitive wall that requires serious capital to scale?
Beyond The Holiday Hype
Walsh says the potential is “only really at the forefront,” and I think she’s probably right. Black Friday is a perfect storm for this—high intent, deal-focused viewers. But the real test is whether this behavior sticks year-round. The format’s strength, as she notes, is in tutorials and real-time Q&A. That works for makeup, collectibles, tech gadgets, and DIY gear. It’s a powerful demo tool. But will it work for every product category? Probably not. The trajectory seems clear, though. Livestream shopping is evolving from a novelty to a “central part of the content strategy” for product-based creators and brands. The ones who win won’t just be the best sellers, but the best entertainers and educators. It’s retail as reality TV, and the audience has the buy button.
