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Is TikTok Shop live shopping working in the US?

TikTok Shop hit $64 billion GMV in 2025, up 94%, with about $15 billion in the US. But live is shrinking inside it: livestreams fell from 26% to 18% of US TikTok Shop sales in 1 year, and only 11% of creator-driven shoppers report buying from a creator livestream. Whatnot, the live-auction app, did $8B in 2025 on the same soil; the format works when the category is an auction. TikTok Shop wins on short video plus checkout. Live is the warm-up act, not the headliner.

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Answered by Igor Beuker · independent futurist · 84% Prediction Accuracy Rate

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