Stef Garcia, a former reality TV worker, has found success in live shopping. During her “Y2K Watch Party” on Whatnot, she and her co-host quickly sold over 200 vintage watches, fetching enthusiastic bids within seconds. In her four years on the platform, Garcia has generated more than $500,000 in sales, showcasing the growing trend of live commerce in the U.S., which is valued at $20 billion.
Whatnot, founded in 2019, has played a pivotal role in this trend. It has facilitated more than $8 billion in live sales and attracted over 16 million new accounts. Competing with TikTok, which launched its own live shopping feature, Whatnot capitalizes on the interactive nature of livestream shopping, allowing hosts to create a genuine connection with viewers.
While live commerce remains small in the U.S.—about 1% of e-commerce—it’s projected to grow significantly in the coming years. The trend began in China, where livestream sales are set to reach $1.1 trillion by 2026.
Garcia, who lost her job in reality television, now passionately engages with customers through her vintage finds. As the live shopping space expands, entrepreneurs and former entertainment professionals are drawn to platforms like Whatnot and TikTok for the potential to generate income, often seamlessly blending their hobbies with business.
