The landscape of e-commerce is rapidly transforming with the rise of live streaming sales, as sellers on platforms like TikTok and Whatnot generate impressive revenue. Some individuals have reported earnings in the range of five to six figures during a single broadcast, reflecting a significant shift in consumer purchasing behaviors.
This modern iteration of home shopping, reminiscent of QVC, allows sellers to engage with audiences in real time, creating a dynamic shopping experience. For example, Clinton Benninghoff, who operates Golf Headquarters, generated over $100,000 in sales during a six-hour live show on Whatnot in February 2025. This remarkable achievement showcases how effective community engagement and excitement around products can drive substantial sales.
The New Wave of E-Commerce
Live selling combines the immediacy of livestreaming with the efficiency of e-commerce, enabling viewers to purchase items directly from the stream without navigating away from the platform. Sellers like Harry Luu, who specializes in rare plants, have capitalized on this trend. Luu made $42,000 in a single day by selling two plants, one for $26,000 and the other for $16,000, on Palmstreet, a platform dedicated to unique goods.
Luu, who transitioned from a career in mathematics to full-time plant selling during the COVID-19 pandemic, noted that the appeal of live selling lies in its interactive nature. “It was a lot faster, it was a lot easier, and it was a lot more interactive and fun,” he said, explaining why he and other plant collectors moved from traditional platforms like Facebook to live selling apps.
Benninghoff echoed these sentiments about the benefits of live selling. During his most successful stream on Whatnot, he attracted 1,600 potential buyers. He emphasized that while the experience may lack the physical interaction of a brick-and-mortar shop, it offers a level of engagement that traditional methods cannot match. “It gives you the convenience of being at home, but also allows the buyer the flexibility of actually interacting and clarifying before they pull the trigger,” he explained.
What Makes a Successful Live Seller?
Success in this new realm requires more than just a good product. It involves building a community and fostering a sense of connection with viewers. “You’re building this community of people that are following a personality,” Benninghoff stated. He described Whatnot not just as a marketplace but as an “entertainment app.” Engaging with viewers in real time can create a loyal customer base, essential for sustained success.
Casey Wehr, a private equity professional who has created a seven-figure side business selling sports cards on Whatnot, has mastered the art of creating excitement during his streams. Wehr’s approach includes live auctions and community events, where viewers can share the thrill of opening products together. “It’s fun to open a box with 100 other people in the room,” he remarked, highlighting the community aspect of live selling.
While some business leaders, like Jonathan Cohen, Chief Marketing Officer of two Amazon brands, see the value in engaging with customers through live selling, he cautions against relying solely on this method for revenue. “We do live selling, not so much to generate huge amounts of revenue, but to talk to our customers,” he explained, emphasizing the importance of customer feedback and research.
As more sellers enter the live selling arena, the competition will likely intensify. However, those who effectively engage their audience and build a sense of community stand to thrive in this evolving marketplace. The convergence of entertainment and commerce appears to be reshaping the future of retail, providing opportunities for individuals to turn passions into profitable ventures.
