Whatnot, the US live shopping platform, has increased its valuation to $20 billion as the popularity of live shopping continues to grow. The live commerce market it operates in is valued at upwards of $22 billion, of which Whatnot reportedly commands roughly 60%, cementing its lead position in the US. Competition is growing though, with e-commerce giants like eBay and Fanatics, as well as TikTok Shop Live, entering the same space. For an industry still finding its footing outside China, a valuation of this scale signals that live commerce is no longer a niche — it’s a business model the biggest platforms are taking seriously. CNBC + 2
CNBC — “Whatnot valued at $20 billion as live shopping continues to boom” (7 agosto 2026)