It's Tuesday. Temu abandons direct China-to-US shipping, pivoting to local sellers amid intensifying regulatory pressure. Trump proposes 100% tariffs on foreign-made films, sending UK production studios into crisis planning. OpenAI quietly reverses course on separating its for-profit arm from nonprofit oversight. And TikTok receives yet another extension as Trump signals surprising policy flexibility.
Whatnot is quietly winning the livestream shopping race — and it's not just hype
While U.S. platforms struggle with livestream commerce, Whatnot users watch for 80+ minutes daily — outpacing Instagram — and crucially, they buy. The average user makes 12+ purchases weekly according to VP Armand Wilson. That's not experimentation; that's habit formation.
Why is Whatnot succeeding where others failed?
They conquered niches first. Whatnot targeted passionate collector communities — Funko Pop enthusiasts, trading card fans, sneakerheads — people already comfortable with the watch-discuss-buy loop. This community-first approach built genuine traction before any scaling efforts, bypassing the need for mainstream validation.
They nailed the entertainment-commerce balance. Whatnot streams feel like QVC reimagined for younger audiences, not just social posts with product tags. Sellers acknowledge viewers by name, offer flash deals, and bring live event energy. The result creates both urgency and entertainment — a potent combination that drives transactions.
Their incentive structure goes beyond creators. Rather than solely focusing on influencers, Whatnot built a complete rewards ecosystem offering referral credits, sharing commissions, and loyalty perks like free shipping. This comprehensive framework drives behavior across their entire user base.
Perfect timing aligns with:
TikTok's uncertain future pushing creators to alternative platforms
Economic pressures boosting secondhand markets where Whatnot excels
U.S. consumers finally embracing livestream shopping after exposure through trusted sellers
Strategic takeaway: If you've dismissed American livestream shopping, reconsider. Whatnot isn't trying to be the next social giant — it's creating a QVC-Twitch hybrid focused on passionate niche communities.
And the formula is working.
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Why TikTok's ad dollars aren't going anywhere (yet)
Despite ban legislation, advertisers remain committed to TikTok — driven by performance, not loyalty. Digiday reports 58% of marketers maintaining current budgets, with most prioritizing results over regulatory concerns.
Even with prohibition looming, only 30% plan to redirect spending, primarily to Instagram Reels (44%) and YouTube Shorts (26%).
This reflects TikTok's excellence in creator ecosystem, campaign optimization, and advertiser support—areas where they've consistently outperformed competitors. While Instagram experiments with algorithms and YouTube Shorts chases scale, TikTok delivers reliable ROI.
Most telling: 60% of marketers expect another deadline extension in June. Brands are betting this political situation remains unresolved while they capitalize on engagement rates that competitors still can't match.
Until something definitive happens, TikTok remains too valuable to abandon.
