There are a handful of apps in the US that each take their own approach to livestream shopping. These apps generally fall into 3 categories:

1. Mobile app marketplaces

2. Social media sites

3. 3rd party platforms

4. Whitelabeling tools

Mobile app marketplaces

These marketplaces are the closest thing to what's happening in China and Taobao Live (80% of ecommerce livestreaming in China happens through Alibaba’s Taobao Live).

But the American take on this is different. In China, less than 10% of livestream customers make repeat purchases. Whereas many of the livestream marketplaces below focus on the $6B collectibles market, where most customers are repeat purchasers. Fees on these marketplaces range from 7% to 20%.

  • Whatnot - Live auctions and unboxing of Pokemon cards, Funko Pops, and sports cards. Whatnot was founded in 2019, and charges an 8% transaction fee plus CC processing fees (2.9% + $0.30) and free shipping for the seller.
  • Popshop - Specializing in comics and collectibles, the company was founded in 2016 and is headquartered in LA. Popshop charges 9% transaction fees (including credit card fees) to the merchant.
  • ShopShops - an iphone app that brings sales consultants into B&M boutique stores in the US to go live to shoppers in China. Company was founded in 2016, and charges 15-25% in transaction and processing fees per this article
  • Ntwrk - a mobile-first video shopping platform. Only their selected brand and celebrity influencers can sell.
  • TalkShopLive -
  • ShopThing - allows its network of shoppers to walk into stores and create a shoppable product with the click of a button,

Social media platforms

The social media platforms themselves are rolling out their own solutions to what will likely be a $100B industry in the next few years

  • Facebook Shops. Facebook knows that commerce is already happening through private groups and live videos. FB Shops is providing basic inventory management and in-app checkout functionality.

    Since Facebook's main goal is to drive ad revenue, conversions and transactions are not their top priority. And that's what we're seeing so far. Most big brands are using Facebook Shops as a showroom with minimal focus on conversion

  • Instagram Live Shopping has been in beta since June 2020. Similar to Facebook Shops, there's light inventory management and Instagram's own click-to-buy checkout button. This article explains how beauty brands are experimenting with it.

  • Youtube is testing video-shopping features, letting some of its creators track the products featured in their videos which link back to Google Shopping. Youtube also released a shoppable ad unit in Jun '20, which makes video ads more “shoppable” by adding browsable product images underneath the ad to drive traffic directly to brands’ product pages.

    There is no indication that Youtube is providing in-app checkout functionality however.

3rd party platforms

Whitelabeling tools

These tools are designed to let the livestreams live on the merchant's store