Live streaming has emerged as a transformative force in e-commerce, with sellers turning to platforms like TikTok and Whatnot to reach new audiences and generate substantial sales. For instance, Clinton Benninghoff, a retailer from Midland, achieved remarkable success by selling over $100,000 worth of golf equipment in just six hours during a live stream in February 2025. This innovative selling approach is reminiscent of the classic QVC shopping experience, but it operates in a faster, more interactive environment that appeals to a younger demographic.
The rise of live selling allows sellers to engage directly with their audience in real time. Viewers can ask questions and purchase products without leaving the app, creating an immersive shopping experience. According to Leo Limin, an experienced e-commerce professional, “Some brands sell through thousands and thousands of items in a matter of a couple of hours, like $50,000 worth of products, for example, in two hours.”
The trend has attracted a diverse group of sellers. Harry Luu, a former mathematician, transitioned from academia to full-time plant selling during the COVID-19 pandemic. On Palmstreet, a platform focused on rare plants, he sold two unique specimens for a staggering $42,000 in a single day. Luu described this journey as evolving from a hobby into a thriving business, stating, “I would call myself a plantdemic baby.”
Benninghoff’s foray into live selling began when he downloaded Whatnot out of curiosity. His initial stream was a modest attempt, but it quickly transformed into a successful venture. “I had no idea what I was doing,” he recalled, but less than a year later, he set a record for the golf category on Whatnot, demonstrating the lucrative potential of this new selling format.
The Mechanics of Live Selling
Live selling combines elements of entertainment and commerce. Sellers must not only present their products effectively but also entertain and engage their audience. Benninghoff described Whatnot as “an entertainment app” as much as a marketplace, emphasizing the importance of building a community around one’s brand. He noted that during his most-viewed stream, he engaged with 1,600 potential buyers, showcasing the vast reach of these platforms.
Before embracing live selling, Luu and other plant collectors primarily relied on platforms like Facebook for sales. He explained that transitioning to live selling was a natural choice due to its speed and interactivity. “It was a lot more interactive and fun,” Luu said, highlighting how these platforms enable sellers to connect with customers more personally.
In contrast, some e-commerce professionals remain skeptical about the long-term viability of live selling. Jonathan Cohen, Chief Marketing Officer of two successful Amazon brands, utilizes TikTok Live primarily for customer engagement rather than revenue generation. He advised caution, stating, “I wouldn’t say it’s going to be any single person’s ticket to success.”
Keys to Success in Live Selling
For those looking to succeed in live selling, community engagement and product excitement are critical. Benninghoff highlighted the importance of making customers feel like family rather than just buyers. “You’ve got to make them feel like they are family,” he emphasized.
Casey Wehr, who runs a successful side hustle selling sports cards on Whatnot with his sons, has mastered the art of creating excitement during live streams. He employs a fast-paced auction format that keeps viewers engaged, allowing them to participate in the bidding process while also offering opportunities for direct purchases.
Wehr noted that inventory is crucial in this business. “You can have a great product, but to have big viewership and a big community, you’ve got to engage with those people,” he explained. This blend of community building and product management is essential for live sellers aiming to thrive in a competitive market.
As the landscape of e-commerce continues to evolve, live selling stands out as a dynamic and potentially lucrative avenue for vendors. With platforms gaining traction and sellers like Benninghoff, Luu, and Wehr leading the charge, the future of shopping may very well unfold in real time.
