"In a recent Instagram post, Gary Vaynerchuk, called live social shopping "a monster" that will keep getting bigger each year, then rattled off platforms he thinks matter, including Twitch, TikTok Shop, District, eBay Live, TalkShopLive, Whatnot, and Fanatics Live. Vaynerchuk's core claim is simple. Selling in real time can make more money than the standard creator playbook built on brand deals, platform payouts, and ad-driven attention."
"Twitch announced new live shopping features ahead of TwitchCon in San Diego, describing a native shopping experience that lets viewers buy products without leaving the stream. The rollout launched with e.l.f. Cosmetics in a partnership powered by Amazon Ads, with e.l.f. calling itself the first brand to run the new in stream shoppable element. TikTok is building the same bridge between entertainment and checkout, at far larger scale."
Live social shopping is accelerating across multiple platforms, including Twitch, TikTok Shop, District, eBay Live, TalkShopLive, Whatnot, and Fanatics Live. Real-time selling can produce higher revenue than traditional creator income streams based on brand deals, platform payouts, and ad-driven attention. Top creators may evolve into roles as hosts, merchants, and closers to capture commission-based commerce. Twitch introduced native in-stream shopping that allows purchases without leaving streams, launched with e.l.f. Cosmetics in partnership with Amazon Ads. TikTok Shop integrated affiliate-style creator commissions and has driven substantial global sales volume in mid-2025.
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