We’re excited to share our 2026 State of Live Selling Report with you, the most comprehensive report on live selling to date. It combines Whatnot platform data with survey insights from thousands of live sellers across the U.S., U.K., France, and Germany to show how the industry is evolving, the incredible success businesses are having because of going live, the categories that are going to be big this year, and how the industry is having a real, positive impact on local economies.

In 2025, users spent an average of 95 minutes a day on Whatnot globally, more than most people spend on social media. For the first time, Whatnot ranked as the number one Shopping app in both the U.S. and the U.K., spending 144 days in the App Store’s top 20. Audiences showed up for sellers who know their categories deeply, communicate value clearly, and run consistent, compelling shows.