Creators challenge QVC, reshaping shopping through live streams

Live shopping platforms, like Whatnot, are revolutionizing e-commerce by empowering creators to host live shows and sell products directly to their audiences. This shift is challenging traditional retail models. Creators are now leveraging platforms to sell goods, earning significant revenue through live streams, often exceeding earnings from traditional advertising. This direct-to-consumer model allows for greater control and higher profit margins. The live commerce market is experiencing rapid growth, with projections indicating substantial expansion in the coming years. This trend highlights the increasing importance of creator-led content and community-driven shopping experiences.