{"id":5464,"date":"2026-08-17T22:11:12","date_gmt":"2026-08-17T22:11:12","guid":{"rendered":"https:\/\/uspropertymoves.com\/?p=5464"},"modified":"2026-08-17T22:11:12","modified_gmt":"2026-08-17T22:11:12","slug":"as-live-shopping-blows-up-its-a-bidding-war-for-auction-fluencers","status":"publish","type":"post","link":"https:\/\/uspropertymoves.com\/?p=5464","title":{"rendered":"As Live Shopping Blows Up, It\u2019s a Bidding War for Auction-Fluencers"},"content":{"rendered":"
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\n\tTaylor Lally is a blue-eyed, burly, bespectacled man, with a beard about halfway to the the full Duck Dynasty<\/em> look. And just past midnight on a Monday evening this summer, he\u2019s hawking candy bars inside a purple-painted room no bigger than 300 square feet, with a disco ball hanging from the ceiling.<\/p>\n

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\n\tIt\u2019s not exactly Willy Wonka and the Chocolate Factory. The thirty-something is an online auction maestro, broadcasting to a few dozen people competing to buy confections with the swipe of a finger. Mini auctions like this one on WhatNot, the liveshopping app, will help Lally cross one million dollars in sales this year, he said.\u00a0\u00a0<\/p>\n

\n\t\u201cWe\u2019re live for about four hours, but we\u2019re here prepping for maybe four hours before and maybe two to four hours after,\u201d he tells THR<\/em>. \u201cSo we\u2019re putting in like 12- to 16-hour days.\u201d<\/p>\n

\n\tLally began selling sweets on WhatNot last year, offering customers $20 boxes where they could pick individual candy items to buy. He nearly shut down the account because it didn\u2019t yield enough money to justify the time he spent on the platform. But around six months ago, another WhatNot seller reached out with advice: try ultra-fast, single-item auctions. \u201cThis kind of totally changed how we do business,\u201d he says.\u00a0<\/p>\n

\n\tWhatNot and other live shopping retailers are shedding their reputations as purveyors of baseball cards by expanding their digital aisles, benefitting niche auction-fluencers like Lally. In July, WhatNot \u2014 which continues to add new verticals like food and golf \u2014 raised hundreds of millions of dollars at a $20 billion valuation. Despite WhatNot\u2019s first-mover advantage, a formidable rival has emerged in TikTok Shop, which allows sellers to go live and reach the app\u2019s 100 million-plus user base.\u00a0<\/p>\n

\n\tAshley Christenson, a livestreaming consultant, says Gen Zers are increasingly using TikTok to search for products, making it an attractive selling channel for retailers and a lucrative business for the social media giant. \u201cThe fact that now they can do that as a live experience is a natural evolution that makes a ton of sense for TikTok,\u201d she says.<\/p>\n

\n\tThe evolution of live shopping from infomercial-like marathons to fast-paced micro sales has sparked bidding wars, so to speak, over popular auction-fluencers. TikTok representatives reached out to Lally and met with the creator multiple times, hoping to woo him to their WhatNot competitor. Joining another platform is something Lally will entertain because of WhatNot\u2019s fee structure. \u201cA big deal about WhatNot, which we can\u2019t really get around, is a thirty-cent transaction fee, regardless of what we sell,\u201d Lally says. \u201cSo it\u2019s just negotiating those terms with TikTok.\u201d\u00a0<\/p>\n

\n\tWhatNot\u2019s bidding process \u2014 seconds-long auctions with more time added if customers bid \u2014 is now standard across other platforms like TikTok Shop. Many sellers start their auctions at $1 as a way to hook prospective bidders. \u201cIf you start something that\u2019s $1 but it\u2019s actually worth $50, people aren\u2019t asking themselves, \u2018Should I buy it?\u2019 They\u2019re asking themselves, \u2018What am I willing to spend on it?\u2019\u201d said Kip Roland, a liveshopping seller and advisor.\u00a0\u00a0<\/p>\n

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\n\tJosh Luber, a co-founder of the online sneaker seller StockX, believes more retailers are poised to spin up live commerce platforms. But one company, he said, has a massive edge. \u201cUltimately, all marketplaces live and die on liquidity, and TikTok is going to have the most liquidity from day one,\u201d he said. \u201cIt\u2019s a question of can they convert them over to be consumers.\u201d<\/p>\n

\n\tTikTok\u2019s massive audience helped Roland reach 40,000 viewers when he decided to sell World Cup jerseys in June. Even though his account has only a smidge more than 13,000 followers, the social media behemoth boosted the auction to other TikTokers. \u201cThe algorithm recognized that people were staying for a long time, they were converting to buyers, they were engaging, and so it just pushed it to more and more and more people,\u201d he says.<\/p>\n

\n\tFor buyers, live shopping is more conducive to impulse buys \u2014 a Blu-Ray DVD or Pok\u00e9mon trading card \u2014 than with more thoughtful purchases. But that doesn\u2019t mean every livestream involves low-ticket items. On Super Bowl Sunday, Jimmy Donaldson, a.k.a. Mr. Beast, went live on WhatNot as part of a partnership with the company and gave away items like a Birkin bag and a Lamborghini. \u201cAnytime Jimmy\u2019s paying attention and testing something, it\u2019s worth looking at,\u201d says Christenson.<\/p>\n

\n\tMany live shopping creators prefer to narrate auctions behind the camera as opposed to becoming on-air hosts like Mr. Beast. But in a recent survey commissioned by Adobe, 30 percent of live shoppers said their purchasing decisions were driven in part by the identity of the host. Lally is doubling down on adding human faces to the mix by hiring another host for his account to fill more hours of the day. And earlier this year, eBay built a service for camera-shy sellers to hire livestream hosts.<\/p>\n

\n\tDespite big growth, it\u2019s still early days for live shopping in the United States. WhatNot says it sold $8 billion worth of goods in 2025, but total e-commerce sales in America topped $1.3 trillion, according to data from the U.S. Census Bureau. Meanwhile, Chinese buyers spend hundreds of billions of dollars annually on live shopping.\u00a0<\/p>\n

\n\tAs more buyers embrace live shopping, Christenson expects more creators to market goods as a way to make additional income. Their social media skills often make them natural salespeople. \u201cThey can talk to a chat, and entertain, and make people feel something,\u201d she says. \u201cWhether they\u2019ve got five viewers or 500, they have the potential to sell something while live.\u201d<\/p>\n

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Addictive live auction platforms like WhatNot and TikTok Shop are discovering that the hosts make all the difference and getting scrollers to buy.<\/p>\n","protected":false},"author":1,"featured_media":5463,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[1554],"class_list":["post-5464","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interesting","tag-tiktok"],"yoast_head":"\nAs Live Shopping Blows Up, It\u2019s a Bidding War for Auction-Fluencers - US Property Moves<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/uspropertymoves.com\/?p=5464\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"As Live Shopping Blows Up, It\u2019s a Bidding War for Auction-Fluencers - 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