The U.S. market is set to triple to $680 billion by 2030 as China keeps its lead. TikTok Shop and Whatnot drive the growth, while broadcasters and retailers turn to shoppable series, FAST channels, and morning-news shopping to find new revenue.
The U.S. live-shopping market is projected to more than triple, from $200 billion in 2026 to $680 billion by 2030, as retailers, creators, and streaming platforms adopt formats that fold entertainment, product discovery, and checkout into a single screen. With viewing shifting from traditional TV to video-first social media, a market that spent years failing to replicate China's livestream boom has finally entered a genuine growth phase.
라이브 커머스 3조 7000억 달러 시대… TV도 바뀐다
라이브 커머스, 2030년 3조 7000억 달러(약 5470조원)로 커지는 가운데 미국의 방송사·유통·FAST 플랫폼이 쇼퍼블 콘텐츠로 돌아서고, 한국도 TV홈쇼핑 침체 속에 같은 재편
Jung Han