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.
Jung Han
The change does not stop online: broadcasters are pulling commerce into shoppable series and morning-news shopping segments and reworking their business models. Korea is no exception — as advertising and viewers drain away, terrestrial broadcasters lean on deregulation and TV home-shopping is squeezed toward collapse by carriage fees, while livestream commerce pushes into the gap on its way past a 6-trillion-won (about $4 billion) market.