Insights

Live commerce, decoded.

Playbooks, data, and field notes on live shopping, TikTok Shop, and social selling — written by the team that runs the streams. New to the space? Start with the live commerce glossary.

Creator filming a bilingual live shopping stream
LatAm

Reaching US Hispanic Shoppers Through Live Commerce: A 2026 Playbook

Most brands building a TikTok Shop strategy default to a general-market, English-language approach — and in doing so, overlook one of the most valuable and underserved audiences in U.S. retail. U.S. Hispanic consumers command an estimated **$2+ trillion in spending power**, skew young, and over-index on exactly the platforms where live commerce is exploding.

Dec 30, 2025
Analytics dashboard showing commerce growth charts
Data

Live Commerce Statistics 2026: 40+ Stats Every Brand Should Know

Live commerce went from a curiosity to one of the fastest-growing channels in retail in under three years. Below are the most useful, up-to-date statistics on live commerce, TikTok Shop, and social commerce for 2026, organized by theme and attributed to source. Figures vary between research firms and trackers, so where estimates diverge we've noted ranges rather than a single number.

Dec 20, 2025
Beauty products arranged for a live shopping session
Strategy

Case Study: How a DTC Beauty Brand Drove $1.2M in GMV in 90 Days on TikTok Shop

*This case study illustrates a representative client engagement. Specific figures reflect outcomes WABU clients have achieved; brand details are anonymized at the client's request.*

Dec 13, 2025
Creator going live on a phone mounted on a tripod
Playbook

How to Set Up TikTok Shop and Go Live in 10 Days: A Step-by-Step Guide

TikTok Shop has gone from a niche feature to one of the fastest-growing sales channels in U.S. retail, with the number of U.S. shops climbing from a few thousand in mid-2023 to roughly 475,000 by 2025. If you've been meaning to launch, the good news is that going live doesn't take months. With a focused plan, a brand can be running its first live selling event in about ten days.

Dec 4, 2025
Two people meeting to evaluate a live commerce agency
Strategy

How to Choose a Live Commerce Agency: 10 Questions to Ask Before You Sign

Live commerce is booming, and the number of agencies promising to run your TikTok Shop has exploded along with it. The problem: many "agencies" are a handful of freelancers, a Slack channel, and a few creator contacts. A real live commerce partner is closer to an operating system — creator network, production capacity, attribution technology, and logistics, all running together.

Nov 28, 2025
Team planning a TikTok Shop operation on a whiteboard
Strategy

In-House vs. Agency: The Real Cost of Running TikTok Shop Live Commerce

Once a brand decides live commerce is worth pursuing, the next question is always the same: do we build it in-house or bring in an agency? It's a classic build-versus-buy decision, but live commerce has some specific characteristics that make the math less obvious than it first appears. Here's an honest breakdown.

Nov 20, 2025
Live shopping host presenting products during a live broadcast
Live Commerce

What Is Live Commerce? The Complete 2026 Guide for Brands

Live commerce is the fastest-moving shift in retail since e-commerce itself — and most brands in the Americas are still early. This guide explains what live commerce is, how it works on platforms like TikTok Shop, why it converts so much better than a static product page, and what it actually takes to launch a program in 2026.

Nov 10, 2025