E-commerce entrepreneurs are experimenting with app-based live selling — the new-age QVC, if you will — and some of them, through charisma, charm, and an ability to connect with buyers in real time, are moving heaps of product.
You don’t need a lot of money or equipment to hop on the trend. Most live sellers Business Insider spoke with started streaming from their home offices or basements with an iPhone.
However, you do need to tap into your extroversion.
“You’ve got to talk to people,” said Clinton Benninghoff, who started streaming on the auction-based platform Whatnot in 2024. His gift of gab made up for a lack of understanding of nearly everything in the live selling space.
“I had no idea what I was doing. That first day, I think I was live for like 20 minutes. I sold a putter, and everybody in my stream was actually telling me how to stream.”
He’s been working at a Midland-based golf apparel and equipment store, Golf Headquarters, since 2011. Going live on Whatnot has “drastically changed our business,” he said. According to a screenshot of his seller dashboard, The GHQ Crew has brought in more than $1 million in 2025 from Whatnot.
Benninghoff and other top sellers explained how any e-commerce entrepreneur can incorporate live selling into their sales strategy in two steps.
1. Start with what you already have and put in sweat equity
Since the stakes are relatively low, don’t overthink the production quality. Sign up for Whatnot, TikTok Shop, Palmstreet, or any other live selling platform — note that you’ll have to apply to sell, and different platforms may have different seller criteria — and commit to learning as you go.
“Everything doesn’t have to be perfect,” said Casey Wehr, who started selling sports cards out of his home office with his two sons in late 2023. “The time we said, ‘let’s do it,’ to the time that we turned on the first show was probably a week.”
Over the last two years, their store, Krunk Cards, has generated millions in sales, and Wehr has hired a team of five, including one employee whose sole responsibility is to procure inventory.
Don’t expect to make millions right away. Val Zapata, who turned her sneaker-collecting hobby into a seven-figure business through live selling, described her first Whatnot show as “mayhem.”
“I made like 50 bucks. I was probably negative after the boxes,” she added.
The more you go live, the more opportunities you have to make sales and the better you’ll get at engaging with viewers.
Initially, Zapata hosted daily shows from her childhood home, where she was living at the time, for multiple hours at a time.
“I would wake up so fried from eight or nine hours of really high-intense energy, because we bring the show,” said Zapata, whose setup consisted of an iPad and a $15 desk ring light. Her backdrop was a couple of racks of sneakers.
2. Engage with your viewers and build a community
Your product is important. That’s e-commerce 101.
“You want to make sure that you have the inventory that generates the excitement and demand for viewers to want to bid,” said Wehr, who carefully follows the trends in the sports card industry and pays attention to which athletes are performing well.
But a good product can only get you so far in the live selling space.
“To have a big viewership and a big community, you’ve got to engage with those people,” said Benninghoff. “You’ve got to make them feel like they are family — not just a person buying items from you.”
Benninghoff has found success by simply being the same person on camera as he is in real life.
“The biggest thing I’ve learned is to just be myself,” he said. “Because people respect you if you’re transparent and honest with them.”
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