Ghost Agent · Live commerce data

Live selling by the numbers.

Name: Live Selling by the Numbers (Ghost Agent)
Creator: Ghost Agent
License: https://www.ghostagent.ai/terms

What 30,271 livestreams, 1.15 million logged sales and 135,132 buyers say about how live rooms actually make money. Whatnot, eBay Live, Fanatics Live and TikTok LIVE. Aggregates only: no seller, buyer, room or customer is named or attributable. Snapshot: September 22, 2026, trailing 30 days.

Updated September 22, 20264 platforms30 daysCaptured live, not surveyedCite as ghostagent.ai/numbers

The dataset

Ghost Agent sits inside live rooms and records what a viewer could see: sales, bids, buyers, viewer counts. These are the totals behind everything below. The network more than quintupled since the August snapshot, so treat this page as a picture of a much larger tracked market, not a like-for-like trend.

$119.9M

GMV tracked across the rooms Ghost Agent watches, trailing 30 days.

30,271

Livestreams watched, across 328 sellers on four platforms.

1,152,470

Logged sales from 135,132 distinct buyers.

1.31M

Units sold across 8,702 finalized show reports.

$87.4M

Of the tracked GMV is Whatnot. Fanatics Live $19.0M, eBay Live $13.4M.

2,908

Show days with logged sales, a seller and a calendar day at a time.

When the money moves

Logged sales by hour and by day of week, all platforms, Central time. Half of all GMV still lands between 6pm and midnight, but the peak has moved late: 10pm is now the single biggest hour, and the week has flattened out.

12am6amNoon6pm11pm

50.4%

Of all live GMV is logged between 6pm and midnight CT.

10.7%

Of the day's GMV lands in the 10pm hour alone, the new peak. 9pm and 11pm carry 8% each.

15.6%

Of the week's GMV lands on Friday, the biggest night, but only just.

12.1%

Of the week's GMV lands on Sunday, the quietest night. The spread across the week is now 3.5 points, not 14.

Day	Mon	Tue	Wed	Thu	Fri	Sat	Sun
Share of weekly GMV	15.3%	15.1%	13.2%	13.7%	15.6%	15.0%	12.1%

The typical show

Median values per finalized show report with 5+ logged sales, over 30 days: 3,477 Whatnot shows, 862 eBay Live, 425 Fanatics Live, 1,478 TikTok LIVE. Whatnot runs cheap lots at volume; Fanatics Live carries three times the median GMV on a quarter of the shows. TikTok LIVE has no public sales feed, so it appears in the audience rows only.

Platform	Median show GMV	75th pct	Median sale	AOV	Buyers	Sales	Length	Peak viewers
Whatnot	$4,710	$14,856	$20	$48	71	57	3h 26m	124
eBay Live	$6,594	$17,068	$57	$112	68	61	6h 38m	46
Fanatics Live	$13,435	$43,185	$75	$297	64	99	7h 08m	71
TikTok LIVE	n/a	n/a	n/a	n/a	n/a	n/a	3h 57m	148

$233

GMV per peak viewer, median Fanatics Live show. eBay Live $131. Whatnot $39.

1.69

Sales per peak viewer on Fanatics Live. eBay Live 1.13, Whatnot 0.40.

$34

GMV per minute, median Fanatics Live show. Whatnot $28, eBay Live $18.

626

Peak viewers at the 90th percentile on Whatnot. TikTok LIVE 567, eBay Live 164, Fanatics 98.

Who actually pays for the show

Buyer behavior over 30 days. A repeat buyer bought on two or more show days. A whale is a buyer with $200 or more in logged spend in those 30 days. Concentration got sharper as the network grew: repeat buyers now carry the overwhelming majority of GMV on every platform.

53%

Of a Whatnot room's GMV comes from its top 10% of buyers (median across 237 rooms with 30+ buyers; mean 53%).

90%

Of Whatnot GMV comes from repeat buyers, who are 37% of buyers.

83%

Of eBay Live GMV comes from repeat buyers, who are 44% of buyers.

93%

Of Fanatics Live GMV comes from repeat buyers, who are 43% of buyers.

53%

Of Whatnot whales buy in two or more rooms in 30 days. eBay Live 51%, Fanatics Live 38%.

$505

Median 30-day spend of a Whatnot whale; mean $2,876. Median buyer overall: $58 Whatnot, $160 eBay Live, $308 Fanatics.

Whale spend per show visited	Median	Mean	Whales in sample
Whatnot	$225	$553	27,841
Whatnot, top 200 whales	$6,782	$9,272	200
eBay Live	$273	$655	5,294
Fanatics Live	$440	$1,100	3,212

Whale economics, one workspace at a time

Ghost Agent's Whale board joins the buyers in a seller's own rooms with the buyers in the rival rooms that seller tracks. These are medians across 27 anonymized workspaces with 50 or more untapped whales, over 30 days, rather than one hand-picked example. Nothing here identifies a seller or a buyer.

433

Untapped whales in the typical workspace: buyers who spent $200 or more with its tracked rivals in 30 days and $0 with it. Every one lands on the Whale board.

$316K

What those buyers spent at the rivals of that typical workspace in 30 days.

$78.5K

What the top 20 untapped whales of that workspace spent at its rivals in the same 30 days.

$799

What one of those top-20 whales spends per show day in a rival room.

53%

Of Whatnot whales already buy in two or more rooms. They are not loyal, they are simply somewhere else.

$10K

Roughly what two of those whales a night, five nights a week, is worth at $799 a visit. That is the size of the prize on the board.

Big nights

Finalized show reports by logged GMV, 30 days. Big rooms are not rare; they are repeatable.

$862K

Biggest single show tracked (Whatnot). Fanatics Live $496K. eBay Live $317K.

32%

Of Whatnot shows cleared $10,000. 82% cleared $1,000.

39%

Of eBay Live shows cleared $10,000. 91% cleared $1,000.

60%

Of Fanatics Live shows cleared $10,000. 96% cleared $1,000.

Method and how to cite

Where the numbers come from. Ghost Agent captures public live rooms on Whatnot, eBay Live, Fanatics Live and TikTok LIVE for its customers: their own shows and the rival shows they choose to track. Sales, buyers and bids come from the rooms' public sale feeds. Viewer and length figures come from the live sessions and the finalized show reports. TikTok LIVE has no public per-item sales feed, so TikTok appears only in audience and duration figures. “Show day” means one seller on one calendar day (Central time), and sale times are the times the sale was captured live. Whale spend per show visited counts each buyer's spend in one room on one day. Everything here covers the trailing 30 days to September 22, 2026. Medians are used wherever a few very large rooms would distort a mean.

Why 30 days, and what changed. The previous snapshot covered 90 days to August 17, 2026. The tracked network has grown more than fivefold since, and the ledger behind these figures no longer reaches back a full 90 days, so a 30-day window is the longest one where coverage is stable end to end. Comparing this page with the August one measures how much more Ghost Agent now watches, not how the market moved. Two figures from that snapshot are absent rather than restated: distinct viewers and chat volume, which the current retention window cannot support honestly. The Whatnot category mix is out for the same reason: most tracked rooms no longer carry a category label we can join to.

What is deliberately not here.No seller, buyer, room, workspace or customer is named or attributable. The whale-economics figures are aggregates over single anonymized workspaces and are published with the sellers' own rivals unnamed. Buyer identities are never exposed outside a customer's own workspace, and there only for the rivals that customer tracks.

Cite as: Ghost Agent, Live Selling by the Numbers, ghostagent.ai/numbers (snapshot September 22, 2026). Free to quote with attribution. Press and research requests: hello@ghostagent.ai.

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