Live selling by the numbers.
What 14,417 livestreams, 246,605 logged sales and 4.7 million viewers 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: August 17, 2026, trailing 90 days.
The dataset
Ghost Agent sits inside live rooms and records what a viewer could see: sales, bids, buyers, chat, viewer counts. These are the totals behind everything below.
When the money moves
Logged sales by hour and by day of week, all platforms, Central time. Half of all GMV lands between 6pm and midnight. 7pm is the single biggest hour.
| Day | Mon | Tue | Wed | Thu | Fri | Sat | Sun |
|---|---|---|---|---|---|---|---|
| Share of weekly GMV | 12.3% | 8.2% | 14.6% | 16.5% | 21.8% | 12.7% | 13.9% |
The typical show
Median values per show day with 5+ logged sales. Whatnot runs long with cheap lots; eBay Live and Fanatics Live run short and heavy. 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 | $3,759 | $11,974 | $12 | $33 | 63 | 230 | 2h 59m | 67 |
| eBay Live | $16,453 | $35,141 | $53 | $113 | 53 | 130 | 1h 56m | 59 |
| Fanatics Live | $99,762 | $204,444 | $79 | $193 | 92 | 526 | 1h 03m | 34 |
| TikTok LIVE | n/a | n/a | n/a | n/a | n/a | n/a | 1h 02m | 146 |
Who actually pays for the show
Buyer behavior over 90 days. A repeat buyer bought on two or more show days. A whale is a buyer with $200 or more in logged spend in 90 days.
| Whale spend per show visited | Median | Mean | Whales in sample |
|---|---|---|---|
| Whatnot | $125 | $351 | 4,427 |
| Whatnot, top 200 whales | $846 | $2,132 | 200 |
| eBay Live | $213 | $496 | 3,435 |
| Fanatics Live | $576 | $1,968 | 785 |
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. Three anonymized workspaces, 90 days. Nothing here identifies the seller or the buyers.
Big nights
Show days by logged GMV, 90 days. Big rooms are not rare; they are repeatable.
What sells on Whatnot
GMV tracked in the Whatnot rooms Ghost Agent watches, by the seller's own Whatnot category label. Sports and TCG cards are roughly three of every four dollars in this sample; fashion is the largest non-card category. The sample is weighted toward the sellers our customers track, so treat this as a snapshot of the tracked market, not all of Whatnot.
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, chat and length figures come from the live sessions themselves. 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). Whale spend per show visited counts each buyer's spend in one room on one day. Category labels are the seller's own Whatnot labels. Show counts begin July 2, 2026, when the cross-platform ledger started; sales, buyer and timing figures cover the trailing 90 days to August 17, 2026. Medians are used wherever a few very large rooms would distort a mean.
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.
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