Live auctions are turning shopping into gambling

A new app is trying to bring livestream shopping to the masses, with a twist: live auctions. This format is already popular in China, where consumers use apps like Douyin and Taobao to buy products from livestreamers. The Whatnot app is now offering live sneakers auctions, which is turning shopping into a form of entertainment, similar to gambling.

This trend matters for social commerce as it blurs the lines between shopping and entertainment, creating a new form of interactive experience for consumers. Live auctions can increase engagement and drive sales, but also raise concerns about overspending and impulse buying. As livestream shopping continues to grow, it will be interesting to see how this format evolves and impacts the social commerce landscape.