LUBBOCK, Texas — An app called WhatNot is taking live shopping to new heights. Watch Technology Tuesday (4/22/25) on the video player above.

TikTok creators are selling their products during marathon livestreams. Online live selling has been a retail phenomenon for years in China but has been slower to catch on in the U.S.

The company spent much of the event pushing TikTok Shop partners to test out live selling. Attendees with expertise on TikTok's Chinese sister app, Douyin, shared insights.