Entrepreneurs are capitalizing on the growing trend of live selling, achieving six-figure sales through marathon streaming sessions with minimal startup costs. Platforms like Whatnot and Palmstreet allow sellers to engage directly with viewers in real time, transforming traditional e-commerce into an interactive experience.
Live selling combines elements of entertainment with online shopping. Sellers host live shows where they showcase products, allowing viewers to make purchases directly during the stream. This unique format not only boosts sales but also fosters a sense of community among participants.
Clinton Benninghoff, who began streaming on Whatnot in 2024, exemplifies this trend. Initially unfamiliar with auction mechanics, he set up his first show using an iPhone from his golf shop. With guidance from his viewers, he sold over $100,000 worth of golf equipment in a single six-hour session less than a year later, in February 2025.
Another successful seller, Casey Wehr, entered the live selling space with his two sons, who suggested the idea during a family dinner. Their venture, Krunk Cards, specializes in sports cards and has generated millions in sales over the past two years. Wehr emphasizes that success does not require perfection. Instead, they adopted a trial-and-error approach, quickly adapting and refining their live shows, which typically last between four and seven hours.
Building Community Through Engagement
Success in live selling hinges on the ability to connect with the audience. According to Benninghoff, Whatnot serves as both an entertainment platform and a marketplace. He believes that engaging with viewers and making them feel like part of a community is essential for building a loyal customer base.
“You’re building this community of people that are following a personality,” Benninghoff explains. “To have a big viewership and a big community, you’ve got to engage with those people. You’ve got to make them feel like they are family.” His outgoing nature helps him connect with potential customers, though he acknowledges the challenges of managing multiple tasks during a live show.
For Harry Luu, a mathematician who transitioned to selling rare plants on Palmstreet, the ability to perform is also key. Drawing from his experience managing large virtual lectures at The Berkeley Math Circle, Luu found engaging with an online audience to be a natural extension of his previous role.
He agrees with Wehr that generating excitement throughout the live show increases the chances of success. Wehr and his sons create anticipation by hosting live “sealed wax openings,” where they unveil unopened boxes of sports cards during the stream. “It’s a community event,” he says. “Opening a box with 100 other people in the room brings a whole other level of excitement.”
As live selling continues to gain popularity, it offers an alternative for entrepreneurs looking to minimize initial investments while maximizing potential earnings. With the right personality and approach, individuals can transform their passions into lucrative businesses, fostering vibrant communities along the way.
