Grant LaFontaine was the first person to host a live-shopping stream on Whatnot. He sold $5,000 worth of products in the space of two hours. “And I’m not a particularly entertaining character,” says ...

As we scan our social media feeds on our phones, we are constantly being served some version of commerce disguised as entertainment - a “what I ordered vs what I got” reel, a creator unboxing a haul, ...