Live sellers run shows: they go live, show product, take bids or orders, and ship. It goes by several names, live selling, live commerce, live shopping and live sales, and it happens on Whatnot, eBay Live, TikTok Shop and Instagram Live. Every one of those is an app you have to already be inside to find anybody, and none of them link to each other. These pages are where a seller's shows, schedule and marketplaces sit together under their own name.
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Live selling is selling product on a live video stream. The host shows an item, talks about it, and viewers buy or bid during the show. It is also called live commerce, live shopping or live sales, and it is closer to a shopping channel than to a normal storefront, because the sale happens while you are watching.
Whatnot and eBay Live are the two biggest dedicated live selling marketplaces. TikTok Shop and Instagram Live also host live selling inside their own apps. Sellers commonly run shows on more than one, because each marketplace has its own audience and takes its own cut.
Marketplaces only notify you inside their own app, and only if you already follow that seller there. A page on atme.tv shows a seller's schedule and links to every marketplace they sell on, so their next show is findable without opening four apps to check.
A marketplace profile cannot be found from a search engine, cannot link to a competing marketplace, and disappears if the seller is suspended or the platform changes its rules. A page you own is the one address that survives all three, and it is what you put on a business card, a package insert or a brand pitch.
Whatnot is built around auctions and collectible categories with a community that follows individual sellers. eBay Live sits on top of eBay's existing marketplace and inventory. Fees, audience and the kind of buyer differ, which is why plenty of sellers run on both rather than choosing.