It’s no secret that live shopping is booming. We’ve reported on it, from indie brands making it work, to Sephora getting in on the fun. According to livestream shopping platform Whatnot, the market for this burgeoning retail channel is estimated at $22 billion across North America and Europe, and Whatnot says it’s captured almost 60% market share since launching in 2020. It’s also grown its fashion and beauty categories significantly; in fact, fashion generates more orders than any other category on the platform.
That means Whatnot has a lot of data on what people are shopping. The company just released its 2027 Consumer Trends Report, which outlines the “products, trends and communities” the company expects to be huge in 2027, based on 2026 data.
Fashion Live Shopping Trends
Someone call Paris Hilton, because the Y2K revival is getting a maximalist update, according to Whatnot. The platform expects “McBling,” which encompasses the rhinestone-covered, brightly colored aesthetic associated with the early 2000s, to take center stage in 2027. The company reported that searches for baguette bags rose 320% this year, while searches for rhinestones, low-rise styles and tracksuits each rose about 160%. The Louis Vuitton Speedy also ranked among the platform’s top-selling bag styles.
Photo: J. Vespa/WireImage
The Coach revival is still going strong, keeping with the vintage fashion boom. Louis Vuitton, Gucci, Chanel and Hermès remained among the platform’s most-searched names, while Coach appeared in nearly half of all vintage bag show titles on Whatnot in 2026. The report says Coach was mentioned about nine times as often as the next-most-mentioned brand, Dooney & Bourke. (Talk about a throwback.)
If you’ve been on TikTok lately, you’ve likely seen the rise of shoppers who look more closely at garment tags than designer labels. Whatnot found that people are paying closer attention to what their clothes are made of and seeking out specific materials. Searches for cashmere rose 140%, while searches for silk rose 100%. Legacy brands associated with craftsmanship and high-quality materials also saw strong search growth per the report, including Brioni (+350%), Zegna (+340%), Brunello Cucinelli (+220%) and Loro Piana (+130%). Whatnot predicts that natural fibers, leather and material craftsmanship will play a greater role in purchasing decisions in 2027.
Elements of classic Americana, including what the report calls the “Ralph Lauren” aesthetic, will continue to show up in fashion next year, but with a more eclectic feel. Whatnot describes the new direction as heritage sportswear mixed with luxurious textures, Western influences and “country-club-meets-ranch” dressing. Searches for tweed spiked 120%, while searches for Western styles shot up 100%, according to the report.
Skirts are more popular than ever, and Whatnot points to the Spring 2027 Prada runway as one indication of their potential prominence in 2027. According to the report, searches for skirts climbed 93%. Other rising trends that seemed ripped from the runways include floral brooches, silk scarves and big sunglasses.
Photo: Courtesy of Whatnot
Beauty Live Shopping Trends
Beauty orders on Whatnot nearly tripled this year, according to the report. About 18 fragrance items sell per minute on average, and 72% of fragrance buyers returned for another purchase. Kayali, Tom Ford and Maison Francis Kurkdjian were the platform’s leading fragrance searches. Middle Eastern fragrance is especially growing: Searches and orders for Dubai perfumes tripled in 2026, according to the report, while gourmand notes such as vanilla remained favorites. Other rising fragrance searches included peony (+460%) and woody scents (+230%).
When it comes to skin care, unsurprisingly, K-beauty is still expected to be strong in 2027. K-beauty brands accounted for more than 80% of skin-care orders on the platform in 2026. Buyers also ranked anti-aging products among their top interests, and orders for those items roughly quadrupled. Glow-y “glass” skin was another leading search.
And if you’re tired of the no-makeup makeup, “clean girl” vibe, more glam looks seem to be back, but Whatnot is calling it “worn-in glam.” (Think: 2000s-era messy black eyeliner.) The platform’s data points to growing interest in darker eye makeup: Moody eyeshadow shades appeared at roughly twice the volume of neutral palettes throughout 2026. Textured hair is also expected to be big, as searches for hair crimpers tripled.
Find the full 2027 Consumer Trends Report here.
