VaynerX Hosts First-Ever Live Shopping Summit in New York City, Marking U.S. Inflection Point for Global Retail Trend

Executives from TikTok, QVC Group, Fanatics Live, PacSun, and MAC Cosmetics joined top creators and Gary Vaynerchuk to chart the future of cultural commerce.

NEW YORK, Oct. 9, 2025 /PRNewswire/ -- VaynerX convened retail, technology, and cultural leaders at its inaugural Live Shopping Summit at the exclusive Flyfish Club in New York City, signaling the dawn of a new era for U.S. retail.

Already a retail powerhouse in Eastern markets, live shopping is now accelerating in the U.S., projected to hit $80 billion by 2025, according to McKinsey & Company. The summit brought together senior executives from TikTok, QVC Group, Fanatics Live, PacSun, and MAC Cosmetics, alongside breakout creators, to examine how live commerce has become an incredible source of growth for American brands.

Summit Highlights:

QVC Group's Evolution, Today's Opportunity: QVC Group President & Chief Growth Officer Alex Wellen sat down for a fireside chat with Avery Akkineni, CMO of VaynerX, to explore how QVC and HSN pioneered shop-while-you-watch culture and continue to evolve across today's social platforms.

Shop on TikTok - Strategies for Every Stage of Your Commerce Journey: PacSun CEO Brieane Olson, MAC Cosmetics SVP of Global Marketing Emily Bromfield, and TikTok Head of Monetization Product Solutions & Operations, North America David Kaufman, came together to discuss how TikTok is leading the next wave of cultural commerce. Panelists shared how brands are turning community and creativity into conversion through tools like TikTok LIVE Shopping and TikTok Shop to transform engagement into measurable sales growth.

Creators as Commerce Engines: Live-shopping creators Jack's Dining Room, CaitieCo, Austin Kulman, and Kim Gravel, one of QVC's most beloved on-air personalities, joined Tyler Schmitt, VP of Core Relationships at VaynerX, to explore how authenticity and community engagement are converting attention into sales at scale.

Passion Meets Retail: Fanatics Live President Chris Lamontagne, Swish Breaks Co-Founder & CEO Andrew Rimland, and Savvy Co-Founder Scott Rogowsky joined Adam Ripps, Brand Strategist at VeeFriends, to discuss how Fanatics Live is redefining the intersection of sports, culture, and collectibles. The panel explored how creators are shaping the future of fandom, combining community and commerce to make live shopping a natural extension of the fan experience.

Gary Vaynerchuk's Live Demo: VaynerX Chairman Gary Vaynerchuk closed the program with a high-energy live shopping demo, proving in real time how storytelling and cultural relevance can instantly drive sales.

As global brands look for ways to generate sales outside of their bricks and mortar stores, VaynerX brought these pioneers together to demonstrate how the face of retail is changing, and that brands that act now will define the next decade. "Live shopping is no longer the future, it's happening right now. The energy in the room proved that the U.S. market is ready. When you put culture, creators, and commerce together, the results are undeniable," said Gary Vaynerchuk, Chairman of VaynerX and CEO of VaynerMedia.

For more information and to stay updated on future VaynerX events, visit https://vaynerx.com/.

About VaynerX:
Launched January 2017, VaynerX is the most contemporary family of companies, working together to build and grow brands. Subsidiaries include VaynerMedia, Eva Nosidam Productions, The Sasha Group, Gallery Media Group, Tingley Lane Trading, VaynerSpeakers, and VaynerCommerce.

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SOURCE VaynerX