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Live shopping isn't just TikTok Shop. Whatnot is an auction-native marketplace with its own fee structure (roughly 8% commission plus payment processing) and sellers must be based in one of ten approved countries — Denmark isn't among them. Amazon Live is built into the Amazon Influencer Program and runs through the Amazon Live Creator app, confirmed on Amazon.com. And Instagram's native in-stream checkout no longer exists: Meta discontinued Live product tagging on 16 March 2023, so 'Instagram Live Shopping' today means comment-to-DM workarounds, not built-in checkout.
TikTok Shop LIVE Shopping has its own dedicated article — see TikTok Shop Live Shopping with influencers: how it works for the pinning mechanics, commission and where it's live in Europe, and YouTube vs TikTok vs Instagram for influencer marketing for the broader platform comparison outside the live format. But "live shopping" is a category, not one platform, and the three other real players work under materially different rules: Whatnot is an auction-native marketplace with its own fee structure and a closed list of approved seller countries, Amazon Live is built into Amazon's own Influencer Program, and Instagram no longer has native in-stream checkout at all — something a lot of brands still miss.
Whatnot is a livestreaming app where sellers ("hosts") run "shows" and sell products either through real-time auction or straightforward buy-now, while viewers chat and bid along — think QVC meets Twitch. The platform started in trading cards and collectibles and has since expanded into categories including fashion, beauty and electronics.
Per several independent seller resources that track Whatnot's fees (Whatnot's own fee page could not be fetched directly for this article), the structure looks like this:
| Fee | Rate | Calculated on |
|---|---|---|
| Commission (standard) | ~8% | The item's sale price |
| Commission (electronics) | ~5% | The item's sale price — category exception |
| Commission (collectibles/coins above ~$1,500) | 0% | Waived above this threshold |
| Payment processing | ~2.9% + $0.30 | Total order value including shipping |
These figures are third-party-reported and should be treated as a reference point, not a confirmed Whatnot source.
The real limitation for a Danish brand isn't the fee — it's access. Per Whatnot's own seller location and currency requirements page, a seller account can only be opened by someone based in: the United States (including Puerto Rico and the US Virgin Islands), Austria, Australia, Belgium, Canada, France, Germany, Japan, the Netherlands, or the United Kingdom. Denmark isn't on that list. That means a Denmark-based brand or creator can't open a Whatnot seller account at all today — regardless of where the audience is.
Amazon Live is Amazon's own real-time shopping format, run through the Amazon Live Creator app. A creator approved into the Amazon Influencer Program can go live, display products through an interactive carousel inside the video player, chat with viewers in real time, and highlight specific products and promo codes. The livestream appears automatically on the creator's own storefront and is also eligible for placement on amazon.com/live and elsewhere on the site.
Amazon Live isn't a separate commission program with its own rate — it runs on the same category-based commission structure as the rest of the Amazon Influencer Program (see the full rate and onsite-bonus breakdown in the article linked above). No separate, published "Live rate" exists.
Amazon Live is confirmed available on amazon.com (the US market). No documentation was found confirming the feature runs on amazon.de or any other European Amazon marketplace — that shouldn't be assumed without confirmation. As already established in the Amazon Influencer Program article, there's no Danish Amazon marketplace; Danish consumers shopping on Amazon typically use amazon.de.
The single most important thing a brand needs to know about Instagram and live shopping in 2026 is this: native in-stream checkout doesn't exist anymore. Meta itself announced, on its own help center support page, that product tagging during Live would be discontinued starting 16 March 2023 — a capability that had been available to US businesses and creators since 2020. The move was covered independently by multiple major outlets, including TechCrunch and Engadget, both citing Meta's own statement that the company wanted to "focus" resources elsewhere — part of the wider wind-down of Meta's livestream shopping push on both Facebook and Instagram.
What creators actually do today to "sell on Instagram Live" isn't native checkout — it's a manual workaround: comment-to-DM automation, where a viewer types a keyword in the comments during a Live, triggering an automated direct message with a product link, and the purchase then happens off Instagram entirely, typically on the brand's own website. Product tags still exist — but only on standard posts and Reels, not inside Live.
For a brand, the practical takeaway is: never plan a campaign assuming Instagram Live has built-in checkout. That capability doesn't exist anymore, whatever an outdated article or guide might still claim.
| TikTok Shop LIVE | Whatnot | Amazon Live | ||
|---|---|---|---|---|
| Native checkout in the stream? | Yes | Yes (auction + buy-now) | Yes, on the creator's Amazon storefront | No — discontinued 16 March 2023 |
| Fee/commission | 10-20% (industry pattern, not a TikTok rate) | ~8% + ~2.9%+$0.30 (third-party-reported) | Same category-based rate as the rest of the Influencer Program | None — the sale happens off-platform |
| Where it's available | 10 EU markets as of 15 June 2026 — not Denmark/Nordics | US, UK, DE, FR, NL, BE, AT, CA, AU, JP as seller country — not Denmark | Confirmed on amazon.com (US); not confirmed on amazon.de | Global — but no in-Live checkout |
| Category fit | Broad, fashion, beauty, fast-moving trends | Collectibles, trading cards, resale fashion, expanded into beauty/electronics | Anything already sold on Amazon | Comment-to-DM/link-out only, no category limit |
IF your product fits trading cards, collectibles or resale fashion, and your selling entity is based in one of Whatnot's ten approved countries → Whatnot's auction format is built exactly for that product type and that kind of engagement.
IF the product already sells on Amazon and you have a creator approved into the Amazon Influencer Program → Amazon Live is the lowest-friction option, because commission already follows the existing category structure — no new platform to negotiate with.
IF the campaign is primarily targeting the Danish or Nordic market → neither TikTok Shop LIVE, Whatnot, nor (confirmed) Amazon Live offers native in-stream checkout there today. Plan for off-platform checkout — a bio link, DM, or discount code — regardless of which of the four platforms you pick.
IF the plan assumes Instagram Live has built-in checkout → stop and correct the plan. That capability no longer exists; use TikTok Shop LIVE, Whatnot, Amazon Live (where relevant), or a deliberate comment-to-DM workaround with a clear goal instead.
The figures below are hypothetical and illustrate only the fee mechanics — this is not a real Make Influence customer case, and not a promise of expected revenue.
A Germany-based DTC skincare brand (Germany is one of Whatnot's approved seller countries) runs a 90-minute Whatnot show and sells 40 items at an average price of $35.
By comparison, an equivalent Amazon Live session has no separate "Live fee" — the cost is the same category commission that already applies to the rest of the creator's Amazon storefront. See how to set an influencer marketing budget for how to plan a combined budget across channels like these.
In Make Influence's experience, the most common question about live shopping from Danish brands isn't "which platform is best" — it's "which of them actually works for us" — and today the answer is limited by geography more than by creative ambition. None of the four platforms this article covers currently offers native in-stream checkout to an audience in Denmark. Our recommendation: treat TikTok Shop LIVE or Whatnot as a market-entry tactic if you already sell into a market where they're live, and lean on your existing tracking setup — discount codes, dedicated links — as the primary way to measure live-driven sales in Denmark until one of these platforms actually lands here.
Not in the way most people assume. Native product tagging and checkout during Live was discontinued by Meta on 16 March 2023. Today, "Instagram Live Shopping" typically means comment-to-DM automation, with the purchase completed off-platform.
Not as a first-party seller today. Whatnot's own list of approved seller countries includes the US, UK, Germany, France, the Netherlands, Belgium, Austria, Canada, Australia and Japan — Denmark isn't among them.
It's confirmed available on amazon.com. No documentation was found confirming Amazon Live runs on amazon.de or any other European Amazon marketplace — don't assume it does without confirming on the specific marketplace.
No, not anymore. The platform started there but has since expanded into categories including fashion, beauty and electronics.
No. Each platform sets its own rules for commission, access and eligibility — see the comparison table above for the specifics.
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