TalkShopLive Names Former TikTok Shop Executive as CEO

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3.15.2026

Quick Facts

Sandie Hawkins, former TikTok Shop US lead, becomes TalkShopLive’s new CEO
Live shopping market grew 50% year-over-year and expected to reach $30-40 billion in US by 2026
TalkShopLive’s platform powers live commerce for Walmart, Amazon, Best Buy and other major retailers

TalkShopLive appointed Sandie Hawkins as CEO, bringing in the executive who launched TikTok Shop in the United States. Hawkins replaces co-founder Bryan Moore, who transitions to executive chairman.

Hawkins spent over 20 years in commerce, digital media and advertising before joining TalkShopLive. At TikTok, she oversaw the US ecommerce business and guided the platform’s live shopping initiatives during its North American expansion.

“People overthink what live shopping is and how programmable it needs to be,” Hawkins told Retail Brew. The comment reflects her approach to simplifying live commerce rather than creating overly complex productions.

The timing positions TalkShopLive to capitalize on rapid market growth. Live shopping expanded 50% year-over-year and analysts project the US market will reach $30 billion to $40 billion by 2026. Global livestream sales are expected to exceed $1 trillion by 2026, up from $682.5 billion in 2023.

TalkShopLive differentiates itself through multi-platform distribution. The company’s patented technology allows creators to broadcast once and push shoppable content across multiple retailers, publishers and social platforms simultaneously.

“One of the things that is different in the US is that live shopping is very fragmented,” Hawkins said. “What we built at TalkShopLive is a platform where you don’t have to choose where you start.”

The platform serves major retailers including Walmart, Amazon and Best Buy. High-profile creators like Oprah Winfrey, Martha Stewart and Sabrina Carpenter have used TalkShopLive to sell products ranging from housewares to beauty items.

Live shopping generates higher transaction values than traditional ecommerce. Average order values run 20% to 30% higher than regular online shopping, according to industry data.

TalkShopLive has raised $17.7 million from investors including eBay Ventures and Omidyar Network. The 2018-founded company ranks third among 16 active competitors in the live commerce space.

TikTok’s uncertain regulatory future in the US creates opportunity for domestic platforms. As traditional social media faces challenges, TalkShopLive positions itself as a stable alternative for brands and creators investing in live commerce.