Gary Vee's Top Pick for 2025
It’s live, it’s selling fast, and it’s not on TikTok. Plus: Coffee shop creators and Marvel auctions heating up.
Welcome back to Sell! Sell! Sell! 🛍️
👋 Tobias here.
If you’ve been around marketing long enough, you know Gary Vee always has a favorite. This year? It’s not a new app or some AI growth hack — it’s live shopping.
From Veefriends sellouts on Whatnot to TikTok price matching livestreams and eBay’s Marvel mystery boxes, the platforms are busy — and so are the sellers. Oh, and while everyone’s arguing about TikTok vs. Instagram? Facebook quietly reminded us it still owns the checkout button.
Let’s get into it.
🚨 This Week’s Headlines
(June 24th)
🛒 TikTok Shop Launches Live Price Match Ahead of Summer Deals
TikTok Shop just introduced a live price match feature as it gears up for its summer “Deals for You Days” sale from July 7–19. If viewers find a lower price elsewhere during a livestream, TikTok will reimburse the difference. It’s a bold move aimed at building trust and cementing TikTok as a go-to for live commerce.
🦸 Marvel vs. DC Auction Brings Mystery Boxes to eBay Live
eBay Live is doubling down on fandom-fueled commerce with its latest livestream event: a Marvel vs. DC collectibles auction, complete with $250 mystery box giveaways for viewers. The event taps into the growing trend of combining livestream shopping with exclusivity and entertainment to drive real-time sales.
With platforms like Whatnot already proving the model for collectibles and community-driven shopping, eBay is signaling that live video—and a little superhero rivalry—may be its next big growth engine.
📊 Facebook Remains the Global Leader in Social Commerce
Despite the TikTok and Instagram buzz, new research from eTail Asia and Retail Economics confirms that Facebook still dominates global social shopping, with 52% of shoppers saying they buy directly from the platform — making it the most commercially effective social network worldwide.
The report also highlights that 81% of APAC shoppers now want AI-powered recommendations and smarter shopping experiences, signaling that Facebook’s scale combined with AI enhancements could keep it at the top of the commerce game.
🎤 Seller Spotlight
☕ Alexandra Kay: Brewing Coffee, Building a Brand
Primary Channel | Top Brands / Items | Hook |
4.3M followers on TikTok | Coffee & Music | Small-town authenticity turned viral business |
Alexandra Kay didn’t just go viral — she turned a kitchen counter and a coffee mug into a full-blown career. Known for her morning coffee cover songs on TikTok, Kay built a fanbase of over 4 million with stripped-back performances of country classics and heartfelt originals — all filmed in her home, coffee in hand.
The audience followed, and so did the business opportunities: sold-out shows, charting singles, and even a spot on American Idol. But unlike many viral success stories, Kay is bringing it full circle — back to coffee.
She recently announced plans to open her own coffee shop, a physical extension of the brand she’s built online. For her, it’s not just a business — it’s a thank you to the community that launched her.
@alexandrakaymusic Forever the coffee girl. #coffeegirl #countrymusic #coffee 🫶☕️
The takeaway:
Kay is a case study in organic creator commerce — blending content, community, and now brick-and-mortar entrepreneurship, all rooted in authenticity.
🧠 Brand Move of the Week:
Veefriends Turns Whatnot into a Live Hype Machine
Gary Vaynerchuk’s Veefriends project is no stranger to community-driven commerce—but the latest drops on Whatnot are a case study in how to combine creator energy, live shopping, and scarcity to fuel real-time sellouts.
The formula:
🎤 Gary’s personality drives the stream — more like a hype show than a product pitch. He often talks about creating "theater" around sales, emphasizing entertainment over a hard sell.
🎨 Veefriends collectibles, art, and merch drop live — no pre-order windows. The urgency is real; for example, one recent drop saw 1,000 units of a VeeFriends comic sell out in just 19 seconds on Whatnot.
🔥 FOMO fuels the clock — tickets sell out within minutes, and resale markets light up fast. This rapid sell-out mirrors the overall success of the Whatnot platform, which reported over $2 billion in livestream sales in 2024.
Gary has spoken openly about Whatnot being a critical tool for scaling community and creating “theater” around Veefriends sales. He actively encourages others to leverage live shopping, famously telling a seller, "If you don't do it you're missing out." It’s not just selling—it’s live entertainment, commerce, and collector culture smashed into one.
“We made $200K in 3 hours on WhatNot”
Gary Vee - Founder of VeeFriends
Annd here is Gary V with his 2025 prediction…
See you next week. In the meantime, Sell! Sell! Sell! 🫡