This B2B Company Wants To Supply Live Sellers with Wholesale Branded Fashion

A business-to-business wholesaleplatform will now supplying independent live sellerswith branded fashion, as the New Jersey-based company begins its expansion into this fast-growing market.OS Group said in a recent statement that it is expanding into the live commerce ecosystem, starting by giving livestream merchants access to its inventory of over 50,000 catalog products.The company, which was founded in 2019 with a focus on sneakers and streetwear, is already starting with 200 merchants who are using the platform across TikTok Live, Whatnot and eBay Live. This will help independent merchants streamline product sourcing and strengthen their supply chains as they scale.Through this, live commerce sellers can access inventory, consolidate purchasing across a broader supply network, and source products more efficiently as demand shifts across channels and livestreams, OS Group said.Oscar Rachmansky, founder and CEO of OS Group, said the retail landscape has radically changed over the last few years, as more consumers discover and purchase products through livestreams as opposed to traditional retail channels.“We see live commerce not as a passing trend, but as a meaningful shift in how retail operates. The first requirement for these merchants is reliable access to inventory. Our goal is to begin by strengthening that supply layer and, over time, build more of the infrastructure they need to manage and scale their businesses,” he said.This is just the beginning. Over time, OS Group said it plans to expand the platform with additional tools for inventory visibility, sales-channel management, and fulfillment coordination. The move is meant to put its foot in the door as more opportunities in live commerce open.Driven by popular platforms like Shop and Whatnot, live commerce in the U.S. grew nearly 50 percent in 2025 with $14.64 billion, according to market research company Emarketer.China, by far, is still the biggest market for live commerce. It is projected to reach $1.14 trillion by 2026, boasting a huge leap from 2019, when it was valued at $58.6 billion, according to a market intelligence report from the U.S. International Trade Administration.OS Group said the rise of this new kind of commerce is changing how products are discovered and sold online. Because demand can shift quickly during live events, merchants need faster sourcing, broader product access, and supply partners capable of responding to changing sales patterns.The initial rollout is focused across footwear, apparel, collectibles, and other branded consumer categories. OS Group said it plans to continue expanding its live commerce capabilities throughout the year.