If you have been hearing people talk about “selling live,” chances are they mean Whatnot. Launched in 2019, this startup is an app where vendors can go live on video, show their products, and sell them immediately through auction or set prices. It gained popularity for the first time among collectors of items such as sports cards, sneakers, and comic books, but today you can find almost anything – clashes, toys, jewelry, and even electronics.
The big idea behind Whatnot is simple: to make online shopping as exciting and interactive as shopping in a live event.
What Makes Whatnot Special?
There are many apps where you can list and sell items, but Whatnot stands out because of its live format. Sellers do not just post pictures—they stream in real-time, chat with buyers in the chat, and start quick auctions with the tap of a button. Buyers enjoy the thrill of bidding against others or taking advantage of a “buy now” deal on the spot.
The app also handles payments, shipping labels, and order tracking, so sellers do not have to worry about the tedious aspects of online sales. In 2025, Whatnot introduced a feature that allows auctions to run around the clock, while still enabling sellers to connect those auctions to live shows.
Big Growth And Serious Funding
Whatnot is not just trendy, it is growing fast. In early 2025, the company raised $265 million in new funding, with a startup valuation of approximately $5 billion. This amount represents a significant milestone for a business that started just a few years ago. In 2024 alone, vendors on the app sold goods worth more than $3 billion. Analysts also estimate that the revenue for that year was around $359 million, which was more than double the amount earned a year ago.
These numbers show that Whatnot is becoming a prominent player in online shopping, especially in the U.S., where live shopping is starting to catch up in comparison to countries like China.
How does Whatnot make money?
The app works like a marketplace, taking a small cut from every sale. In the U.S., sellers usually pay about 8% in fees, plus standard processing charges (2.9% + 30¢). For many sellers, this is worth it because Whatnot handles all the heavy lifting: payments, fraud checks, and even shipping labels. The most significant value, though, comes from the live experience. A great host with a compelling show can manage a wide range of products and build a loyal audience that keeps coming back.
What Does it Feel Like to Buy or Sell?
For buyers, Whatnot feels like a mix between Twitch and eBay. You join a live show, watch the host show items, and either bid in a quick auction or hit “buy now” before someone else does. Auctions can get intense, with countdown timers and last-second bids that extend the time for a real “going once, going twice, sold” effect.
For sellers, the process is straightforward: list your items, go live, showcase them on video, and pin them in the app for buyers to grab. When the show ends, shipping labels are ready to print, so you do not have to chase down payments or send invoices.
Competing in a Crowded Space
Whatnot is not alone. TikTok Shop is making significant strides in the U.S., allowing creators to demo products and sell directly within the app. eBay has also been experimenting with live sales, particularly for collectibles. Other apps, such as NTWRK and Popshop Live, also attempt to blend culture and commerce.
Whatnot’s advantage lies in its strong base in collectibles, simple streaming tools, and a marketplace that rewards sellers who host regular live shows, rather than only offering static listings. Even fashion brands like Staud and Dolls Kill have joined the platform, showing it is not just for collectors anymore.
Why Creators and Brands Like It?
For individual sellers or creators, Whatnot is appealing because it combines content, sales, and community all in one place. A seller with a personality can build a following, and fans will return not just for the products but for the host as well. For brands, the app provides a way to run live sales events, limited drops, or clear out stock without needing to build a full online store.
With its new funding, Whatsnot plans to add more tools to expand internationally and help vendors succeed.
Challenges Ahead
Despite its success, Whatsnot is still facing challenges. It takes time and effort to host a live show, and not all vendors are comfortable being on camera. Buyers also need to rely on the fact that the items are authentic and accurately described. Additionally, in the United States, many shopkeepers are still using the idea of live shopping instead of scrolling through product pages.
This is the reason why Whatsnot has focused on safety measures, seller guidelines, and trust-building facilities. Its challenge is to move beyond collectors and win over casual shopkeepers as well. If it can do so, the app can become a household name in online shopping.
Should You Try it?
If you are a buyer who prefers to search for rare items, Whatsnot offers a fun and interactive way to shop. You chat with vendors, examine the item closely, and enjoy the stimulation of live bidding. If you are a seller, the app can help you reach an active audience – especially if you deal in collectibles, sneakers, fashion, or other categories, where the product makes a big difference.
There are fees to consider, but it is easy to start with the built-in audience and tools. Try hosting a small show, see what works for your audience, and let it grow from there.
