Remember four years ago when Whatnot’s co-founder and CEO, Grant LaFontaine, decided to take a leap of faith and host the platform’s very first live-shopping stream?
He wasn’t a flashy salesman or a big personality—just a guy testing out an idea. But in just two and a half hours, he sold around $5,000 worth of Funko Pop collectibles. That’s when he knew they were onto something big.
At the time, Whatnot was still a small marketplace for collectibles, but this one live stream changed everything. Seeing how buyers loved the excitement of real-time bidding and interacting with sellers, LaFontaine and his team leaned hard into live commerce.
Fast forward to today, and Whatnot isn’t just about Funko Pops anymore. They’ve expanded into over 140 categories worldwide, including sports cards, vintage fashion, sneakers, and more. The platform has grown into a powerhouse, proving that shopping can be more than just clicking “Add to Cart.”
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Whatnot’s live-selling platform thrives on real-time auctions, creating excitement and increasing buyer engagement compared to traditional e-commerce.
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Sellers on Whatnot benefit from higher conversion rates, with live shopping outperforming regular online stores by offering interactive and immersive experiences.
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Community-driven commerce sets Whatnot apart, allowing sellers to build trust, interact with buyers, and foster customer loyalty through live engagement.
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Successful Whatnot sellers maximize sales by using storytelling, running flash deals, bundling products, and promoting streams in advance to drive traffic.
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Avoiding common pitfalls like ignoring viewers, overpricing, poor lighting, and slow shipping is crucial for maintaining a strong seller reputation on Whatnot.
What truly sets Whatnot apart is its strong sense of community and trust. Unlike traditional online shopping, where transactions feel impersonal, Whatnot creates a real connection between buyers and sellers.
Every live stream is a chance to interact, ask questions, and build relationships. This is especially important in Western markets, where live shopping is still catching on compared to China, where it’s already a massive industry.
With all this momentum, Whatnot is changing how people shop. What started as a simple test has become a global movement, proving that shopping can be more than just a transaction—it can be an event.
Just to be clear—I’m not promoting Whatnot because I have a store there, and neither PassiveDrop nor this platform is sponsored by them. My goal is simply to share insights on how the platform is evolving and, more importantly, how you can use these advancements to boost your sales.
How Popular Is Whatnot Live Selling?
Whatnot’s rise has been nothing short of meteoric. Data from Similarweb shows that the platform attracts over 7 million users monthly and continues to expand its reach globally.
Just recently, Whatnot raised $265 million in a Series E funding round. This major investment boosts Whatnot’s valuation to nearly $5 billion, reinforcing its position as a leading player in the livestream shopping space.
The growth trajectory is expected to continue, with analysts predicting the global livestream shopping market will surpass $65 billion in the U.S. by 2026.
Compared to traditional marketplaces, Whatnot is built entirely around live interaction. A study by McKinsey & Company found that livestream shopping has conversion rates reaching up to 30%, significantly higher than the industry standard of 2-3% for regular online stores.
This high conversion rate is largely due to the interactive and immersive experience that livestream shopping provides—viewers get to see the product in action, ask questions, and even participate in real-time auctions, making them more likely to commit to a purchase.
Another reason Whatnot has gained traction is its niche-driven approach. Its success comes from focusing on collectibles, fashion, and high-engagement product categories like sneakers and trading cards.
Furthermore, Whatnot’s focus on community engagement has led to strong customer retention. Studies reveal that live selling creates 45% more sales opportunities than conventional selling. This means sellers on Whatnot aren’t just making one-time sales—they’re building a loyal customer base that keeps coming back for more.
The platform has also attracted significant investment and partnerships. With celebrities and influencers such as Logan Paul and Gary Vaynerchuk backing Whatnot, the brand continues to gain credibility in the social commerce space.
In addition, Whatnot has partnered with major sports leagues like the NBA and MLB, allowing collectors to buy and sell official merchandise through live auctions.
Overall, Whatnot’s growing popularity is a testament to the power of live commerce. With its interactive experience, niche market approach, and high conversion rates, it’s no wonder sellers and investors alike are flocking to the platform.
If you’re looking to get ahead in e-commerce, this is one platform you don’t want to ignore.
How Does It Differ from Live Selling on Other Platforms?
Unlike other live-selling platforms, Whatnot offers a real-time auction-based experience, making it feel more like an interactive event rather than just a traditional shopping platform.
For example, while TikTok Shop LIVE and Instagram Live Shopping allow sellers to showcase products and take instant orders, they don’t offer bidding wars or real-time auctions, which create a sense of urgency and excitement for buyers.
This auction-style selling on Whatnot drives competitive buying behavior, making shoppers more engaged and willing to bid higher for products they want.
Amazon Live and Facebook Live Shopping (before it was discontinued) focused on influencer-driven sales, where hosts would demonstrate products and talk about their benefits.
But Whatnot puts the power directly in the hands of sellers, allowing them to control their live stream, set prices dynamically, and engage with buyers more freely without needing an influencer to drive sales.
Another key difference is trust and transparency. Unlike other platforms where sales feel impersonal, Whatnot allows buyers to engage with sellers in real time, ask questions, and even negotiate pricing—all of which build credibility and customer loyalty.
Forrester’s 2023 Global B2B Buyers’ Journey Survey revealed that buyers find vendor-owned interactions, such as those with product experts and sales representatives, more influential than third-party sources. This suggests that direct engagement with knowledgeable sellers can positively impact purchasing decisions.
This interactive experience makes it easier for sellers to build repeat customers who feel a connection with the person behind the brand.
Whatnot also stands out by gamifying the shopping experience. Features like mystery boxes, flash auctions, and countdown timers add an element of fun that’s missing from many other platforms.
This strategy taps into the psychological principle of scarcity and urgency, making shoppers more eager to act quickly—something that traditional e-commerce struggles to achieve.
Lastly, while platforms like TikTok and Instagram focus on influencer-driven content, Whatnot thrives on community-driven commerce.
This means sellers don’t have to rely on celebrity influencers to move their products; instead, they can build their own loyal audience through consistent live streaming and engagement.
How Do You Maximize Whatnot’s Features to Boost Your Sales?
Having a great product isn’t enough—you need to know how to sell it in a live environment. Hosting engaging streams is one of the most important factors. People buy from those they connect with, so keeping your streams lively and interactive is key.
Successful sellers tell stories, share personal experiences, and create a fun, welcoming atmosphere that keeps viewers engaged. Studies show that emotionally connected customers are 52% more valuable than those who are simply satisfied.
Offering flash deals and running live auctions is another way to maximize sales. Like adding the element of fun, the real-time competition creates a sense of urgency that makes buyers more likely to act fast.
TrustPulse reports that 60% of consumers make purchases within 24 hours when experiencing FOMO. This is why platforms like eBay have thrived for decades using auction-based selling.
Promotion before going live is equally important. Studies show that pre-event marketing can increase viewership. Swoogo reports that 57% of event marketers find video content effective in increasing event registration rates.
Announcing your stream on Instagram, TikTok, and YouTube beforehand can drive more traffic to your live event. Building anticipation with teaser content—such as sneak peeks of featured items or countdown timers—can encourage more people to show up when you go live.
Bundling products is a great way to increase your average order value (AOV). Instead of selling one item at a time, offering sets or themed bundles can encourage customers to spend more in a single purchase. A study by Forrester Research found that product bundling can increase sales by up to 30% by making deals feel like a better value.
Engaging with viewers throughout the stream builds trust and encourages repeat customers. A whitepaper by SAS Institute, in collaboration with Harvard Business Review Analytic Services, highlights that companies utilizing real-time customer analytics have experienced significant benefits.
Taking the time to answer questions, acknowledge comments, and make the experience interactive improves customer satisfaction and builds loyalty over time.
Whatnot to Do on the Platform (No Pun Intended)?
Some mistakes can hurt your success on Whatnot, and trust me, I’ve learned some of these the hard way. The platform thrives on engagement, trust, and consistency, and slipping up in any of these areas can quickly send buyers elsewhere.
For starters, don’t ignore your audience. Silence is the fastest way to lose viewers. Think of your live stream like a conversation at a party—if you stop talking or acknowledging people, they’ll walk away.
Whatnot’s algorithm favors sellers who keep their audience engaged, so responding to comments, answering questions, and creating a fun, interactive atmosphere is crucial.
Take inspiration from top sellers like CardCollector2, who keeps his streams lively by chatting about sports card trends, personal stories, and even taking requests from viewers.
Another common pitfall is overpricing your products. Competitive pricing is key, especially on a platform where buyers can instantly compare your listings to others. If a Funko Pop that regularly sells for $15 is listed at $40, chances are viewers will move on.
A good strategy is to research sold listings on eBay and even past Whatnot sales to gauge the right price range. Even though Whatnot is a live-selling platform, skipping on quality descriptions can be a costly mistake.
Sure, you can verbally explain an item, but buyers still want essential details—size, condition, authenticity, and materials. If you’re selling vintage sneakers, mentioning that they come with the original box or pointing out any minor flaws can help manage expectations and prevent returns.
And let’s talk about lighting and setup. A poorly lit, cluttered, or shaky stream makes people second-guess their purchases. A report highlighted that 75% of online shoppers rely on product photos to make purchasing decisions, and high-quality product photos had a 94% higher conversion rate than low-quality photos.
This is why top Whatnot sellers invest in simple ring lights and clean backgrounds. They particularly like using velvet mats and bright lighting. This setup makes the products pop, building buyer confidence.
Finally, don’t forget to ship quickly. Whatnot monitors seller performance, and slow shipping can hurt your standing. Buyers expect quick turnarounds, and if they see delays, they’re less likely to purchase from you again. In fact, 69% of shoppers say they’re less inclined to return to a seller after a late delivery.
Mastering Whatnot is about creating an experience. Avoid these pitfalls, and you’ll build a loyal audience that keeps coming back for more.
Live selling is changing the e-commerce game, and Whatnot is leading the charge. Whether you’re an experienced seller or just starting, learning how to maximize live shopping can make a huge difference in your sales.
And trust me, once you get the hang of it, you’ll see why so many sellers are making the switch. Ready to go live and boost your sales? Let’s make it happen!
With the right setup, pricing strategy, and engagement techniques, you’ll turn casual viewers into loyal customers in no time. So grab your best products, fire up that camera, and start building a community that keeps coming back for more. Your next big sale could be just one stream away!
