Whatnot is the largest livestream shopping platform in the US. Since the platform blew up during Covid lockdowns, co-founder Grant Lafontaine says the platform’s growth has not slowed down. In 2022, over 100 sellers on the platform made around $1m worth of sales.
Whatnot launched in 2019 with a focus on the collectibles market, with trading cards, comic books and action figures making up the core of its sales. Since then, it has expanded into new categories, with fashion now emerging as its fastest growing category.
In September 2023, Los Angeles-based fashion brand Staud announced Whatnot as the exclusive livestream partner for its Spring 2024 runway show at New York Fashion Week. The stream included behind the scenes footage at the show, a view of the runway show itself, and then the chance to purchase a limited-run handbag exclusively via the livestream, as well as an auction of other rare items.
The platform is focused on selected sellers and their close relationships with audiences. In 2023, it added a new tipping feature to allow audiences to send extra cash directly to hosts. Sellers have to apply to appear on the platform, with as many as 50% of those turned down.
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