Whatnot: The Livestream Shopping App to Watch in 2026
Livestream shopping is quickly becoming one of the most engaging ways for consumers to discover and buy products online. What began as a niche trend has evolved into a growing category, with major platforms like TikTok, Instagram, and Amazon building live commerce features into their ecosystems. But a new platform, Whatnot, has begun capturing significant market share.
Livestream content overall is seeing major growth, and it’s shaping how people spend their time online. More than 28% of internet users watch livestreams every week, and TikTok LIVE alone generated 8 billion watch hours in Q1 2025. As people get more used to watching content live, it’s making it easier for live shopping platforms like Whatnot to gain traction.
What is Whatnot?
Whatnot is a livestream shopping app where creators host real-time shows to showcase products, interact with viewers, and sell items through auctions or instant “Buy Now” options.
Whatnot started with collectibles like trading cards and toys, but has quickly expanded into fashion, sneakers, and lifestyle products. Its biggest appeal is how it blends community, personality, and storytelling. Collectible-focused brands (Pokémon, Funko, and Pop Mart’s Labubu figures) and edgy fashion brands (Dolls Kill) are early adopters, using the platform for limited drops, product launches, and clearance events to drive high-intent engagement. And the opportunity for brands on the platform is growing: merchants on Whatnot are expected to sell more than $6 billion worth of products in 2025.
How Whatnot Works
During a typical Whatnot “show,” a seller goes live, promotes an item, and starts an auction or “Buy Now” sale while interacting with viewers in real time. Bidding happens live on screen, creating a fast-paced, interactive environment that feels more like taking part in a show rather than browsing an online store. Viewers can comment, ask questions, and connect with the seller and other buyers, making real-time interaction and community a big part of the platform’s appeal.
Whatnot vs. TikTok Shop, Instagram, and Amazon Live: How They Compare
Live shopping is a fast-growing space, and established platforms like TikTok, Instagram, and Amazon have all added it to their ecosystems. But Whatnot is differentiating itself by leaning into community and personality over scale. While TikTok Shop and Amazon Live emphasize reach and convenience, Whatnot focuses on loyal audiences who tune in and contribute to the buying experience.
| Platform | Core Strength | Shopping Experience | Audience Behavior |
| Whatnot | Live, community-based auctions | Sellers stream live, show items, and run auctions in real time | Loyal niche audiences like collectors, sneakerheads, and fashion fans |
| TikTok Shop | Vast reach through the For You feed | Products are tagged directly in videos so people can buy as they scroll | Broad audience that buys on impulse while watching content |
| Amazon Live | Fully connected to Amazon’s shopping and shipping system | Streamers sell products live, and viewers can buy instantly through Amazon’s checkout | Shoppers who already plan to buy and want trusted, easy transactions |
| Instagram Live Shopping | Connection between brands, creators, and followers | Sellers go live to show products to their existing followers | Viewers are engaged fans but less likely to make immediate purchases |
How Brands Can Build a Presence on Whatnot
Whatnot is best suited for brands with niche audiences or products that naturally create excitement and conversation, like collectibles, sneakers, streetwear, trading cards, fandom merchandise, and vintage items. It’s also a strong fit for fashion and lifestyle brands with loyal followings or “drop” based product releases.
How to Get Started on Whatnot: Steps for Brands and Sellers
Map Your Audience
Identify where your brand naturally overlaps with existing Whatnot communities. Then consider how your products fit into those spaces, whether you’re tapping into a fandom, appealing to collectors, or participating in the culture of limited drops. The closer the alignment between your brand and Whatnot’s audience, the easier it is to connect with viewers who already understand the platform and are eager to engage.
Develop Your Livestream Strategy
Decide whether to host your own shows or partner with experienced sellers and creators who already understand the platform. Partners can help you learn quickly and connect with engaged audiences. Set a clear cadence (ideally weekly or biweekly) and make each stream give people a reason to tune in, whether it’s a new product, an exclusive offer, or insider information.
Test, Measure & Refine
Treat every stream as a learning opportunity. Watch how viewers respond in real time: what draws them in, which products or offers create the most excitement, and how they interact during the show.
After each stream, review both the numbers and the conversation. Metrics such as chat activity, average view time, repeat attendance, and follower growth show how engaged your audience really is. Qualitative signals like the questions people ask, the tone of the chat, and how often your streams are shared or discussed on other social channels provide a deeper understanding of sentiment and interest.
Together, these insights help you refine your approach, understand how audiences behave on Whatnot, identify the types of content that feel most authentic to your brand, and uncover where the biggest opportunities lie before committing to a larger, ongoing presence.
Why Whatnot Matters for Retail and eCommerce Brands in 2026
As more consumers embrace live shopping, Whatnot’s mix of entertainment and community puts it in a strong position to keep expanding. In early 2025, the company raised $265 million, bringing its valuation to about $5 billion, and livestream sales on the platform surpassed $3 billion in 2024, more than double the previous year’s total.
For brands, this is a platform worth watching. Whatnot’s audience is growing quickly, and the platform’s focus on authenticity and interaction gives it a unique advantage over traditional eCommerce. While it’s still early, brands with highly engaged communities or products that thrive on storytelling and scarcity should start exploring the platform now to establish an early presence.
Curious if Whatnot makes sense for your brand? WITHIN’s Retail Media experts can help you evaluate the opportunity and build a test plan.
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Author
Kexin Bian, Retail Media Account Manager