Whatnot: The Livestream Shopping App to Watch in 2026

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: sellers on Whatnot drove more than $8 billion in sales last year.

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 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.

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. Collectibles, sneakers, streetwear, trading cards, fan merchandise, and vintage items are natural fits, but the platform’s fastest-growing verticals now include beauty, electronics, jewelry, and women’s fashion. It’s also a strong fit for 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

One of Whatnot’s biggest advantages over other platforms is that everything happens live. You can see which products spark bidding wars, which price points drive the most action, what questions buyers ask before purchasing, and where viewers drop off or stay engaged.

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

For brands, this is a platform worth watching. It’s still early enough that you’re not competing against every major retailer for attention, and if your products fit the categories gaining traction (collectibles, sneakers, beauty, fashion, jewelry, electronics) now is the time to start testing before the platform gets more competitive.

Curious if Whatnot makes sense for your brand? WITHIN’s Retail Media experts can help you evaluate the opportunity and build a test plan.

Author
Kexin Bian, Retail Media Account Manager