Whatnot

Whatnot is a live shopping marketplace that connects buyers and sellers in real time through interactive video, auctions, and community-driven commerce. Founded in 2019 by collectors, the platform began with categories such as trading cards, sports memorabilia, and comics and has since expanded to more than 250 categories, including fashion, sneakers, beauty, electronics, jewelry, and home goods.

The platform combines livestreaming, entertainment, and e-commerce, allowing sellers to showcase products, answer questions, host auctions, and build communities around their interests. Buyers can interact directly with sellers and other shoppers while discovering products through live shows, flash sales, giveaways, and the broader Whatnot marketplace.

Trust and safety are central to Whatnot's marketplace model. Sellers are required to verify their identities and meet platform standards before going live, while additional approval and authentication processes apply to certain higher-risk categories. Purchases are also backed by Whatnot's Buyer Protection policy, which covers eligible orders that do not arrive, arrive damaged, or differ materially from their descriptions.

Whatnot supports both established sellers and small businesses looking to build audiences through live commerce. The platform has expanded beyond the U.S. into the UK, Europe, Canada, and Australia, and continues to develop live shopping as a more interactive alternative to traditional online commerce.

By bringing together commerce, community, and real-time interaction, Whatnot provides a platform where people can discover products, connect with sellers, and turn their interests and expertise into businesses.