We’re excited to share our 2026 State of Live Selling Report with you, the most comprehensive report on live selling to date. It combines Whatnot platform data with survey insights from thousands of live sellers across the U.S., U.K., France, and Germany to show how the industry is evolving, the incredible success businesses are having because of going live, the categories that are going to be big this year, and how the industry is having a real, positive impact on local economies.

In 2025, users spent an average of 95 minutes a day on Whatnot globally, more than most people spend on social media. For the first time, Whatnot ranked as the number one Shopping app in both the U.S. and the U.K., spending 144 days in the App Store’s top 20. Audiences showed up for sellers who know their categories deeply, communicate value clearly, and run consistent, compelling shows.

Live shopping is redefining how Britain shops and discovers new products. Globally, Whatnot reached over $6 billion in sales so far in 2025, more than doubling from the previous year, as shoppers embraced a more interactive, community-driven way to find what they love. On Whatnot, trends emerge from shared passion and participation, giving a direct view into where demand, and culture, is moving next.

The holidays are one of the busiest and most exciting times of the year on Whatnot, and one of the biggest opportunities to grow your business. More buyers are tuning in, discovering new sellers, and shopping live than ever before.

From an in-app shipment scanner that protects your ship time, to a smarter Home Feed that helps more buyers discover your shows, and captions that make every show more accessible, we’re continuing to build for speed, trust, and connection.

Today, we’re excited to share that Whatnot has raised $225 million in our Series F funding round, a milestone made possible by you, our sellers. This investment represents more than just growth; it’s a reflection of the creativity, dedication, and entrepreneurial spirit that define our community every single day.

Luxury Bags & Accessories are taking off on Whatnot – and sellers like you are driving it. In this category, a piece’s story can matter as much as its style, and trust is what turns that story into a sale. That’s why we’re offering discounted authentication rates to Whatnot Luxury sellers in partnership with Entrupy and Real Authentication – helping turn buyer curiosity into even more bids.

This month, we're introducing a smarter inbox experience to help you stay focused, along with key tips for both new and seasoned sellers to boost confidence before your next live show.

This month, we’re recapping the top five features to attract buyers, as well as introducing new features to help you gain more visibility into your post-show performance, and allowing a better messaging experience for communicating with your buyers.

This month, we’re introducing new features to help you better understand your business’s financial health. We're also offering a web-friendly version of Seller Home, providing more options for staying on track with business tasks and faster access to order and shipment search.

This month, we’re introducing tools that provide more insight into your business’s needs and new features to show appreciation for your most loyal customers—plus more control with OBS to run your shows smoothly.

Whatnot is growing, and we've refreshed our look to reflect the many communities - present and future - that make Whatnot the best place to shop, sell, and connect around the things we love.

This month, we’re introducing updates to showcase your shipping speed and simplify how you schedule and promote shows.

WhatnotCon is back—and it’s set to be the biggest weekend in collectibles all year. From the 15th to 18th of May, Whatnot transforms into a digital convention with four days of standout shows, limited-edition products, and headlining creators across Comics, Toys, Coins, TCG and more.

Running a business on Whatnot means wearing a lot of hats—going live, packing, shipping, and doing it all with your buyers in mind. This month’s updates are focused on helping you stay organised, save time, and grow with confidence. From keeping tabs on performance to moving through fulfilment faster and making notifications more actionable, these improvements are designed to help you stay focused and in control.

We're excited to share our first-ever European Market Report, showcasing data from sellers across platforms and Whatnot that confirms that livestream shopping is here to stay. Across Europe, Whatnot users collectively watch 340,000 hours of livestreams weekly—the same amount of time visitors spend exploring The Louvre each week. Meanwhile, in the U.K. alone, viewers watched over 5 million hours of livestream shopping content last year.

Every feature we introduce is focused on delivering real impact—whether that’s saving time, increasing efficiency, or growing your audience. Each of this month’s updates reflects that philosophy. Variants (now in beta) let you offer multiple product options in a single listing. New payout tools give you better visibility into your earnings so you can plan ahead with confidence. And with Rewards Club Season 3, it’s easier than ever to manage your loyalty programme while adding personal touches to engage your customers.

We’re starting 2025 with updates designed to save you time, broaden your reach, and better connect with buyers everywhere. From tracking the impact of your livestream promotions to making product creation faster and extending giveaways to include overseas buyers, these updates are here to help you sell smarter and more effectively this year.

In 2024, you transformed Whatnot into more than a marketplace—you built a global stage where every show tells a story. Our buyers around the world spent over 80 minutes daily immersed in your worlds, and our European community grew 400% as you brought fashion, luxury bags, electronics, coins, and more to eager new markets. Your innovation drove Whatnot to new heights: $3 billion in livestream sales (GBP £2.4 billion), explosive growth in unexpected categories, and a doubling of first-time buyers. From vintage trainers to rare collectibles, you've created something extraordinary: a place where passion meets possibility.

Today, we’re excited to announce an additional $265M from investors who believe deeply in what we’re building together. With these new resources, we’re doubling down on what you need to thrive. Here’s how we’re working to meet you wherever you are in your journey—and help you continue succeeding.