2024 & Whatnot UK: Live Shopping in Focus
Imagine a marketplace where every purchase feels like a celebration, every seller is a storyteller, and every product comes with a narrative that deepens its meaning. Welcome to Whatnot in 2024—where your shows have transformed commerce into something more meaningful: a vibrant tapestry of entertainment, connection, and storytelling woven together in real-time.
As Whatnot’s global community grows, buyers aren’t just browsing—they’re immersing themselves. On average, they spend 80 minutes daily watching livestreams and make 10x more transactions than users of other peer-to-peer marketplaces. In 2024, this engagement reached unprecedented heights: live shows sparked over 1 billion chat interactions between buyers and sellers, and more than 10 million giveaways celebrated buyers across the platform. This isn’t just about transactions—it’s about relationships, trust, and shared experiences.
As we look to 2025, search trends on Whatnot point to key themes shaping the future of your business: authenticated collectibles emerging as alternative assets, storytelling deepening connections, and category lines blurring as live shoppers diversify—from sports cards to TCGs, streetwear to vintage fashion, and beyond.
Before we dive into the trends, let’s celebrate your role in this evolving story. Whether you’re new to selling or a seasoned pro, highlight your 2024 achievements with our ready-to-use Instagram and Instagram Story templates– just add your stats, photos, and personal milestones—then share them to inspire your community. You can also create a short video message to thank your supporters, letting them know their encouragement fuelled your success—and that the journey ahead is one you’ll continue together. And don’t forget to use #2024andwhatnot and tag @whatnot in your posts for a chance to be featured on our official page. Visit our Help Centre to learn more.
Now, let’s explore our trends report below for insights into what your buyers are into—and where the market is headed:
Beyond the Sidelines: The UK’s Sports Card Scene Redefines Fandom
In the UK, the sports collectibles landscape isn’t just growing—it’s evolving. Passionate, deeply engaged communities are driving significant search volume increases for specific players, sets, and sellers, signalling a more discerning, story-driven pursuit of prised items.
Combat Sports Lead the Revolution
Collectors are drilling into hyper-focused niches that resonate with their specific tastes and stories.
UFC searches surged by +75%, cementing its position as the most-searched category for the second straight year.
WWE more than doubled with a +135% increase, marking the biggest year-over-year growth in any major category.
Combat sports personalities saw their cards become premium collectibles, with search volumes for key athletes increasing up to +300%.
Tomorrow's Stars Drive Today's Market
Young football talent is reshaping collector focus, with unprecedented interest in teenage prospects:
Kobbie Mainoo (Manchester United midfielder, 18) emerged in the top 200 searches on Whatnot, with autographed card demand increasing +200% after his Premier League debut.
Lamine Yamal (Barcelona winger, 16) autographed cards grew +280% following his Spain national team breakthrough.
Cole Palmer (Chelsea forward, 21) saw a +485% surge in searches after his Chelsea transfer and subsequent impressive form.
From Cult Favourites to Mainstream Phenomena: The UK’s TCG Market Levels Up
In the UK, the Trading Card Game (TCG) and Pokémon landscape isn’t merely growing—it’s exploding. Established franchises, fresh expansions, and groundbreaking IPs are drawing collectors deeper into story-driven worlds. The result? A more diverse and dynamic market than ever, where nostalgia meets novelty, and passion meets premium collectibles.
Pokémon’s Reign Continues
Longstanding favourites cemented their status, while newly introduced sets electrified the scene:
Pokémon searches grew by roughly +170%, as the brand’s iconic status only strengthened.
Pokémon 151, a fresh homage to the franchise’s original Kanto region, soared by +300%, signalling that nostalgia-driven expansions resonate powerfully with collectors.
Classic sets like Evolving Skies and vintage-themed cards also saw triple-digit surges, as fans revisited cherished eras of the Pokémon saga.
New IPs Spark Curiosity
Collectors are expanding beyond familiar staples, embracing innovative titles and untapped universes:
One Piece emerged as a breakout hit, with searches skyrocketing by over +400%—a testament to anime’s growing influence on UK TCG culture.
Disney and its debut TCG entry, Lorcana, captured hearts, with Disney searches climbing +155% and Lorcana by +140%, reflecting the power of storytelling-driven sets.
Marvel stunned the market with a more than +1,000% increase in searches, proving that superhero fandom translates seamlessly into card collecting.
Elevated Essentials and Iconic Brands: The UK’s Fashion Landscape Redefined
In just one year, the UK fashion scene on Whatnot shifted from niche pursuits to an expansive marketplace where global brands and timeless aesthetics reign supreme. Searches now revolve around brands and styles that offer both authenticity and accessibility, redefining the meaning of everyday style.
Mainstream Brands Lead the Charge
Global names have taken centre stage, demonstrating that shoppers crave reliability and cultural resonance:
Carhartt searches skyrocketed by +4,850%, reflecting a surge in demand for durable, utilitarian attire.
Tommy Hilfiger interest soared by +2,250%, resonating with shoppers seeking heritage-infused design and accessible luxury.
Ralph Lauren rose by +2,035%, underscoring a renewed appreciation for heritage and timelessness.
Nostalgia and Inclusivity Spark Growth
Shoppers are also rediscovering familiar styles and demanding more inclusive sizing, blending sentimentality with modern values:
Vintage-inspired looks climbed by +3,100%, as consumers embraced preloved pieces and sustainable cycles of style.
Plus size interest surged by +7,350%, signalling a powerful call for truly representative, equitable fashion offerings.
From Everyday Footwear to Cult Classics: The UK’s Sneaker Scene Elevates Its Game
Across the UK, sneaker interest isn’t just growing in volume—it’s maturing in taste. Collectors and casual fans alike are seeking styles with stories, silhouettes with heritage, and collaborators with cultural clout.
Heritage Hits and Hype Collabs Take the Spotlight
This year, shoppers have zeroed in on the exact pairs that define sneaker culture:
Jordan 4 interest soared by +1,150%, as retro appeal took centre stage.
Nike Dunk queries jumped by +300%, fuelled by limited-edition drops and brand collabs.
Travis Scott searches surged by +900%, confirming artist collaborations as top-tier draws.
Beyond Basics: Elevated Labels and Lasting Legacies
It’s not only about hype-driven releases; storied brands and iconic silhouettes also stepped into the limelight:
Stone Island leapt by +2,200%, transforming from an insider pick to a mainstream must-have.
Air Force 1 carved out a firm place on UK wishlists, underscoring the power of timeless design.
Supreme skyrocketed by +950%, showing that once-exclusive streetwear has become a core pillar of the mainstream sneaker ecosystem.
Shaping Tomorrow’s UK Commerce
In the UK, commerce has moved beyond conventional transactions—it’s about narratives, community, and personal connection. Nostalgia and innovation coexist, inclusivity shapes entire categories, and icons share the spotlight with emerging IPs.
As the market evolves, every purchase becomes more than a sale—it’s a shared experience. From sports cards to streetwear, classic collectibles to fresh creations, UK livestream shopping is redefining how we collect, celebrate, and tell stories.
