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 has arrived in the mainstream. Whatnot crossed more than $6 billion in sales in 2025, more than doubling from the previous year, as millions of Americans embraced a more interactive way to find what they love.

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.

Coin collecting has long been celebrated for its rich history, rarity, and vibrant community. But now, it's also about access, energy, and real-time connection. Whatnot is bringing this timeless hobby into the digital age - where collectors, dealers, and everyday enthusiasts are showing up live to buy, sell, and celebrate coins together.

From world coins to rare proofs and pre-33 gold, the Coins & Money category has evolved into one of Whatnot’s most dynamic and fastest-growing spaces. And it's just getting started.

Our recent survey targeting SMB leaders across the U.S. revealed that more than half (51%) are actively looking to diversify their revenue streams as they are not confident about how their businesses will succeed with tariffs and potentially worsening economic conditions. 

However, for businesses going live on Whatnot, that’s not the case. Nearly 90% of Whatnot sellers are highly optimistic about their economic outlook, and 76% expect to grow their business.

Whether you’re a lifelong angler or a weekend camper with gear to spare, the Outdoor category on Whatnot is officially open – and growing fast. This category brings together passionate communities of sellers and buyers who love the thrill of the outdoors and the energy of live shopping.

Today, Labubus are flying off the shelves and onto our backpacks, handbags, major auctions, and wherever else our hearts desire. While these fuzzy monsters are increasingly difficult to purchase in-store, we’ve seen a massive demand for them across Whatnot.

Luxury handbags aren’t just statement pieces—they’re personal, valuable, and in high demand on Whatnot. Whether you’re reselling your first bag or scaling an existing business, Whatnot makes it easy to connect with buyers in real time, showcase your inventory through live demos, and build a following that’s here for more than just the product—they’re here for the show.

Golf isn’t just a game on Whatnot. It’s a thriving, fast-growing category that’s ready for sellers to tee up. Whether you’ve been listing pre-loved clubs in your local pro shop or you’re brand-new to the world of golf retail, Whatnot offers a unique way to connect with enthusiastic buyers, move product, and build a standout brand. 

WhatnotCon is back—and it’s set to be the biggest weekend in collectibles all year. From May 15–18, 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.

Dakota, owner of Adudehits, just made history. At 25 years old, she’s not only the first woman-owned business to surpass $1 million in weekly sales on Whatnot—she’s also the first female-led breaking company ever to reach that milestone. What started as a small sneaker-selling operation in Boca Raton, Florida, has scaled into a full-blown enterprise: a team of over 40 people, multiple live-selling channels, and millions in GMV across categories like sports cards, collectibles, and clothing.

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. Engagement is deep and growing, with 340,000 hours of livestreams watched weekly across Europe—the same amount of time visitors spend exploring The Louvre each week.

Holly and Jason are the dynamic duo behind Eluxe on Whatnot. Together for six years and in business together for two, they've combined their passion for resale with a strong partnership. With over 200k items sold and an impressive 1-day shipping average, they each bring their own flair to their Whatnot shows.

Black History Month is all about honoring the rich history, culture, and contributions of the Black community. At Whatnot, we’re celebrating by spotlighting a few Black-owned businesses that are making an impact on the platform and shaping the future of live shopping. Let’s show our support and celebrate their creativity!

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, explosive growth in unexpected categories, and a doubling of first-time buyers. From vintage sneakers to rare collectibles, you've created something extraordinary: a place where passion meets possibility.

Our first and most important value at Whatnot is always listening to customers. It’s at the heart of everything we do, from the products we build to the policies we create to the categories we launch. This focus on being customer-first has guided us since day one; it’s shaped how we’ve grown and adapted to bring you the best experience.

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.

In a world often spotlighting young entrepreneurs, a different kind of success story is emerging on Whatnot—one that highlights seasoned sellers harnessing their expertise and passion to thrive in live shopping. These sellers, with backgrounds as diverse as vintage jewelry, trading cards, and collectibles, are not only adapting to the fast-paced digital marketplace but excelling in it. Their journeys demonstrate the power of embracing innovation, staying true to one’s passions, and finding community in unexpected places.

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 cards to rare plants, vintage fashion to ancient coins.