Where High Fashion Meets High Engagement: Selling Luxury on 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.
A Fast-Growing Community of Luxury Buyers
In the past year, luxury handbag buyers on Whatnot more than doubled. These aren’t casual browsers—they’re highly engaged shoppers spending about $1,000 a month on average. Whatnot viewers tune in for 80 minutes a day, connecting with sellers, asking questions, and getting a front-row seat to unique products, auctions, and styling tips.
Top sellers are building full-time businesses by tapping into this momentum:
Fashionica has sold over $9M on Whatnot to date. She regularly starts bags at $1 and has seen bids climb to over $15,000 in a single stream.
Julia Rose Luxury joined in late 2024 and hit $500K in sales her first month on the platform.
StudioTwoLuxury transitioned from a family pawnshop to live selling and now brings in $65K a month, with shows run by both founders multiple times a week.
What Buyers Are Saying
To better understand what’s driving demand, Whatnot partnered with Censuswide to survey luxury handbag buyers across the U.S. The results confirm what many sellers already see live:
They’re turning to resale—with a strong preference for real-time interaction
37% shop resale online through platforms like Whatnot, while only 16% shop thrift stores and only 11% go to estate sales
81% say they feel more confident purchasing when they can see a live demo and talk to a seller in real time
They’re treating handbags like assets
41% of buyers prioritize luxury handbags over their 401k, while nearly half of respondents (49%) say they prefer handbags over stocks
On average, buyers plan to spend 15% of their annual income on handbags
The demand is there—and growing. Here’s how to show up for it and turn your livestreams into a high-performing luxury business:
Tips for Growing in the Luxury Category
1. Go Live
Most luxury sellers go live for around three hours per show—long enough to build momentum, showcase multiple pieces, and connect with buyers. A consistent schedule keeps your audience coming back.
2. Offer a Range of Inventory
Buyers love staples like Louis Vuitton monograms and Chanel flap bags, along with rarer pieces like Hermès Birkins and Fendi Baguettes. And for aspirational buyers, wallets, sunglasses, scarves, and other accessories offer accessible entry points into luxury.
3. Buyers Love Pre-Loved Pieces
Most listings on Whatnot are pre-loved, giving buyers access to timeless styles—often at better prices—and sellers access to a wide, ready-to-buy audience.
4. Take Advantage of the Unique Benefits of Live Selling
Show Condition Clearly: Use close-ups, natural lighting, and model bags live to help buyers get a true sense of wear, size, and fit.
Drive Competitive Deals: Auctions keep buyers engaged and sellers energized, creating a dynamic environment where great bags get the attention they deserve.
Create Community: Interact directly with shoppers, answer questions in real time, and build relationships that turn into long-term customer loyalty.
5. Add a Clear Hook to Every Show
Make sure buyers know why they should join your show. Themes like “Vintage Louis Vuitton Drops,” or “Chanel Auction Night” can build anticipation and boost engagement.
6. Use Whatnot’s Built-In Tools
Pre-Bids help gauge interest before the show even begins.
Buy-It-Now lets you make sales during the stream without interrupting live auctions, and allows buyers to use Buy Now, Pay Later.
With buyers spending big and tuning in daily, Whatnot is the place to grow your luxury business in real time. Whether you’re scaling or just starting out, live selling puts you in front of high-intent shoppers who are ready to engage—and ready to buy.
