From Shopfront to Stream: What New Data Says About Small Businesses Going Live
As business challenges evolve, small businesses are facing numerous obstacles while working to stay resilient and grow. 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. From family-run shops to solo sellers working from home to full-scale operations employing hundreds of people, businesses on Whatnot are turning to live selling as a powerful way to diversify their revenue streams, foster communities, and boost revenue in light of tariffs and rising costs.
Whether you’re a full-time shop owner, a part-time reseller, or someone considering hosting your very first live show, the latest survey results – and the real stories from current Whatnot sellers – make a strong case for why now is the time to get started.
Brick-and-Mortar Sellers Are Expanding Their Reach
For traditional storefront owners, bringing their personalized service and knowledge online is allowing them to reach new heights. Brick-and-mortar sellers are using Whatnot to take their inventory beyond their neighborhood and into the hands of buyers across the country—and the results are hard to ignore.
Whatnot’s recent survey with Censuswide found that, with tariffs rising and foot traffic fluctuating, small businesses are finding that going live gives them a flexible, scalable new channel for growth. Many are seeing their live show sales match – or outperform – their in-store revenue. Some are even hiring new team members just to keep up with demand.
Here’s what sellers shared:
More than 1 in 3 brick-and-mortar sellers say their live show sales have exceeded in-store sales over the last three months.
Despite the economic headwinds, more than half (52%) of small businesses selling live on Whatnot plan to hire up to five additional employees in the next six months.
$130K and climbing: That’s what the average brick-and-mortar seller on Whatnot pulled in from live shows last year.
From Side Hustle to Full-Time Seller
It usually starts small – a single show, a few items from a personal collection. But for a growing number of Whatnot sellers, that side hustle becomes something more: a scalable, full-time business they run on their own terms. In fact, 1 in 10 Whatnot sellers sell full-time on the platform, and nearly 1 in 5 full-time “solopreneurs” say live selling has at least doubled their annual revenue.
Whether it’s sneakers, sports cards, collectibles, or fashion, sellers are discovering that Whatnot offers more than a marketplace. It’s a launchpad. Many sellers have doubled their revenue, grown their audience, and created financial freedom they didn’t think was possible:
Live shows don’t just sell – they stick. Over 40% of Whatnot businesses say live selling brings in more repeat customers over any other channel.
In an uncertain economy, Whatnot sellers are staying confident—76% expect to grow their business, and 88% are optimistic about the future of their business.
Resellers Are Thriving in a Shifting Economy
The resale economy has always been resilient, but in 2025, it’s becoming increasingly strategic. As costs rise and margins tighten, resellers across categories – from collectibles and sneakers to vintage apparel and home goods – are turning to Whatnot’s live format to fuel growth. Today, 81% of Whatnot sellers identify as resellers, with nearly half (48%) saying their business relies entirely on reselling.
Alongside leveraging resale, Whatnot small businesses are also staying competitive by pivoting quickly, testing new products, and using live shows to build loyal, engaged communities in real time. For example, 25% have expanded into new categories to reach broader audiences, while 32% have increased the frequency of their live shows to drive more sales. In the current economic landscape, this kind of adaptability isn’t just valuable – it’s essential for long-term success.
Thinking About Going Live or Scheduling Your Next Show? This Is Your Sign.
If you’ve been waiting for the right time – or the right reason – to try live selling or expand to more shows, this is it. Whether you’re sitting on a garage full of gear, curating a collection of niche products, or dreaming about turning your hobby into a career, Whatnot makes it easy to get started.
Set up your first show in minutes.
Connect with a built-in community of engaged buyers.
Sell your way – on your schedule.
Ready to go live? Start here with our Seller Success Handbook, and more resources can be found in our Seller Academy.
