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.

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.

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.

Livestream shopping is shaking things up in the beauty world, changing how we discover, interact with, and purchase makeup and skincare products. What once was a straightforward transaction has transformed into an experience that blends entertainment, education, and commerce. For sellers, this evolution is a new opportunity to connect with other beauty enthusiasts in exciting ways. Here are five ways you can give your live shows a makeover to create the ultimate beauty experience for your viewers.

We've updated our Community Guidelines to improve their organization and structure, making them easier for everyone to understand. What's new is a more navigable, accessible, and detailed presentation of these rules.

At Whatnot, our mission has always been to empower your business growth and foster community through commerce. Over the past year, we introduced Referral Codes alongside our existing Referral Links, offering more ways for you to share savings and attract new buyers to your shows.

Today, we’re unveiling a new initiative designed to further support sellers and encourage purchases: Whatnot Affiliates. This program allows you to earn commissions by sharing your favorite products or shows—whether your own or those from sellers you admire—with your friends and followers on other platforms.

Strong communities thrive when people feel safe, welcome, and comfortable inviting their friends and growing businesses together. Harassment undermines this sense of safety and belonging, discouraging participation and investment, which is why we have strict rules against it. 

We recognize that harassment can feel different for different people. What one person sees as customer feedback another might experience as an attack. That can be a tricky nuance when someone reports harassment to us. We have high standards for behavior, and also want people to engage in reasonable and valid criticism. We’re always trying to strike the right balance, and want to share our thinking that got us to our current approach.

Get ready to go from skilled seller to complete Whatnot expert. Here are 3 more tutorials that dive deeper into tools available to all sellers to amplify your business and your buyer's experience.

Now that you’ve successfully gone live, it’s time to fulfill your orders! We’ve put together 5 helpful tutorials to help guide you through the shipping process.

Two video tutorials to help you when it’s finally time to begin your liveshow!

Three must-watch tutorials to get you ready to host your first Whatnot show

As part of our efforts to streamline info for sellers, we’re thrilled to announce the launch of our revamped Seller Academy homepage!

This new design conveniently lays out all seller resources in a simple-to-navigate page with quick navigation by topic. We’ve also added some totally new resources to Seller Academy like Community Guidelines & Policies, the @whatnotsellers Account, Blog Updates, and Platform Status!

Some of the most fun moments of your day can happen during a Whatnot livestream. Whether you’re on the viewing or selling end of the show, you never know what might happen.

This weekend, sellers across categories are bringing out their best inventory to grow their business among new audiences for a marathon of 650+ shows on May 4th and 5th.

On Whatnot, you can find things you need, and things you didn’t know you needed until you discovered them. Along with our more popular categories such as TCG, fashion, and collectibles, you can discover so much more while scrolling through Whatnot. From snacks to sporting goods and everything in between, here are ten things you might not have known you could find on Whatnot:

At Whatnot, we’re always working hard to keep the platform a fun and trustworthy place. So today, we want to provide you with an update on how we’re tackling scams on Whatnot: detecting bad actors more quickly, shutting down their accounts, and preventing them from coming back.

Comics Legends Todd McFarlane, Rob Liefeld and Tyler Kirkham Return to Whatnot to Offer Fans One-of-a-Kind Collectibles, Including the Iconic SPAWN Funny Car

From Friday, April 5 to Sunday, April 7, the Whatnot Spring Sale will feature your favorite brands at incredible deals including COS, Rag & Bone, Dior, Skims, Free People, and more – all at 70% off or more.

Embarking on the journey of becoming a successful Whatnot seller requires not only a passion for your particular interests but also a solid understanding of Whatnot itself and all it has to offer. In our mission of empowering Whatnot sellers to turn their passions into businesses, we've curated a list of the most helpful resources.