Whatnot – The Live Shopping App That Has People Making Thousands from Their Closets

Whatnot, founded in 2019, has become one of the fastest-growing livestream shopping platforms in the U.S. In 2024, sellers moved $3 billion in goods, with some earning six-figure annual incomes through live auctions. The platform blends ecommerce and entertainment, creating urgency and community that traditional resale sites like eBay and Poshmark can’t match. However, seller success depends on time commitment, presentation skills, and managing commission fees.

• Whatnot sellers moved $3B in 2024, with $2B from livestreams.
• Top sellers earn $300K+ annually; average sellers bring in ~$6K/month.
• Clothing and collectibles remain top categories for sales.
• Whatnot charges 8% commission plus 2.9% + $0.30 per transaction.
• Best fit for sellers comfortable on camera and consistent streaming.

Founded with a focus on collectibles like trading cards and Funko Pops, the app has since expanded into clothing, sneakers, toys, comics, and niche communities. Its formula is straightforward but highly effective: sellers host live shows, showcase items on camera, and run short auctions that last less than a minute.

How the Platform Works

Live Auctions and Engagement

In a Whatnot livestream, sellers curate a lineup of items from their inventory, placing them into a queue for auction. Each auction usually runs for 30 to 60 seconds, with bids stacking until time expires. The high-energy pace encourages competitive bidding, while the chat function allows real-time interaction between buyers and sellers. Beyond auctions, Whatnot also supports “Buy It Now” options for fixed prices, giving sellers flexibility in how they move inventory.

Seller Fees and Payouts

The platform charges an 8% commission on sales, along with 2.9% plus $0.30 per transaction for payment processing. Payments are released after sellers ship their items and tracking is confirmed, a structure that encourages trust between buyers and sellers. While fees cut into margins, the promise for many sellers, audience engagement helps balance fees, though margins remain a challenge.

Significant Expansion

Billions in Sales

By 2024, Whatnot sellers collectively moved about $3 billion worth of goods, with $2 billion generated through livestreams alone. According to estimates from Sacra, Whatnot’s annual revenue reached $359 million in 2024, marking 102% year-over-year growth. Analyst estimates suggest Whatnot ranks among the fastest-growing resale platforms, rivaling established players in the resale economy.

Industry adoption

While Gary Vaynerchuk has discussed livestream commerce as an emerging retail trend, he has also directly engaged with Whatnot, noting during a Brand Innovators event that a two-hour livestream on the platform generated $140,000 in sales. His broader advocacy of interactive selling reflects broader cultural adoption of interactive selling.

Seller Earnings: From Side Hustles to Six Figures

The earnings potential on Whatnot varies widely, but the platform’s top performers highlight just how lucrative livestream commerce can be:

• 66% of sellers make more than $10,000 per month through livestream auctions.

• 1 in 4 sellers report annual earnings above $300,000, treating the platform as a full-time business.

• Among Gen Z sellers, nearly one in four earn over $120,000 annually, far exceeding the median Gen Z income of about $45,000.

• More than 500 sellers hit $1 million+ in annualized sales in 2024.

• On average, sellers bring in around $6,000 per month, streaming about 19 hours per week to maintain momentum.

This mix of high-earning full-time sellers and casual part-timers has created a dynamic ecosystem, where even “closet cleanouts” can generate meaningful income.

Why Sellers Choose Whatnot

Closet Cleanouts and Apparel Sales

Clothing has become one of the platform’s most popular categories. Sellers frequently host themed shows like “Closet Cleanouts,” auctioning secondhand clothing in bulk. This approach allows sellers to move inventory quickly without managing dozens of static listings.

Collectibles and Community Culture

Collectible markets thrive on Whatnot. Sports card “breaks,” sneaker drops, and toy auctions often draw large live audiences, with bidding wars generating both entertainment and higher sale prices. The community-driven atmosphere fosters loyalty, as buyers return to the same sellers for new inventory and niche events.

Getting Started as a Seller

Application and Setup

New sellers begin by downloading the app, creating an account, and applying for approval. The process includes ID verification and a short application form. Once approved, sellers can schedule their first livestream.

Tips for Going Live

Successful sellers recommend setting themes for their streams, like “Sneaker Saturday” or “Fall Closet Cleanout”, to attract targeted audiences. Presentation also matters: good lighting, clear communication, and active engagement with viewers can dramatically increase bids. Sellers who approach streams with the mindset of both entertainer and retailer tend to perform best.

Pros and Cons

Advantages

• Fast-paced sales with built-in audience engagement.

• High-income potential for sellers willing to commit significant time.

• Strong sense of community, making buyers feel part of the experience.

Challenges

• Requires consistent livestreaming and on-camera presence, which can be demanding.

• Commission and transaction fees reduce profit margins.

• Auctions can sometimes end at lower-than-expected prices, especially for less popular items.

Alternatives to Consider

For sellers exploring options, other resale platforms include:

• eBay: Global reach with traditional auction and buy-it-now listings.

• Poshmark: Focused heavily on fashion resale and social shopping.

• Depop: Trend-driven resale app popular with younger audiences.

The Bigger Picture

Whatnot has transformed resale by blending livestreaming with ecommerce, creating a new standard for how goods are sold online. With billions in annual sales, documented six-figure seller success stories, and rapidly expanding categories, the platform has demonstrated that livestream shopping is not just a fad, it is increasingly recognized as a viable model for online retail. For sellers who are comfortable on camera and willing to dedicate time, Whatnot offers both community and opportunity, making it a notable innovation within online resale.