Whatnot

Whatnot is a livestream shopping platform and marketplace where people can buy, sell, and go live with collectors and other like-minded people. Whatnot focuses on product categories for collectors and enthusiasts like sports cards, Pokemon cards, NFTs, sneakers, and more.

Since it started in 2019, Whatnot has grown to be one of the largest livestream marketplaces by tapping into existing online communities, leveraging the entertainment of live shopping, creating a place for collectors, hobbyists, and other enthusiasts, and focusing on maintaining a safe space through rigorous seller vetting. As of 2022, livestream shopping is an $11 billion business in the United States and it is estimated to reach $35 billion in sales by 2024. Whatnot is backed by DST Global, CapitalG, BOND, Andreessen Horowitz, and YC Continuity.

An Overview Of Whatnot As The Fastest Growing Marketplace (May 2022)

Whatnot focuses on onboarding sellers that are already known and trusted in their respective communities. Each streamer on the platform is vetted by the company before they can go live, helping Whatnot keep fraud to a minimum. If a seller is found doing anything fraudulent, they are removed from the platform.

Whatnot was founded in 2019 by CEO Grant LaFontaine and Logan Head in a garage in Phoenix, Arizona. The company was part of the Y Combinator W20 batch. The company originated as a standard online marketplace that authenticated only one kind of collectible, Funko Pops. When the COVID-19 pandemic started and more people began shopping online, Whatnot quickly pivoted to live shopping and authenticating more collectibles such as sports cards and sneakers, leading to rapid sales growth. Whatnot plans to expand its product category offerings depending on market demand.