Whatnot
{{Short description|American e-commerce company}}
{{Infobox company
| name = Whatnot
| industry = e-commerce
| founded = 2019
| founder = Grant LaFontaine, Logan Head
| hq_location_city = Los Angeles, California
| hq_location_country = US
| num_employees = 1000+
| website = {{URL|https://www.whatnot.com}}
}}
Whatnot is a live-stream shopping platform where users can buy and sell in online video auctions.{{Cite news |last=Taylor |first=Isaac |date=2025-01-08 |title=New Growth Investment Pushes Whatnot to $5 Billion Valuation |url=https://www.wsj.com/articles/new-growth-investment-pushes-whatnot-to-5-billion-valuation-f86b563c |access-date=2025-01-23 |work=Wall Street Journal |language=en-US |issn=0099-9660}}{{Cite web |last=Schlossberg |first=Dan |title=Fueled By Baseball Card Boom, Whatnot Hits Financial Home Run |url=https://www.forbes.com/sites/danschlossberg/2024/12/18/fueled-by-baseball-card-boom-whatnot-hits-financial-home-run/ |access-date=2025-01-23 |website=Forbes |language=en}}{{Cite web |last=Forristal |first=Lauren |date=2024-10-02 |title=Livestream shopping app Whatnot adds a rewards program as GMV tops $2B |url=https://techcrunch.com/2024/10/02/livestream-shopping-app-whatnot-adds-a-rewards-program-as-gmv-tops-2b/ |access-date=2025-01-23 |website=TechCrunch |language=en-US}}
History
Whatnot was founded in 2019 by Grant LaFontaine and Logan Head. The platform includes selling categories of collectibles, fashion, beauty, electronics, trading cards, comic books, and live plants. It operates by connecting sellers and buyers directly through live-streamed events. Though it has a large variety of different items, its main market consists of sports cards and trading cards.{{Cite web |title=Whatnot: Whatnot is the largest livestream shopping platform in the U.S.|url=https://www.ycombinator.com/companies/whatnot |access-date=2025-01-23 |website=Y Combinator |language=en}}{{Cite web |title=Investing in Whatnot |url=https://a16z.com/announcement/investing-in-whatnot/ |access-date=2025-01-24 |website=Andreessen Horowitz |language=en}}
Operations
Whatnot functions as a remote-first company with co-located hubs in the United States, the United Kingdom, Ireland, Poland, and Germany. The platform uses live-streamed auctions.{{Cite web |last=Forristal |first=Lauren |date=2025-01-08 |title=Livestream shopping app Whatnot raises $265M, pinning valuation at nearly $5B |url=https://techcrunch.com/2025/01/08/livestream-shopping-app-whatnot-raises-265m-pinning-valuation-at-nearly-5b/ |access-date=2025-01-23 |website=TechCrunch |language=en-US}}{{Cite web |last=Arjan |date=2025-01-09 |title=Whatnot eyes further European expansion |url=https://ecommercenews.eu/whatnot-eyes-further-european-expansion/ |access-date=2025-01-23 |website=Ecommerce News}}{{Cite web |last=Rekman |first=Lee |date=2025-01-16 |title=Exploring Whatnot: The Future of Live Auction eCommerce |url=https://www.lethal.com.au/exploring-whatnot-the-future-of-live-auction-ecommerce-business-perth/ |access-date=2025-01-24 |website=Lethal Digital |language=en-US}} Whatnot generates revenue through fees charged to sellers and collaborations with influencers and brands to promote products on the platform.{{Cite web |date=2025-01-08 |title=TikTok Shop Rival Whatnot Raises Funds at $5 Billion Valuation |url=https://www.businessoffashion.com/news/retail/tiktok-shop-rival-whatnot-raises-funds-at-5-billion-valuation/ |access-date=2025-01-23 |website=The Business of Fashion |language=en}}{{Cite web |title=Marvel and Whatnot Unveil Exclusive Comic Trading Packs for NYCC |url=https://www.marvel.com/articles/live-events/marvel-whatnot-exclusive-comic-trading-packs-nycc |access-date=2025-01-23 |website=www.marvel.com}}
Funding and valuation
In January 2025, Whatnot secured $265 million in Series E funding, bringing the company's valuation to approximately $4.97 billion.{{Cite web |date=2025-01-10 |title=Live shopping platform-Whatnot rings up $265M in funding — TFN |url=https://techfundingnews.com/whatnot-live-shopping-platform-funding/ |access-date=2025-01-23 |website=Tech Funding News |language=en}}