Are you curious about the state of livestreaming shopping and what it has to offer for your small ecommerce business? What if we told you there’s an entire platform built for livestream shopping?

It’s called Whatnot. It’s like TikTok Shop and eBay rolled into one social media platform.

The entire platform is based on ecommerce, specifically the sales sellers make while promoting their products in livestreams.

In this post, we share the latest statistics for the Whatnot platform.

Editor’s top picks

  • Whatnot generated more than $2 billion in gross merchandise value (GMV) in 2024. (Whatnot)
  • Whatnot achieved $359 million in revenue in 2024. (Sacra)
  • Whatnot’s downloads exceed 1 million on Android devices. (Google Play)
  • Whatnot achieved a majority market share of 35% among top live shopping apps in the United States in 2022. (eMarketer)
  • Each of the top 500 Whatnot sellers have generated more than $1 million in sales. (Whatnot)
  • 62% of Whatnot sellers only sell products on Whatnot. (Whatnot)
  • The average buyer on Whatnot purchases more than 12 items on a weekly basis. (Whatnot)

General Whatnot statistics

1. Whatnot generated $359 million in revenue in 2024

According to data sourced by private market research firm Sacra, Whatnot generated $358.8 million in revenue in 2024.

01 whatnot revenue growth

The company had a year-over-year growth rate of 102%. Its revenue was only $178 million in 2023.

Source: Sacra

2. Whatnot’s customer retention is 62% month to month

According to Whatnot’s own reports, the company’s month-to-month customer retention is 62%.

02 whatnot customers

Source: Whatnot

3. The number of sellers Whatnot has in Europe increases by 15% every month

According to data reported by Whatnot, the number of sellers the platform has “in the United Kingdom and Europe” increases by 15% month over month.

03 whatnot sellers

Source: Whatnot

4. Whatnot has received $750 million in funding

According to data collected by Tracxn, Whatnot has received around $750 million in funding from 28 investors in seven funding rounds.

Its largest funding round occurred in December of 2024. This was a Series E funding round that raised $265 million in funds.

04 whatnot funding

The company is valued at $4.97 billion, according to Sacra.

Source: Tracxn, Sacra

5. Whatnot reached a market share of 35% in the United States in 2022

Whatnot became the number one livestream shopping app in early 2022 when it reached a market share of 35%.

05 mobile livestreaming shopping apps

It had the most amount of downloads among all livestreaming apps in the region:

  • Whatnot – This platform claimed 35% of all downloads of livestreaming apps in early 2022
  • NTWRK – 26%
  • QVC – 10%
  • Klever – 7%
  • HSN – 5%
  • Other – 17%

QVC dominated the industry in 2020 when it had a market share of 45%. That number dropped to 24% by 2021 before reaching 10% in 2022, by which time it was being overshadowed by competing platforms.

In fact, livestream shopping is growing in general.

According to a statistic we shared in our report on social commerce, 46% of shoppers around the world have made a purchase directly from livestream events.

Source: eMarketer, VML

Whatnot platform statistics

6. Whatnot hosts more than 175,000 hours of livestreams every week

According to the company’s own statistics, Whatnot sellers stream over 175,000 hours of footage on the platform on a weekly basis.

The company states this figure is 800 times that of QVC’s weekly broadcast hours.

This isn’t surprising given the fact that, according to a statistic discovered by Stream Hatchet and reported by Adam Connell, internet users streamed over 8.5 billion hours of livestreams in Quarter 2 of 2024.

Source: Whatnot

7. Whatnot has over 1 million downloads on Google Play

According to Google Play’s statistics, the Whatnot app has over 1 million downloads from Android devices.

The App Store doesn’t display download metrics publicly, but the Whatnot app has a 4.8-star rating from over 313,000 ratings on the platform.

It has a 4.7-star rating from over 114,000 ratings on Google Play, so it’s likely its download count is larger across iOS devices.

Source: Google Play, App Store

8. Whatnot.com received 7.6 million visits in January 2025

According to Similarweb’s report on Whatnot, the platform received 7.6 million visits across desktop and mobile devices in January of 2025.

Source: Similarweb

9. 83% of Whatnot users reside in the United States

According to Similarweb’s website statistics for whatnot.com, 83.32% of visitors to the domain resided in the United States in January of 2025.

09 whatnot user locations

5.01% resided in the United Kingdom, 3.71% resided in Germany, 1.39% resided in Canada and 1.18% resided in France.

Source: Similarweb

10. 65% of Whatnot users are male

According to Similarweb’s data, 65.18% of visitors to whatnot.com are male while 34.82% are female.

10 whatnot is male

Source: Similarweb

Whatnot sales statistics

11. The Whatnot platform generated over $2 billion in gross merchandise value in 2024

The gross merchandise value (GMV) generated by the Whatnot live shopping platform exceeded $2 billion in 2024, according to the company’s own statistics.

Source: Whatnot

12. Whatnot sales in the United Kingdom grew by 155% in 2024

According to a report by Whatnot, sales on the platform originating from the United Kingdom grew by 155% between January and September of 2024.

Sales in France grew by 73% quarter-over-quarter in 2024.

Source: Whatnot

13. One Pokémon card is sold every 30 seconds in Germany

Whatnot claims that a Pokémon card is sold every 30 seconds on the Whatnot marketplace in Germany.

This isn’t surprising given how popular selling collectibles Pokémon cards on the web has become as well as how that popularity has carried over to livestream shopping.

Source: Whatnot

Whatnot seller statistics

14. The top 500 Whatnot sellers have sold over $1 million on the platform each

According to Whatnot’s annual report of its user base, each of the top 500 sellers on the platform have generated a minimum of $1 million in sales.

Source: Whatnot

15. 62% of Whatnot sellers sell on the platform exclusively

Whatnot surveyed over 1,600 of its own sellers and determined that 62% sell on the platform exclusively.

This means they don’t use any other social media platform to sell products, and it likely means they don’t have their own websites as well.

The survey also included answers from 500 general livestream sales, sourced through a partnership with Wakefield Research.

That survey revealed that 78% of livestream sellers prefer to stick with one or two selling platforms.

Source: Whatnot

16. 54% of Whatnot sellers are millennials

Whatnot conducted a survey of sellers on its platform and discovered that 54% identify as individuals aged between 28 and 43, AKA millennials.

16 whatnot sellers

Here are shares for other demographics on Whatnot:

  • Millennial (Aged 28 to 43) – 54% of Whatnot sellers identify as this age group in 2024
  • Gen X (Aged 44 to 59) – 29%
  • Gen Z (Aged 18 to 27) – 12%
  • Boomers (Aged 60+) – 5%

There wasn’t an option for the Silent Generation, aged 79 to 99 in 2024, which is unfortunate given the low but significant number of older individuals who know how to use social media.

Source: Whatnot

17. 43% of Whatnot sellers live in the city

Whatnot’s survey of its seller base revealed that 43% of sellers live in urban areas.

37% live in the suburbs while 20% live in rural areas.

Here’s where in the United States Whatnot sellers are located:

  • California – 13.0% of Whatnot sellers live in this state
  • Florida – 8.0%
  • Texas – 7.0%
  • New York – 5.0%
  • Pennsylvania – 4.4%
  • New Jersey – 3.5%
  • Ohio – 3.5%
  • North Carolina – 3.3%
  • Michigan – 3.0%
  • Illinois – 2.9%

Source: Whatnot

18. 25% of Gen Z sellers earn over $120,000 on Whatnot annually

Whatnot’s survey of its seller user base revealed that one in four Gen Z sellers earn over $120,000 on the platform every year.

This is astonishing given the fact that a TransUnion report stated that the median income for Gen Z was $45,493 in 2023.

Source: Whatnot, TransUnion

19. 54% of Whatnot sellers started livestream shopping to pursue a passion

Whatnot’s survey of its own seller base revealed that the majority of its sellers, or 54%, began selling on the platform to pursue a passion or hobby.

19 whatnot sellers

52% needed supplemental income while 48% wanted to build an online community.

36% wanted to pursue live shopping as a primary source of income, and 31% wanted to build a new career or change the path of their current career.

This has led to live shopping becoming one of the biggest innovations in ecommerce.

Source: Whatnot

Whatnot buyer statistics

20. The average Whatnot buyer buys over 12 items on the platform every week

Whatnot’s annual report for its platform revealed how most Whatnot buyers purchase more than 12 items per week on the platform.

Source: Whatnot

21. 66% of Whatnot buyers tune in to a livestream to get a product they want

According to a survey of Whatnot shoppers, 66% tune in to a livestream to gain access to a product.

21 whatnot buyer survey

53% want to get a deal, 46% want to be entertained and 43% like to watch a particular seller.

21% like to chat with other viewers, and 3% have other reasons for tuning in.

Source: Whatnot

22. Whatnot buyers who purchase sneakers spend $500 on them every month

One of the most popular products that sell on Whatnot are sneakers.

According to the platform’s own analysis, the average sneaker shopper spends $500 on sneakers on a monthly basis.

Source: Whatnot

Final thoughts

While Whatnot does seem to be a combination of TikTok Shop and eBay all rolled into one – it also seems like it could be the nail in the coffin for TV shopping channels.

For now, its popularity seems to be confined to certain verticals. Collectables are especially popular.

So, will we see Whatnot become popular in more verticals? And will we see Whatnot’s popularity continue to increase in general? 

Only time will tell.

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