What Is Whatnot – And Why Everyone’s Talking About It?

If you’ve spent any time on social media recently – especially TikTok or Instagram – chances are you’ve heard people talking about Whatnot.

Live selling. Auctions. Communities built around shared interests. Real-time engagement.
It’s QVC meets Twitch meets eBay – and it’s growing fast.

But what actually is Whatnot, and why are so many sellers, collectors, and creators flocking to it?

Let’s break it down.

So… What Is Whatnot?

Whatnot is a live-shopping marketplace where sellers host real-time video streams to sell products directly to buyers. Think of it as a live auction house in your pocket.

Sellers go live, showcase products, chat with viewers, answer questions, and sell items via auctions, “buy it now” listings, or giveaways – all happening in real time.

Originally known for collectibles like Pokémon cards, Lego and trainers, Whatnot has expanded into categories including:

• Fashion and accessories
• Beauty and skincare
• Homeware
• Vintage and resale
• Art and prints
• Toys and games

The key difference? Community and interaction are central – not an afterthought.

Why Is Whatnot So Popular Right Now?

1. Live Shopping Builds Trust

Buyers can see the product live, ask questions instantly, and watch items being packed on screen. That transparency builds confidence in a way static listings can’t.

2. It Feels Like an Event

Whatnot streams feel more like a social experience than shopping. People join for the chat, the excitement, the bargains – and often stay longer than they planned.

3. Community Comes First

Many sellers build loyal followings who show up stream after stream. It’s not unusual for buyers to recognise each other in the chat and come back weekly (or daily!)

4. It Rewards Personality

Unlike traditional marketplaces, success on Whatnot isn’t just about SEO or ads. Energy, storytelling, humour, and authenticity matter.

What Can You Sell on Whatnot?

While collectibles remain a huge part of Whatnot’s DNA, the platform has grown far beyond that.

Popular categories now include:

• Small business products
• Handmade and creative items
• Boutique fashion
• Skincare and beauty (especially demos and bundles)
• Vintage and curated resale
• Games, cards, and pop-culture items

For sellers who already use Instagram Live, TikTok Live, or Stories to sell, Whatnot can feel like a natural next step – but with built-in checkout and bidding.

How Selling on Whatnot Works

Selling on Whatnot isn’t quite as passive as listing on Etsy or eBay – but that’s also the appeal.

In simple terms:

1. You apply to sell and get approved
2. You schedule live shows
3. You promote your streams in advance
4. You go live, sell, chat, and interact
5. Whatnot handles payment and shipping labels

It suits sellers who enjoy real-time engagement and are happy to show up live rather than rely purely on algorithms.

Want to Try Whatnot? Here’s a Bonus 🎁

If you’re curious and want to give Whatnot a go, you can sign up using my referral link below:

👉 https://whatnot.com/invite/beckbla

When you sign up through this link, you’ll receive a random reward between £10 and £200 to spend on the platform. It’s a great way to explore Whatnot, watch a few live shows, and see how it works — with a little bonus to get you started.

Is Whatnot Right for Everyone?

Honestly? No – and that’s okay.

Whatnot works best if you:

• Enjoy talking about your products
• Like community-driven selling
• Are comfortable being live (or willing to learn)
• Want to build repeat buyers, not just one-off sales

If you prefer hands-off selling, automated funnels, or completely anonymous listings, it may not be your platform of choice.

Whatnot taps into something we’re seeing more and more in e-commerce:
People don’t just want products – they want connection.

As shopping becomes more social, live platforms like Whatnot feel less like a trend and more like a shift in how people buy.

Whether you’re a small business owner, a creator, or simply curious about where online selling is heading next, Whatnot is definitely one to keep an eye on.

And if you fancy exploring it with a bit of free credit? That referral link might be the perfect place to start!

Disclosure: This post contains a referral link. If you sign up using my link, you’ll receive a bonus to spend on Whatnot, and I may also receive a reward at no extra cost to you.