Whatnot
American e-commerce company
From Wikipedia, the free encyclopedia
Whatnot is a digital marketplace and live-stream shopping platform where users can buy and sell items in online video auctions.[2][3][4] The company was incorporated in Delaware but is based in Marina Del Rey, California.[5][6] Whatnot's slogan is "Shop, Sell, Connect".[7]
 | |
| Industry | e-commerce |
|---|---|
| Founded | 2019 |
| Founder | Grant LaFontaine (CEO), Logan Head |
| Headquarters | , US |
Number of employees | ~800[1] |
| Website | www |
History
Whatnot was founded in 2019 by Grant LaFontaine and Logan Head.[8] Before expanding to host a more diverse range of products, the platform started as a marketplace for Funko Pop figurines.[9]
In 2020, Whatnot began hosting live shows in which sellers would promote products and field questions from potential customers. This soon became an important part of the company's business model.[10]
In 2024, Whatnot launched a rewards program in which sellers could create rewards for buyers to earn, such as coupons, free shipping, and access to exclusive shows and merchandise.[4] That same year, sellers using Whatnot sold $3 billion worth of goods via live sales, mainly in collectible categories like trading cards and sports cards.[10] Whatnot received $265 million in a Series E funding round that valued the company at $4.97 billion.[11]
A Series F funding round conducted in October 2025 raised another $225 million and valued the company at $11.5 billion.[9][12] This funding round was co-led by DST Global and CapitalG and included investments from Greycroft, Andreessen Horowitz, and Sequoia Capital.[12] In June 2025, Whatnot ranked inside the top 15 most popular free iPhone apps in the United States, and No. 1 in the shopping category overall.[10] That year, the platform added spending limits,[7] had more than $8 billion in sales,[13] and held nearly 60% market share of live commerce across North America and Europe.[14] The company reported that over 20 million new accounts were created in 2025 and that "Sports" and "TCG cards" were the top two best-selling categories in the U.S. that year.[15]
In February 2026, following changes at the United States Postal Service (USPS) that risked delaying package acceptance scans, Whatnot introduced new in-app scanning tools.[16]
In March 2026, Whatnot had 15 arbitration claims filed against it, in which customers accused the company of conducting an unlawful gambling scheme, violating the Racketeer Influenced and Corrupt Organizations (RICO) Act by allowing sellers to hold randomized box and repack breaks on its platform.[5][17] In a statement to The Athletic, Whatnot rejected the characterization of these complaints, stating that gambling was not allowed on its platform and "while sellers who 'break' only make up 4% of sellers on our platform, we've taken care to bring that experience online in a way that holds everyone accountable."[5][7] Also in March, it was announced that Whatnot had integrated with Shopify, which allows users to automatically synch their inventories and orders across platforms.[18][19]
Whatnot had begun selling shelf-stable food items, like candy and snacks, in the summer of 2025. By April 2026, it introduced a "fresh food" category, which included foods like fish and steak. Between July 2025 and January 2026, Whatnot’s food category had increased 30% month-over-month.[20]
In April 2026, Whatnot was included on the TIME100 Most Influential Companies of 2026 list.[21]
Operations
Whatnot functions as a remote-first company with co-located hubs in the U.S., the United Kingdom, Ireland, Poland, and Germany. The platform uses live-streamed auctions.[22][23][24] Whatnot generates revenue through fees charged to sellers and collaborations with influencers and brands to promote products on the platform.[25][26]