What is Whatnot, and how can you sell on it?

Whatnot is a live-auction marketplace where you can sell collectibles, toys, and more. Learn how to list items, join live sales, and reach an engaged community while benefiting from low fees.

Whatnot is a marketplace that’s changing how people buy and sell online.

With live auctions, social shopping, and traditional listings, it offers sellers a unique way to reach engaged buyers.

If you’re wondering how to sell on Whatnot, this guide will walk you through everything you need to know to get started and make your first sales.

What is Whatnot?

Whatnot is an online marketplace and live-streaming platform where users can buy and sell products through live auctions or listings.

Its main focus was primarily categories like trading cards, toys, and other collectibles, but it has become a popular place to sell fashion accessories, clothing, sneakers, and other items popular in live-streaming culture.

It’s pretty young compared to other online marketplaces—it was founded in 2019. One of Whatnot's biggest selling points is its combination of ecommerce and social media, allowing sellers to interact with potential buyers through live auctions, fostering a community-driven environment.

Why sell on Whatnot?

Selling on Whatnot has many benefits for entrepreneurs looking to reach a vast and engaged audience of collectors and pop-culture enthusiasts.

With 6.2 million monthly visitors on mobile and desktop platforms across the world, it's a popular choice for a wide range of sellers.

Some of the reasons you should consider selling on Whatnot are:

Interactive live selling experiences:

Whatnot’s live auction format allows sellers to interact with buyers through live video and chat, creating a dynamic and entertaining shopping experience.

Sellers can even receive instant feedback and reactions from viewers, allowing them to adjust their sales strategies on the fly.

Also, the format of live auctions can drive competitive bidding, often resulting in higher sales prices compared to traditional fixed-price listings. You can still make fixed listings, but the platform is based on live auctions, and there’s certainly a community for it (more on this below).

Access to a dedicated community

Whatnot has a strong and active community of collectors across various niches, including trading cards, comics, toys, sneakers, and more.

With a network focused on these types of products, you can connect with interested buyers and build a strong community of people specifically interested in what you’re offering.

Flexible selling options

In addition to live auctions, Whatnot supports various selling formats, including buy-it-now listings and scheduled drops, providing flexibility to suit different selling strategies.

The platform accommodates numerous collectible categories, but it’s not just that. On Whatnot, you can basically sell anything and market yourself through live streams.

And no matter if you're a casual seller or an entrepreneur running a full-scale business, Whatnot supports growth by accommodating varying volumes of sales and inventory sizes. With Whatnot, you can grow a sustainable business in the long run.

Competitive fee structure

Whatnot offers a clear and competitive fee structure, taking an 8% commission on the sold price of an item and a 2.9% + $0.30 payment processing fee for each transaction. It also has a reduced commission rule that applies to Coins & Money, making the commission percentage taken 4% of the sold price of an item.

Considering the range of features and support provided, the benefits and sales potential of Whatnot justify the associated fees. Just think, if you weren’t on Whatnot’s platform, how would you find customers, and are the fees worth not having to find those customers on your own?

Transactions are fast and efficient

Live auctions offer a quick sales process, facilitating immediate transactions by reducing the time an item spends on the market compared to traditional online listings.

Whatnot also offers integrated shipping solutions, simplifying the process of delivering products to buyers promptly and efficiently.

User-friendly platform

Creating a seller account and setting up auctions on Whatnot is straightforward, with intuitive tools and guides that help newcomers start selling.

Whatnot also provides tools to help organize and track your inventory, making it easier to manage multiple listings and sales.

And as a marketplace based on social media interactivity, it’s no surprise that Whatnot also offers strong mobile accessibility. It's fully optimized for sellers to host auctions and manage their stores conveniently from anywhere.

How can I sell items on Whatnot?

Selling on Whatnot is straightforward and designed for both casual sellers and businesses.

Here’s how to get started:

1. Sign up for a seller account

Download the Whatnot app and register with your email or social accounts.

You’ll need to apply to become a seller, providing info like payment methods, a return address, and optional links to social media or other selling profiles.

Once approved, you may go through onboarding, learning the platform, rules, and tips for running successful live auctions.

Following Whatnot’s guidelines (like avoiding fake items or misleading claims) is essential for maintaining trust.

2. Set up your profile and store

Add a profile picture, bio, and relevant store info to attract buyers.

Upload high-quality photos, detailed descriptions, and pricing for each listing.

Whatnot also offers a beta feature for video listings, letting you showcase items in short clips to increase buyer confidence.

3. Schedule and host a live auction

This is the main feature of Whatnot and the reason many buyers go to the platform, so be ready to host live auctions and market your products on the go.

Schedule your auctions in advance and promote them via social media, email, or other channels.

Organize a tidy display space, and decide whether you want to showcase items on camera.

An engaging presentation is key, as buyers often respond to how items are displayed and described.

4. Fulfill orders and get paid

After a sale, Whatnot handles transactions automatically. 

You’ll pack and ship items using integrated shipping solutions, including discounted or free labels. 

Payments are processed securely and sent after the buyer confirms receipt or a set period passes. 

Post-auction, review performance metrics like viewer engagement, sales, and feedback to improve future auctions and grow your buyer community.

Whatnot’s top features 

Whatnot offers several standout features that make it a popular marketplace for sellers and buyers, particularly in the collectibles market. Some of the top features include:

• Live auctions: Sellers can host live auctions where buyers bid on items in real-time, often leading to competitive bidding and higher sales prices. The live auction format allows direct interaction between sellers and buyers through live video and chat. Sellers can showcase items, answer questions, and build rapport with their audience.
• Community building: Users can follow their favorite sellers to get notified of upcoming auctions and subscribe to specific categories of interest. During auctions, buyers can communicate with the seller and other participants, building a sense of community and engagement around the auctions.
• Diverse selling formats: Sellers can schedule their auctions in advance, allowing them to promote the event and attract more viewers. In addition, sellers can offer items at fixed prices—on still listings like in other marketplaces—giving buyers the option to purchase immediately without waiting for an auction.
• Secure transactions: Whatnot processes all payments securely through the platform, ensuring that sellers receive their funds once a transaction is completed and confirmed by the buyer.
• Integrated shipping solutions: Whatnot offers integrated shipping solutions with discounted rates for sellers. The platform also provides tracking information for shipments, keeping both buyers and sellers informed throughout the delivery process.
• Analytics and insights: Sellers can access detailed analytics on their auctions, including viewer engagement, sales data, and bidding activity. Also, buyers can leave feedback on their purchases, helping sellers build their reputation and identify areas for improvement.
• Mobile accessibility: Whatnot is primarily a mobile app, making it easy for sellers to manage their auctions, interact with buyers, and track sales from anywhere. Sellers and buyers receive push notifications for auction updates, new listings, and other relevant activities, ensuring they stay informed and engaged.
• Themed events and promotions: Whatnot frequently hosts themed events and promotions that highlight specific categories or celebrate special occasions. Sellers can be featured on Whatnot’s homepage or in category-specific promotions, giving them additional exposure to a broader audience.
• Customizable auctions: Sellers can customize the duration of their auctions, set starting prices, and control the pace of bidding. It’s possible to even pre-load items into an auction catalog, making it easy to manage and present multiple items during a live stream.
• Customer support: Whatnot offers responsive customer support for sellers and buyers, helping them resolve technical issues, disputes, or other concerns quickly and efficiently.

Which sellers is Whatnot best for?

Whatnot is designed for a wide range of sellers, but the main focus is on those with an interest in buying and selling collectibles.

Collectors:

Passionate enthusiast looking for trading cards, vintage toys, comics, sneakers, or Funko Pop! figures.

The platform offers a diverse array of collectibles and is the perfect place for people who simply enjoy connecting with others who share their interest in collector's items.

This marketplace has great potential for building communities that can spread across other platforms, such as Instagram or Discord.

Independent sellers

Whatnot provides an excellent platform for small business owners and independent sellers who specialize in collectibles, offering them a direct channel to reach a targeted audience and grow their business.

For those who already sell on other marketplaces, Whatnot offers a new avenue to expand their reach with a social media-based approach to selling. The auction format can drive higher engagement and sales compared to traditional ecommerce sites.

Community builders

Whatnot is a great platform for influencers and content creators who want to build a following around their niche and interests, even helping monetize a loyal audience that may follow them to the platform.

People who enjoy engaging with others and creating social shopping experiences will thrive on Whatnot because the marketplace encourages interaction and direct engagement.

Bargain hunters

For those who love a good deal (and who doesn't?), Whatnot is a great choice.

Buyers looking for the best deals on rare items can take advantage of the auction system since prices vary depending on the competition.

And those who just love the thrill of bidding and winning items at auctions will find Whatnot’s live auction format particularly appealing.

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Selling on Whatnot FAQs

The most frequently asked questions about Whatnot.

What types of products can I sell on Whatnot?

You can sell a wide variety of products on Whatnot, particularly within the collectibles market.

Popular categories include trading cards, vintage toys, comics, sneakers, Funko Pop! figures, and other niche collectibles. The platform also supports apparel, accessories, and other specialty goods.

What do I need to apply to sell on Whatnot?

You’ll need to provide payment methods and a return shipping address, as well as any additional information you wish to provide (direct links to your social media or your other selling profiles are optional).

Why You Should Trust Us

Joe Niehaus is an ecommerce expert and seasoned content writer at Whop. He brings a wealth of experience in overseeing affiliate programs for ecommerce brands and has contributed his knowledge to leading publications like Travel + Leisure, GQ, and Business Insider.