Whatnot

Last updated
Whatnot
Industry e-commerce
Founded2019
FounderGrant LaFontaine (CEO), Logan Head
Headquarters
Los Angeles, California
,
US
Number of employees
~800 [1]
Website www.whatnot.com

Whatnot is a live-stream shopping platform where users can buy and sell in online video auctions. [2] [3] [4]

Contents

History

Whatnot was founded in 2019 by Grant LaFontaine and Logan Head. [5] Before expanding to host a more diverse range of products, the platform started as a marketplace for Funko Pop figurines. [6] 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. [7] In 2024, sellers using Whatnot sold $3 billion worth of goods via live sales [7] and Whatnot received $265 million in a Series E funding round that valued the company at $4.97 billion. [8] A Series F funding round conducted in October 2025 raised another $225 million and valued the company at $11.5 billion. [6] [9] This funding round was co-led by DST Global and CapitalG and included investments from Greycroft, Andreessen Horowitz, and Sequoia Capital. [9]

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. [10] [11] [12] Whatnot generates revenue through fees charged to sellers and collaborations with influencers and brands to promote products on the platform. [13] [14]

References

  1. ↑ Morgan, Rick (August 11, 2025). "LA startup Whatnot ramps up headcount at Seattle office". Puget Sound Business Journal. Retrieved November 4, 2025.
  2. ↑ Taylor, Isaac (2025-01-08). "New Growth Investment Pushes Whatnot to $5 Billion Valuation". Wall Street Journal. ISSN   0099-9660 . Retrieved 2025-01-23.
  3. ↑ Schlossberg, Dan. "Fueled By Baseball Card Boom, Whatnot Hits Financial Home Run". Forbes. Retrieved 2025-01-23.
  4. ↑ Forristal, Lauren (2024-10-02). "Livestream shopping app Whatnot adds a rewards program as GMV tops $2B". TechCrunch. Retrieved 2025-01-23.
  5. ↑ Shoaib, Maliha (January 30, 2025). "Can Whatnot bring live shopping to the West?". Vogue Business. Retrieved November 11, 2025.
  6. 1 2 de la Merced, Michael J. (October 28, 2025). "Whatnot Raises $225 Million as Investors Bet on Livestream Shopping". New York Times. Retrieved November 11, 2025.
  7. 1 2 Del Rey, Jason (June 16, 2025). "Inside the rise of Whatnot, the wildly-entertaining, FOMO-inducing, $5 billion shopping app you've never heard of". Fortune. Retrieved November 11, 2025.
  8. ↑ Forristal, Lauren (January 8, 2025). "Livestream shopping app Whatnot raises $265M, pinning valuation at nearly $5B". TechCrunch. Retrieved November 11, 2025.
  9. 1 2 Nusbaum, David (November 12, 2025). "Online Sales Platform Whatnot Raises $225 Million Series F Round". Los Angeles Times. Retrieved November 20, 2025.
  10. ↑ Forristal, Lauren (2025-01-08). "Livestream shopping app Whatnot raises $265M, pinning valuation at nearly $5B". TechCrunch. Retrieved 2025-01-23.
  11. ↑ Arjan (2025-01-09). "Whatnot eyes further European expansion". Ecommerce News. Retrieved 2025-01-23.
  12. ↑ Rekman, Lee (2025-01-16). "Exploring Whatnot: The Future of Live Auction eCommerce". Lethal Digital. Retrieved 2025-01-24.
  13. ↑ "TikTok Shop Rival Whatnot Raises Funds at $5 Billion Valuation". The Business of Fashion. 2025-01-08. Retrieved 2025-01-23.
  14. ↑ "Marvel and Whatnot Unveil Exclusive Comic Trading Packs for NYCC". www.marvel.com. Retrieved 2025-01-23.
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