Whatnot is an emerging live-shopping platform that’s gaining traction in Western markets, particularly the U.S. Unlike traditional e-commerce marketplaces, Whatnot focuses on interactive, real-time shopping experiences where sellers engage with audiences via live streams, showcasing and auctioning products in a dynamic way. Originally popular in niche collector communities—such as trading cards, sneakers, and vintage fashion—Whatnot has expanded into broader retail categories. With a user-friendly mobile app and an emphasis on entertainment-driven commerce, the platform is betting on live shopping as the future of e-commerce in the West.
Live shopping has been a massive success in Asia, especially in China, where platforms like Taobao Live and Douyin (TikTok’s Chinese counterpart) generate billions in sales through interactive broadcasts. However, the Western market presents different challenges, including cultural shopping habits, consumer skepticism, and platform adoption.
Some early attempts at live commerce in the West have faced mixed results. Meta and YouTube both launched live shopping features but struggled with sustained engagement, leading to Meta shutting down its Facebook Live Shopping feature in 2023. However, TikTok Shop has recently made a strong push in the U.S. and U.K., integrating commerce more seamlessly into short-form video content.
Whatnot, in contrast, takes a more community-driven approach. Its success so far is tied to enthusiast-driven categories where storytelling, rarity, and excitement play a big role in purchasing decisions. This suggests that live shopping could thrive in specific verticals—such as collectibles, limited-edition fashion, and beauty products—rather than as a one-size-fits-all solution. The key will be maintaining engagement and creating a shopping experience that feels more like entertainment than a sales pitch.
✅ Best for Live Shopping:
Limited Edition & Seasonal Drops – Sneakers, streetwear, and capsule collections create urgency and FOMO.
Try-On & Styling Demos – Dresses, jackets, and accessories perform well when modeled live with mix-and-match styling tips.
Luxury & Designer Items – High-end handbags, watches, and jewelry gain traction when hosts highlight craftsmanship and exclusivity.
❌ Less Suitable:
Basic Essentials – Socks, plain T-shirts, and generic undergarments lack excitement and impulse-buy appeal.
Highly Personalized Items – Tailored suits, custom-fit clothing, or made-to-order items may not work well for instant conversions.
✅ Best for Live Shopping:
Skincare & Cosmetics Tutorials – Foundations, lipsticks, and skincare products benefit from live application and real-time Q&A.
Limited-Edition & Holiday Gift Sets – Bundled beauty sets drive urgency and encourage bulk buying.
Fragrances & Personal Care – Perfumes and body lotions perform well when described with sensory storytelling.
❌ Less Suitable:
Highly Specialized Skincare – Prescription-based skincare or products with long-term results may need longer decision-making time.
Salon-Exclusive Products – Items requiring professional application (like salon hair treatments) may have a smaller consumer audience.
✅ Best for Live Shopping:
Smartphones & Accessories – Live unboxings and feature breakdowns make mobile gadgets engaging.
Gaming & Streaming Gear – Consoles, VR headsets, and streaming setups attract tech-savvy audiences.
Home Tech & Gadgets – Smart home devices (e.g., robot vacuums, smart speakers) benefit from live demonstrations.
❌ Less Suitable:
Highly Technical Equipment – Servers, industrial tools, and high-end cameras may require in-depth research beyond a live session.
Commodity Electronics – USB cables, standard chargers, and generic phone cases aren’t visually compelling for live shopping.
✅ Best for Live Shopping:
Kitchen Appliances & Cooking Tools – Coffee machines, air fryers, and high-end knives perform well with live cooking demos.
Home Decor & Furniture – Lighting, rugs, and storage solutions benefit from styling tips and room transformations.
Cleaning Gadgets & Smart Home Devices – Robot vacuums, steam mops, and AI-powered home tech attract practical buyers.
❌ Less Suitable:
Heavy & Large Furniture – Sofas, beds, and big furniture pieces may be challenging to showcase and ship quickly.
Basic Household Essentials – Sponges, toilet brushes, and laundry detergents don’t generate live-shopping excitement.
For live shopping success, visually engaging, demonstrable, and limited-time products tend to perform best. Retailers should focus on storytelling, urgency, and real-time interaction to maximize conversions.
References:
How Whatnot is pushing social commerce forward amid TikToks uncertain future
Livestream shopping app Whatnot raises $265M, pinning valuation at nearly $5B
How Livestream shopping is revolutionizing the way people buy and sell with Whatnot