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Whatnot is a live-shopping marketplace where people buy and sell collectibles and other categories through livestream auctions and fixed-price listings. Launched in 2019 and headquartered in Los Angeles, the platform is built around hosts and community: sellers go live, buyers chat in real time, and products move through fast, entertainment-driven sessions.
Because Whatnot is a private company and does not publish audited “monthly active users” like public tech firms, the most reliable way to track its growth is via clearly labeled, dated company statements and reputable reporting on marketplace volume (GMV/sales) and fundraising.
Answer box: Whatnot reported that sellers generated $8B+ in GMV/sales in 2025 and that the platform created 20M+ new accounts during the year. In October 2025, Whatnot announced a $225M Series F that valued the company at $11.5B (as reported by Crunchbase News).
Sources: Whatnot’s 2026 State of Live Selling report and Crunchbase News coverage of the Series F.
Key metrics table (latest available + clearly labeled)
These are the most verifiable Whatnot stats currently available from dated company statements and reputable reporting. “GMV” refers to the total value of goods sold on the platform.
| Metric | Value | Year | Source |
|---|---|---|---|
| GMV / sales on platform | $8B+ (more than doubled YoY) | 2025 | Whatnot report / CLLCT recap |
| New accounts created | 20M+ | 2025 | Whatnot report |
| Funding round | $225M Series F | Oct 2025 | Crunchbase News |
| Reported valuation | $11.5B | Oct 2025 | Crunchbase News |
| GMV milestone | $2B GMV milestone highlighted | 2024 | Report recap |
Whatnot’s growth story in plain English
1) Whatnot is scaling live shopping, not just listings
Whatnot’s core format is livestream commerce. The company frames “going live” as a repeatable sales engine, with seller frequency and community interaction as key drivers of conversion.
2) 2025 growth was fueled by a larger buyer base
In its 2026 live selling report, Whatnot says 20M+ new accounts were created in 2025. More accounts can translate into more bidders per stream, higher sell-through, and better prices for sellers.
3) Fundraising signals investor confidence in the format
Whatnot’s October 2025 Series F raised $225M and was reported at a $11.5B valuation—evidence that investors believe live shopping can be a durable marketplace category, not a pandemic-era fad.
FAQ
How many people use Whatnot?
Whatnot does not consistently publish a single, audited “active users” number. A more reliable proxy is marketplace activity: Whatnot reported 20M+ new accounts created in 2025 and $8B+ in GMV/sales for 2025.
What is Whatnot’s GMV?
GMV (gross merchandise value) is the total value of goods sold on the platform. Whatnot reported $8B+ GMV/sales in 2025 and previously highlighted a $2B GMV milestone for 2024.
When was Whatnot founded?
Whatnot launched in 2019 and is headquartered in Los Angeles, California.
How much funding has Whatnot raised?
One widely reported milestone is Whatnot’s $225M Series F in October 2025 at a reported $11.5B valuation. (Private-company fundraising totals can vary by data source.)
What does Whatnot sell?
Whatnot started in collectibles and has expanded into additional categories, with live auctions and fixed-price listings as core formats.
