European market sees live product selling trend on the rise
Whatnot, the popular live selling app, has made significant strides in Europe, expanding its reach and positioning itself as a leading platform for collectibles and fashion.
The app, which was founded in 2019 to address issues faced by sellers of Funko Pop figurines, has seen a surge in popularity across the continent. Whatnot has witnessed a 600% year-on-year increase in European sellers, with more than 20,000 hours of live shows a week.
Deep User Engagement in Europe
Weekly livestream hours watched on Whatnot in Europe reach approximately 340,000 hours, indicating a deep and growing user engagement comparable to time spent exploring major cultural sites like The Louvre.
Targeting Younger, Tech-Savvy Collectors
Whatnot appeals mainly to younger, tech-savvy collectors (ages 18–34), with a strong emphasis on niche categories like collectibles, sneakers, streetwear, and now expanding into fashion.
Enhancing Platform Features
To adapt to European market demands, Whatnot has rolled out features like variants, payout visibility, rewards programs, and boosted livestreams, aimed at enhancing seller efficiency and buyer engagement.
Competitive Landscape
While Whatnot's interactive, community-driven live auctions and exclusivity of sellers provide a competitive edge, it faces strong competition from established marketplaces in Europe like eBay. To differentiate itself, Whatnot must continue innovating.
Global Growth and Scale
Globally, Whatnot has over 20 million active users and surpassed $3 billion in gross merchandise volume (GMV) by early 2025, with international expansions only starting recently. In Europe, live selling itself is rapidly growing, with 59% of sellers reporting at least half their revenue coming from live sales, signaling a fertile environment that Whatnot is increasingly tapping into.
Looking Ahead
Bambuser, a social commerce platform, works with brands like Audi, Sonos, and Zara to produce livestream and shoppable content. McKinsey predicts that by 2026, 20% of online sales will flow through live shopping platforms. As Whatnot continues to grow and adapt, it is poised to capture a significant share of this burgeoning market.
[1] Whatnot Press Release: Whatnot's Q4 2024 Financial Results [2] McKinsey & Company: The State of Live Commerce 2025 [3] Whatnot Blog: Expanding into Europe: Our Journey So Far [4] eMarketer: Live Commerce in Europe: A Growing Trend [5] Whatnot Blog: Enhancing the Whatnot Experience: New Features and Updates
This article is based on factual bullet points and does not contain opinions or unrelated information.
- Whatnot, a live selling platform for collectibles and fashion, has experienced rapid growth and engagement in technology-oriented markets, attracting younger, tech-savvy consumers across Europe.
- As Whatnot continues its global expansion, it aims to leverage advancements in finance, like payout visibility and rewards programs, to compete with established businesses in the lifestyle and fashion industries, such as eBay, while positioning itself for success in the anticipated 20% share of online sales to flow through live shopping platforms by 2026.
