Sellers on live shopping platform Whatnot drove more than $8 billion in sales last year, the company announced in a financial recap of 2025 on Wednesday.
According to Whatnot’s 2026 State of Live Selling Report, the total more than doubled the company’s sales from 2024.
Whatnot also reported more than 20 million new accounts were created in 2025, with one in eight sellers now selling full-time on the platform, up 20% from 2024.
Sports and TCG cards were the top two best-selling categories in the United States in 2025. Whatnot reported 6.4 million sports cards were purchased per month with two cards sold every second on the platform globally.
Among all categories, lifestyle verticals were the fastest growers on the platform in 2025, with beauty up 791%, electronics up 444%, jewelry up 259% and women’s fashion up 223%.
According to Whatnot, U.S. buyers spent 570,000 hours watching beauty shows each week. Women’s fashion generated more than 12 million orders per month and 6,000 items per hour.
Sports and TCG cards, women’s fashion, toys and beauty made up 74% of the total U.S. sales on Whatnot in 2025.
Whatnot announced $225 million in Series F funding in October to bring the company’s valuation to $11.5 billion. That valuation has more than doubled since the start of 2025.
Whatnot has raised $968 million since 2019.
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Ben Burrows is a reporter and editor for cllct, the premier company for collectible culture. He was previously the collectibles editor at Sports Illustrated. You can follow him on X and Instagram @benmburrows.