The world of collectibles is experiencing a renaissance, and at the center of this resurgence is Whatnot, a live-stream shopping network making waves in North America and Europe. The platform’s VP of Categories & Expansion, Armand Wilson, sheds light on how Whatnot has become a powerhouse in the industry, driven in large part by the revival of baseball cards.
Wilson reveals that the platform boasts a card sold every second, with baseball cards standing out as one of its most significant categories. In 2024 alone, Whatnot sellers raked in an impressive $2 billion in live sales, with over 500 individuals crossing the million-dollar mark. This success has prompted some sellers to transition to full-time roles on the platform.
Originally starting with Funko Pops in 2019, Whatnot has steadily expanded its offerings to encompass various collectibles, including the immensely popular sports cards. Wilson emphasizes that Whatnot’s core mission was to address the challenges buyers faced in the online collectibles market, particularly rampant fraud. The seamless transition into cards was a natural evolution, with the average buyer now adding 12 items to their collection weekly.
A notable milestone for Whatnot was its participation in “The National,” a prominent midsummer collectibles show. By recreating the convention atmosphere within its app, Whatnot successfully united thousands of sellers to showcase their wares in real-time. This interactive approach has solidified the platform’s standing in the market, highlighting its unique strengths and attracting a diverse array of buyers and sellers.
Despite charging an 8% commission on sales, Whatnot sellers consistently outperform those on other platforms, often doubling their sales volumes. The platform’s unwavering focus on optimizing user experience has been instrumental in this success. Wilson stresses that Whatnot prioritizes user satisfaction over competition, resulting in a loyal and engaged community.
The platform’s exponential growth is evident in its employee count, which has soared from fewer than 10 to nearly 700 within a span of four years. Baseball cards have played a pivotal role in this expansion, with Wilson dubbing sports cards as the perfect fusion of cards and online shopping.
Success stories from Whatnot sellers further underscore the platform’s potential. Entrepreneurs like Geoff Wilson and Dakota Peters have seen remarkable growth and financial success by leveraging Whatnot’s platform to reach a broader audience. The emphasis on trust and reputation-building among sellers has been crucial in fostering a reliable marketplace for collectors.
Headquartered in Culver City, California, Whatnot has established itself as a global force, hosting a staggering 175,000 hours of live streams weekly. The platform’s live stream viewership eclipses that of traditional giants like QVC, with sellers achieving nine times more sales on Whatnot compared to other marketplaces. Buyers are equally invested, spending an average of 80 minutes daily immersing themselves in live content.
A standout feature on Whatnot is card-breaking, a communal practice where participants collectively open card packs for an electrifying experience. This interactive format enhances community engagement and excitement, driving user participation and retention on the platform.
Beyond being a marketplace, Whatnot has evolved into a social hub where collectors of all ages converge to share their passion. Sellers actively engage with buyers, creating a personalized experience that resonates with a diverse audience. From young enthusiasts in their 20s to seasoned collectors in their 70s, Whatnot has successfully cultivated a community that transcends generational boundaries.
As Whatnot continues to redefine the collectibles market, it’s evident that the platform’s fusion of live-streaming and baseball cards has struck a chord with collectors worldwide. By combining innovation and tradition, Whatnot has cemented its status as a trailblazer in the evolving landscape of collectible shopping.
