World of Fashion
Live-Shopping: Whatnot Raises US$225 Million
By Yvonne Heinen-Foudeh, Senior International Correspondent
California-based platform developer Whatnot just completed a Series F funding round worth US$225 million. This brings the valuation of the live shopping provider to around US$11.5 billion – more than double its value at the beginning of 2025. Since its founding in 2019, the company has raised approximately $968 million and is considered one of the fastest-growing live commerce marketplaces.
Designed for live auctions and the sale of products in interactive streams, Whatnot’s value proposition is based on immediacy, competition among buyers, and community experiences around specific niches such as collectibles, where it all began with consumer bids on limited edition items, like e.g. Pokémon cards – long expanded to fashion, lifestyle goods, technology devices, etc.
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The further growth of the platform developer & provider’s payment and shipping management enables buyers to pay directly through the platform, with shipping handled by them, and provides prepaid labels to sellers to simplify logistics. © Whatnot
Today, the company reports a monthly customer retention rate of over 80 percent and a gross merchandise value of more than US$6 billion for the current year.
In October 2023, it had further increased its assets with the acquisition of Supergreat from New York, specializing in the development of social/platform software and B2C information services. The current financing round was led by DST Global and CapitalG, with participation from Sequoia Capital, Alkeon Capital, Andreessen Horowitz, Greycroft, Avra, and Bond. The funds will be used to expand the platform, develop new features, and pursue international expansion. Whatnot also plans to launch a $126 million share buyback program.
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Live Auction Trend Reshapes E-Commerce
Live shopping is a dynamic way to shop through live-streamed sessions. It combines the convenience of online shopping with the interaction of a live event over a gamification shopping experience. Unlike traditional eCommerce, live shopping offers real-time engagement, allowing interaction, like asking questions and getting instant feedback.
Other examples of platforms integrating live commerce include TikTok Shop and YouTube Shopping.
Expanding geographically as well
The venture capital-backed private company has so far focused on Europe, with co-located office hubs in the UK, Ireland, Poland, and Germany today. The number of employees is currently estimated at 950. Whatnot co-founder and CEO Grant LaFontaine, in the wake of the current situation, “Live shopping has long since established itself. Whatnot shows that this format has become the new standard in retail.”
The venture capital-backed private company has so far focused on Europe, with co-located office hubs in the UK, Ireland, Poland, and Germany today. The number of employees is currently estimated at 950. Whatnot co-founder and CEO Grant LaFontaine, in the wake of the current situation, “Live shopping has long since established itself. Whatnot shows that this format has become the new standard in retail.”