Whatnot is a live shopping marketplace with more than 250 categories, including coins, sneakers, fashion, electronics, sports and Pokémon cards, plants, and jewelry.
Whatnot debuts its first national brand campaign, *Take a Shopping Trip*, featuring New York Giants running back Cam Skattebo alongside Whatnot sellers. The 30-second ad, *Cam’s Trip*, premiered during a Giants game on October 25, 2026, with the broader campaign airing across NFL and NBA broadcasts through year-end. The initiative highlights Whatnot’s seller community in a live shopping format.
Whatnot introduced tiered seller commission rates that decrease as four-week sales volume increases, dropping to as low as **3%** in the U.S. The platform reports that **one in eight sellers** now operate full-time on its marketplace.
TikTok and Whatnot are helping livestream shopping gain traction in the U.S. through real-time product demos, sales shows and auctions. Beachwaver says its TikTok Shop sales total about $1 million so far in 2026, with roughly a quarter coming from livestreams, while TikTok says live-shopping sales have more than doubled year over year in the first half. eMarketer forecasts nearly $20 billion in U.S. livestream sales in 2026.
