Whatnot
Whatnot operates a live shopping marketplace connecting buyers and sellers through interactive video auctions and fixed-price sales.
Whatnot operates a live shopping marketplace connecting buyers and sellers through interactive video auctions and fixed-price sales.
Whatnot announced $545 million in Series G funding on August 7, 2026, at a $20 billion valuation, nearly double its $11.5 billion valuation in October 2025, the largest raise in live commerce to date. ICONIQ, Lightspeed, and avra co-led, with Kleiner Perkins, Wellington, Robinhood, S32, and Standard Capital participating.
Returning investors include CapitalG, Y Combinator, Durable Capital Partners, Alkeon, Andreessen Horowitz, Greycroft, Bond, and DST Global. The round funds seller growth: marketing to bring in new buyers, trust and safety, new categories and markets, and AI-assisted seller tools.
Whatnot's 2026 State of Live Selling report estimates the live-selling market at roughly $22 billion across North America and Europe. In 2024, 40% of German consumers had already participated in a live-shopping format, which the company cites as evidence the format has moved into the mainstream.
The company reports that halfway through 2026 sellers had already sold more than in all of 2025, and that buyer counts more than doubled over the past year. Whatnot is applying its Series G funding toward buyer-acquisition marketing, trust investments, new categories, and new international markets.
Whatnot describes itself as the largest live-shopping platform in the US, UK, and Europe, with live sales that surpassed $8 billion in 2025, more than double the prior year. It has been the top shopping app in the US and UK, and more than 650,000 people now join each week.
Whatnot reports more than one billion items sold and says the number of sellers passing $1 million in lifetime sales more than doubled over the past year. The platform spans 250+ categories, pairing live auctions and flash sales with AI-assisted seller tools, shipping infrastructure, and trust-and-safety systems.
