Whatnot Inc., the livestream shopping platform that has built its reputation on community-driven commerce, is putting increasing emphasis on teaching its sellers how to grow loyal customer bases through social media. The Los Angeles-based startup, valued at $3.7 billion in its most recent funding round in 2022, has seen rapid growth since its founding in 2019. With categories now spanning trading cards, sneakers, fashion, luxury watches, and collectibles, the company is positioning community engagement as a cornerstone of long-term seller success.
For Whatnot, social media is more than a promotional tool. The company views platforms like TikTok, Instagram, and YouTube as essential channels for sellers to maintain ongoing relationships with buyers outside of live auctions. By leveraging social platforms, sellers can highlight upcoming product drops, share behind-the-scenes content, and create personal brands that extend beyond a single livestream. This strategy aims to transform transactions into relationships, driving repeat business and loyalty.
The emphasis on social media integration comes at a time when the livestream shopping market is expanding rapidly in the United States. According to Insider Intelligence, livestream commerce sales are projected to grow from $32 billion in 2023 to $68 billion by 2026. Platforms competing for this market, including TikTok Shop, eBay Live, and Amazon Live, are all investing in tools that blur the line between entertainment and retail. Whatnot is focusing on seller-driven community building as a way to retain buyers in an increasingly crowded space.
Sellers on Whatnot are being encouraged to create cross-platform identities that funnel audiences into their live auctions. Many are learning to use short-form video content on TikTok or Instagram Reels to preview products, showcase authenticity, and build anticipation for scheduled streams. Others rely on YouTube to offer longer-form content, such as educational breakdowns of card grading or sneaker authenticity checks, which establish credibility and trust. The integration of these efforts helps sellers draw audiences back into the Whatnot marketplace, where real-time auctions drive sales.
The company has supported this push with training resources and guidelines. Whatnot’s Seller University program includes modules on using social media effectively, with instructions on video production, engagement strategies, and platform algorithms. The company has also hosted live workshops featuring case studies of successful sellers who built followings across social platforms before translating that momentum into marketplace performance.
The strategy reflects broader consumer behavior shifts. Gen Z and millennial shoppers, who make up the majority of Whatnot’s user base, often discover products through social media before deciding to buy. According to a 2024 survey by Deloitte, more than 50 percent of Gen Z consumers say they have made purchases influenced directly by social media. Whatnot is tapping into this trend by encouraging sellers to blur the boundary between content creation and commerce.
Competition among platforms further highlights the importance of community building. TikTok Shop has integrated product listings directly into videos and live streams, leveraging its vast creator base. Instagram, under Meta Platforms Inc., continues to invest in shoppable posts and influencer-driven retail. Amazon has leaned on influencer partnerships through Amazon Live, while eBay has promoted livestream auctions in categories such as collectibles and fashion. Whatnot’s distinct approach lies in cultivating seller-driven communities rather than relying solely on platform-led promotions.
The company has reported that sellers who actively build audiences on social media tend to achieve higher gross merchandise value (GMV) on its platform. These sellers not only attract larger live audiences but also benefit from stronger conversion rates due to established trust and familiarity. The impact is particularly notable in high-value categories such as sneakers and luxury watches, where buyers want assurance of authenticity before placing competitive bids.
The role of community extends beyond sales. Sellers often use social media to host Q&A sessions, highlight customer stories, or showcase collections from loyal buyers. This approach strengthens brand identity and reinforces the sense of belonging that has long been a hallmark of hobbyist communities. For categories such as trading cards, where passion and expertise are as important as product supply, these communities are critical to sustaining buyer engagement.
Whatnot’s integration of social media strategies also positions the company to attract brands and creators seeking more direct retail connections. Lifestyle brands, emerging fashion designers, and independent creators can use Whatnot as a platform to host live events while simultaneously building audiences across other social platforms. This dual presence creates opportunities for cross-promotion and long-term customer acquisition.
The emphasis on community building through social media also serves as a hedge against the volatility of algorithm-driven marketplaces. By growing dedicated followings outside the platform, sellers are less dependent on Whatnot’s search and recommendation algorithms alone. This independence gives sellers more control over their visibility and reach, ensuring that they can sustain audiences even as platform dynamics evolve.
For Whatnot, the strategy underscores a recognition that livestream commerce is not just about real-time transactions but also about cultivating ecosystems of buyers and sellers. By equipping its sellers with tools to build communities across social media, the company is aiming to strengthen both buyer trust and platform loyalty. In a competitive market where entertainment and commerce are increasingly intertwined, that focus on community may prove to be one of its most valuable differentiators.