The phrase “cardboard gold” has never felt more fitting than in the context of the recent resurgence of baseball cards, a trend that has been pivotal in propelling Whatnot to the forefront. Whatnot is the largest live-stream shopping network in North America and Europe, redefining the way people interact with collectibles and transforming the buying and selling experience.
Armand Wilson, Vice President of Categories & Expansion at Whatnot, highlights the platform’s significant presence in the sports card collecting arena, with a card being sold every second on the site. In the first nine months of 2024 alone, Whatnot saw sellers generating an impressive $2 billion in live sales, with over 500 individuals making more than $1 million. Some sellers have even transitioned from their traditional jobs to dedicate themselves full-time to Whatnot, a testament to the platform’s success and potential.
Since its inception in 2019, Whatnot has evolved from focusing on Funko Pops to encompassing various categories, including sports cards. Wilson elaborates on the platform’s origins and its mission to address the challenges buyers faced in the collectibles market, particularly regarding fraud. Transitioning into sports cards seemed like a natural progression for Whatnot, with the average buyer now collecting an impressive 12 items per week, showcasing the platform’s broad appeal.
A pivotal moment for Whatnot was its participation in “The National,” a renowned midsummer collectibles show. Whatnot recreated the convention experience within its app, enabling thousands of sellers to showcase their inventory live. This innovative approach allowed buyers to engage dynamically with sellers, showcasing the platform’s unique capabilities. Wilson emphasizes how this collective seller showcase highlighted Whatnot’s strength and undeniable impact on the market.
Despite charging an 8% commission on each sale, Whatnot boasts significantly higher sales volumes for sellers than other marketplaces. Wilson attributes this success to the platform’s unwavering focus on enhancing user experiences for both buyers and sellers. By prioritizing user satisfaction, Whatnot has created a thriving ecosystem that fosters growth and loyalty among its participants.
The unprecedented growth of Whatnot is evident in its workforce expansion, from fewer than 10 employees to nearly 700 members within just a few years. Baseball cards have played a crucial role in driving this growth, combining the appeal of collecting cards with the convenience of online shopping to create a winning formula. Success stories from sellers like Geoff Wilson and Dakota Peters further illustrate the platform’s immense potential and the opportunities it offers for entrepreneurs and collectors alike.
Whatnot places a premium on trust between buyers and sellers, with sellers earning reputations based on reliability and responsiveness to customer concerns. While the platform doesn’t directly authenticate products, sellers’ commitment to maintaining trust and transparency fuels their growth and success on Whatnot.
Headquartered in Culver City, California, with a global presence spanning North America and Europe, Whatnot has emerged as a powerhouse in the industry. Boasting 175,000 hours of live streams weekly—800 times more than QVC—the platform witnesses sellers achieving nine times more sales than on other marketplaces. Buyers spend an average of 80 minutes daily engaging with live streams, underlining Whatnot’s appeal and influence.
Card-breaking, a popular feature on Whatnot that involves opening card packs in a group setting, has captured the attention of collectors. The excitement and community spirit fostered by these live auctions add a dynamic touch to the platform, keeping users engaged and eager for more. The rapid pace of auctions, with some lasting only a minute, contributes to the platform’s allure and entertainment value.
For many collectors, Whatnot transcends being just a marketplace—it’s a social and interactive experience that fosters connections and engagement. Sellers’ personalized interactions with buyers and the sense of community created through live auctions have cultivated a loyal and diverse audience, spanning across age groups and backgrounds. Whatnot’s inclusive approach has resonated with a broad demographic, reflecting its universal appeal.
As Whatnot continues to expand its reach and influence, it’s evident that the platform has revolutionized the collectibles market. By merging the thrill of live-streaming with the enduring allure of baseball cards, Whatnot has solidified its position as a leader in the evolving and vibrant world of collectibles.
