The world of collectibles has found a new home in the dynamic realm of Whatnot, a live-stream shopping platform that has taken the resurgence of baseball cards to unprecedented heights. With a card being sold every second on the platform, Whatnot has quickly become a powerhouse in the North American and European markets, redefining the way people engage with and collect their favorite items.
Armand Wilson, the Vice President of Categories & Expansion at Whatnot, reveals that baseball cards are a significant driver of the platform’s success, with the category proving to be one of the most popular among buyers. In the first nine months of 2024 alone, Whatnot sellers raked in an impressive $2 billion in live sales, with over 500 of them crossing the million-dollar mark. Some sellers have even made the bold move to transition from their traditional jobs to fully dedicate themselves to the platform, drawn by its immense potential and lucrative opportunities.
Originating in 2019 with a strong focus on Funko Pops, Whatnot has since expanded its offerings to include a wide range of categories, with sports cards emerging as a natural fit. Wilson highlights that the platform was conceived to address the challenges faced by buyers in the collectibles market, particularly combating the prevalent issue of fraud. Whatnot’s seamless expansion into the world of cards has been met with enthusiasm from its user base, with the average buyer adding 12 new items to their collection weekly, showcasing the platform’s appeal and engagement.
A pivotal moment for Whatnot came with its participation in “The National,” a prominent midsummer collectibles show. By bringing the convention experience to its app, Whatnot connected thousands of sellers with eager buyers in a vibrant and interactive environment. This innovative approach not only showcased the platform’s capabilities but also solidified its position as a leader in the collectibles market. The 8% commission charged on sales is a small price to pay for the significant increase in sales volume that sellers experience on Whatnot, often doubling their performance compared to other marketplaces.
Whatnot’s exponential growth is evident in its workforce expansion, from less than 10 employees to nearly 700 within a span of just four years. Baseball cards have played a pivotal role in propelling this growth, with their unique combination of nostalgia, excitement, and online shopping proving to be a winning formula for Whatnot. Success stories from sellers such as Geoff Wilson at Cards HQ and entrepreneur Dakota Peters demonstrate the platform’s potential to transform hobbies into thriving businesses, with impressive sales figures and substantial growth seen within a short period.
Trust forms the cornerstone of the relationship between Whatnot, its sellers, and buyers. While the platform doesn’t directly authenticate products, sellers earn trust through maintaining high standards and promptly addressing customer concerns. This commitment to transparency and integrity fosters a sense of reliability and credibility among the community, encouraging growth and repeat business.
With its headquarters in Culver City, California, and a strong presence across North America and Europe, Whatnot has truly become a global force to be reckoned with. Boasting 175,000 hours of live streams each week—800 times more than QVC—Whatnot offers a platform where sellers can achieve nine times more sales compared to other marketplaces. The average user spends 80 minutes daily engaged in live streams, showcasing the platform’s incredible appeal and engagement.
One of the standout features on Whatnot is the practice of card-breaking, where users come together to open packs of cards in an exhilarating and communal experience. This feature enhances community engagement and fosters a sense of excitement and camaraderie among collectors, keeping them coming back for more live auction action. Sellers interact with buyers in real-time, creating a personalized experience that resonates with users of all ages, from young collectors to seasoned enthusiasts, bridging generations and fostering a shared passion for collectibles.
As Whatnot continues to push boundaries and expand its reach, it’s clear that the platform has redefined the collectibles market landscape. By blending the thrill of live-streaming with the timeless appeal of baseball cards, Whatnot has carved out a unique space for itself, offering an unparalleled shopping experience that delights collectors and sellers alike.
