The world of collectibles has found a new home in Whatnot, a live-stream shopping network that has taken the baseball card industry by storm. Armand Wilson, the Vice President of Categories & Expansion at Whatnot, reveals that the platform has become a hotbed for sports card collecting, with a card sold every second on the site.
Whatnot’s journey began in 2019, primarily focusing on Funko Pops before diving into other categories such as sports cards. Wilson mentions that the surge in sports card sales has been a significant driver of the platform’s success, with sellers raking in impressive figures. In just the first nine months of 2024, Whatnot sellers collectively generated a staggering $2 billion in live sales, with over 500 sellers surpassing the $1 million mark.
The company’s expansion into sports cards was a natural progression aimed at addressing the fraudulent practices prevalent in the online collectibles market. Wilson emphasizes that Whatnot aims to create a seamless experience for its users, with the average buyer collecting 12 items per week on the platform. The company charges an 8% commission on every sale but boasts higher sales volumes compared to other marketplaces, with sellers reportedly doubling their sales on Whatnot.
A pivotal moment for Whatnot was its participation in “The National,” a renowned collectibles show where the platform recreated the convention floor on its app, facilitating live interactions between buyers and sellers. This move showcased the power of Whatnot’s innovative approach, solidifying its position in the market.
The success stories of individual sellers further highlight Whatnot’s impact. From Geoff Wilson, who has amassed $2.5 million in sales at Cards HQ, to Dakota Peters, a young entrepreneur who transformed her hobby into a thriving business, Whatnot has provided a platform for sellers to achieve remarkable success. The emphasis on building trust between buyers and sellers has been central to Whatnot’s ethos, ensuring a reliable marketplace for collectors.
Headquartered in Culver City, California, with a global presence across North America and Europe, Whatnot has witnessed exponential growth, boasting around 175,000 hours of live streams weekly. The platform’s card-breaking feature, where users open packs together in a group setting, has gained immense popularity, fostering community engagement among collectors.
What sets Whatnot apart is its personal touch, with sellers actively engaging with buyers during live streams, creating an interactive and social experience. This approach has attracted a diverse audience, from young collectors in their 20s to seasoned enthusiasts in their 70s, showcasing the platform’s broad appeal. Whatnot’s success lies in merging the thrill of live-streaming with the enduring charm of baseball cards, cementing its status as a leader in the evolving collectibles market.
