Whatnot Raises $545 Million as Live Shopping Marketplace Continues Rapid Growth

Whatnot has raised $545 million in Series G funding, giving the live shopping marketplace additional capital to attract buyers, expand into new categories and markets and build new tools for sellers. Whatnot described the financing as the largest funding round ever completed in live shopping.

The company said the money will primarily be directed toward helping sellers grow their businesses, an important development for the trading card, comic, toy and other collectible sellers who have become a major part of the platform.

Whatnot said sellers on the marketplace had already generated more sales by the midpoint of 2026 than they did during all of 2025. The platform is also adding more than 650,000 new users each week, according to the company.

Growth is extending to its sellers as well. Whatnot said the number of sellers who have surpassed $1 million in lifetime sales has more than doubled over the past year. The share of sellers earning what the company describes as a full-time living through the platform has increased 25 percent during the same period.

Whatnot plans to use part of the new funding for marketing intended to introduce live shopping to consumers who have not previously used the format.

The company also identified marketplace trust as a major investment area, arguing that buyers are more likely to become repeat customers when they have confidence in the platform.

For collectors purchasing cards and other high-value or condition-sensitive items through livestreams, trust between buyers, sellers and the marketplace has become an increasingly important part of the live commerce model.

Whatnot did not announce specific new authentication or buyer-protection programs as part of the Series G announcement, but said investment in trust would be one of the areas supported by the new capital.

The company also plans to continue expanding the range of products sold on Whatnot and bring the marketplace into additional geographic markets.

New seller tools are planned as well, including artificial intelligence-assisted features designed to reduce administrative work involved in running a business on the platform.

Whatnot said the goal is to allow sellers to spend more time livestreaming, sharing their expertise and interacting with their communities. The company credited small businesses and independent sellers with driving the development of its live shopping marketplace.

Whatnot began as a platform closely associated with collectibles and has since expanded into a much broader live commerce marketplace. Its continued growth has also made livestream selling an increasingly significant part of the way collectors buy and sell cards, comics, toys and other hobby products.